The goal of all marketing strategies is simple – to connect with the target audience and increase brand recall. However, when it comes to healthcare campaigns, spreading awareness is the primary goal. A good healthcare campaign should create a long-lasting impression on the target audience, and appeal to their emotions. Many global healthcare brands have tried their hand at innovative campaigns and won worldwide acclaim. Now, Indian companies are following their footsteps and coming up with healthcare campaigns that not just create awareness, but also makes a far-reaching impact.
Campaign: ‘More to Healthcare’
Max Healthcare; recently came up with a heart-touching campaign, to acknowledge the unsung heroes of healthcare. The ‘More to Healthcare’ campaign has been launched as a string of bite-sized videos on various social media platforms, including Facebook, Twitter, Instagram and YouTube. The thoughtfully curated videos provide an insight into the hard work put by ICU nurses, OT technicians, ward boys, emergency response teams and even the front office executives.
Campaign: #BaatTohKaro campaign
DocsApp, launched digital-first campaign #BaatTohKaro to encourage people to talk about health issues that are often stigmatized by society. The campaign includes a series of videos featuring actors Aisha Ahmed and AnupriyaGoenka, who beautifully depict the emotions that individuals go through while dealing with mental and physical health issues such as pregnancy and depression. The whole idea behind the campaign is to break the societal taboos and foster a safe space where people can discuss their problems without inhibitions.
Campaign: ‘Grow Right’
Through its ‘Grow Right’ initiative, healthcare research firm Abbott India wanted to highlight the concerns parents have regarding the growth of their children. The firm partnered with parenting content platform Momspresso, and established a guild of experts to create a comprehensive set of guidelines, called the Grow Right Charter. The ‘Grow Right’ campaign garnered widespread attention because of its unique approach in addressing common yet neglected issues faced by Indian parents.
NeuroGen Brain and Spine Institute
Campaign: ‘One Mindful Mind’
This beautiful campaign by NeuroGen Brain and Spine Institute, bagged a Bronze at the Cannes Lions International Festival of Creativity 2019 under the Print & Publishing and Health & Wellness categories. Developed in partnership with TBWAIndia, ‘One Mindful Mind’ is nothing but an interactive print tool kit that helps every parent turn into a counsellor for their children. The kit comprises five resources (feeling flashcards, mood journal etc.) designed to support the emotional and cognitive development of children.
Campaign: ‘Live after you Leave’
Fortis Healthcare created a thought-provoking video campaign to promote organ donation in India. The ad film shows a young couple visiting their family on Eid, letting viewers believe a son is meeting his mother after a long time. However, the man in question is actually an organ receiver. The parents fondly recall the time spent with their son who decided to donate his organs. The ad leaves a bitter-sweet taste in one’s mind, emphasizing the need for organ donation.