HealthCare atHOME enters Mumbai, launches awareness campaign on Alzheimer’s

Mumbai: HealthCare atHOME (HCAH), a leading provider of integrated home healthcare service, has announced its entry into the financial capital of the country with what it calls a unique, disruptive and yet a hard-hitting awareness campaign. The innovative campaign called “The Alzheimer’s Local” has been rolled out on the Mumbai Suburban Railway or the Mumbai local from 29th August. This marks the entry of HCAH in the national financial capital; its fifth city of operations in the country after Delhi, Jaipur, Punjab and more recently Bengaluru, where HCAH partnered with Fortis Hospitals to offer its services to local citizens.

HCAH has recently received equity investment from Quadria Capital, one of Asia’s leading healthcare focused private equity firm, which will be used for expanding operations to over 25 cities across the country. HCAH is backed by the Burman family (the promoters of Dabur) and the founders of Healthcare at Home UK. Currently with approximately 800-1000 team members and caregivers’ workforce, HCAH plans to scale this to 15,000 by 2020.

Speaking about the new campaign and its entry into Mumbai, Mr Vivek Srivastava, Co-Founder and CEO, HealthCare atHOME said,“We are extremely happy about our entry into Mumbai and are sure that we will be able to ease a lot of pressure off bustling hospitals and work together with them to provide quality affordable services to patients who need them the most. The Alzheimer’s Local” is a disruptive campaign that is memorable and consequential at the same time. With 80 lakhs people taking the Mumbai local every single day, it will provide the optimum channel for a new brand to make the all-important initial impact”.

He further added, “The aim of the “The Alzheimer’s Local” campaign is twofold. While it encourages conversations around the disease, it will also be helping HCAH garner brand recognition in a new market. We have taken meticulous steps to ensure this strategy is result-oriented and delivers the messages in an interesting, uncluttered and stimulating manner. As mortality rates continue to rise the prevalence of the disease will only escalate in the coming years. This strategic campaign has been designed to make people think and talk about a grave issue facing our society and rise to action against it with the expert support of HCAH”.

As a part of the “Alzheimer’s Local” Campaign, automated announcements will be exercised in Mumbai Suburban Railway in an unconventional way to disseminate awareness about Alzheimer’s Disease. For three days, 68 local trains will receive audio announcement messages about “missing stations” which is a creative way to raise Alzheimer’s awareness in English, Hindi and Marathi languages.

Dr Gaurav Thukral, COO, HealthCare atHOME, said, “There are 44 million people in the world living with dementia and 4 million of them are in India. By 2030, this number is expected to double in the county. In India, the awareness about the disease is not as widespread as it should be. As is the case with most mental disorders, Alzheimer’s too is feared as a social stigma. There is a dire need to start positive dialogues that will help create the right ecosystem to cope with the growing number of Alzheimer’s patients in the country”.

HCAH has a wide network of trained staff which can provide a complete spectrum of healthcare procedures at patient’s home. HCAH offers bouquet of services that include home ICU services, Home Cancer Care, Post-surgical care at Home, Home Physiotherapy, maternity, pre-and post-natal care, and home nursing care to name a few. It plans to add product based offering for chronic disease treatment and Products for Elderly Care thus providing a true home-health experience to its patrons.