Best-in-class laboratories across India, the USA, UAE & South Africa have united under the banner of Neuberg Diagnostics, to bring the latest technology and techniques within the reach of developing countries. Recently the brand has roped in MS Dhoni as its ambassador.
We speak with Aishwarya Vasudevan, Group Chief Operating Officer, Neuberg Diagnostics, where she is underlining the strategy behind roping a sports star for a wellness campaign.
Q) How do you see the health and wellness industry grow, considering the fact that India was badly hit by the pandemic?
The pandemic has brought about a major shift in most industries. While the world struggled with the unforeseeable future the health and wellness industry took the current situation and proved to be dynamic. There was a surge in the awareness of health and wellness. People started adopting a more healthy lifestyle. At the same time, the general population took on the ‘preventive healthcare’ perspective rather than the treatment of disease and disorder thought.
As this move of mindset was made, the health and wellness sector faced a spiked demand for a series of services, wellness apps to home testing diagnostic kits. With the popularity of At-home fitness people have been able to stay fit and work out with the help of fitness videos and fitness apps within the safety of their houses.
The pandemic also made the people feel unsafe to leave their houses to visit hospitals, clinics, and pathology labs. During this, there has been an increase in home diagnostic services. This has helped people monitor their health. It also aided telemedicine as doctors rely on evidence-based treatment.
The health and wellness industry hence has had a very positive trajectory despite the fact that India was hit badly by the pandemic.
Q) What was the idea behind roping in M S Dhoni for a health and wellness campaign?
Neuberg Diagnostics is known to promote prevention and early diagnosis. With the latest trend of preventive healthcare, we too are focused to ensure the general population can avail of quality tests and diagnoses well in time. This early diagnosis can help avert or ensure early measures to help cure a disease or disorder.
Keeping all of this in mind we brought in M S Dhoni as he represents consistency, reliability, and accuracy. These qualities lie as a crux to our brand orientation making M S Dhoni most suitable for our wellness campaign. This campaign will also aid in effective communication as Dhoni being a sportsman is known for his dedication when to his health and well-being.
This campaign strongly advocates for each and every one the importance of a regular health check-up. This brings about a preventive nature of healthcare which in turn benefits all with a healthy lifestyle.
Q) What impact do you foresee from the campaign? What is your expectation?
We expect more and more people should come forward and do the regular health check, which sometimes takes a back seat in our busy schedule. We have designed our services keeping the convenience of customers in mind and they can avail of our drive-through phlebotomy services when they are on the go or opt for home diagnostic or walking to any of our nearest centers.
Q) What are Neuberg’s media plan and strategy? How banking in digital has helped the brand?
Our digital idea can be said to be simple yet effective. Following are a few of the adopted approaches in the digital marketing front:
Humanistic approach: Healthcare and wellness are some of the centers most focused on human life. We have brought about this focal point in our campaign. With MS Dhoni as our brand ambassador, we strive to inspire people through him to adopt a more health-conscious lifestyle. We urge everyone to make an effort and take on the responsibility of the quality of their health and lifestyle. This approach helps us create a connection with the general population. This is enabled us to build an aura making it appealing to all.
Omnichannel marketing and long-term content: Through sources like social media, press releases, blogs, and other platforms, we have been successful in promoting our idea of a preventive healthcare lifestyle. These will be readily available to all for the long term.
Video content: We have let out messages via video on various social media platforms. The growing popularity among short-duration videos that are both informative and time-efficient video content takes us a step ahead.
Q) What are the latest marketing trends that you have witnessed, being in a business?
We have witnessed more customers are using digital channels to avail our services right from booking an RTPCR test to any other blood or urine test to book a preventive health package. We have put up a customer-centric process in the entire digital journey to give them superlative experiences.
Q) What are your future plans and programs?
With talks of the third wave of COVID going on, I’m putting my efforts to increase the reach of our services through the home collection or even putting up labs and customer touchpoints across the country, especially in smaller towns.