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How J&J & PATH Turned Awareness Into Measurable Health Impact With Hyper-Localized Digital Activation
About Client
Johnson & Johnson (J&J), in collaboration with PATH, leads high-impact public health initiatives focused on accelerating early diagnosis and reducing the TB burden across India. With a deep understanding of community behavior, digital consumption patterns, and urban healthcare challenges, the partnership is committed to enabling faster, more accessible pathways to testing and treatment.
For this program, the initiative targeted urban youth (18–34) across Delhi, Hyderabad, and Pune segments that are mobile-first, hard to reach through traditional communication, and critical in breaking community-level transmission.
Business Challenge
From a CMO’s perspective, the core challenge wasn’t awareness alone it was the breakdown between awareness and measurable action.
Despite historic investments in TB programs, J&J and PATH faced several friction points that limited real-world impact:
- Low TB literacy and high stigma, resulting in delayed health-seeking behavior.
- Digital fragmentation, with young audiences spread across niche apps, gaming platforms, and local content ecosystems.
- Inefficient creative resonance, with typical public-health messaging failing to inspire self-identification or urgency.
- Lack of a trackable, end-to-end engagement funnel, making it difficult to measure how awareness translated into screenings or testing referrals.
- Difficulty engaging vulnerable, lower-income communities, who often recognize symptoms late and hesitate to seek government testing.
For leadership teams, the question was clear:
How do we reach, engage, and convert millions of young urban citizens into taking a real health action?
Goal
The strategic objective was to build a high-velocity, digitally measurable awareness-to-action engine that could:
- Drive mass TB symptom awareness using relatable, human-centered narratives.
- Convert interest into large-scale digital self-screenings via a simple symptom checker.
- Enable direct, trackable self-referrals to government TB testing centers.
- Use hyper-local insights to optimize messaging by city, language, demographic, and behavior.
- Establish a repeatable, scalable model for public-health activation in urban India.
The mission was not just communication, it was behavior change at scale, measured through hard actions, not soft impressions.
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