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A boutique holistic health centre in South India specializing in integrated medicine through ayurveda, homeopathy, naturopathy and other systems of alternative medicine with ‘who’s who’ as clientele from over 60 countries. It had plans to increase penetration amongst Indian clientele
Discover
Our analysis of existing customer profile helped us define the core customer in terms of affluence and also class. Medical efficacy in world-class ambience was suggested as the key communication message after an in-depth study of the competitive landscape.
Design
We helped organize client’s database of existing customers and supplemented with external database of very high net worth professionals for personalized direct mail. To supplement the reach, a couple of foreign business magazines were selected to ensure close affinity to the target profile. We also arrived at the creative strategy for mass media and direct mail. A strategy to leverage social networking media was also worked out
Deploy
We assisted in selection of creative agency, media placement, printing and database rental agencies and continuously participated in the briefing and evaluation to ensure the right creative products. We also provided a response tracking mechanism.
Deliver
The response has been extremely encouraging with over 140% increase in the number of enquiries and also brand recall amongst the target audience.
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