ABOUT THE BRAND
Aspire Fertility Center in Bangalore is a leading center for fertility and high-risk pregnancy care. With state-of-the-art facilities at HSR Layout and Sarjapur-Marathalli Road, Aspire offers top-notch IVF, IUI, and other fertility treatments. They emphasize patient education and empowerment, fostering informed and active participation in treatment. Aspire’s growth reflects the trust and satisfaction of thousands of families, and they look forward to helping many more in the future.
PROJECT YEAR
2024
BRAND
Aspire Fertility Clinic
CATEGORY
Healthcare
LOCATION
Bangalore
YOUR PATHWAY TO PARENTHOOD
The Ask
In collaboration with Aspire Fertility Clinic, a renowned fertility clinic offering cutting-edge treatments and compassionate care, we embarked on a mission to solidify its position as the leading fertility clinic in Bangalore. Our goal was to enhance brand visibility, increase patient engagement, and establish a robust online and offline presence.
The challenge was multifaceted; within the highly competitive landscape of fertility clinics, our objective was to create a brand that not only stood out but also deeply resonated with couples seeking fertility solutions. Aspire's established reputation for excellence and personalized care needed to be effectively communicated through a cohesive and impactful brand strategy.
Objectives
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Brand Leadership: Establish Aspire Fertility Clinic as the leading fertility clinic in Bangalore.
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Visibility: Increase brand visibility and awareness in urban and suburban areas.
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Market Share: Boost share of voice (SOV) in the fertility services market.
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Traffic & Engagement: Drive traffic to the website and increase consultation requests.
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SEO Rankings: Improve search engine rankings for fertility-related keywords.
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Content Strategy: Create content that captivates and informs the audience, blending education and engagement.
Research and Strategy
Our comprehensive approach began with an extensive market analysis to understand the current trends, demands, and patient expectations in the fertility market in Bangalore. We identified key drivers influencing patient choices and preferences for fertility treatments. Our target audience analysis revealed two primary segments: couples aged 25-40 planning or undergoing fertility treatments, and couples aged 40-55 seeking late pregnancies. The demographic focus was on urban and suburban Bangalore, middle to upper-middle class, with a slight emphasis on women due to their higher involvement in fertility decisions. We collected data through surveys, focus groups, and patient interviews to gain insights into patient needs and expectations.
A detailed competitor analysis helped us identify the strengths, weaknesses, opportunities, and threats (SWOT analysis) of key competitors, providing a clear picture of the competitive landscape and strategic positioning for Aspire. Stakeholder engagement through in-depth interviews with doctors, nurses, and administrative staff ensured that internal perspectives were aligned with patient needs.
Brand Architecture
To establish a strong brand foundation, we began with a SWOT analysis to identify Aspire's internal strengths and weaknesses, along with external opportunities and threats. This informed our brand positioning, which highlighted Aspire as a beacon of hope and advanced fertility solutions in Bangalore. The positioning statement, "Empowering Parenthood, One Step at a Time," underscored Aspire's commitment to personalized care, advanced technology, and compassionate support.
The brand building was guided by three core pillars: Expertise, Empathy, and Excellence. We crafted a compelling brand narrative that weaved together Aspire's mission, values, and patient success stories, creating an emotional connection with the audience.
Brand Identity
The previous brand identity for Aspire Fertility Clinic was mundane and monotonous, lacking freshness and an element of joy. We did not want to be just another hospital; we wanted to stand out with a fresh approach. To achieve this, we opted for calming and subtle color tones, such as muted blues, greens, and soft earthy tones, to align with the concept of a nurturing environment.
To add a human and approachable touch, we introduced a unique illustration style that conveys warmth, support, and joy. These illustrations depict family moments, growth, and the journey of parenthood, making our brand more relatable and inviting. Our brand identity reflects our dedication to creating a positive and hopeful experience for our patients.
Content and Communication Approach
Our content and communication strategy aimed to engage and inform our target audience while fostering a supportive community. We developed a comprehensive content plan featuring patient success stories, expert interviews, informative articles on fertility treatments, and educational videos. Social media campaigns were designed to boost engagement and build a supportive community for couples undergoing fertility treatments. Implementing SEO strategies improved search engine rankings for relevant keywords, driving organic traffic to the website. The strategy included various launch buckets, each addressing specific aspects of fertility:
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"What NOT to Say" Series: A humorous take on the often unsolicited and unhelpful advice about fertility, creating a relatable and light-hearted connection with the audience.
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ParentsPedia - Dictionary: A guide explaining common fertility terms in an easy-to-understand format, making complex information accessible to patients.
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Circle of Support: Showcasing emotional and social support during the fertility journey through stories from support groups, tips on building a support network, and community encouragement messages.
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Journeys of Joy: Featuring user-generated content and customer testimonials, this series highlighted the success stories of patients who achieved parenthood with Aspire's help.
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Aspire Fertility Glossary: A dictionary of terminology to help the audience understand pregnancy, parenthood, and sexual health better.
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Each launch bucket was crafted to align with Aspire's brand values and objectives, delivering engaging, informative, and supportive content that resonated deeply with our audience.
Campaign Approach
To foster deeper audience engagement, provide education, and fulfill key campaign objectives, Aspire Fertility launched various campaigns like "Blossom of Hope" and "Bridges to Beginnings." These campaigns are crafted to resonate emotionally with our audience, highlight our compassionate care, and establish Aspire as a trusted partner in the journey to parenthood.
CALL-TO-ACTION Objectives:
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Increase in consultation appointments
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Growth in positive engagement on social media platforms
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Surge in website traffic, particularly in the fertility education section
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Positive shifts in brand sentiment and perception in post-campaign surveys
Key Messages:
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Inspire prospective patients to take the first step by scheduling a consultation at Aspire Fertility Center.
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Share compelling stories of hope, patient testimonials, and behind-the-scenes glimpses of the compassionate care provided by our team.
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Emphasize our holistic approach that nurtures both the physical and emotional well-being of our patients.
Nurturing Dreams, Blooming Hope: Your Journey to Parenthood Begins with Aspire.
Blossom of Hope
Insight
The campaign centers around the metaphor of a delicate flower, symbolizing the journey of fertility. Each petal represents a stage of the process—from diagnosis to treatment to the ultimate blossoming of hope. The hero of the campaign is a couple, depicted as nurturing gardeners, tending to their delicate yet resilient flower symbolizing the growth of hope amid adversity.
Concept
Infertility can be an emotionally challenging journey for couples and individuals, often clouded with uncertainty and stress. "Blossom of Hope" aims to transform the narrative surrounding fertility treatments by highlighting Aspire Fertility Center as a beacon of optimism, where every step is infused with support, compassion, and the unwavering belief that dreams of parenthood can flourish.
