Go to market for a startup with impressive focus on Diabetes
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.

Healthcare_Diabetacare_Challenge_02

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.

Healthcare_Diabetacare_Strategy_02

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

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

Documenting the process

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

Reaching out to doctors with Indian illustrations

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

Detailed brochure for engagement

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

The campaign on bus shelters in Bangalore & Outdoor campaign

Credits