The reality
India’s healthcare experience is fragmented. Patients consult and receive treatment across multiple clinics, labs, hospitals, and telehealth platforms. The problem is that none of them talk with each other. As a result, in most households, one person (often 25-45) becomes the unofficial health manager of the family. S/he juggles everything from parents’ prescriptions to vaccinations for the kids and of course, their own. They have to wade through a clutter of lab tests, confusing WhatsApp chats, and an endless number of medical reports. In addition, while digital adoption has grown in the health category since COVID, it still remains trnasactional and cold; quite ironic for a category whose core is built on the human connection.
The insight
India’s health ecosystem is booming but every player is only solving a part of the puzzle. Fitness tracking apps, pharmacies, pet care, diagnostics, all work in silos despite being a part of a whole. As a result, the patients are left playing the middle-man and connecting the dots. The real patient in this story is the system itself. And like any patient, it needed treatment.
Healthcare system ka ilaaj.
The solution
We humanised the problem. What if the system was a human being and OHA was the medicine that could fix it? Using the commonly found shapes like tablets and capsules, we built quirky illustrations where each character represented the solution. For example, chyawanprash for immunity, a kettlebell for strength and a lightning bolt for energy.
We paired each character with an equally quirky headline like ‘healthcare system ka chyawanprash’ or ‘healthcare system ka protein shake’ or ‘healthcare system ka energy drink’. By using OHA as a metaphor for medicine we turned the conversation around healthcare from cold and clinical, to warm and human. Using a distinct and ownable style of illustrations we brought to life the role of the brand in fixing the system and making the lives of people using it easier.
Finally, every piece of copy and illustration conveyed the same message: Ab healthcare ban gaya simple.
