Perception Shift Through Active, New-Age PR
The first strategic priority was to expand ISIC’s public identity from a spinal-focused institution to a credible, full-scale multi-speciality hospital.
Prius led an active PR movement, positioning ISIC’s senior leadership, brand custodians, and clinical experts together — not in isolation. Communication was structured to reflect institutional depth, clinical breadth, and leadership confidence across specialties, with a strong focus on Cardiac Sciences.
PR execution followed a national-first, regionally amplified approach. Strategic narratives were seeded across national media, while regional and city-level amplification ensured relevance among local audiences and referral ecosystems.
A key pillar was on-ground, hospital-based PR. Press conferences, leadership interviews, and expert interactions were hosted directly at the ISIC campus — allowing journalists to experience the institution, interact with leadership, and engage with clinicians first-hand. Event-based PR was aligned with major healthcare observances, ensuring timely relevance and sustained visibility.
This approach helped ISIC transition from being “known for one thing” to being recognised for many — without diluting its spinal legacy.

Digital Strategy: From Discovery to Trust & Growth
Long-Term Digital Vision
Prius Healthcare approached ISIC’s digital mandate as a long-term perception and demand-building engine, aligned with how patients, caregivers, and outstation audiences research hospitals in a trust-first manner.
Insight-Led Ideation & Narrative Architecture
The strategy began with structured brainstorming, ideation, and audience-behaviour analysis, shaping narratives that focused on clarity, reassurance, and specialty-wise relevance across digital touchpoints.
Narrative-Driven Digital Storytelling
Based on these insights, Prius executed storytelling-led digital content across websites, platform-native social media, expert content, patient stories, and influencer-led experiences — each designed to educate, build confidence, and generate intent.
Authentic Influencer Engagement
Influencer collaborations were executed as experience-led storytelling, not promotion. Real hospital visits, doctor interactions, and care journeys helped normalise treatment conversations and strengthen trust, especially among first-time and outstation audiences.
Digital Platform Revamp & Multi-Speciality Visibility
ISIC’s digital ecosystem was restructured to reflect its multi-speciality strength, with department-wise content, simplified navigation, and enhanced doctor-led visibility across Orthopaedics, Cardiology, General Surgery, and other key specialties.
Social Media Growth & Engagement
All social media platforms were actively scaled, resulting in sustained audience growth, stronger engagement, and improved brand salience across channels.
Performance Marketing: Driving Business Outcomes
Performance marketing was executed as a separate, business-focused growth lever. Campaigns were designed to attract high-intent audiences, resulting in strong lead volumes, improved conversion rates, and meaningful enquiry momentum across priority departments. Rather than chasing reach, the focus remained on quality demand generation, ensuring digital investments translated into tangible business impact.
Alignment with On-Ground & Outstation Activities
Both digital and performance efforts were aligned with on-ground and outstation activations, supported by continuous perception tracking and optimisation to sustain relevance and growth.