Strengthening Brand Equity by Advertising, PR and Digital and Social Media
Leveraging an innovative 360-degree marketing approach to strengthen brand equity
Given its pioneering status, one of the largest hospital groups in India wanted to strengthen its brand equity in cardiology in the face of intensifying competition. They engaged us to define and execute an innovative marketing strategy.
We suggested that a preventive healthcare route would help reach one and all and also soften the typical image of ‘we care only when you have heart problems’. We interviewed over 100 physicians and patients across different risk profiles and age groups to delve into consumer psyche. We strongly recommended that the entire exercise should be viewed as a mission, not as a short-term promotion. Given the targeted scale of implementation, we also emphasized that this initiative would need participation from multiple stakeholders such as corporate houses, governmental agencies, media houses and community at large. A 360-degree campaign –including print, TV, digital media and targeted events – was conceptualized and executed.
The campaign won various awards including Global Awards for Brand Excellence in 2010. Over 3.5 lakh people have already taken ‘the pledge to look after their heart’.