“Our goal is to revolutionize the Health Care Industry.” - Tirth Patel - HealthVit
HealthVit is the Herbo-Nutra brand of the MNC - West Coast Pharmaceutical Works Ltd.
By Rachit Juneja
Dec. 23, 2020
“Our goal is to revolutionize the Health Care Industry.” - Tirth Patel, - HealthVit
The Indian nutraceutical market is estimated at Rs 8,500 crore and is one of the fastest-growing segments with preventive healthcare knowledge rising among the educated population.
HealthVit brings several years of experience to give you a wide range of products such as Multivitamin Tablets, skin and hair care products, and bone and joint care products such as Glucosamine supplements. HealthVit is a branch of the MNC based in Ahmedabad named West Coast Pharmaceutical Works Ltd. This company is WHO-GMP certified which assures the best in terms of quality and safety of the products. HealthVit is a Herbo-Nutra division, which means herbal and nutraceuticals.
“Our goal is to revolutionize the Health Care Industry.” - Tirth Patel - HealthVit
We interviewed the Head of Digital Marketing of HealthVit about the brand's digital marketing activities, and here's what we got to know:
What is the objective of the brand?
Our goal is to revolutionize the Health Care industry. The objective of our brand is to alleviate every sort of vitamin or nutrient deficiency in India. According to the Global Nutrition Report of 2020, more than 50% of the population of our country suffers from some or the other vitamin deficiency. We aim to reach the masses and curb the issue of such insufficiencies as much as possible, through our range of supplements that help take preventive measures against common health issues through the most natural methods possible. Our range includes Multivitamins and Mineral supplements, Sports Supplements, Health Supplements, Skin and Hair Care Products, Juices, Herbal Powders, Bodybuilding supplements.
What is your goal with influencer marketing?
There are a lot of misconceptions when it comes to taking the right kind of nutrient & vitamin supplements. Through all our influencer marketing associations, our goal is to disseminate as much information about such deficiencies and how they can be curbed through regular investment in supplements that we provide. Social media is a huge boon for us, as it helps us spread awareness about what we want to achieve. For instance, with the onset of Covid 19, we launched a campaign for the right kind of supplements to take in order to boost immunity, as everyone around the globe was in a state of dilemma, with regards to protecting themselves from the virus. We pushed this through our Instagram, Youtube, Facebook, etc. We collaborated with our Brand Ambassador, Jasprit Bumrah to help us promote the same. Apart from that, we also collaborated with Aanchal Munjal, Kishwer Merchant, Karan Wahi, Sahil Khan, and many others, in accordance with the product category.
How do you make the decision about the kind of influencers the brand should collaborate with?
Our objective as a brand has always been straightforward - to spread awareness about nutrient deficiencies and providing solutions for the same. Now, in order to spread this information, we took the channel of influencer marketing. We believe in collaborating with both - macro and micro-level influencers in order to spread as much awareness as possible. Jasprit Bumrah is our Brand Ambassador. The reason why we wanted him onboard for the same was that Indian cricketers have the appropriate audience/follower base for our products, be it sports & fitness enthusiasts, women, elderly, students, etc. Apart from that, we also pay attention to product categories. If we want to promote immunity kits for women, we associate with influencers like Aanchal Munjal and Kishwer Merchant, as their followers and their feeds are mostly women-centric. Similarly, we have also associated with influencers like Karan Wahi, Sahil Khan, Ali Gony and many others.
How has Covid 19 impacted your market? Have you taken any steps over the last few months to battle it?
As with every other business, our brand also suffered drastically in terms of turnover, with the onset of Covid 19, from October to August 2020. With the onset of the pandemic, we tapped on the opportunity to battle this with providing a solution to our audience’s dilemma about how to boost immunity. We also started manufacturing masks and increased our production of sanitizers, because that was the need of the hour. In addition to that, we distributed immunity boosters, sanitizers and masks amongst the masses, free of cost as well.
What other activities apart from influencer marketing did you adopt for your campaigns?
We maintain our digital presence on a number of social media platforms like Instagram, Facebook, Youtube, etc. We work on the basis of monthly targets and objectives when it comes to maintaining our digital presence. In addition to that, we have collaborated with online channels like Amazon, Flipkart, Nykaa for direct selling. We also undertake SEO activities to maintain our Google Analytics. Apart from that, also have weekly newsletters and emailer facilities. So our monthly plans revolve around the above and we aim to execute this in accordance with our requirements.
What kind of challenges have you faced in the campaigns you have done in the past year?
In the month of March, we were supposed to do a campaign for one of our Nutrient Booster Campaign, which was fully planned from influencer collaborations to deliveries and our production as well. But we were struck by the global pandemic a few days later, which is why our campaign did not do well. So, Covid 19 posed a major challenge for us.
What are your future plans for influencer marketing in this financial year?
We aim to expand and launch 50 brands by the year 2022. In order to achieve the same, we aim to associate with as many influencers - micro as well macro, as possible to disseminate information about immunity amongst the entire population of our country and hopefully achieve our goal of revolutionizing the Health Care industry.
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