1. Bringing Orbis into the Eye
A five month turnaround plan

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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 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

8. 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

9. The Recognition

10. Thank You
Discussions

11. Key Media Reportage

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

13. Ek Din Article Series

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

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

16. TV and Digital