Practo makes visiting a doctor easy amidst COVID-19
The brand has worked with Spring Marketing Capital for the campaign #HelloDoctor that has six films in seven languages and is being promoted across TV and digital media
How often in the past few months have we put off visiting a doctor for an ailment whose symptoms don’t match with Covid-19 or chosen to self-medicate? Digital healthcare firm Practo tells you not to, in their brand new ad.
Practo’s solution is simple—if you are afraid to go out and meet a doctor for the fear of catching Covid-19, we will bring the doctor home. As part of their new campaign #HelloDoctor, the brand encourages all to video-consult a doctor as soon as signs or symptoms of any illness start showing.
Talking about the brief given to the agency, Sleem Doda, Head of Marketing, Practo, says, “Due to the problems associated with accessing a quality doctor now, each time we experience a symptom, we have to take a call whether to ignore or self medicate or see a doctor athough we know we are not qualified health experts. Thus we inadvertently put our and our families’ health at risk. Practo video consultations provide access to qualified doctors from over 30 specialities, 24x7. The platform enables connecting to a doctor in 60 seconds. What’s more, the prescription gets generated digitally right after the consultation and the platform enables you to order medicines and book lab tests with a click. However, most Indians either do not know that such services exist or have never thought of trying them. The brief to the agency was to help us develop communication inspired by real life health conversations of Indian families and suggest the solution in the most relatable way.”
This is the first time the brand is working with Spring Marketing Capital for their ad campaign. Talking about why they chose Spring, Doda says, “We did not have to think twice while picking Spring for the task. The expertise that Arun, Raja and Vineet have in bringing these functional briefs to life was just what we wanted.”
Narrating his experience on working for Practo, Arun Iyer, Founding Partner, Spring Marketing Capital says, “Yes, this is the first campaign Spring has created for Practo. And this is just the beginning of the brand-building journey. The concept that really connected was the fact that in the midst of a pandemic, everyday illnesses haven't gone anywhere. But stepping out to see a doctor right now can feel like even more of a health risk. Well, bid goodbye to doubt and say "Hello, Doctor". Practo allows you to consult top doctors via video consultation, 24x7. So you can address your health concerns quickly, and safely.”
In the first film, a family is seen discussing their grandmother’s skin problem. The mother and father are shown to be suggesting home remedies or over-the-top creams albeit with doubts while debating over the safety of visiting a hospital. Their daughter then intervenes and tells them to consult a doctor on Practo. Similarly, in the second film a child experiences stomach ache and the mother is all set to buy over-the-counter medicines when her yoga teacher over a video call suggests Practo.
On what stood out while making the film, Iyer says, “The most challenging aspect was to shoot in the middle of the pandemic. We had minimal crew on set. All of us were overlooking everything remotely. Shlok, the director, and Praful from Absolut films did a great job. The insight that led us to the scripts was the fact that everyday illnesses that happen at home can be a cause for a major worry in these times, especially when it comes to the elderly or children.”
Covid-19 has given a boost to digital health solutions and as per the brand, Practo’s telemedicine platform has seen a 500% growth between March and June 2020.
Asked if their ad spends will also see a direct push, Doda said, “There’s a need to spread broader awareness on video consultations and the role it can play in making qualified doctors accessible. We have increased our media spends this year, and the ongoing TV campaign that reaches over 50 million Indians is a part of the ramped up plan.”
#HelloDoctor is a 10-week campaign, powered by six films in seven different languages across TV and digital media.
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