Envigo Helps HMD – India’s Biggest Syringe Maker - Gear up for Digital Expansion

  • Jan 12, 2021

  • by Harsh Sagar

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Is it really possible to share one – just one – infallible tip with regard to creating great digital marketing solutions? Not really. The digital world is getting complicated by the day, and helping your client get noticed requires more than just experience and expertise. Every business is unique, has distinct attributes, distinct problems, and distinct target markets. And as banal as that may sound, it really is as-good-as-gold advice, and it came in handy when we recently added HMD (Hindustan Syringes and Medical Devices Ltd.) – India's biggest syringe maker – to our client portfolio. Sounds splendid? Well, wait till you hear how we did it!

Delving Deep

At Envigo, we’ve helped some of the biggest organizations, in India and the globe, market themselves online successfully. These include names as diverse as Hertz, Randstad, ITC Hotels, IndusInd Bank, House of Anita Dongre, and Careers360. Like each of these distinctly different businesses, HMD Ltd. needed to be thoroughly understood before a foolproof digital plan could be crafted for them. Accordingly, several rounds of detailed discussions with the HMD team followed soon after we reached out to them. Through these discussions, we tried to understand their digital requirements, strengths, drawbacks, target market, and customer pain points. A protocol we typically do not breach at Envigo, multiple discussions are enormously helpful if we are to devise an efficient digital strategy.

Our discussions with the HMD team were followed by plenty of internal brainstorming. Finally, we were able to come up with a bespoke plan for HMD, designed to boost brand recognition, increase engagement, and drive inbound traffic to their website.

The HMD team gave the go-ahead to the plan. Summing up the reason for the collaboration, Sohail Nath, Director at HMD Ltd., said, “We were impressed by their proactive approach and refreshingly out-of-the-box ideas for our digital campaign. Envigo is an agency with the right experience and expertise to help us drive our digital growth. We look forward to fortifying this mutually beneficial relationship.”

Thus, we became their new digital partners.

Multipronged Digital Plan

Given HMD’S diverse digital requirements, Envigo is providing a gamut of services that include SEO (Search Engine Optimization), video production, analytics, paid campaign, outreach, and social media campaign.

SEO itself includes an array of services such as page speed improvement, keyword research, meta tag improvement, Google local optimization, AMP implementation, structure data, new page creation, answer box optimization, competitor gap analysis, and link acquisition. As part of video production services, we are creating 2D and 3D videos related to their products every month. These include product showcase videos and product explainer videos. As far as analytics are concerned, furnishing Google Data Studio reports is one of the most important. Our outreach services include bringing out regular press releases on behalf of HMD Ltd. Besides these, our robust social media plan for HMD is based on the principle of addressing the specific needs of each platform – namely Facebook, Instagram, LinkedIn and Twitter – while preparing digital-first content. In accordance with the plan, more than 80 posts will be created every month for all four aforementioned platforms. Through our paid campaign – which will include boosted posts – the power of paid social media advertising will be leveraged to amplify HMD’s reach and engagement on social media, increase brand awareness, enhance audience targeting, and gather valuable market insights.

Why Bagging HMD is Special

Despite being an agency with a dozen years of experience, bagging a new project – however big or small – never fails to excite us. A new project invariably means new challenges, new struggles, new successes, and an altogether new learning experience for us. All the same, bagging HMD has been just a tad bit more special. This association has, after all, come at a time when the biggest manufacturer of syringes in India is playing a pivotal role in meeting the demand for the highly anticipated coronavirus vaccine.

HMD Ltd. is one of the biggest manufacturers of Auto-Disable (AD) syringes which are to be widely used for administering the COVID-19 vaccine. Recommended by the World Health Organization (WHO) and UNICEF (United Nations International Children's Emergency Fund) for administering vaccines in mass immunization programs, AD syringes destroy themselves after use, thus preventing reuse and guaranteeing foolproof safety.

Anticipating the surge in demand for the coronavirus vaccine, HMD Ltd. has already announced that it is increasing its production of AD syringes from 700 million a year to one billion by June 2021. Accordingly, the medical device behemoth has ramped up production to churn out a billion units, its Faridabad plant manufacturing almost 1 lakh syringes every hour to meet the rising global demand.

UNICEF – which has been mass procuring AD syringes from HMD for its immunization programs for nearly 15 years – alone has placed an order of 140 million syringes for COVAX. COVAX is a global initiative for ensuring equitable distribution of vaccines to poorer nations. In all, the company has currently received orders to make 200 million syringes of which nearly a 100 million are ready. However, according to the Health Ministry’s estimates, India would need many more syringes to vaccinate large swathes of the Indian population.

Expanding their Digital Footprint

Established in 1957, HMD Ltd. has for decades been manufacturing and innovating low-cost medical devices of high quality, including Single Use Syringes, Auto Disable Syringes (the company launched the first AD syringe in the country in 2002), Safety I.V. Cannulas, scalpels, surgical blades, and blood collection systems. With more than 3500 employees across seven plants in India, HMD Ltd. has received several prestigious awards including the 6th Medgate Today Award (MT), the country’s most sought-after award in the health sector.  With primary markets in India, Europe, U.S.A. and Middle East, and secondary markets in Africa and South-East Asia, HMD Ltd. has long had a well-entrenched global presence.

 Notwithstanding HMD Ltd.’s formidable reputation and fame, its partnership with Envigo marks the commencement of an exciting new journey – a journey to expand its digital footprint. And we daresay it will be a long, fruitful journey for them and Envigo.

Would you like to work with us? Get in touch.

About author

Harsh Sagar
  • Harsh Sagar

As Vice-President of Online Marketing & Technology at Envigo, Harsh Sagar's expertise is in product development, delivery and lifecycle management, development of campaigns on brand and strategy. His expertise also includes core elements of digital ecosystem across the web, mobile, experience design, eCommerce, media and advertising, technology & digital marketing.

View posts by Harsh Sagar

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