Imaginarium's Orthopedic Care with 3D Printing for India's First Hand Transplant Recovery
How Madchatter helped Imaginarium break through the crowded healthcare tech space in the media to land quality coverage in timely manner - boosting their brand awareness, exposure and credibility.
The Brief
Anamta Ahmad, a 15-year-old girl, is the youngest recipient in Asia and the first in the world to successfully undergo a shoulder-level limb transplant. Imaginarium is providing her with personalized, breathable, and washable lightweight orthopedic hand casts for her fractured arm, replacing conventional plaster casts.
The orthotic device is crafted through 3D printing technology from biocompatible material that is safe for human skin and does not cause allergic or toxic reactions. Craft storylines that showcase Imaginarium as the leading provider of innovative orthopedic casts by showcasing the effectiveness and impact of our products on patient (Anamta Ahamad) recovery
THE CHALLENGE
To broaden the spotlight to occupy Imaginarium when Anamta’s popularity had already reached heights was a major challenge. Although the company had pulled off a pioneering achievement by flexing its additive manufacturing process and also making the orthotic device bio-compatible, it was still Anamta Ahmad that shone as the brightest star in the sky for the media. To steer their attention towards what Imaginarium has done and has to say was a great challenge.
A story strapped with bundles of technical information, healthcare tech jargon and a niche technology like additive manufacturing poses a heavy challenge in storytelling. We had to tune in and out of technical and generic storytelling to the respective media accordingly.
It was our efforts to diversify our storytelling that led us to crack coverage across mainstream media publications.
THE STRATEGY
We wanted to showcase Imaginarium as a well-diversified and a highly potent company that has now created yet another achievement in yet another sector. Therefore, we diversified our angles to Healthcare tech, Technology and General Interest and set out to disseminate a press release and also to bring in Interviews to further build a stronger brand awareness and spokesperson recognition.
THE EXECUTION
We curated engaging media pitches from the three points of view and expanded our outreach to the publications of the following beats: Healthcare tech, Technology and General Interest. We worked closely with Category A media to share nuances of the entire activity that piqued their interest and converted into media stories.
THE OUTCOME
We made strong progress in owning the term “3D hand transplant,” with our announcement prominently featuring in top-tier publications known for their high domain authority. Notably, the company’s name was highlighted directly in the headlines, significantly boosting visibility and reinforcing our association with this innovation.
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