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26 Aug 2013
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Fortis Memorial Research Institute – Launch into the Digital Arena and ATL Activation

Developed By Istrat      Developed By Istrat      Developed By Istrat

Fortis Healthcare, one of the most prevalent healthcare units present in India as well as abroad, launched their flagship unit Fortis Memorial Research Institute in May in Gurgaon. Fortis Memorial Research Institute is a multi super-specialty, quaternary care hospital with an enviable international faculty, reputed clinicians, super sub-specialists supported by cutting-edge technology.

Publicis iStrat was shouldered upon with the responsibility to establish FMRI as the 'Mecca of Healthcare' in digital sphere as well as on ATL front, which we did successfully, in fact over-achieved some of our targets as well.

For their pre-launch ATL, we conceptualized, strategized, did the screenplay, shooting and produced a 10 minute long Doctor's AV which was used at their press conference and for their launch event. In this pre-launch video, all the HODs and Directors were interviewed where they talk about this par excellence healthcare facility, first of its kind in India.

Apart from this audio-visual, Publicis iStrat suggested an innovative interactive touch-screen kiosk to be installed in the hospital premises which will help patients get information about the hospital at the touch of their fingers and find their way around in 11 acre campus easily and effectively using a walkthrough video. For this interactive kiosk – conceptualization, strategy, creatives and installation – was done by us.

Talking about their social media presence, FMRI's page is one our client pages that has crossed the mark of 50,000 likes within two months of its launch, which is an achievement. We can proudly boast about the fact that this page has seen continuous growth in terms of likes and engagement rate and remains one of our most popular pages. Our Facebook digital campaign has been in sync with their offline campaign and has created a lot of buzz amongst our Facebook community as it has been garnering huge number of likes and shares per post.

With Search Campaign delivering 4,520,774 impressions, Display Campaign delivering 1,669,532 impressions and YouTube gaining 1,720,913 impressions - Google ads, Facebook stamp ads, online banners on relevant website made FMRI an omnipresent brand and created brand awareness.

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