ProHealth Asia Physiotherapy & Rehabilitation Centre, is in the business of not only treating aches and pains, but also provide personalised care & therapy as a part of the recovery plan. Conveniently located in Delhi’s Defence Colony, their expert team of physiotherapists extends a warm welcome to a comfortable and relaxing environment.
Tasked with their complete rebranding overhaul, Webeasts didn’t look to the health or physiotherapy category for inspiration. Instead, fitness is what our focus was. The main challenge was to educate the audience and establish the fact that physiotherapy is not a curative but a preventive facility.
Task at hand:
- new visual identity specific to the Indian market
- new content strategy
- extending social media for lead generation
New Visual Identity
The new visual identity is a clear departure from ProHealth’s existing branding and the team at Webeasts believe such a transformation was absolutely needful for a successful rebrand strategy. While blue and green got carried forward, a host of new colours were identified to fit the category. The designers were also briefed to keep the TG’s preferences while setting a new colour palette for the brand.
New Content Strategy
While the brand continued to advertise their never-ending list of services, we thought it was extremely important to give our consumers to give a first hand experience of the facility that boasts of international standards that were also clearly reflected by their product pricing which was slightly more highly priced than their peers in the market.
In order to get people to visit and experience the process for themselves, every new patient was given a free initial body assessment and a subsequent free session with one of their physiotherapists. Our content directly spoke about a problem that most of us face on a daily basis but conveniently choose to ignore (after all, ignorance is bliss).
E-vouchers were circulated via a mix of digital and offline touch-points – Mailers, Facebook, Instagram, on-ground events, physiotherapy camps at major gyms of the city, marathon events, etc. Not only did this increase direct footfalls at the centre, but also substantially increased referral traffic.
Social Media for Lead Generation
While most brands consider social platforms like Facebook, Instagram, twitter to be a strong medium to put out their branding and positioning, lead generation still remains to be explored. With a carefully thought out mix of Facebook ad formats – lead form, traffic and conversion ads, targeting prospects on SM became our primary objective.
After a struggle of around 2 months, performing A/B split testing, trial and error with or audience mix, finally the lead form format worked wonders. Getting a conversion rate of upto 10% , the strategy was working and how!