Aster DM Healthcare
Background
Aster DM Healthcare Kerala stands as an ideal of clinical excellence among India’s emerging healthcare providers, anchored by its network of state-of-the-art facilities: Aster Medcity, Kochi, Aster MIMS, Calicut, Aster MIMS, Kannur, Aster MIMS, Kottakkal, Aster MIMS Mother, Areekode, Aster PMF, Kollam, and the recently launched Aster MIMS, Kasaragod. As their dedicated PR partner, we onboarded at a key moment when Aster Medcity faced a competitive landscape dominated by established hospital chains. Health communication was fragmented, with limited visibility for their clinical innovations.
Solution
We transformed Aster DM Healthcare’s market presence through a multifaceted PR strategy tailored to Kerala’s dynamic healthcare ecosystem. To disrupt the market and establish Aster as the gold standard for clinical care, we moved beyond traditional press releases. We implemented a high-impact strategy focused on credibility, accessibility, and visibility.
We launched extensive media outreach, securing placements in top regional and national outlets via in-depth articles, doctor-authored pieces on timely topics like surgical advancements and cancer care, and situationally analyzed content that positioned Aster as a thought leader.
Recognizing the shift in content consumption, we turned toward Interviews and Podcasts. This allowed specialists to explain complex life-saving procedures in a conversational format, humanizing the brand. We bridged the gap between traditional and digital by leveraging social media to share “Doctor’s Experience” stories, highlighting the emotional and human side of successful clinical outcomes. These efforts not only elevated brand recall but also drove health awareness campaigns.
We ensured that the specific healthcare needs of each district were addressed through regional media.