Innovative use of PR for branding of HealthCare At Home India

2. Challenges Before The Brand
• Making a presence in a market where the
traditional method of treatment and care in
hospitals was deep-rooted
• Creating awareness among clinicians and
consumers about on a par healthcare services
being provided at home
• Creating a category for ‘homecare’ in the
unorganized market

3. PR Objective
 Creating a new market for homecare services
 Making a buzz about Health Care at Home in the media and its
unique at-home services like setting up of supportive ICU,
chemotherapy, IVF, among others
 Position the brand as one which wasn’t trying to replace
hospitals or doctors, but looked to work with them in tandem
to offer comfort and convenience to patients and lessen their
burden as well
 Educating consumers about the benefits, including cost-effectiveness
and peace of mind, homecare services offered

4. Creative Solution
 HCAH was positioned as a cost-effective and hassle-free service
to consumers as also a service which reduced the burden of
doctors and hospitals while allowing them to keep a constant tab
on their patients
 Highlight persistent issues families and patients faced while
undergoing treatment in hospitals and how homecare services
effectively dealt with them
 Positioned HCAH as a company that carried the 128-year-old
legacy of Burman family, the promoters of Dabur, and clinical
expertise of the founders of Health Care at Home, UK
 One-on-one relationship building meetings with
Healthcare/Business editors/reporters, sharing key information
about HCAH, its services, plans and vision
 Interaction of case studies felicitated with media, as also HCAH
made to express views and opinions as a thought leader in the
homecare space via various events, industry participation

5. Result
 Over hundreds of stories on HCAH and its services were generated in the
span of six months
 Multi-format campaign that included SEC-A, A+ newspapers, magazines,
TV channels and on-line portals
 Regular coverage were ensured in premium publications like Hindustan
Times, The Hindu, Deccan Herald, Business Standard, Forbes, Robb Report,
Business Today, Business World, SME World, ET Now, Zee Business
 Hospitals, clinicians and customers grew immensely confident about the
services being provided by HCAH, increasing acceptability of the brand
 HCAH got projected as a thought leader in the homecare segment
 Stories worth ad value of over Rs 5 Crore were generated in the period of
six months

6. Media Mindshare
SNAPSHOTS OF WORK

30. Thanks