Gastroenterology Digital EngagementScience-First HCP Campaign Excellence
Reaching 739 gastroenterologists with scientifically credible content, achieving 53.67% open rates and 10.67% click rates - significantly outperforming healthcare industry benchmarks.
53.67%
Open Rate vs 21-30% Industry Benchmark
10.67%
Click Rate vs 2-5% Industry Benchmark
19.83%
Click-to-Open Rate
Campaign Overview
A leading international biopharmaceutical company partnered with Meeting Minds Experts to execute a targeted digital engagement campaign designed to educate healthcare professionals (HCPs) on the latest treatment approaches in gastroenterology.
The campaign's objective was to deliver evidence-based, educational content through segmented email communications — building trust with gastroenterologists and related specialists while avoiding overtly promotional messaging.
Challenges
Specialized Audience
Reaching a highly specialized audience of gastroenterologists in the UAE
Credible Content
Delivering scientifically credible, non-promotional content to engage HCPs
Optimization Balance
Balancing email subject lines, timing, and content formats for optimal engagement
Measurable Impact
Demonstrating measurable impact compared to industry benchmarks
Our Science-First Approach
Audience Segmentation
Primary target: 739 gastroenterologists; secondary reach included hepatology, endoscopy, and internal medicine specialists.
Content Mix
Expert-led videos, scientific articles, and visual content emphasizing treatment outcomes and clinical evidence.
Email Optimization
Resend strategy for non-responders, mid-week scheduling, and data-driven subject line testing.
Analytics & Insights
Continuous monitoring of open rates, click behavior, video watch-through, and engagement pathways.
Results & Impact
Campaign Performance vs Industry Benchmarks
| Metric | Campaign Performance | Healthcare Industry Benchmark |
|---|---|---|
| Open Rate | 53.67% | 21–30% |
| Click Rate | 10.67% | 2–5% |
| Click-to-Open Rate (CTOR) | 19.83% | 10–18% |
Engagement Highlights
Educational Framing Worked Best
Emails with clinical insights and treatment comparisons achieved the highest open rate (61%).
Video Content Outperformed Text
Expert-led videos generated a 54% click-to-open rate, showing deeper engagement than articles (46%).
Trust-Based Interest
Up to 33% of all clicks went to the prescription information link — despite it being placed discreetly in the footer.
Resend Strategy Boosted Reach
Follow-up emails to non-responders increased total reach by 17% more opens.
Key Learnings
Education over Promotion
HCPs responded better to evidence-based, science-led messaging than to overt sales language.
Expert Voices Matter
Videos featuring respected specialists drove higher watch-through and stronger engagement.
Behavior Signals Intent
Click patterns indicated genuine clinical interest, especially in discreetly placed prescribing information.
Timing & Optimization
Mid-week scheduling and concise subject lines improved visibility and engagement.
Conclusion
This campaign demonstrated the power of science-first digital engagement in the healthcare sector. By focusing on education, trust, and credible expert voices, Meeting Minds Experts enabled the client to outperform industry benchmarks and build meaningful connections with the UAE gastroenterology community.
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