A leading pharmaceutical company in India, well known for its OTC presence and deep connection with mass-market audiences, was preparing to launch a public awareness campaign focused on maternal health. The goal was to educate both doctors and patients about early pregnancy detection and safe maternal care, a topic often overlooked in Tier II and rural India, where access to credible information is limited. Although the brand enjoyed strong recognition in metros, it struggled to drive awareness and prescription support beyond urban centers. They needed a technology partner capable of helping them scale communication to doctors and patients in regions where traditional media and rep-led outreach fall short.
Digital Strategist / MarTech Consultant – 1
Tech Lead / Solution Architect – 1
Frontend Developer (PWA & CMS) – 1
Backend Developer (APIs, CRM, Dashboard) – 1
Content Strategist – 1
Regional Language Copywriters / Translators – 2
QA Engineer – 1
Analytics & Campaign Ops Specialist – 1
The client faced clear operational barriers. Doctors in Tier II and III cities were not engaging with existing digital channels, and patients often had limited exposure to formal healthcare communication.
Their internal teams lacked the tools and bandwidth to deliver personalized, regional content at scale.
Reps in the field were working without coordination from digital teams, leading to inconsistent messaging.
The company had no way to measure how doctors or patients were responding to awareness initiatives, particularly in local language regions where content performance data was non-existent.
Without a scalable solution, the campaign risked low engagement and poor recall in the very markets it was meant to reach.
Valuebound partnered with the client to design a tech-led campaign tailored specifically for Tier I and II markets. We began by integrating WhatsApp-based messaging workflows, enabling the client to deliver automated updates and educational content directly to doctors and patients in their preferred regional languages. Hindi, Marathi, and Bengali were prioritized based on geographic focus.
Alongside this, we deployed a lightweight Progressive Web App that allowed both digital and field teams to share educational modules with minimal data usage. The platform worked even in low-connectivity zones and allowed patients to access short videos, FAQs, and follow-up actions related to maternal health.
To ensure consistency, a unified dashboard was introduced. Both digital marketers and field reps could track who engaged with which content, and follow-ups were coordinated based on actual user activity.
Doctors received concise, relevant material, and field reps could reinforce these messages during visits, creating a seamless online-offline experience.
Content personalization was handled through a multilingual CMS, allowing the same campaign assets to adapt contextually depending on the user’s location and role.
The solution was deployed end-to-end in under six weeks, with minimal training required by the client's internal teams.
The impact was both measurable and realistic. Over the course of the eight-week campaign, the brand saw a significant increase in doctor engagement from non-metro areas. More than one-third of the total campaign interactions came from Tier II regions alone.
Around 42% of users engaged with the content in vernacular languages, demonstrating the clear demand for localized communication. Post-campaign feedback from field reps indicated a marked shift in prescription intent, especially in areas where patients were exposed to both WhatsApp messaging and in-person follow-ups.
Reps also reported more productive visits, as they were able to prioritize doctors who had already shown interest digitally. Most importantly, the marketing and field teams operated in sync, using shared data to guide strategy and outreach.
The campaign showed that with the right technology, awareness efforts can move beyond urban targets and truly scale across India.
This case shows how Valuebound’s tech-led marketing approach can help pharma companies break through the digital and geographical limitations of traditional awareness campaigns. With scalable tools, regional content engines, and a deep understanding of rural digital behavior, we helped the client reach new audiences in a more personalized and measurable way. If you're looking to engage doctors and patients beyond metro cities, we’re ready to help you build the right platform for it.
-Senior Brand Manager, Leading Pharma Company
