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Hanmer MS&L received SABRE 2009 Gold (#1) Product Brand Development Award in the Healthcare category for promoting LifeCell International and Stem Cell Technology. It was adjudged as the best regional (Asia-Pac) campaign of the year 2009 and Hanmer MS&L was the only agency in India to win campaign of the year Award in 2009

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The human body is one amazing creation that has baffled many an expert. It has the capacity to heal, adapt to changes and even the capability to regenerate worn out tissues. Breakthroughs in medicine notwithstanding, Man in his quest for perfection is challenging the very frontiers of science; and in a way, is seeking out new methodologies where he could be the master of destiny (playing God nevertheless!). Over the years, Stem Cell research has gained prominence world over: species have been cloned (remember Dolly), organs grown in labs and we are almost at the verge of creating the human clone – though largely opposed by the scientific community. What lies ahead!

For treating diseases, drugs used by today’s doctors have their limited capacity – i.e., they cannot replace cells that are lost or damaged, and this is where Stem Cells can help immensely. A Stem Cell is essentially the building block of the human body and these cells offer the potential for considerable medical treatment. Studies in labs have shown that there are possible cures for threatening diseases such as diabetes, heart disease, Alzheimer’s and Parkinson's. Just imagine the endless possibilities of Stem Cells if we could harness its true potential for the benefit of mankind.

One such institute, LifeCell, is making use of cryogenic preservation of umbilical cord blood stem cells and investing in R&D on various aspects of Stem Cell research at its unique facility in Chennai in South India. The company was started in 2004 in collaboration with CRYO-CELL International Inc. - the world's largest and oldest Stem Cell bank.

With Stem Cell research being projected as the ‘miracle’ for all cures, many companies are jumping onto the bandwagon. Apollo, Reliance Life Sciences, Jeevan Blood bank, Nicholas Piramal, Dr. Reddy’s and international players like Cryo-Bank and Cryo-save are also venturing into the industry mainly through tie ups and JVs. At this juncture, the key challenges for the agency were to maintain top of mind recall for LifeCell and help maintain its ‘numero uno’ position and also create trust among the target audience.

SITUATION ANALYSIS TARGET/AUDIENCE ANALYSIS

1. Category Healthcare 2. Title LifeCell International Campaign 2009

3. Client LifeCell International

OBJECTIVES

Leverage on LifeCell’s new brand positioning as the only comprehensive solutions provider in India and tailor its messaging and execution for key stakeholders in India.To initiate events and contests that would form a platform for LifeCell to connect with the target group directly.

Budget figures are confidential, though it may be estimated the budget to be around INR 40,00,000 - 50,00,000.

CREATIVITY & ORIGINALITY

To promote LifeCell as the most preferred and reliable brand for stem cell banking and services by positioning it as the only comprehensive stem cells solution provider in the country. To help in increasing the sales by 30-50 % as compared to the last financial year. Pre launch campaign for menstrual blood banking- To break through the age old myth on menstrual blood being an unhygienic biological waste and create awareness on its medicinal value and project it as a rich source of mesenchymal stem cell. To generate media impressions worth eight times of the agency fee across key publications viz. dailies, women and healthcare magazines.

Interaction with general audience (21-35 years) along with medical fraternity by educating the former on Stem Cells.Response generated proved that the audience is well aware of new developments and is looking forward to Stem Cell as mainstream treatment.LifeCell positioned as top of mind brand committed to R&D.

STRATEGY & BUDGET

Strategically leveraged the pre launch opportunity for Menstrual blood banking to demonstrate LifeCell as a company that will bring revolution in the field of regenerative science. Based on the research reports circulated free samples of menstrual pod (a replacement for Sanitary napkins that can be used to collect menstrual blood for banking purpose) among selected group who could spread awareness.Conceptualised a contest “Future mom 2009” - a ramp walk for pregnant women and organised 1 day free antenatal workshops in major metros to establish rapport with target audience. Converted a successful case study on Thalassemia into a human interest documentary projecting Stem Cells as a magical gift to the society thereby using it as a tool to build hope and confidence among the affected people.

