Birla Fertility Clinics
Rural Drain Market Penetration
01
Challenge
Introduce & Position Birla IVF & Fertility clinics across India. Take on industry giants with considerable consumer base who also happen to be innovators in research of IVF technology. Leveraging Birla brand legacy and taking it to the end consumer.
02
Approach
A cost-effective mix of different levers were planned keeping a balance of visibility tools & engagement activities. Pole Branding, Look walker Activity, Wall Painting, E Rickshaw Branding, Auto Branding, Mela Activities Etc were some of the levers executed with amazing results.
03
Result
Increase in direct footfalls measured by calls on toll free number for respective levers. Conversion of footfalls indicated that the message got through to the end consumer.
Tier I Market Penetration
01
Challenge
Introduce & Position Birla IVF & Fertility clinics in tier I Cities. Take on industry giants with considerable consumer base who also happen to be innovators in research of IVF technology. Leveraging Birla brand legacy and taking it to the end consumer.
02
Approach
Identifying high visibility & footfall locations, executing a mix of unique & engaging levers like Cab Branding, Auto Hood Branding, Mall Branding, PR activities etc.
03
Result
Increase in direct footfalls measured by calls on toll free number for respective levers. Conversion of footfalls indicated that the message got through to the end consumer.
Building A Unique Marketing Channel
01
Challenge
Devise a plan to target point of purchase footfalls. Create a sustainable & cost-effective campaign.
02
Approach
Mapping Pharmacies in a city, Free distribution of medicine carry bags with Birla IVF branding and toll-free number on it. These Pharmacy counters also gave space for POSM Branding i.e. A visually stimulating infographic poster of Birla IVF.
03
Result
The campaign ended in a very good response in terms of visits to the clinic. It also introduced the brand to Pharmacy owners which is expected to get good word of mouth in the long run.
