Beat Bad Cholesterol
Beat Bad Cholesterol
India's most ambitious hospital-based LDL-C Disease Awareness Program — designed, orchestrated and executed nationwide by The Brandwagon for Times of India.
A silent epidemic
hiding in plain sight
Most Indians don't know their LDL-C number. Fewer still understand the life-threatening link between bad cholesterol and cardiovascular disease. Times of India's Beat Bad Cholesterol initiative set out to change that — at scale, on the ground, inside hospitals.
The Awareness Gap
Most Indians cannot distinguish LDL-C from total cholesterol. Patients believe medication alone manages risk — unaware that their individual LDL-C target is the most critical modifiable factor in heart health.
The ASCVD Blind Spot
Widespread lack of knowledge on Atherosclerotic Cardiovascular Disease and Indian LDL-C guidelines. CV episode recurrence remains high due to poor post-diagnosis patient education.
Our Mandate from TOI
Design and execute a nationwide Disease Awareness Program engaging hospitals, cardiologists, patients and caregivers — with seamless, documented, on-brand impact across every city and venue.
The Scale of Ambition
45 leading hospitals. 35+ cities. End-to-end ownership by The Brandwagon — from hospital outreach and cardiologist onboarding to venue logistics, digital platform and national media amplification.
The platform that
made it all possible
Powered by
Connected Health Pro
The entire campaign ran on Connected Health Pro — The Brandwagon's proprietary unified digital platform. Not just a registration tool — a full-stack campaign intelligence hub that coordinated every stakeholder simultaneously.
Doctor Onboarding
Cardiologist speakers onboarded digitally with NOC collection, speaker profiles, and presentation decks — all in one workflow.
Hospital Permissions Hub
Hospital admins received structured briefs, program agendas, and coordination via the platform — accelerating approvals across 45 venues.
Patient Registration & NOC
Patients, caregivers and HCPs registered event-wise with individual DAP briefs, speaker info, and program agenda delivered instantly.
Automated Education Delivery
Post-registration, educational materials were automatically dispatched via email — ensuring every attendee left better informed.
Central Dashboard
Real-time centre-wise tracking of registrations, attendance, and DAP progress — giving campaign managers live visibility across 35+ cities.
Consent & Compliance
Digital NOC collection for photo/video use built directly into the registration flow — fully compliant, frictionless for participants.
Sample: Branded Registration Page
Fully brandable for any pharma or hospital campaign. Connected Health Pro's registration interface can be skinned to any brand identity — logo, colour palette, custom domain and co-branded email communications. The platform handled all 45 hospital events from a single dashboard, with individual event pages, unique QR codes and automated post-registration email dispatch for each venue.
Full house at
Medanta, Gurugram
Execution across
India's top hospitals
The Medanta DAP set the benchmark for the entire campaign — a fully packed auditorium, with Dr. Rajneesh Kapoor (Chairman, Interventional Cardiology) delivering the keynote to an engaged audience of patients and caregivers.
Medanta Gurugram — Packed House · 28 Nov 2024
Cardiologists, patients & team — Fortis Gurugram
Cardiologists, patients & team — Fortis Gurugram
The Fortis Gurugram session featured Dr. Vinayak Agarwal (Sr. Director & Head, Clinical Cardiology) and brought together an engaged mix of patients, caregivers and hospital staff. Our team coordinated every detail from speaker briefing to venue setup.
"I am particularly impressed by the collaborative spirit and the preparation that went into every element of this program."
Dr. Vinayak Agarwal · Sr. Director, Fortis Gurugram
Theatre-scale impact at Kiran Hospital, Surat
Theatre-scale impact at Kiran Hospital, Surat
A professional auditorium setting at Kiran Hospital, Surat — demonstrating the campaign's reach into large-capacity hospital venues across the country.
Sessions, speakers
& patients nationwide
Sessions, speakers
& patients nationwide
Our Sessions Across India
Numbers that define the campaign
Numbers that define the campaign
TOI
Campaign amplified as editorial in Times of India print & digital across multiple cities
Full-stack execution.
Zero outsourcing.
End-to-end execution,
zero gaps
Every element of this campaign — from the first hospital call to the final media article — was owned entirely by The Brandwagon team.
Hospital Identification & Permission Outreach
Mapped and shortlisted 45 hospitals across 35+ cities based on cardiovascular department strength, patient demographics and disease prevalence. In-person recce visits, multi-round approvals and auditorium bookings all handled by The Brandwagon team — a complex, relationship-driven process requiring deep healthcare network connections built over years.
Cardiologist Engagement & Digital Onboarding
Identified, approached and onboarded 70+ leading cardiologists as DAP speakers across all venues — with 45+ confirmed session speakers. Full digital onboarding via Connected Health Pro including NOC collection, speaker profiles and presentation briefings. Every speaker rated the coordination and support as exceptional.
Medical Deck & Speaker Preparation
Developed standardised, medically accurate LDL-C presentation decks for all venues — ensuring message uniformity and enabling every cardiologist to deliver a confident, credible session with minimal preparation time. Our team personally briefed every speaker before their event.
4-Day In-Hospital Patient Education Drives
At every hospital location, our ground team ran 4 days of active patient outreach — briefing patients in OPD queues, distributing LDL-C education booklets and generating event registrations. This pre-event activity created awareness and ensured strong attendance at each DAP session.
Full Venue Logistics & AV Setup
End-to-end venue management at every site: AV and microphone installation, campaign backdrop and standee placement (inside and outside auditoriums), QR code registration points, dedicated registration desks, refreshment areas and videographer deployment — all to a consistent brand standard.
National Media Amplification via TOI
Campaign footage and documentation provided to Times of India for amplification as editorial content — appearing as media articles across TOI print and digital editions in multiple cities, exponentially expanding the campaign's reach beyond the attending audience.
"100% strong positive feedback from every Cardiologist speaker and hospital management for the seamless execution and patient education delivered across all 45 venues."
— Campaign Outcome Summary · Beat Bad Cholesterol 2024
The competitive advantages
that made this possible
The capabilities that
made this possible
Connected Health Pro
Our proprietary platform is the only reason a 45-hospital, 35-city campaign could be coordinated centrally. Onboarding, registration, NOC, education delivery and reporting — from one dashboard.
Hospital Network Depth
Access to hospital chains, tertiary care centres and standalone facilities across 35+ Indian cities — relationships built over years that cannot be replicated quickly by competitors.
Cardiology Specialist Access
70+ cardiologist relationships activated for a single campaign. Our ability to engage, brief and onboard specialist HCPs at scale is a core and differentiated advantage for pharma clients.
Medical Content Excellence
Scientific decks, patient booklets and education materials developed with medical accuracy — credible enough for leading cardiologists to deliver to high-risk patient populations.
Integrated Media Amplification
On-ground execution extended seamlessly to Times of India editorial — turning a BTL activation into a national media moment, reaching millions beyond the 4,500+ direct attendees.
Flawless Ground Execution
45 venues. 35+ cities. 100% positive feedback. The Brandwagon team managed every venue, every AV setup, every standee and every registration desk — delivering brand-standard experiences every time.
Doctors who spoke.
And stayed impressed.
Doctors who spoke.
And stayed impressed.
100% positive feedback from every cardiologist speaker and hospital management — captured on Connected Health Pro and shared as formal written testimonials.
⭐⭐⭐⭐⭐
"registrations on Connected Health Pro truly set it apart. Educating patients about cholesterol and its impact on cardiovascular health is vital."
Dr. Shuvanan Roy · Director Cardiology · Fortis Anandapur, Kolkata