Vikram hospitals planned a series of print advertorials to create awareness of treatable ailments like obesity and diabetes. They wanted to enhance engagement without upsetting readers. The advertorials were updated to provide more detailed information and instructions. Readers could download an app to scan and receive additional details on symptoms, treatments, patient testimonials, and contact doctors. Using image recognition on ads delivered a higher impact than URLs or QR codes by giving readers access to personalized medical information on their mobile devices.

1. Case Study – Vikram Hospitals
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BUSINESS CASE
Vikram hospitals, a multi-specialty hospital in Bangalore, had planned series of print
advertorials to communicate symptoms and treatment for various ailments like obesity,
diabetes, epilepsy, liver cirrhosis etc. The objective was to create awareness among the
readers and communicate that these disorders have a cure at Vikram Hospitals. They
wanted to enhance the impact delivered without hurting the reader sentiments.
SOLUTION
The series of print advertorials were
augmented to deliver deeper insights and
information about respective disorders.
Readers were educated about the advantage
and action through instructions provided
within the advertorial. Readers could
download POINT for FREE or use the
existing app to capture the advertorial and
receive relevant information. The
information delivered onto users’ mobile
included details about the symptoms,
treatment, testimonials from patients, and details about the surgery among others.
Additionally, users could also connect to doctors in just a click through the contact
details made available as a part of other engagements.
HIGHLIGHTS
Image recognition delivered higher impact compared to integration of short codes, URLs
& QR codes. Testimonials from patients ensured a sense of confidence among other
readers to contact the doctors thus effectively communicating that the patients can now
look beyond the obvious medical treatment and healthcare at Vikram Hospitals. Health
being a sensitive concern among Indians, delivery of information on the most personal
device ensured greater impact.