Always-on omnichannel HCP campaign driving awareness in respiratory care.
A leading pharmaceutical company sought to build national awareness of a respiratory treatment for long-term COPD management among General Practitioners and Respiratory Physicians. The objective was to strengthen device positioning and maintain consistent presence across 2025.
Media strategy
The media strategy was designed around how clinicians consume content — combining trusted print journals, high-frequency digital display, and targeted newsletter placements within logged-in HCP environments. By aligning placements with seasonal peaks, conference timing and respiratory-focused editorial moments, the campaign ensured relevance, contextual credibility and repeated exposure across both online and offline touchpoints.
Execution
An always-on, 12-month campaign was deployed across premium Australian medical publishers. Activity included:
- High-impact print placements (inside front cover, outside cover, false cover)
- Website display (MREC, leaderboard and roadblock formats)
- Newsletter sponsorships and eTOC placements
- A premium themed digital issue focused on respiratory care
Results
- 496,239 digital impressions delivered vs 440,000 planned (+12.78% over delivery)
- Website display activity exceeded projections by up to +51.85%
- Open rates consistently surpassed benchmarks across key publishers
- A sponsored themed respiratory issue generated 1,185 clicks in a single send, outperforming all standard newsletter placements combined
- CTRs exceeded publisher benchmarks, particularly during roadblock display months
Conclusion
The integrated print and digital ecosystem delivered sustained awareness among Australia’s GP and Respiratory Physician audiences. Strong overdelivery on impressions, above-benchmark engagement and standout performance from contextual sponsorship demonstrate the value of aligning media strategy with clinician content consumption behaviours across a long-term campaign.