BACKDROP: The onset of monsoon makes us susceptible to a host of infections and ailments such as dengue, swine flu, typhoid, malaria, leptospirosis, chikungunya etc. What starts of as an innocuous fever if not diagnosed quickly and accurately can result in a wrong line of treatment with adverse consequences.
CATEGORY: As per industry estimates, India has over 125, 000 diagnostic labs, of which only 25 percent are accredited. With 80 percent of the market with unorganised local labs. Most labs are not equipped enough to measure up to required accuracy standards, which the majority of even the most educated consumers tend to be ignorant about.
BRAND: As one of the scientifically advanced and renowned labs in India, with a proven track record for over 30 years, Metropolis is known to provide the most accurate reports with minimum turn-around time. It has been the go-to diagnostic chain for specialty and super-specialty tests, enjoying the trust of senior and seasoned medical professionals. However, there was a big opportunity for the brand to present itself as the go-to pathology specialist for monsoon related ailments.
OBJECTIVES: Our objectives were four-fold
- Build brand awareness for Metropolis for our primary TG (Male and Female, 25+ years who are tech savvy, upscale, health conscious, ranging from working professionals to Senior Citizens)
- Strengthen brand affinity with customers in key markets including Mumbai, Pune, Delhi, Chennai, Bangalore, Cochin, Surat & Rajkot.
- Leverage USPs such as Quick & accurate reports, Express Labs with Instadetect technology, Expert blood collection@home and wide network to establish strong brand equity.
- Improve top-of-the-mind recall for blood tests.