Client
Hejje
Location
Bengaluru, Karnataka
Industry
Healthcare
HEJJE, India’s first best in class transition care center, opened in Bengaluru in December 2024. A division of the M.S. Ramaiah Family Conglomerate, it combines top-tier clinical care with hospitality. Featuring art, music, and virtual gaming rehab, HEJJE redefines recovery.
With 20 inpatient rooms and a 10,000-square-foot sensory garden, HEJJE offers a holistic healing experience. Located in MSR North City, Bengaluru, it blends clinical excellence with comfort, setting a new healthcare benchmark with innovative care and mental wellness.
The Objective
As a new player in India’s healthcare space, HEJJE needed to carve out a unique identity in the transition care sector. The challenge was clear: build awareness and establish credibility by differentiating HEJJE from conventional rehabilitation centers. The goal was to showcase its combination of clinical expertise and luxury amenities, positioning it as the go-to destination for holistic recovery.
The Strategy
To address the problem statement and create a strong brand presence, the PR strategy for HEJJE focused on the following key areas:
- Highlighting Uniqueness: Position HEJJE as India's first best in class transition care center, emphasizing its innovative integration of clinical care with premium hospitality.
- Multi-faceted approach: This included actively engaging with media outlets to secure coverage in Mainlines, healthcare, business & Trade publications. Launching the facility with a high-profile event was key to generating buzz and attracting key stakeholders. HEJJE leveraged Regional Media, digital channels, to reach a wider audience and build brand awareness. The approach included positioning HEJJE's founders and experts as thought leaders in the transition care space.
- Targeted Media Outreach: Developed press releases and media kits highlighting HEJJE's unique features, such as its best-in-class hospitality, advanced therapies, and focus on holistic recovery. Targeted media outlets covering healthcare, business, and lifestyle to maximize reach.
- Thought Leadership Initiatives: Positioned HEJJE's co-founders as thought leaders by securing Guest Column and Authored article opportunities.
The Outcome
The PR efforts yielded several positive outcomes:
- Increased Awareness: HEJJE's launch was successfully communicated to the target audience, generating interest and awareness
- Positive Media Coverage: Media coverage in National Publications, healthcare publications and local news outlets highlighted HEJJE's innovative approach to transition care.
- Positioned as Thought Leader: The Spokespeople were positioned as leaders in the healthcare sector by sharing their perspectives on pre-budget expectations and contributing guest articles to well-known publications such as the Hindustan Times, Money Control, and News18
The Impact
The results were far-reaching:
- Established Brand Authority: HEJJE emerged as the undisputed leader in transition care, gaining recognition from healthcare professionals, patients, and families alike.
- Increased Engagement: The media buzz sparked greater interest in HEJJE’s services.
- Trust and Credibility: The strategic positioning of HEJJE as a blend of clinical excellence established trust and set it apart from competitors.
Conclusion
BrandiT’s PR strategy helped HEJJE stand out in a crowded healthcare landscape. By focusing on its unique value proposition and positioning its founders as thought leaders, HEJJE gained the visibility and credibility needed to become the leading name in transition care in India.
