Popularising Kenko Health among consumers and investors in the ever evolving healthcare sector

Context

Kenko Health is a first-of-its-kind technology-powered solution provider that combines healthcare and financing services in a seamless manner. This all-in-one platform is building the country’s first Health Management Organisation (HMO), a holistic concept where users can actively manage their medical conditions, thereby getting better long-term solutions.

Brief

The brief was to popularise Kenko Health among consumers and the investors in this ever evolving healthcare sector. The long-term goal was to establish this niche brand amongst its competitors.

Strategy

Relationship Building Meetings (RBM) with stakeholders were an integral part of the brand building excerise. The agency organised a series of RBMs to bridge the gap between the founder/management and the media fraternity. These one-on-one meetings helped us forge long lasting relationships between Kenko Health’s top management and journalists from various leading publications. This led to many impact stories, authored articles and input stories on Kenko Health, making its presence felt in the industry. In order to connect with investors/prospective investors, the agency got Kenko Health covered in financial publications like Forbes, The Financial Express, Mint, YourStory and others. The agency also targeted Tier-II cities to make connections with the consumers. The regional media was regularly targeted to reach out to a wider audience in the Tier-II and III cities.

There were various marquee associations and announcements like the on-boarding of a new leadership, Kenko Health raising funds and 10X growth announcements, which were promoted widely in the media. Byline articles by the leadership were thoroughly pitched to establish the co-founder as an industry leader. The co-founders’ quotes were plugged in the story pitches created around important days like World Mental Health Day and World Diabetes Day, pre and post budget impressions etc.

Outcome

With major PR activities, Kenko Health became a much featured brand in leading publications including Forbes, Mint, YourStory, The Hindu BusinessLine, The Financial Express, Business Standard, Mint’s podcast, The Economic Times and Navbharat Times.