Our Work

BPinControl Case Study

12 million+

impressions

12 Lac+

reach

50%

reduction in cost per visit

200%

increase in CTRs

BPinControl

In India, one out of 3 adults are hypertensive and 50% of those are not aware about their condition. It is very essential to make people aware about it so that they can manage and control their BP. With this vision we launched BPinControl - A one stop reliable portal for expert information on all queries related to hypertension.

A platform for

Resolve and answer queries related to hypertension
Imparting information about causes, symptoms, care and treatments of hypertension
Get consumers in touch with physician/cardiologists through BPinConrol portal
Increase awareness of hypertension and encourage people to regularly check their BP.

Challenges

Lack of awareness about Hypertension and what it leads to, in India

No regular bp check-ups

Thought process that young people can not be hypertensive

Campaign & Execution

Growth Marketing Approach

Personal & Community Aspects Platform Aspects

Growth Marketing Approach

Multiple level customer segmentation based on their condition

	Pre-hypertensive	Newly diagnosed	Casual careles	Control freak	The idealist	Caregiver
Problem area	Hereditary, Lifestyle	Lifestyle Psychological	Avoidance, Fear, Reassurance	Assurance, Information overload	Practical Quality Information	Support Information
Typical Age	25-28	25-55	25-35	25-55	25-55	18-55
Searches	early signs ofhypertension Symptoms Of hypertension	How to Reduse hypertension Newly Diagnosed hypertension Workup	No Searches	Low Sodium Symptoms Systolic Blood Pressure	Letest Hypertension News Ideal Blood Pressure	Check Up Hypertension Hypertension Diet Recipeis
Content Hooks	Early Warmings Risk Calcuators	Assurance	Scare Tactics	Assurance	Information	Information, Inspiration

We understood that there were multiple types and levels of people we were catering to.

Pre-hypertensive - early signs of hypertension

Newly diagnosed - Newly diagnosed hypertensive workup

Casual careless - In denial and careless in general

Control freak - the one who ants to knwo and take action about it in a systematic manner

The idealist: Wants to do everything right

Caregiver: is looking for information for a loved one.

Based on various psychological factors we altered and developed relevant content for each.

Results