How HealthPlus turned a product launch into national health news
Editorial coverage in mainstream and medical media positioned a diagnostics startup as a trusted household name.
The challenge
HealthPlus was launching an at-home diagnostics platform into a market where consumer trust is everything. Ads alone could not build the credibility a healthcare brand needs.
They needed doctors quoting the product, journalists explaining it, and mainstream media validating it.
Our strategy: Credibility-first editorial coverage
We led with expert voices, not advertising — placing clinical advisors and founders in the publications Indian families already trust.
Expert-led storytelling
Placed HealthPlus clinical advisors as expert commentators on preventive health in national dailies and health supplements.
Regional language rollout
Translated and syndicated the launch story across Hindi, Marathi, and Tamil dailies, reaching families in tier-2 and tier-3 cities.
The results
The launch story ran simultaneously in English and regional media, framing HealthPlus as a national health story rather than a product ad.
- 120+ editorial placements across national and regional health media.
- 35% lift in branded search volume in the month after launch.
- Founder featured in 3 prime-time TV health segments.