Portea Medical builds looming presence in the outdoor

Home-based healthcare in India is gaining traction and is poised for transformation. Once an unorganised and fragmented sector, home-based healthcare is fast catching the attention of entrepreneurs and investors and becoming an organised, technology-led industry with standards and protocols. A recent paper by consulting firm Pacific Bridge Medical pegs the Indian home-based healthcare market at around $2.3 billion and growing at more than 18%.

The business segment's growth is driven by an aging population, the increasing prevalence of chronic diseases and the need for better quality post-operative and primary care. The concept of old-age homes or assisted living is socially largely unacceptable in India and therefore better home-based healthcare facilities are becoming an imperative. It is estimated that for an average individual, 70% of healthcare needs can be met in the home environment. This can result in better health outcomes and lower medical costs for the patients. Portea Medical is a leading player in the segment.

To build mass awareness of its services and to build top-of-the mind recall among target groups, Portea Medical launched an extensive OOH campaign in Delhi NCR, Mumbai, Bengaluru and Pune, beginning November 2014. The campaign is still continuing, with resounding success.

Leading OOH firm Kinetic India has Kinetic India executed the OOH campaign, while Motivator handled the media duties. Times OOH has been the OOH media concessionaire for the campaign execution.

Kinetic India informs that the media strategy entailed selection of appropriate media touch points to gain the optimum share of voice for the brand. The OOH presence was created at important and strategic footfalls/traffic locations, key arterial roads which are the lifelines of the target cities, toll gate points which have high vehicular movement and dwell time, corporate hubs catering to IT sector employees, major residential apartments and corridors and important connecting routes between the IT hubs, and CBDs. Branding of upcoming urban transit mediums like Metro was also done.

The outdoor media used for the campaign included Delhi DND toll branding, billboards / unipoles, pole kiosks, BQS, digital screens, gantries and Metro wrap. Kinetic India worked closely with the client to ensure smooth, flawless and on-time execution of the campaign.

Commenting on the campaign, Kavita Chowkimane, GM - Marketing, Portea Medical, said: "At Portea, we aim to connect with consumers in new and interesting ways and bring'home' our brand to them. We want to be present where our consumer is… so we look at a number of innovative options in our media mix. Outdoor along with print, online and social media ensures that our campaigns are truly 360 degrees and help Portea build a strong connect with our consumers. Innovative media options like Metro train wraps, digital screens and bus shelters give us a good mix of reach and impact.”

Amit Sarkar, COO, Kinetic India, added: "Healthcare is a sunrise sector in India and there is enormous scope for growth. Kinetic India is proud to be associated with the category leader Portea and continues to strive hard in providing excellent service. The objective of the campaign was to create awareness and build visibility and thereby connect Portea to its TG in key markets. We carefully selected key media placements to ensure never-to-be-missed visibility of the brand.”