Case Study: AstraZeneca achieves record CTR and breakthrough healthcare professional engagement with LinkedIn Marketing Solutions

AstraZeneca - Customer Case Study

AstraZeneca needed a way to reach oncology healthcare professionals during the pandemic to promote a new indication for TAGRISSO. With HCPs inundated with information, the team had to break through the noise and connect in a professional, credible environment that would capture attention without being intrusive.

They ran a pilot Sponsored Messaging campaign on LinkedIn, using broader, creativity-driven audience targeting and a concise, announcement-focused message. The campaign delivered exceptional results — open rates over 50% (2x LinkedIn benchmark), click rates around 7% (7x benchmark), a 25% increase in users viewing efficacy endpoint information, and an 84% uplift in quality visit rate — demonstrating LinkedIn’s professional mindset and compliance capabilities as an effective channel for HCP engagement.

AstraZeneca

Andrew Lyle

Senior Marketing Manager, Non-Personal Digital & Media Strategy