2020/2021 Winners & Shortlists

Background

The 'Our New Earth' microsite is a self-help tool that coaches people to thrive in the New Normal while living with Covid-19. A content-driven digital communication effort that educates people how to cope up with the pandemic while functioning as Self, Family Member, Employee and Employer. To address this need the microsite was introduced by Aster DM Healthcare with the objectives to: • Enable people to focus on Physical, Emotional and Mental well-being and help them prepare to manage the crisis constructively • A health, wellness and development focused ‘Guide On The New Normal’ to coach people on how to thrive and quickly adapt to this new style of living with a focus on the different roles.

Describe the strategy

Apart from global number of cases and information on the vaccine, Google trends report showed that Covid-19 symptoms, safety measures, social distancing, high-risk groups and associated diseases like diabetes and hypertension are the most searched terms in 2020. Our doctors were constantly receiving questions around safety measures for children, high-risk groups, measures to ensure safety at home or work-place or for essential outing, post-recovery care, coping up mental issues among others. It was developed based on research, queries for advice being received by our doctors and request for guidance as a healthcare provider and driven forward based on research data, user-searched terms, topics in news, The topics are chosen based on latest topics in the news, search trends and would be of interest to the 18-44 age group who are mostly using the site.

Describe the execution

The Our New Earth microsite was launched in May 2020 just as GCC and neighboring countries were battling to flatten the curve and simultaneously emerge from the lock-down. A niche offering, we positioned Our New Earth as the go-to platform for people seeking information validated by medical professionals on how to function and go about their daily routines with safety measures incorporated. With the content being written by our doctors, latest topics of interest as the pandemic evolves being featured, PR, social media and direct sharing efforts to ensure that the site reaches to maximum number of people in the Middle East and Indian Sub-continent. All the content has been developed and managed in-house with doctors and medical professionals playing an active role in using the platform to share guidelines on New Normal Living, healthy and active lifestyle following all safety protocols and managing stress anxiety and other mental health.

List the results

Over 430,000+ (Exact:432,631) visitors over the last seven months, with an average of 11.76% repeat visitors from India, UAE, Bangladesh, Iraq, Pakistan, Saudi Arabia, Egypt, Syria, Nepal and Sri Lanka The site has been featured in more than 150 news clips in leading media in Middle East and India reaching millions Promotion of the site through social media has received an engagement of 141k+ About 60% visitors are male and they are primarily in the age groups of 18-24, 25-34 and 35-44 Around 555,398 sessions on the microsite till now with 235,486 sessions via social referral alone, mainly Facebook A whopping 28.36% of total viewers had visited microsite directly. Of total viewers, 11.8% are returning viewers.