Zydus National Lipid Day

Zydus needed a fast, memorable way to get physicians and healthcare professionals actively engaged around National Lipid Day, an awareness event tied to its Atorva (atorvastatin) brand. Before iMobdev, the campaign existed as print and email collateral — informative, but passive. There was no way for a doctor at a conference booth or clinic to turn that awareness into a personal, visible statement of commitment on the spot.

The pain points were specific to field marketing. The experience needed near-instant registration so a busy physician wouldn't abandon it mid-form, a built-in camera flow so a rep or doctor could capture a photo without leaving the app, and an output that felt personal and shareable — not a generic certificate, but something a doctor would actually post or forward. All of this had to work reliably on whatever phone was in hand at a live event, with no dependence on venue Wi-Fi being fast or stable.

Every event where this fell flat was a missed opportunity to convert a one-time interaction into ongoing brand association with Atorva during a condition-specific awareness window that only comes around once a year. A clunky or slow experience at the booth meant an empty pledge wall and a weaker campaign story to report internally.

Technically, the team was also working against a fixed campaign date — National Lipid Day itself — with no room for a slipped launch, and needed the same experience to work consistently across the wide range of devices field reps and physicians carry.

Zydus launched National Lipid Day with a physician engagement tool that turned a passive awareness campaign into an active, shareable moment — registration to pledge photo in well under a minute, on whatever phone a healthcare professional had with them. The field team gained real-time visibility into sign-ups by city during the event itself, rather than waiting on post-event reporting.

The shareable pledge format gave Zydus organic reach beyond the event floor, as physicians posted their own badges to their own networks. iMobdev continues to support Zydus's field marketing team in adapting the same engagement format for future awareness campaigns.