Bringing Orbis into the Eye A five month turnaround plan

The Situation In 10 years 30 diagnostic and treatment centers opened 100 training programs conducted Series of education drives 18 visits by the Flying Eye Hospital (FEH) And yet… …Orbis did not figure as a reference point on eye-care …which raised questions on their business operations in India

Therefore, our goal was to… Design and execute a communication plan to underline the credentials of Orbis while getting key stakeholders to both engage and talk about their expertise and work in the eye care space ALL IN AS little AS FIVE MONTHS

Their approach so far had been… Transactional communication Inconsistent engagement Focus limited to doctors; hospitals and patients No significant profile in any market within India

Our Strategy Build salience for Orbis Increasing stakeholder set for FEH From just Doctors, Hospitals and Patients To include Optometrists, Nurses and Paramedics Focus on one single market to give it a concentrated effort – Kolkata Highest incidences of pediatric blindness Receptive media Responsive government

The Rollout Before the arrival of the FEH Upon arrival of the FEH 12 article series in Ek Din: 3rd largest Bengali daily Open-house sessions across media Times Wellness, The Telegraph, Ananda Bazar Patrika, BhorerBarta, Swabhumi, Suchikitsa. 30 engagement sessions with doctors at Orbis partner hospitals Educating them about FEH and its role in Kolkata/Eastern region and building a larger patient data-base for training sessions Upon arrival of the FEH 53 interviews conducted 67 media tours of the FEH Live streaming of Training sessions at 4 major hospitals across Eastern India Special sessions for the media with beneficiary patients and Orbis officials Celebratory closure of the the 2 week FEH with the Governor of Kolkata in the presence of Her Royal Highness, Sophie Helen, Countess of Wessex

The Outcome 100 % message delivery Increase in public awareness for eye care leading to a 25.4% increase in enquiries/footfalls at regional partner eye-care facilities in the next quarter (per data provided by Orbis) Reached 152.8 million people in terms of eyeballs Actively engaged with over 130 medical practitioners including doctors, optometrists and paramedics against 40 during previous visits As many as 307 news reports across print, TV and online 20 TV stories with a total run time of 28 minute 14 seconds of total runtime 77 print reports in English, Bengali and Hindi 210 online impressions across English, Bengali, and Hindi media 1:1 Advertisement value of reportage was INR 98.8 million 100 % message delivery Experience of Orbis in eye-care space Relevance of eye-care and early detection Importance of training and skills among doctors and institutes to reduce the no. of cases of preventable blindness

This campaign has now become a case study across the world …Contd. AND… The programme established Orbis as a reference point for eye-care in India It had direct impact on sustainability of Orbis as now they have a success story of their initiative and are seen as an active player in preventing pediatric blindness This campaign has now become a case study across the world

The Recognition

Thank You Discussions

Key Media Reportage

Pre Event Print Coverage Purbanchal Bharat Darpan Times of India The Hindustan Times Sasther Sandhane ( Special pull out from TOI Group) Interaction with Telegraph

Ek Din Article Series

During & Post Flying Eye Hospital Visit The Week : Cover Story (15 page ) Anand Bazar Patrika Outlook Business Sanmarg

During & Post Flying Eye Hospital Visit Full Cover Page, Eenadu (Sunday Magazine) EkDin Times of India Deccan Herald

TV and Digital