Bladder cancer awareness: multi-channel HCP engagement campaign
Dedicated content hub, KOL video, email, banner advertising and social media. Over two months, the campaign reached 1,335 verified urologists and oncologists across 13 European countries.
1,335
HCPs reached
Verified urologists and oncologists
28.6%
Email open rate
vs 22.4% industry average
7.3%
Email CTR
vs 2.8% industry average
Campaign overview
The campaign was built around the EAU congress in Amsterdam. IMI recorded KOL interviews on location with three leading European urologists, then used those recordings to reach the specialists who weren't in the room.
A dedicated content hub on Medical Update Online brought everything together. Email, display advertising and daily social media drove traffic to it throughout the two months, putting clinical education on bladder cancer treatment advances in front of the specialists making prescribing decisions.
What IMI delivered
Hosted content hub on Medical Update Online, with all 9 articles and 7 videos on a single branded landing page
9 clinical articles on bladder cancer treatment advances, covering bladder-sparing strategies and immunotherapy checkpoint inhibitors
7 KOL video interviews with 3 leading European urologists, recorded on location at EAU congress in Amsterdam
1 targeted email deployment to 10,879 EU5 urology and oncology HCPs
8 banner advertisements on Medical Update Online across oncology and urology content
Daily social media content across the full two-month campaign
Post-campaign analytics report covering geography, device and traffic source
Email engagement
Targeted send to 10,879 EU5 urology and oncology specialists.
Content hub engagement
2,492
Total page views
2 min 57 sec
Avg. session duration
1.95
Pages per session
3 min 52 sec
Avg. time on video pages
KOL interview pages averaged nearly 4 minutes per visit, more than any other content type on the hub.
European reach
| Country | Unique users | Avg. session | Bounce rate |
|---|---|---|---|
| United Kingdom | 243 | 4 min 9 sec | 36% |
| Germany | 212 | 3 min 52 sec | 41% |
| Italy | 196 | 3 min 39 sec | 44% |
| Austria | 138 | 3 min 44 sec | 48% |
| Denmark | 96 | 2 min 24 sec | 58% |
| Spain | 72 | 5 min 3 sec | 39% |
| + 7 more countries | 378 | - | - |
Multi-channel traffic breakdown
Banner advertising brought the longest sessions at 2 minutes 46 seconds. HCPs clicking through from targeted placements on Medical Update Online arrived already engaged with the topic.
What this campaign demonstrates
One partner, not four.
Hosted microsite, KOL video, email, banner ads and social media, all produced and deployed by IMI. No agency intermediaries, no brief getting lost in translation. One relationship, one consolidated report.
Reached the right specialists, in the right countries.
1,335 urologists and oncologists across 13 European countries. Engagement quality was strongest in the UK, Germany, Italy and Spain, which is where most EU5 launch budgets are focused.
Clinicians will watch a good KOL video for nearly 4 minutes.
HCPs spent nearly 4 minutes on video pages, compared to under 2 minutes on article pages. Recording at congress is expensive. Distributing those recordings to 1,335 specialists who weren't in the room changes the return on that investment considerably.
The email numbers were well above benchmark.
28.6% open rate and 7.3% CTR on a specialty-targeted EU5 send. The industry averages are 22.4% and 2.8%. IMI has been emailing opted-in HCP subscribers for 25+ years. The numbers reflect that.
Running a campaign in a different therapy area?
IMI runs the same type of programme across oncology, cardiology, respiratory, CNS and 146 more specialisms. Hosted content, KOL video, email, banner advertising and post-campaign reporting, all from one partner.