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The strategic Communications program was a three dimensional approach to collectively position LifeCell as a proactive and aggressive brand and a comprehensive Stem Cell solution provider. The three pronged strategy was executed simultaneously:-

EDUCATE: CREATING AWARENESS ON THE NEW SERVICESSustained the media momentum by spacing out the activities and timing the coverage to ensure uniformity in media exposure throughout the campaign period. Promoted the R&D center, the new services both femme and Cord tissue banking. Promoted the launch of BAMC (bone marrow aspirate concentrate) technology and generated stories on the clinical trials for Critical limb ischemia. Documented and Circulated a Q&A kit on Stem Cells to all media which prompted them to write educative articles on Stem Cells and its importance. This was also used as a ready reference for all media education programs.

EXCITE: CONCEPT AND INDUSTRY STORIES Develop stem cell into a concept which will change the outlook of Indian medical industry for years to come.Initiated concept stories and educative articles on different types of stem cells, their applications and benefits. Generated stories on the profiles of the customer who banked their stem cells with LifeCell to communicate that Stem cells banking is now popularly accepted among the middle income group.

EXPERIENCE: CUSTOMER CONNECT PROGRAMS Conceptualised and organised lifestyle events and educative antenatal workshops for pregnant women and employed the platform to engage the target audience and educate them about cord blood stem cell banking.Popularised the events and workshops through traditional and new age media to attract larger audience and project LifeCell as a consumer centric brand. The programs were hosted in key cities of the country in a phased wise manner to ensure maximum visibility and media exposure.Used the platform to create an interest among the women community to know more about the brand and its services. Organized Radio and television call in shows to answer the doubts of curious audiences on stem cell applications, therapies and banking procedures.

The above activities helped sustain LifeCell’s leadership position in India through increased corporate visibility and brand recall.

EXECUTION & TACTICS EVALUATION OF SUCCESS & RESULTS

1. Objective: Position LifeCell as most preferred & reliable brand and India’s only comprehensive stem cells solution provider.Result: Garnered 300 exclusive coverage on LifeCell International and its various services offering including Cord blood banking, Cord tissue banking, R&D center launch, Clinical Trials, and Menstrual blood banking. A reader wrote a letter to the editor congratulating LifeCell for bringing new technologies to the country and the same was published by the Daily’s letters to editor section.

3. Objective: Pre launch campaign for menstrual blood bankingResult: Projected Menstruation as the power of women instead of a curse by educating the audience about the medicinal value of the blood which was considered unhygienic. The information was covered in over 70 stories through interviews and article placements without any formal announcement like a press conference or a release.

2. Objective:To help in increasing the sales by 30-50 % as compared to the last financial year.Result: The company’s managed nearly a 60 % rise in its sales with the total number of stem cell samples nearing the 20,000 mark. Agency generated media impressions worth 38 million - 67.6%increase of impression as compared to 2008. Coordinated for about eight customer centric events and generated 147 coverage's for the activities. These activities were highly successful and recorded a sale conversion ratio of 40-45 %.

4. Objective: Position LifeCell as the pioneer and largest stem cell bank in the country and increase LifeCell’s share of voice versus its competitors Result: As per July 2009; 80 % of the industry stories (filed from India) on Stem Cells have included company’s perspective about the topic and has mentioned LifeCell as a pioneer or the leading stem cell bank in the country. Also as per the recent Media audit conducted in June 2009; 98 % of the health correspondents in Indian media could recall LifeCell as the first brand in the stem cell technology space. Business Today called LifeCell as “Cool Company.” India Today called LifeCell‘s as a Medical Miracle of the decade.

"In the past few years LifeCell has seen remarkable success in consolidating its presence in the stem cell industry. We have gained substantial visibility in the market and received huge acceptance for our concepts & services through our PR efforts. The innovative campaigns & events designed by the PR team were highly effective, providing a strong customer connect, differentiated us from the competition and contributed significantly in growing our business.“ - V. Ravi Shankar, General Manager, Corporate Communications & Marketing, LifeCell International