Improving Brand Recall
Among Doctors
Through Personalized
Patient Education
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The client is among India’s Top 5 Pharmaceutical Companies and owns a prominent Desensitizer Toothpaste brand. The company was looking to engage doctors in its network and increase brand recall among Indian dentists while delivering value to the doctor and patient.
Oral disorders are the most prevalent disease group in India over the past three decades affecting almost 66.7 crore (49.2% of population in 2019). Despite the scale of the problem, only 12.4% of adults have ever had their oral cavity examined by a dentist as stated in the Draft National Oral Health Policy 2018.
Given this context, the company has been trying to support dentists in educating the general population. For this, the company created a website which allowed dentists to personalize engaging and informative content on the importance of oral hygiene and download the personalized content to share within their network of patients. This initiative, however, received a lukewarm reception with very few doctors ever availing of the service.
Solution
YQ social partnered with the client to help them run this initiative over WhatsApp. Leveraging the network effects that WhatsApp provides (with both doctors and patients using it), we:
- Created an officially verified WhatsApp account and brand-based trigger word for the toothpaste brand
- Developed User Journeys and Personalized Campaigns that were triggered based on user actions and events
- Integrated our media personalization feature to deliver informative patient education content as short video stories, engaging posters and printable PDFs personalised to the doctor in real-time
- Integrated our real-time update feature through WhatsApp to notify Medical Representatives of doctor actions to help them make timely nudges
- Developed a brand launch event registration journey with direct calendar integration, multiple reminders on calendar and WhatsApp, and continuing engagement
The WhatsApp Brand Bot was selected as Top 4 Marketing Best Practices across the company’s 200+ brands…
2,500+
Doctors Onboarded
17,500+
Personalized Images & Pdfs created
13,500+
Personalized Videos (~338hrs)
38,000+
Minutes of Engagement
550+
Registrations for brand launch event
INR 57 Lakhs+
RoI of Equivalent MR Visits