INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)
ISSN No. 2321-2705 | DOI: 10.51244/IJRSI |Volume XII Issue VIII August 2025
Page 385
www.rsisinternational.org
Reaffirming Clinical Confidence in Atorvastatin Therapy: A Digital
Outreach Case Study from Tamil Nadu, India
Asma Shaikh, Dr. Sonali Gholap, Varun Gadia
Infedis Infotech LLP, India
DOI: https://doi.org/10.51244/IJRSI.2025.120800036
Received: 09 August 2025; Accepted: 14 August 2025; Published: 30 August 2025
ABSTRACT
Statins remain the cornerstone of lipid-lowering therapy for cardiovascular risk prevention. Despite strong
guideline support, therapeutic inertia and brand competition pose challenges in consistent statin utilization. This
article presents a six-month omnichannel digital campaign executed by Hidoc Dr. across Tamil Nadu, India,
aimed at re-establishing physician engagement with atorvastatin therapy in dyslipidemia and stroke prevention.
The campaign targeted over 36,000 physicians, generating more than 2.1 million impressions and over 94,000
clicks. With a strong CTR of 5%, the campaign demonstrated the power of structured digital education to
reinforce evidence-based practices and guideline-aligned prescribing behavior.
INTRODUCTION
Cardiovascular disease (CVD) remains the leading cause of death globally and accounts for over 28% of deaths
in India. Dyslipidemia, particularly elevated low-density lipoprotein cholesterol (LDL-C), is a major modifiable
risk factor. Statins, especially atorvastatin, have been shown in numerous trials to reduce LDL-C levels and
lower the incidence of myocardial infarction, stroke, and cardiovascular mortality.
Despite clear evidence and endorsements from the Cardiological Society of India (CSI), there remains
underutilization and inconsistency in prescribing statin therapy. This is compounded by an influx of newer
therapies and a lack of structured, continuous engagement with frontline healthcare professionals (HCPs),
particularly general physicians (GPs) and consulting physicians (CPs), who serve as primary touchpoints for
lipid management in outpatient settings.
To address this educational gap and reinforce the role of atorvastatin, a legacy but clinically trusted molecule,
Hidoc Dr. executed a comprehensive digital campaign targeting physicians in Tamil Nadu, one of India's most
populous and medically active states.
Objectives of the Campaign
Reinforce the clinical relevance of atorvastatin in dyslipidemia and cardiovascular prevention,
especially in light of CSI guidelines.
Educate physicians on updated recommendations and the importance of initiating and maintaining statin
therapy.
Re-establish atorvastatin as a first-line choice among frontline healthcare providers through digital-first,
sequential content engagement.
Achieve widespread, repeated brand exposure using personalized digital channels with measurable
performance metrics.
Target Audience and Regional Focus
Tamil Nadu, known for its advanced healthcare infrastructure and digitally responsive physician community,
was selected as the focal region. The campaign reached 36,629 physicians, segmented as follows:
INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)
ISSN No. 2321-2705 | DOI: 10.51244/IJRSI |Volume XII Issue VIII August 2025
Page 386
www.rsisinternational.org
Physician Type
Number of HCPs
General Physicians (GPs)
28,482
Consulting Physicians (CPs)
8,147
Total Reach
36,629
METHODOLOGY
Digital Execution Strategy
The campaign was deployed through Hidoc Dr., leveraging its verified HCP database and engagement tools. It
was active from January 2 to June 19, 2025, spanning six months and implemented in four content phases.
Channels Used
Hidoc Dr. Mobile App
Hidoc Dr. Web Portal
Email
WhatsApp Broadcasts
SMS Notifications
Campaign Content Structure
Each phase focused on a unique educational theme:
1. The burden of dyslipidemia in India and the role of statins
2. Evidence-based benefits of atorvastatin in stroke and ASCVD prevention
3. CSI 2023 recommendations for lipid-lowering strategies
4. LDL-C targets and therapeutic inertia—bridging the gap with atorvastatin
Campaign Analytics
Metric
Value
Total Reach
36,629
Total Impressions
2,101,089
Total Clicks
94,602
Average Click-Through Rate (CTR)
5.0%
Visual Analysis
INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)
ISSN No. 2321-2705 | DOI: 10.51244/IJRSI |Volume XII Issue VIII August 2025
Page 387
www.rsisinternational.org
Figure 1: Statin Campaign Performance Distribution
This chart illustrates that while impressions dominated campaign volume, physician engagement (clicks)
accounted for 4.5% of the digital activity, reflecting genuine interest and interaction.
