Strategic Marketing Plan For AI-Powered Tele-ICU and Tele-Radiology Platform In India
A leading FMCG companies in India operating in beauty and healthcare spaces. Emami was seeking
Puberty2Menopause
A lifelong women’s-health companion that converts a B2B vaccine and biologics portfolio into a trusted consumer destination.
THE CHALLENGE
The client had decades of credibility in vaccines and biologics, but almost no direct relationship with the women and families who ultimately benefit. Women’s-health information online is fragmented, clinical, and rarely organised around how a woman actually lives. The brand needed an owned channel that built consumer trust — not just prescriber awareness — and connected disease-prevention messaging (rubella, hepatitis A, adolescent vaccination) to the people it protects.
OUR APPROACH
We refused to organise the platform around products. Instead we built it around the entire female life journey — “puberty to menopause” — and segmented every experience into three life stages: 13–18, 19–45, and 45+. In Sense, we mapped the real questions women search for and the embarrassment that stops them from asking. In Shape, we developed a warm, reassuring brand voice and a content architecture spanning menstrual health, nutrition, emotional health, fertility and IVF, pregnancy, and menopause. In Scale and Sustain, we layered engagement and care-routing on top of content.
WHAT WE BUILT
- Age-segmented content hub across the full women's-health spectrum
- 100+ educational articles, expert-reviewed
- “Ask an Expert” — private, confidential doctor consults
- “Find a Clinic” hospital and clinic locator
- Interactive women's-health knowledge quiz
- “Expert Talk” KOL video series
- Integrated social channels and SEO foundation
THE OUTCOME
The platform repositioned the client as a credible women’s-health authority well beyond its B2B vaccine identity, and created an always-on owned media channel that links prevention messaging to a real consumer audience — and then routes that audience into confidential consults and nearby clinics. It became a repeatable template for turning scientific credibility into consumer trust and care-seeking behaviour.
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