Medicover Hospitals is a leading multinational provider of diagnostic and healthcare services. With its origins in Europe, the brand operates in 12 countries and manages 26 hospitals globally. As part of its expansion into India, Medicover aimed to establish a strong presence in a highly competitive healthcare market.
The Challenge
Despite its established reputation internationally, Medicover Hospitals was relatively unknown in India. The company faced several challenges when launching its new hospital in Pune:
- Low Brand Recognition: Building trust and awareness in a market dominated by local and national healthcare brands.
- Connecting with Indian Consumers: Effectively engaging with the Indian audience, particularly millennials, who often drive digital conversations about healthcare services.
The Solution
WillStar Media designed a comprehensive influencer marketing campaign to increase Medicover’s visibility and connect the brand with its target audience.
Key Steps Taken
- Partnering with Influencers:
- Medicover collaborated with 19 influencers known for their relatability and engagement with Indian millennials. These influencers spanned lifestyle, wellness, and healthcare niches.
- The influencers shared their experiences from the hospital launch event in Pune, highlighting the modern facilities, expert staff, and patient-first approach of Medicover Hospitals.
- Engaging Content Creation:
- The influencers created videos, reels, and posts that showcased Medicover’s state-of-the-art infrastructure and services. The content emphasized trust, quality, and the international credibility of the brand.
- Event-Centered Awareness:
- The launch event became the focal point for storytelling, with influencers live-streaming their interactions and impressions of the hospital. This helped create a sense of immediacy and excitement among their followers.
- Maximizing Reach:
- The campaign leveraged multiple social media platforms, ensuring that Medicover’s message reached diverse segments of the audience.
Results Achieved
The influencer marketing campaign delivered outstanding results:
- Brand Awareness: Achieved a 2.3M+ increase in brand awareness.
- Engagement Metrics: The campaign generated 1.3M+ views, 123K+ likes, and an 8.7% engagement rate.
- Stronger Market Presence: Medicover successfully positioned itself as a reliable and modern healthcare provider in Pune, earning the trust of its target audience.
Client Testimonial
Sanjana, Marketing Manager at Medicover Hospitals, shared her thoughts on the collaboration:
“They helped us to develop a successful influencer marketing campaign that exceeded our expectations. We would highly recommend them to anyone looking for an agency that can help them to reach their marketing goals.”
Conclusion
By leveraging influencer marketing and focusing on relatable storytelling, WillStar Media helped Medicover Hospitals establish a strong foothold in the Indian healthcare market. The campaign demonstrated how targeted strategies can build awareness and credibility for new entrants in competitive markets.