Key Highlights
Targeted engagement of over 36,000 verified physicians across Tamil Nadu.
Over 2.1 million impressions delivered via digital channels in four phases.
94,602 clicks reflecting sustained interest across statin-focused educational themes.
A CTR of 5%, aligning with or surpassing global standards for digital HCP campaigns (typical CTR:
2.5–3.5%).
Use of guideline-driven messaging ensured evidence consistency and improved credibility.
Multichannel content sequencing maximized message retention and clinical recall.
DISCUSSION
1. Physician Engagement and Knowledge Reinforcement
The campaign content was designed not only to promote atorvastatin but to educate physicians on the
importance of LDL-C control, statin therapy in primary and secondary prevention, and evolving treatment
thresholds per CSI and global guidelines.
By providing clinically rich content across digestible formats, the campaign addressed a core challenge in lipid
therapy: therapeutic inertia—the failure to initiate or escalate statin therapy when indicated.
2. Omnichannel Reach and Consistency
The use of multiple platforms ensured that the campaign messages were consistently visible. Physicians may
encounter the same topic on the Hidoc app, in an email, and via a WhatsApp update—repetition that reinforces
learning.
Moreover, different media formats allowed physicians with varying preferences (text-based, notification alerts,
banner visuals) to engage with the content.
3. Regional Targeting as a Strength
Tamil Nadu’s healthcare community has demonstrated a high degree of digital responsiveness and CME
engagement. Concentrating the campaign in this region allowed for high efficiency in communication while
generating valuable behavioral insights that can inform national scaling.
INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)
ISSN No. 2321-2705 | DOI: 10.51244/IJRSI |Volume XII Issue VIII August 2025
Page 388
www.rsisinternational.org
Benchmarking the Campaign
Campaign Result
Industry Digital Avg
36,629 HCPs
10,000–25,000
2.1 million
500K–1 million
5.0%
2.5–3.5%
6 months
2–3 months
5 (App, Web, WhatsApp, Email, SMS)
Typically 2–3
The campaign exceeded typical performance benchmarks in nearly every parameter, highlighting both the
value of educational marketing and the executional strength of Hidoc Dr.
Limitations
Focus on a single state limits generalizability, though Tamil Nadu offers a representative sample due to
its advanced infrastructure.
The campaign measured engagement but not prescribing behavior, which would require follow-up
audits or sales data.
Real-time feedback loops (polls or quizzes) could further enhance the interactivity in future campaigns.
CONCLUSION
This digital campaign demonstrated the power of structured, regionally focused, omnichannel education in
reviving clinical engagement with atorvastatin therapy. By combining updated evidence, CSI-aligned guidance,
and interactive digital content, the campaign successfully re-established atorvastatin’s position in frontline
dyslipidemia and cardiovascular care.
Hidoc Dr. played a pivotal role by:
Offering highly segmented physician outreach
Supporting cross-platform delivery
Enabling real-time analytics for performance refinement
Providing a credible, content-friendly ecosystem trusted by thousands of Indian doctors
With 94,602 clicks, a 5% CTR, and over 2.1 million impressions, the campaign reaffirmed that well-designed
educational strategies rooted in clinical value can reinvigorate the use of legacy therapies in modern medical
practice.
Future Directions
National expansion across other digitally mature states.
Integration of interactive formats: CME modules, clinical quizzes, and live expert chats.
Measurement of downstream impact through prescription trend monitoring or KAP surveys
(Knowledge, Attitudes, Practices).
INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)
ISSN No. 2321-2705 | DOI: 10.51244/IJRSI |Volume XII Issue VIII August 2025
Page 389
www.rsisinternational.org
Use of AI to personalize content pacing based on user engagement history.
REFERENCES
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2019;73(24):e285–e350.
4. Gupta R, et al. LDL-C management in Indian patients: A real-world gap analysis. Indian Heart J.
2022;74(2):112–118.
5. Yusuf S, et al. Cholesterol lowering in intermediate-risk persons without cardiovascular disease. N Engl
J Med. 2016;374(21):2021–2031.
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