Uber Diagnostics is a healthcare diagnostics company that aims to reduce diagnosis costs through product innovation and workflow enhancements. The document outlines Uber's communications strategy to build awareness of its services and position itself as a thought leader. The strategy includes engaging stakeholders like users, patients, providers, media and investors through targeted messaging. Channels like articles, videos and press releases will be used to inform each audience about Uber's offerings and goals. Progress will be measured by increases in social media mentions, website traffic and share of voice. Oni360 proposes handling Uber's public relations for a monthly retainer of Rs.250,000 to execute the outlined activities and measurements.

1. PR strategy
November 2016

2. This communications strategy shows how you can:
• engage effectively with stakeholders
• demonstrate the success of our work
• ensure people understand what we do
• emerge as thought leaders in the field
• change behaviour and perceptions where necessary

3. uber Diagnostics is a disruptive healthcare diagnostics company, and Cardiotrack is the company’s flagship
product. The company aims to reduce the cost of diagnosis through innovation in product design and
enhancements in healthcare workflow.
•Mature markets
•Intense competition
•Change in tastes
•Substitute products
•Online marketplace
•Innovation
•Emerging markets
•New markets
•Online presence
•Lack of scale
•Cost structure
•Weak brand
•Innovative culture
•Cost advantages
•Unique products
Strengths Weakness
ThreatsOpportunities

4. Interest in UBER
Influencers
Keep satisfied Keep pampered
Keep monitored Keep informed
Users
Patients
Healthcare providers
Media
Investors
Staff

5. Audience Advice or information Innovation/ Research Success stories Corporate performance Services
Users Y Y N N Y
Patients Y Y Y N Y
Healthcare providers N Y N Y Y
Media N Y N Y Y
Investors N Y N Y N
Staff Y Y N Y Y

6. To provide affordable and accessible health diagnosis.
Operational objective Communications objective
To build awareness among the public that UBER’s preventive
healthcare is easy and affordable
To inform users that monitoring of health conditions is easy without costly diagnostic equipment
To educate users on self-reliant health diagnosis
To showcase how UBER addresses health issue through highly evolved technology in medical electronics, data
analytics, cloud storage and diagnostics workflow management
To build awareness among the physician community/health chains
that UBER’s innovation and enhancement in product design is
disruptive, futuristic, and world-class healthcare.
To position as a thought-leader on health industry related issues
To showcase organisational successes in the local media

7. Audience Operational objective Communication objectives What they need to know Key communications messages
Users
To build awareness among the
public that UBER’s preventive
healthcare is easy and
affordable
To inform users that monitoring of health conditions
is easy without costly diagnostic equipment
• What we offer them
• About our services
• Where to go for advice
• We provide useful, practical
information and support
• We are trustworthy and
reliable
• We put users first and value
their opinions
Patients
To educate users on self-reliant health diagnosis
• Why we are affordable
• What distinguishes us
• We use technology and
innovation to reduce cost
• We have testimonials from
credible people
To educate users how UBER addresses health issue
through highly evolved technology in medical
electronics, data analytics, cloud storage and
diagnostics workflow management
• How we enhance healthcare workflows
• We address health issues with
innovation
Healthcare
providers
To build awareness among the
physician community/health
chains that UBER’s innovation
and enhancement in product
design is disruptive, futuristic,
and world-class healthcare.
To position as a thought-leader on health industry
related issues
• How we plan to change the industry
• We are a well-respected,
authoritative organisation
Media
To regularly showcase organisational successes in the
local media
• What have we achieved
• What are our goals
• We provide the ideal healthcare
solutions
Investors
To build strong relationships
with the funders
To inform investors about organizational successes
and plans
• Our targets
• Our accomplishments
• We focus on healthy lifestyle
Staff
To empower staff handle
business related information
To ensure all staff know and understand the
standards of business
• What are our goals
• How we plan to achieve our goals
• We are a well-respected,
authoritative organisation

8. Audience Operational objective What they need to know Key communications messages Communication channels
Users
To build awareness among the
public that UBER’s preventive
healthcare is easy and affordable
• What we offer them
• About our services
• Where to go for advice
• We provide useful, practical information
and support
• We are trustworthy and reliable
• We put users first and value their opinions
• Monthly e-bulletins
Patients
• Why we are affordable
• What distinguishes us
• We use technology and innovation to
reduce cost
• We have testimonials from credible people
• Monthly articles (native advertising) on
media
• Fortnightly round-up of user testimonies
Healthcare
providers
To build awareness among the
physician community/health
chains that UBER’s innovation and
enhancement in product design is
disruptive, futuristic, and world-
class healthcare.
• How we enhance healthcare
workflows
• We address health issues with innovation
• Quarterly thought-leadership articles
• Quarterly YouTube videos on enhancing
healthcare
Media
• How we plan to change the
industry
• We are a well-respected, authoritative
organisation
• Monthly press release on achievements
• Quarterly press release on strategic focus
• Quarterly press release on plans
Investors
To build strong relationships with
the funders
• What have we achieved
• What are our goals
• We provide the ideal healthcare solutions • Monthly e-bulletins
Staff
To empower staff handle business
related information
• Our targets
• Our accomplishments
• We are a well-respected, authoritative
organisation
• Monthly e-bulletins
• Quarterly compliance training on
corporate way forward

9. Parameters Current Estimated
% of change in social mentions*
% increase in visits to the website+
% increase in share of voice++
* Mention of “Cardiotrack” keyword on social
+ Based on Alexa.com calculation
++ Calculating SOV is done manually by multiplying the CTR with the average monthly search volume for each keyword

10. The scope of work includes:
• Brand messaging and positioning
• Press releases drafting and dissemination
• Organizing media meetings
• Industry speakership and placement opportunities
• Thought leadership article research, edit and placement
• Video scripting and publishing
• Consultation, planning and execution of press meets/roundtables
Monthly retainer:
Rs.2,50,000/-
Fee excludes:
• Logistics cost for journalist transport
• Roundtable event logistics and venue
• Cost for tie-ups with media or trade bodies eg. ET, Mint etc.
• Taxes

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