ABOUT THE BRAND: CHARAK
Charak Pharma is one of India's leading Ayurvedic companies, integrating the age-old science with modern technology and research to bring to you the best of both worlds. The product range is targeted at specific symptoms covering a gamut of illness including gynecological, urological, digestive & dermatological ailments, diabetes, asthma, osteoarthritis and liver diseases.
PROBLEM
Although predominant in India’s traditional health system, Ayurveda is slowly gaining popularity worldwide. Currently the industry is facing a rather interesting challenge. To be globally relevant and reach consumers in the 21st century, Ayurveda needs to move ten steps ahead and modernize the ancient system in order to be relevant alongside mainstream healthcare alternatives like Allopathy.
The industry is faced with three major challenges:
Lack of trust
Consumers currently aren’t provided with enough information to consider using Ayurveda as a source of medication. There is also a lack of medical practitioners who are tech-savvy and are not capable of performing a health analysis in-spite of the distance.
Lack of knowledge
With extensive use of scientific names, unpronounceable ingredients, lack of awareness and not enough medical practitioners within reach, consumers are apprehensive to experiment with Ayurvedic products.
FDA regulations
As Ayurveda hasn’t been certified by the FDA, it hasn’t been confirmed as a safe and viable source of medication.
OBJECTIVE
- Create brand awareness for Charak and its products and services within its consumers and within the Ayurveda community
- Introduce Charak India products on digital platforms to the Indian market and drive e-commerce sales via the new and redesigned website
- Encourage conversations among consumers and medical practitioners
- Educate the audience about Charak India’s Panchakarma centers, therapy options and consultation clinics
SOLUTIONS
As the objective is to generate leads, create awareness about Charak as a brand, its products and educate the audience about Ayurveda in general, the Digital Media strategy is spearheaded with the below action items:
- Social media posts on Facebook & Instagram around the products, health, wellness, alternate means of exercising and user generated content.
- Conversation building, community discussion, & query redressal via WebMD, Quora, Twitter and frequent Q&A sessions with Dr. Charak
- Share relevant information about Ayurvedic health centres, treatment options, product details on different health and medicine portals
- Set up a Wikipedia page to add to the authenticity of the brand Charak
- Conduct mini social media campaigns to generate conversations with the audience.
FACEBOOK
INSTAGRAM
