Digital campaign for a home health brand
Launched a campaign for Cancer Care at Home, a niche and sensitive segment. We built a microsite spreading awareness about Cancer Care supplementing it with offline and online events. The 'Whatsapp chat with Oncologist' was quite successful in building a credible connect between consumers and patients.
- •Launched a targeted campaign to spread awareness about cancer
- •Engaged cancer patients across multiple digital touchpoints
- •Created a microsite which drove high user engagement
Executive Summary
Business Challenge
The business challenge for them was to mark their presence in the healthcare industry in India by making the masses aware of their specialized at home health care services. Building upon the expertise of their promoters, they launched their cancer care at home services but there were few takers due to lack of awareness among the consumers.
Marketing Challenge
Cancer being one of the taboo diseases in India, people would not talk of it in the open. The challenge was to identify and interact with the target group and also build credibility about the services as the concept of cancer care at home was new and unheard of.
Solution
We launched the ‘Meet Vijaya’ campaign – “Vijaya” means victorious, hence it symbolizes a champion (in our case a cancer Champion). Taking people through Vijaya's story of the fight against cancer during a span of 30 days, it eventually culminated in an on-ground meet up of cancer survivors and fighters. We were able to reach out to a highly relevant community through micro-targeting on digital platforms and built credibility about the services through online events like 'Whatsapp chat with Oncologist' and offline services at home. The campaign had a significant impact on all success metrics leading to substantial brand awareness and engagement.
An Overview
The concept of healthcare at home was new to the Indian market but the sector has a huge potential to grow. They started with the vision of providing highly specialized health care services at home. However, as true for any new category, the awareness among the consumers was low and hospitals were the de-facto choice for all specialized health care needs. Their key offerings were a range of specialized healthcare solutions amongst which cancer care at home is one of their prime focused activity. They also specialize in providing chemotherapy at home – a medical treatment which is normally given only in hospitals in India. The brand wanted to market their ‘Cancer Care at Home’ services and reach out to relevant consumers.
How we made it Click!
We came up with a concept called ‘Meet Vijaya’ – a meet-up for cancer champions. The message was propagated through the story of a cancer survivor. The plan consisted of three main elements.
Micro-Targeting
Getting relevant audience (consumers who would be interested in cancer care) for conversation and engagement.
Creating Digital Touchpoints
Creating digital touchpoints for engagement like cancer care helpline, WhatsApp chat with an oncologist, and a cancer care knowledge portal.
Connecting Online to Offline
A cancer champions meet-up giving the brand a chance to engage with consumers.
A glimpse of our work
The Impact
Building positive Digital footprints
- •With a reach of more than 400k relevant audience, this campaign stands as one of the most successful campaigns of the brand. The engagement of the audience was also very high with more than 19k likes, shares and comments.
- •Close to 5,000 people visited the ‘Meet Vijaya’ microsite and explored the knowledge centre related to cancer care.
- •The ‘WhatsApp Chat with Oncologist’ became a great success and helped in building credibility about the brand and its services.
- •Around 70 cancer patients or their family and friends attended the event.
- •The chat was highly engaging with the audience asking a range of questions from post-cancer surgery care to chemotherapy-related concerns.
- •The chats were a great success and helped generate real appointments with the doctor.
Marching ahead of the competition
The campaign outperformed all campaigns that were running on social media by competitors during that time period.
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