Mobile test saves time and lives in India

Diabetes is India’s growing silent killer disease. Busy urban lifestyles means even a simple medical test is seen as too time-consuming. We pioneered the use of mobile phones to deliver the diabetes risk assessment in a matter of minutes.

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The idea of putting Risk Index score card on SMS was fabulous and the MindShare team has done a brilliant job.

Sujit Ganguli
Marketing Head
ICICI

Destination

Diabetes is India’s growing silent killer disease. One in eight Indians is diabetic. ICICI Prudential introduced the country’s first critical illness insurance product for diabetics and developed a diabetes risk index score card offering quick diagnosis. The problem was that they received hardly any response.

Platform

Our strategy was based on a key insight: as India’s economy booms, the busy urban lifestyle means even a simple medical test is seen as too time-consuming, even though it could save your life. We pioneered the use of mobile phones to deliver the diabetes risk assessment in a matter of minutes. The aim was to ensure as many people as possible obtained a risk assessment and could take further action if needed.

Design and delivery

We launched a multimedia campaign in the build-up to World Diabetes Day. At its centre was a call for customers to use SMS to access the four-step question session to determine low, moderate and high risk patients.

‘Did you know?’ vignettes on all TV news channels promoted the SMS code; as did full-page features in the press and drive-time radio discussions with doctors. We drove home the message that the mobile test was convenient.

When an assessment revealed that someone was high risk they received a mobile coupon for a free blood sugar test at well-known clinics across the country. The use of all three media ensured huge penetration and maximum involvement on a crucial health issue.

Evaluation

In a campaign lasting only three days:

  • 3,660 respondents completed all stages and received diagnosis
  • 2,551 mobile coupons were sent to high risk users
  • A subsequent IMRB tracking across 7 cities showed that Consideration for the brand (I Pru) score went up from  48% to 55%

Context

People in the UK normally change their mobile phone every 10 months.

Media : Mobile

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Region : Asia Pacific

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Sector : Finance

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Sector : Healthcare

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