Ivf case study
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Transcript of Ivf case study
Healthberries IVF
Healthberries IVF, a fertility clinic with a unique process called ‘Our IVF Angel’s Programme’ opened in Pune in January 2013.
Client’s objective:
• To be known as a credible IVF and Fertility clinic in Pune
Building Healthberries IVF as a brand in Pune
• Healthberries IVF is a very new and young brand in Pune. People are still unaware about its presence so the credibility is relatively less.
NEW IN PUNE
The obvious emotional truth: Couples get depressed when their conception efforts fail.
The idea was to position Healthberries IVF as a clinic that is warm, empathetic and result oriented. That’s why we came up with a tagline: Rebirth of Hope.
In detail
• Spread awareness about the brand and position it in such a way that people perceive it as a credible brand in Pune.
• Get 100 + enquiries through the first campaign.
SMART Objective
A 3 Ad Campaign in TOI
Initiative 1
• Total Number of inquiries after 3 ads: 120
• Counseling Appointment: 60
• Fixed Conversion: 13
• Conversions in pipeline: 10
• Therefore Total Conversions: 23
• Inquiries are for all the parts of city
• Also from Nashik, Mumbai, Hyderabad, Mahabaleshwar, Aurangabad
• The ‘Our IVF Angel’s Programme’ has been carried out with 13 women in Pune out of which 7 have already conceived.
The Result?