Background & Problem to Solve

To build prescriber confidence and drive education of a recently launched drug category, a strategic six-month campaign was launched across AusDoc targeting GPs nationwide.

The centrepiece of this initiative was a virtual workshop focused on equipping GPs with the right language and practical tips to initiate patients on therapy programs more effectively.

Key Successes

  • Campaign engagement: 4 articles, 2,337 interactions; 70.7 hours total engagement.
  • Webinar registrations: 194 GPs | Exceeding client expectations.
  • Top-performing campaign: Achieved CTRs up to 0.78% (1.6x higher than AusDoc average).
  • 89 Post-event video views with 14.4 hours of viewing time — high-quality, deep engagement.

Strategy:

The campaign leveraged native content, newsletter placements, and digital display advertisements, all available to busy GPs 24/7 nationwide. This was designed to fit into the busy schedules of GPs, and directed traffic toward a live educational event, offering clinical advice and expert-led insights.

The virtual workshop was positioned as a high-value, time-efficient learning opportunity—critical for busy GPs looking to upskill in their own time.

Campaign Objectives & KPIs:

  • Optimise for click-through rate (CTR) and time-on-page.
  • Drive webinar registrations via email and native content.
  • Maximise GP engagements, especially after-hours when sales reps have limited access.
  • National reach, ensuring engagement in rural and remote locations (not just in the big cities).

Key Performance Benchmarks for campaign success:

  • Email CTR average: +0.49% (AusDoc average).
  • Web CTR average: +0.42% (AusDoc average).

Virtual Workshop Execution:

  • Live events: 2 dates for GPs to choose from to facilitate greater ability to attend.
  • Format: Expert-led session + extended Q&A.

Results:

A top-performing campaign.

This campaign clearly showed that GPs are not only open to digital education—they prefer it when it’s relevant, accessible, and time-efficient:

  • Campaign engagement: 4 articles, 2,337 interactions; 70.7 hours total engagement.
  • Webinar registrations: 194 GPs | Exceeding client expectations.
  • Top-performing campaign: Achieved CTRs up to 0.78% (1.6x higher than AusDoc average).
  • 89 Post-event video views with 14.4 hours of viewing time — high-quality, deep engagement.
  • Key Insight:
    • GPs were highly interested in hearing GP and specialist perspectives and how-to framing​
    • 67.7% of total campaign engagement occurred after hours — proving digital formats reach GPs beyond the reach of reps

Conclusion

The virtual workshop became a powerful touchpoint to deepen engagement, drive learning, and reinforce prescribing confidence in the category. Hosting of the video on AusDoc post-event allowed for GPs to learn at a time of their choosing and ultimately also increased the client’s reach.

With nearly 200 GPs registered and significant follow-on engagement, this virtual workshop proved to be a high-converting, scalable model for GP education.

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