A Hezemon Technologies Digital Marketing Case Study
When healthcare brands expand beyond metros into tier-2 and tier-3 cities, they quickly learn that brand awareness alone does not translate into patient footfall. Trust does. And in smaller cities, trust is not created by celebrities or national campaigns—it is shaped by local voices, local language, and lived experiences.
This is the story of how Hezemon Technologies helped a multi-location healthcare diagnostics chain move from slow weekday footfall to fully booked weekends by partnering with small, vernacular creators instead of big influencers.
This is a live example of a vernacular micro influencer case study that led to measurable healthcare diagnostics booking growth in the context of tier 2 city medical marketing India.
The Problem: Quality Labs, Low Bookings
The diagnostics chain had everything in place:
- NABL accredited labs
- Full body check packages
- Experienced pathologists & technicians
- Attractive first-visit pricing
Yet, new centers in Warangal, Guntur, Belgaum, Karimnagar, and Vijayawada were facing the same challenge:
People saw the ads.
People remembered the brand.
But people were not walking in.
Why?
Because preventive health checks are a trust purchase.
People don’t buy tests—they buy confidence in who is testing them.
Insight from the Ground
Our on-ground research team spoke to housing societies, gyms, RWAs, clinic staff, and retail shopkeepers.
We found 3 defining truths:
- People rely on word-of-mouth more than ads — which means *the messenger matters more than the message.
- Local language content drives trust — in these cities, Telugu > Hindi > English for communication impact.
- Big influencers feel salesy — while familiar local faces feel real, relatable, and believable.
The question became:
Who do people trust in these cities?
Film stars didn’t influence them.
YouTube doctors didn’t feel relatable.
Instagram celebrities didn’t earn their trust.
They trusted:
- The mom who makes daily cooking vlogs
- The PT teacher who posts fitness tips
- The colony committee member who shares health reminders
- The local yoga class organizer
- The small-town nutrition counselor
These creators had 5,000–20,000 followers—not massive reach, but deep influence.
The Strategy Designed by Hezemon
1. Identify Micro Creators
We shortlisted 30–50 vernacular creators per location based on:
- Audience location match
- Real community presence
- Story-based communication style
- Consistency of posting
No glamour.
No filters.
Just real people trusted by real families.
2. Full Body Health Check Experience (No Script)
Creators were invited for a genuinely free health check.
No guidelines.
No fixed dialogues.
We simply said:
“Use your own words. Share your own experience.”
Their content focused on what mattered to locals:
- Cleanliness of lab
- Behavior of staff
- Precision in explanation
- Comfort for elderly patients
- Transparent pricing
This was authentic storytelling, not advertising.
3. “Weekend Family Check Days” Offer
Instead of normal discounts, we crafted an emotional, social offer:
- Invite 2–4 family members to come along
- Complete all health tests in a single visit
- Receive your reports and doctor consultation in one follow-up call
This aligned with how families in tier-2 cities make health decisions—together.
4. WhatsApp > Website Conversion Funnel
No landing pages.
No form fatigue.
Just one CTA:
“Send ‘Hi’ to book a slot this weekend.”
Simple. Human. Familiar.
The Results in 8 Weeks
Performance Shift After Hezemon Strategy
- Weekend Bookings: Increased from 25–45 per center to 120–180 per center
- Family Group Visits: Earlier seen only occasionally, now most bookings come as family groups
- Inquiry-to-Visit Conversion: Improved significantly from ~12% to 38%+ consistently
- Local Brand Trust: Moved from weak presence to “Oh yes, my neighbor recommended this place.”
The biggest win was the shift in perception:
The brand stopped being a new lab.
It became “the lab people are trying and liking.”
This is how vernacular micro influencer case study frameworks create healthcare diagnostics booking growth at scale in tier 2 city medical marketing India.
Why This Works (And Always Will)
Old Marketing
• Targets broad audiences
• Pushes offers mainly through ads
• Focuses on explaining package features
• Uses English or Hindi for general messaging
Hezemon Strategy
• Reaches specific neighborhoods in local language
• Builds trust through relatable, known community faces
• Shares real stories and everyday health situations
• Communicates in the language spoken at home
Healthcare cannot be sold.
It must be felt safe.
And safety is communicated emotionally, not logically.
If You’re a Diagnostics Brand, Read This Carefully
Your growth is not blocked by:
- Competitors
- Pricing
- Awareness
Your growth is blocked by trust distance.
Reduce it → Your bookings rise.
Remove it → Your brand becomes the default choice.
Hezemon Can Do This For You
We specialize in:
- Tier-2 Healthcare Outreach Strategy
- Vernacular Influencer Network Activation
- WhatsApp Booking Journeys
- Patient Nurturing & Repeat Visit Automations
If you want your healthcare center full every weekend, we’ll build the exact playbook for your city.
