Following a multi-agency pitch, health-tech platform Medlife.com has brought Lowe Lintas on board as its creative agency. Medlife.com is an online pharmacy that intends to make healthcare in India simplified and affordable using technology. It has doctors, pharmacists, pathology labs and consumers – all on one single platform.
According to IBEF, the Indian pharmaceutical sector was valued at USD 33 billion in 2017 – which is expected to expand at a CAGR of 22.4% over 2015–20 to reach USD 55 billion. According to estimates, India currently has a little under a million brick and mortar pharmacy retail stores fulfilling only about 60% of the demand. The growth of the online pharmacy industry is stoked by the growing presence of the internet and the affordability of smartphones.
On naming Lowe Lintas as its creative agency, Meera Iyer, CMO, Medlife.com said "Having worked with Lowe Lintas in the past, I know how they have created memorable brand campaigns for Unilever. But you need a slightly different approach for e-commerce retail brands, and of the agencies in Bangalore, I felt Lowe Lintas would deliver best, as they understand both the online place as well as the new digitally-inclined audiences that drive growth. Maintaining Medlife’s leadership position and growing the online share of the Healthcare pie is critical to growth ambitions this year. We will look to Lowe Lintas to deliver a fantastic creative campaign that helps us achieve both."
The online pharmacy companies in India have transformed the way consumers purchase prescription medicines and have made inroads into a majority of urban and semi-urban population expanding the reach of healthcare in the country.
Elated about the win, Hari Krishnan, president, Lowe Lintas said "Medlife, a one-stop online healthcare brand, has aggressive expansion plans and we are proud to partner them at a time when the category is opening up. It is truly a pleasure and privilege to chart the course for a brand that is all set to change India’s healthcare and pharmaceutical space for the better."
The scope of the business includes digital, print and radio over and above the traditional advertising mandate.