Healing Touch

Background

The journey of Manipal Hospitals started over 60 years ago with a singular brand purpose - to revolutionise the Indian healthcare ecosystem by providing best-in-class clinical expertise, ethical practices, and patient centricity. For World Arthritis Day, the brand wanted to provide an innovative solution to tackle not just spreading awareness about the early signs, but also the psychological aspects of a patient and the helpless family members who have to endure their loved ones' suffering. The holistic well-being of consumers was of utmost importance and a two-pronged approach was needed - One to raise awareness, and the other to aid the community of patients and their caregivers.

Idea

Launched on World Arthritis Day, Healing Touch successfully reimagined physiotherapy in a new-age avatar on a mobile. Through a custom 3D Touch module, a one-of-a-kind exercise regime was hosted on a microsite, where a patient had to press the phone’s screen literally to press virtual versions of daily life objects. The pressure exerted was converted to grams, while a dashboard helped in tracking the patient’s progress and giving an in-depth analysis of each finger’s performance. Hospitals provided this experience through a subscription model that included a compatible iOS device with pre-installed modules.

Results

For the first time, a mobile device was used as a physiotherapy platform. Additionally, workshops by doctors and physicians were held to bring light to the early signs of the disease. Medical journals, advocacy programmes and AMAs further cemented the need of the hour. The campaign generated a total of 7800+ subscriptions an 37% increase in search queries about Rheumatoid Arthritis.Furthermore, 150+ doctors were trained to facilitate the product over online workshops.