Meril x Gan.AI: Personalized Videos for Healthcare

The Customer

Meril, a leading name in medical devices and solutions, partnered with Studio by Gan.AI to launch a pioneering WhatsApp-centric campaign called “Treatment Zaroori Hai.” Starring cricket legend MS Dhoni and supporting actors, this campaign was designed to drive awareness around the importance of timely medical procedures, focusing on knee replacement, hip replacement, heart valve treatment, and hernia treatment.

Website: Meril

Industry: Healthcare

The Campaign

Meril’s “Treatment Zaroori Hai” campaign aimed to directly connect with patients through personalized WhatsApp video messages; breaking away from traditional social media routes. The initiative featured a chatbot-driven flow, culminating in highly customized videos starring MS Dhoni and an actor, urging patients not to delay essential treatments.

Platform Focus: WhatsApp

Key Talent: MS Dhoni & actors

Objectives

1. Raise Awareness: Inform patients about advanced, minimally invasive surgical procedures and emphasize the importance of timely treatment.
   
   
2. Personalized Outreach: Make each patient feel uniquely acknowledged by using their name and a loved one’s name in the video.
   
   
3. Immediate Engagement: Provide a direct call-to-action via WhatsApp, removing friction and encouraging patients to seek treatment quickly.

The Challenge

Conventional healthcare campaigns often struggle with generic messaging and low engagement rates. Meril sought to:

• Stand out from typical healthcare promotions.
  
  
• Create an emotionally resonant experience that would motivate patients to act.
  
  
• Deliver a user-friendly, hassle-free interaction wholly on WhatsApp, ensuring immediate, personal connections.

The Solution

Studio by Gan.AI provided the cutting-edge technology to power real-time, AI-driven video personalization. By integrating seamlessly with the client’s WhatsApp chatbot (via Engati), Studio by Gan.AI generated personalized videos in minutes, featuring:

• A direct address to the patient (by name).
  
  
• An emotional reminder of how the loved one is affected by the patient’s ongoing health issue.
  
  
• A credible cameo by MS Dhoni, explaining next-step information on advanced procedures.

User Journey

1. WhatsApp Opt-In: Users messaged a dedicated WhatsApp number.
   
   
2. Chatbot Interaction: The bot asked for the patient’s name, their loved one’s name, and consent for the personalized video.
   
   
3. Instant Personalized Video: Within moments, users received a unique video featuring the actors addressing them and highlighting how their loved one is affected. MS Dhoni then appeared, reassuring viewers and detailing advanced surgical treatments.

Personalized Video Structure

• Emotional Hook: The actor welcomes the patient by name and references the loved one who is worried.
  
  
• Reassurance & Education: MS Dhoni’s segment highlights robotic and minimally invasive solutions, encouraging patients to consult promptly.
  
  
• Call-to-Action: The video ends with an appeal to pursue timely medical procedures “Treatment Zaroori Hai.”

Integration & Execution

Studio by Gan.AI connected with the WhatsApp chatbot, ensuring a fluid user journey from data capture to video delivery. Each video was rendered quickly, preserving the momentum and emotional impact.

• Execution:
  
  • WhatsApp Chatbot: Engati
  • Brand & Talent: Meril, MS Dhoni, and supporting actors
  • Video & Visual Personalization: Studio by Gan.AI

Key Results

1. High Engagement on WhatsApp: Personalized videos prompted significantly higher open rates and watch times than traditional healthcare campaigns.
   
   
2. Emotional Resonance: Mentioning both the patient and their loved one’s names deepened the sense of urgency and empathy.
   
   
3. Brand Credibility: MS Dhoni’s involvement bolstered trust, making patients more open to the message.
   
   
4. Seamless Delivery: Studio by Gan.AI’s platform effortlessly scaled, generating personalized videos without compromising quality.
   
   
5. Prompt Action: The intimate, empathetic approach led to a measurable uptick in inquiries for timely medical procedures.

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