GSK E-CUBE

Anshul Kaushik
Himanshu Das
Abhishek Pandit

Team- The Cure

VGSoM, IIT Kharagpur
The age range for the target audience is
50 and above, as shingles disease is
Typically ranges from guaduates to
becoming more common in younger Age Education individuals with advanced degrees
people in India.

The income range for the target
audience can be lowered to ₹40 lakhs
per annum and above, as there is a
growing upper middle class in India
that is able to afford premium
healthcare products and services
TARGET
AUDIENCE
The location of the target audience can
be expanded to include tier 1 and tier 2
Income Location cities, as these cities are becoming
more affluent and have a growing
population of HNIs( High Net-worth
Individuals

Prevention Seekers People who have had chickenpox Decision Makers

Since shingles is caused by the reactivation of the
Shimtrax is recommended for individuals who want to
varicella-zoster virus, anyone who has had chickenpox
proactively reduce their risk of developing shingles
in the past is at risk.
In healthcare, typical decision maker are the HNIs
themselves or their spouse in some cases since they are
quite busy in their professional life

“The Indian high-net-worth individual (HNI) population, with asset value of USD 1
million and more, increased to 7,97,714 “ as per the Indian Express reports of May

13%
HNIs aged 50+
,2023. HNIs aged <50
Total No of HNIs in India as of now ~ 8,00,000
1,04,000 People
Percentage of people above the age of 50 years- 13%
No of HNIs aged above 50 years= 0.13*8,00,000= 1,04,000 HNIs in India

Target Audience/ Addressable Market Consumer Behaviour Channels for Consumer Disease Awareness
Consumer Analysis based on Primary
(HNIs) Interviews and Secondary Data*
Behaviour
NAME Mr SGK RamaKrishna Mr Chandan Manjhi Dr Manoj Kumar
Healthcare Services
This segment generally avails
Generally from
HOW AND WHERE I avail healthcare from healthcare serrvices throiugh their
Oxford Hospital, trusted doctors and also use online Importance of
a doctor who is a close From 7 Hills hospital,
DO YOU AVAIL Jalandhar. consultataion for mild issues
friend and works in Max Visakhapatnam Preventive Healthcare
HEALTHCARE? Sometimes through
Hospital This segment gives high importance
Online Consultation to prreventive healthcare and does’nt
Activities in Free Time mind to spend extra on the same

IMPORTANCE OF Most of these people use social

PREVENTIVE media primarily instagram and
5(Highly Important) 4( Important) 5(Highly Important) also use twitter and linkedin for
HEALTHCARE professional use
Decision Maker/Influencer
SCALE OF 1-5 Most of them take decisions related to
health care by themselves. Howver they
are also influenced by health and fitness
LOCATION AND Mumbai( quite busy Jalandhar( Most of influencers and their doctors
Visakhapatnam( Watch
HOW DO YOU during weekdays, the time is spent in
Movies with family during
outing with family lectures, rest is spent
SPEND YOUR weekends and attending
during weekends and with family and social
Yoga Classes)
TIME? using social media) media and youtube)
*Sources:
WHO IS THE
I take these decisions
DECISION I take these decisions
I take these decisions myself myself but often look Business Standard https://indianexpress.com/articl
myself. Also refer to Indian Express
MAKER FOR after taking advice from my for recommedations e/business/economy/india-ultra-
some of the health and
HEALTHCARE doctor from colleagues or https://www.statista.com/statist high-net-worth-individuals-
wellness influencers.
family
DECISIONS? ics/1248220/india-number-of- billionaires-report-8614499/
hnwi/

Target Audience/ Addressable Market Consumer Behaviour Channels for Consumer Disease Awareness
 Partner with Health and Wellness Partner with News Channels through
Paid Ads
programs 2like “Hello Doctor”
1 2 3
Influencers on Social Media

Reach out to Health and

wellness Influencers
Shortlist some of the health and
wellness Influencers who post
content on healthy lifestyle on
01
Instagram annd reach out to them
Create Google Ads using relevant keywords These
ads will again use the same landing page as used in
Channel 1 and 2 which will also contain a form which
the patients cam fill and get more updates directly
Identify leading Health programs on leading
on whatsapp
Telivision channels

Design the Post Create short animated Patient testmonials ( if

Prepare a crsip 10-15 min content to be spoken ads to be used in the any) can be used to
The post should be designed in
02 by the health care professional on the program platforms like youtube. form short films which
such a way that it can used on
about shingles and the vaccine available These ads will be can be displayed in tje
multiple platforms and it should
contain catchy taglines like “Road selectively fetched to form of ads on youtube
to Healthy Ageing “ to catch the the targetted audience and can also be used
At the end of the program give the credits - “ who comes to youtube on the company’s
user’s attention.
Issued in Public Interest by GSK”. Also quote to watch content official handles and
03
the link for the landing page at the end of the related to health and channels.
session
wellness
Design a Landing
page

Design a landing page , the link of

4 Traditional Channels
which will be used in collaborated Sample
post. This Landing page will contain
detailed information about shingles
Create Informational Posters and Brochures
, its risks and the new vaccine These postures and brochures should contain
Sample catchy infographics and taglines like “ Road to
Healthy Ageing”
Instagram Health, fitness
Name Content Gaurav Taneja 3.8M
Followers and vlogs Waiting Halls of Clinics and Hospitals
Partner with the leading Hospitals and Clinics to put up the
posters and brochures in their waiting halls for the patients
Dr Anjali Health and Shilpa Shetty Health and
76.2k 29.3M
Hooda Fitness Kundra Wellness
Partner with Leading Health and Fitness Chains
Partnering the leading health and fitness chains and
Fittr
Health and
502k Neha Ranglani Nutritionist 151k
yoga centres in metro cities to put up this content in
Fitness
their centres

Target Audience/ Addressable Market Consumer Behaviour Channels for Consumer Disease Awareness
Thank You