How a Guwahati hospital group became the name people search first

The brief

A multi-speciality hospital group with excellent clinical outcomes and almost no share of voice. Every monsoon, Assam sees a predictable spike in vector-borne disease, and every monsoon the group's awareness content — posters, the odd Facebook post — disappeared into the feed. The ask: make the group the first name people think of when a fever doesn't break.

What was actually hard

Health content in Assam fails for a specific reason: it's written in English, reviewed by doctors for accuracy, and read by nobody. The audience that most needs monsoon-illness guidance consumes content in Assamese, on Facebook and WhatsApp, from faces they recognise. Compliance made it harder — every claim had to survive medical review, which usually strips content of anything shareable.

What we did

We built a two-track system. Track one: a doctor-fronted Assamese explainer series, shot in the hospital's own wards, with the group's physicians answering the questions patients actually ask ("when is a platelet count actually dangerous?"). Track two: 42 creators across the Brahmaputra valley — food, lifestyle and comedy accounts, not health pages — each carrying one practical monsoon-health message in their own format and their own words, linked back to a single symptom-checker landing page.

The work

The centrepiece was the "Xukh Xanti" series — eight episodes, each under 90 seconds, each answering one question in plain Assamese. Creator content ranged from a street-food reviewer covering safe-eating during flood weeks to a comedy account doing a sketch about grandfather-approved home remedies, with the doctor's correction as the punchline.

The numbers

Direct enquiries to the fever clinic rose 3.4x year-on-year for the campaign months. The symptom-checker page became the top non-brand entry page on the group's site. Cost per engagement landed at ₹4.10 — a fraction of what the group had been paying for print inserts nobody could measure.