The Apollo Proton Cancer Centre (APCC) is a 150-bed integrated cancer hospital that offers state-of-the-art comprehensive cancer care. It is South East Asia's first Proton Therapy Centre and a major milestone in focused efforts to battle cancer. The major goal for APCC is to bring healthcare of international standards to india and create brand awareness and trust for Apollo in the International Markets.
India’s healthcare industry is one of the fastest growing sectors and it is expected to reach $280 billion by 2020. The country has also become one of the leading destinations for high-end diagnostic services with tremendous capital investment for advanced diagnostic facilities, thus catering to a greater proportion of population.
The major issue faced by Indian healthcare is the lack of awareness amongst people about the different options at their disposal for treatment of different diseases. APCC has put in efforts to bring in the first Proton therapy centre in South East Asia but the challenge was to make people aware that a therapy like this exists and to create trust in the minds of people about the brand. The Major challenge that APCC was faced with is the lack of awareness about the treatment, specialities offered and the best panel of doctors to help patients suffering from cancer.
The objective was to generate brand awareness and brand recognition in the minds of the people about the brand in general and about proton therapy specifically focusing on the different types of specialities of cancer that it can treat.APCC is trying to bring in better treatment value and affordability for its patients.
The strategy was to use ADOHM which is powered by AI and make people aware about APCC and Proton Cancer Therapy. ADOHM as a platform helped APCC in running campaigns that focused on creating brand awareness and brand affinity and get them more no. of leads.
The approach was to first start campaigns focused on creating awareness about the brand through an omni channel approach wherein ads were shown on multiple platforms using predictive bidding
The next step was to showcase ads that were focused on getting more leads for APCC in order to achieve the objective of conversion.
The leads that had not reached the conversion stage and were lost were then retargeted to try Cancer Second Opinion wherein people could collect referral opinions from the doctors and understand the best treatment plan suited to their needs. This was done by showing them different communications through dynamic creatives and continuously showing them remarketing ads.
Using dynamic creatives large no. of audiences were reached. The most traction was seen from adwords and facebook in the period of 2 months that the campaigns were running. APCC was able to get an ROAS of 4000% considering the cost of the treatment is high. We saw an increase in the no. of queries coming in for the Proton Therapy by 60%. Remarketing campaigns helped boost confidence about the brand and increased the engagements. Thus, educating with the right strategy at the right time & right place helped increase awareness.