Table of Contents
Client:
Trivitron Healthcare, a leading healthcare product manufacturer with a global presence.
Challenge:
Trivitron’s Newborn Screening, a crucial preventative measure for early detection of potential health issues in newborns, and raise awareness about its importance among expecting parents and healthcare professionals.
Solution:
Pixel Studios partnered strategically with Trivitron Healthcare and their existing agency to develop a multi-layered social media campaign titled #EkSahiShuruat (A Right Start) to educate expecting parents and healthcare professionals about the importance of newborn screening. This collaborative effort went on to win the prestigious AHMP – Healthcare Marketing Maestros Award 2024 for Best Digital Marketing Campaign of the Year, recognizing the campaign’s effectiveness in raising awareness and driving positive behavior change.
Campaign Elements:
1. Compelling Video:
- Concept: The campaign centered around a heartwarming video featuring an expectant mother expressing her love and commitment to protecting her unborn child. The video transitioned to a voiceover explaining Trivitron's Newborn Screening - a vital first step in safeguarding a child's health.
- Impact: The video's emotional appeal resonated with viewers across India, garnering over 7 million views on social media platforms. This success effectively spread awareness about the importance of newborn screening.
2. Strategic Social Media Strategy:
- Pre-Campaign Buzz: Pixel Studios initiated the campaign with a series of intriguing social media teasers. Posts like "You've got everything you need to welcome your little one. What more could you need? Keep pondering, while we get back to you with something exciting!" piqued audience curiosity and generated anticipation for the upcoming campaign reveal.
- Campaign Launch & Ongoing Engagement:
- The launch coincided with the release of the #EkSahiShuruat video, maximizing impact.
- Pixel Studios continued the social media push with informative posts addressing key concerns:
- Importance of newborn screening
- Conditions it detects
- Availability and accessibility
- How to avail the service
- All posts linked to a dedicated landing page for in-depth information.
3. Informative Landing Page:
Pixel Studios designed a comprehensive landing page to serve as a one-stop resource for both parents and doctors:
- Simple Navigation: The landing page provided easy-to-understand explanations about newborn screening and its benefits
- Targeted Content: Separate sections catered to parents and healthcare professionals, addressing their specific needs and questions.
- Valuable Resources: The page included a Frequently Asked Questions (FAQ) section, informative blog posts, and an enquiry form for further assistance.
- Lead Generation: We included many CTA’s on the landing page, so interested people can enquire directly on the landing page
Results:
The #EkSahiShuruat campaign successfully achieved its goals:
- Increased Awareness: Over 9 million impressions were generated on social media platforms, significantly expanding reach and educating a wider audience.
- Website Traffic & Engagement: The campaign drove over 5,000 website visits and enquiries, demonstrating a strong call to action and user interest.
- Positive Brand Perception: Trivitron Healthcare was positioned as a leader in newborn healthcare, fostering trust and brand loyalty among expecting parents.
- Industry Recognition: The campaign's success was acknowledged by the AHMP - Healthcare Marketing Maestros Award 2024, solidifying its effectiveness in the healthcare marketing landscape.
Conclusion:
Pixel Studios’ collaboration with Trivitron Healthcare and their agency on the #EkSahiShuruat campaign is a shining example of the power of effective communication in healthcare marketing. The campaign’s emotional storytelling, strategic social media approach, user-centric landing page, and collaborative spirit not only achieved its goals but also garnered industry recognition. This case study serves as an inspiration for healthcare brands seeking to raise awareness, drive engagement, and establish themselves as leaders in their field.
