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PR Survey Case Studies

HealthCare at Home & Living Will

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HealthCare at Home had recently entered the field of legal services at home along with home healthcare services. They wanted to spread awareness around their market in a subtle way while spreading awareness around important legal issues associated with Health.

Heal Health Connect Solutions, being their, regular public relations partner was given the task to this exercise.

Objective

To spread a word about HCAH’s legal services in a subtle way.

Project Details

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Strategy

• In 2018, Supreme Court legalised Living Will and allowed people to document their wishes regarding their medical treatment incase they are unable to communicate it themselves, we designed a survey to find out awareness levels around the same, and understand perception around the Living Will.

• A survey among 2400+ people in age group 25 to senior citizens who were hospitalised at least once in the past year.• Face to face anonymous surveys

Key Findings• Despite having strong preferences about their last days, awareness around living will is very poor at only 27%.• Of this 27%, only 6% have a living will.• After understanding the concept of living will 87% people found it relevant for terminally ill patients, long term coma patients or

patients of artificial life support with little or no hope of recovery. Interestingly, only 76% people found it relevant for themselves.• The key reason behind relevance of living will was relieving family’s financial burden and having dignity in death.• 87% respondents preferred to be at home among loved ones as an inclusion in their living will.

Media Amplification• A nationwide survey release which led to 100+ coverage in national and regional media coverage

despite the Loksabha election rush.

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Media Snapshot

IVH Senior Care & Challenges of Ageing India

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IVH SeniorCare had recently entered the market of elder care services. The brand wanted to make a name for itself and we as public relations partner were asked to create a plan to do so in a short time span.

Objective

Objective was to create a name for IVH SeniorCare in a market already dominated by old players.

Project Details

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Strategy

• We decided to do a survey to understand the major needs of elderly living alone. Also endeavour to understand perspective of their children on key needs of their parents.

• A survey among 1000+ elderly living alone across the country and their children living abroad.• Face to face surveys with senior citizens living alone• Email or telephonic survey with children living away from home• .Methodology• The survey brings to light a strong disparity between perception and aspirations of children and

their elderly parents living alone. If children are not clear about requirements and aspirations of their elderly parents, it can lead to miscommunication and major repercussions at individual, familial and society level.

• Children are mistaken about needs of their elderly parents living alone and think their health to be the biggest concern. But for parents, social interactions and daily chores are a big part of their requirement.

Result• A nationwide survey release which led to 100+ coverage in national and regional media. The

survey was even picked up by global media giant – CNN international.

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Coverage Snapshot

Child Health Intelligence and Performance Study (CHIP)

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Dettol had recently launched its Hand Wash and wanted to spread awareness around the hygiene habits.

Objective

Objective was to do an activity that gains attention to masses & media and motivate people to adopt hygiene habits.

Project Details

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Strategy

• We created a survey to link infections with cognitive impairment • Conducted a study named CHIP (Child Health, Intelligence & Performance Study).• Surveyed 500 parents across metro cities to determine the behavioural differences of the

students who scored well in exams and of those who did not score well.

Findings• Came out with results indicating that children who follow good hygiene practices like

washing hands regularly and bathing score well.

Outcome• Established linkage between hygiene and mental development.• Total media clips: Over 80 print clippings

Coverage Snapshot

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The KiTCHen STUDYKitchen Cleanliness & Hygiene Study

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Dettol was about to launch its kitchen cleaning products and wanted to make the launch a successful one, which can struck a chord with its target audience. We were approached to create a successful launch strategy.

Objective

Objective was to design the launch in a such a way that it immediately struck chord with the target users and become a routine household product.

Project Details

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Strategy

• We designed a study to communicate strongly to the homemakers the need & importance of antibacterial dishwashing gel over the existing dishwashing soaps, powders and normal dishwashing gels.

• Conducted a survey amongst doctors and homemakers to understand their perception of clean kitchen

• Highlighted the difference between “visibly clean kitchen” and “hygienically clean kitchen”.• Got doctor community to talk about the importance of disinfecting kitchen.

Result• Got homemakers thinking on importance of using an antibacterial dishwashing gel

Media Amplification• Extensive media visibility • Total media clips: Over 70 print clippings, 30 mins special on Aaj Tak

Coverage Snapshot

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Exam Preparation & Practice Study

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Horlicks wanted to create a marketing strategy to popularize its product among masses for physical and mental health of children. Most milk powders were associated with the physical fitness and brand wanted to touch upon an area which was not talked about before.

Objective

Objective was to create a strategy to improve brand affinity among users & add new users.

Project Details

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Strategy

• After a lot of research, we decided to link physical health with mental health through a survey.• Conducted a survey among parents to understand their concerns for children during exam time• Highlighted that most parents were only bothered about mental health and were ignoring the physical

health aspect• Got in experts to comment on the importance of good physical health during exam time

Outcome• Created awareness around the fact the physical health was as important as mental health• Tremendously helped the brand as it had the same communication in its commercials.

Media Amplification• Total media clips: Over 60 print clippings and 6 electronic clips

Coverage Snapshot

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