Category positioning establishes senior cardiac surgeon as go-to TAVI/TAVR specialist in North India
Category leader
The starting position
A senior interventional cardiologist performing India's highest TAVI/TAVR volumes had negligible discoverability. Patients were being referred through legacy networks; direct enquiries were nearly zero.
The root cause
The specialty is small and searched by informed caregivers (children of elderly patients), not patients themselves. No standard playbook existed. Traditional performance marketing fails this audience, authority signals and editorial visibility drive decisions.
What ICG built
Built an editorial-led authority programme. Published definitive clinical explainers on TAVI/TAVR indication, outcomes, and recovery. Targeted content at adult children evaluating options for aged parents. Placed surgeon interviews in respected health media.
Authority content hub (TAVI/TAVR knowledge base), Caregiver journey map, earned-media placement pipeline, AEO-ready structured clinical answers.
What changed,
measurably.
Over 12 months:
- Direct enquiries from ₹0 attribution to 40+ qualified / month
- Ranks in top 3 organic + AI-search results for 27 TAVI/TAVR queries in India
- 3 earned-media features in national health publications
- Surgery volume from direct-enquiry channel: 12+ / month
Hear it from other ICG clients.
"Mental health marketing requires a different sensitivity. ICG built compliance-aware campaigns that respect both patients and our..."
"Bariatric surgery patients need a long consideration cycle. ICG built a content + paid system that respects that timeline."
"Working with ICG felt like working with an in-house growth team that happens to specialise in healthcare."
Want results
like these?
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