Poshan Abhiyan
A Government of India initiative focused on improving nutrition outcomes and reducing malnutrition, stunting, anaemia and low birth weight among
Reliv (RelivHealthy)
Repositioning a generic health centre into a premium, clinical-first wellness experience brand
Overview
The preventive-healthcare and wellness market — particularly diabetes reversal and lifestyle management — is expanding but highly commoditized, with similar programs, generic communication, and inconsistent experiences. Reliv entered with genuine strength: state-of-the-art infrastructure, advanced equipment, and clinical capabilities. Yet it was perceived as just another wellness or diabetes-reversal centre. IMC was engaged to redefine its positioning, build a differentiated experience model, and enable a complete go-to-market and scale strategy.
The Challenge
Reliv’s core challenge was perception and structure, not capability:
- No differentiated positioning in a crowded market
- Strong infrastructure that was not effectively communicated
- No clear brand narrative or structured experience model
- Undefined pricing and business model
- No scalability or franchise-ready framework
The opportunity was to transform Reliv from a service provider into a premium, experience-driven healthcare brand.
IMC's Role
IMC operated as a combined strategy, brand, business, and execution partner — covering brand positioning and narrative, experience-model design, content and storytelling, digital presence, pricing and business model, the franchise and scalability framework, and full go-to-market execution.
Transformation
Defining a differentiated positioning
“India’s Wellness Studio powered by Clinical Protocols and the Reliv Hypercare Model.” This moved away from the generic “diabetes reversal centre” perception, emphasized clinical credibility, introduced a structured care model, and created premium differentiation.
Translating infrastructure into experience
Repositioned Reliv’s world-class facility and equipment as a core experience differentiator — structuring the facility into an experience journey and aligning physical infrastructure with the brand narrative.
Building the experience and care model
The Reliv Hypercare Model, an end-to-end patient journey, and service architecture and interaction design ensuring consistency, personalization, and premium experience.
Creating visual storytelling and brand identity
Through high-quality video content, narrative-driven storytelling, and visual communication aligned with premium positioning.
Developing digital presence and content systems
Website design and development, structured content aligned to positioning, and communication across digital touchpoints.
Designing pricing and business model
A pricing strategy aligned to premium positioning, service packaging and monetization, and a sustainable revenue framework.
Enabling go-to-market execution
Marketing collateral and brochures, campaign strategy and rollout, and consistent communication across channels.
Building a scalable franchise model
A standardized service-delivery model, replicable experience design, and a structured operational blueprint for future growth.
Impact
- Strong, unique positioning in a crowded category
- Clear articulation of clinical and experience-led value
- A successful brand and digital launch
- A structured pricing and business model
- A scalable, franchise-ready system
- Operational expansion through offshore capability
Reliv was not just rebranded — it was redefined: transformed from a generic health centre into a clinical-first, experience-driven wellness brand with a clear identity, structured model, and scalable future.
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