Fortis Group of Hospitals, Bangalore conceptualised a senior citizens privilege card called Seniors First Card as their marketing initiative. The privilege card would provide senior citizens from the neighbourhood with many special privileges. The card was ready for the launch and a large convention centre was booked as the venue. HostIndia Events were appointed as the Events company for the project with two key tasks. Firstly, Senior citizens audience acquisition for this healthcare product launch event. Secondly, managing the event plan and logistics to suit the Senior citizen audience.
HostIndia chalked out a quick and robust plan for senior citizens audience acquisition. The reach-out program was planned to target RWAs, apartments, residential colonies and recreation clubs. The reach-out programs were to be held in proximity to the Fortis Hospital branches. The database was researched, built and profiled for a professional tele campaign reach-out and registrations. Multilingual tele professionals to address senior citizens well were appointed in the response management cell. The registration help desks were set up at RWAs. An entertainment program best suitable for senior citizens was finalized and publicised in the neighbourhood.
The event was a grand success with over 700 senior citizens between the age of 60 to 95 attending the event. Senior citizens collected the Seniors First Card which was issued onsite. A thematic launch of the Card was arranged with the help of a Yakshagana skit, which was liked by the audience. Celebrity Actor-Dancer Shobana and Team performed for the Senior Citizens. All in all, it was one of the greatest event case studies ever as it included the challenging task of senior citizens audience acquisition and managing.
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