Go to market for a startup with impressive focus on Diabetes
Healthcare Diabetacare Launch 03
We helped DiabetaCare, a startup chain focused on Diabetes management, go to market through a combination of ATL, BTL and physician engagement campaigns.
Challenge

One in six people with diabetes in the world is from India, yet awareness about management about this chronic illness is low. We had to help DiabetaCare go to market with a low budget.

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Strategy

We began with understanding the disease and how it takes away the best years of life from patients. This is standard practice in our healthcare sector programs. Out of this popped up an insight that we would go on to use in the go to market campaigns – the missing people in a family. This helped bring attention to the special focus that DiabetaCare brought to patients.

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Design

The go to market revolved around the ‘missing man’ or ‘missing woman’ positioning. It communicated that diabetes can often take away the best years of life from a patient, thus affecting his family as well.

“In India’s fragmented healthcare market, it’s getting increasingly difficult for new brands to build traction”

The concept gave rise to interesting reactions from viewers, including some who were genuinely concerned about a missing person and almost reported it to the police.

The 'missing man' positioning in the go to market campaigns

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No so missing anymore
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Custom photoshoot
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This little model was fun to work with
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The husband missed his wife so much
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Real life situations
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Reveal
go to market
Teaser
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Reveal
go to market
Reveal
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Concept sketches
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Concept sketches
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Concept sketches

Documenting the process

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Photoshoot at the clinic to create the experience
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Photoshoot with models
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We created the complete experience
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Patients would relate to these shots
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Photoshoot with models
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Photoshoot with and nurses
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Concept sketches
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Concept sketches
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Concept sketches
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Glimpses from the shoot
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Glimpses from the shoot
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Glimpses from the shoot
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Glimpses from the shoot
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These shots were used in the go to market campaigns

Reaching out to doctors with Indian illustrations

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Custom direct mailer
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Frame with custom illustration
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We created care tips that gynecs could display in their offices
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This received good patient response
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The illustrations were done in Indian art style
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Content writing
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Concept sketches

Detailed brochure for engagement

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A print brochure
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Showcased all the processes
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Website design
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Website design
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Website design
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Emailers with the same campaign thread
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Clinic graphics
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Pop material

“DiabetaCare quickly built up a good response with the initial launch campaign”

Impact

The brand was launched with relatively less budgets and media. The campaigns got great responses from the target audiences of both patients and physicians.

Healthcare Rezonant Design Diabetacare Impact 01

The campaign on bus shelters in Bangalore & Outdoor campaign