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.
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
Documenting the process
Reaching out to doctors with Indian illustrations
Detailed brochure for engagement
“DiabetaCare quickly built up a good response with the initial launch campaign”
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