Categories Name : MARKETING TO UNIQUE AUDIENCES OR ON UNIQUE OCCASIONS OR IN A REGULATED ENVIRONMENT

Sub-Category : Healthcare & Pharmaceutical

Entry Name (Campaign) : Saridon, serving the underserved in healthcare with Artificial Intelligence

Results

We launched the voice-based AI powered IVR hotline in India’s most populated state of Uttar Pradesh. The platform is designed to make it a feel like the user is arriving at a destination to solve their headache and stress related issues. Aarampur has two areas to discover and explore:
1. Rahatpura: A district within Aarampur that educates on resolving headaches with the correct dosage information of Saridon and home-made remedies and tips to avoid headaches.
2. Manoranjan Gully: We created 4 characters – Senti-Menti for jokes, Befikre for relationship advice, Bachat Kumar for financial management tips and Aeysha for internet basics who act as experts in their areas and help users enjoy multiple entertainment options to take their mind off and relieve them from headaches. Quantifiable results / achievement against objectives:
• 26,546 calls had been made till date with 15,000+ calls made till first week of May’23 with an average time spent of 2 minute and 12 seconds.
• More than 46,308 minutes of content consumed till date.
• 16,000+ unique calls till date with the longest call and engagement of up to 57 mins.
• Average Call Duration or drop off duration lasted 2 min 03 seconds making it one of the best performing voice-based solutions.
• Third Eye (research agency) mounted post campaign qualitative research revealed that users saved the number and called when they themselves or a family member suffered from headaches.
• The research also mentioned that users considered humor and relationship advice within Manoranjan Gully an important and helpful way of relieving stress.