A Global Clarion Call
The United Nations, in 1994, had described reproductive health as “a state of complete physical, mental and social well-being and not merely the absence of disease or infirmity, in all matters relating to the reproductive system and to its functions and processes”. Reproductive health therefore implies that people must be able to have a satisfying and safe sex life and that they have the capability to reproduce and the freedom to decide if, when and how often to do so.
Director of TMC Fertility and Women’s Specialist Centre, Malaysia (Thomson Group)
Director of TMC Fertility and Women’s Specialist Centre, Malaysia (Thomson Group)
We worked with the Director of TMC Fertility and Women’s Specialist Centre, Malaysia (Thomson Group) to set his brand position and the TMC brand.
A gynaecologist and obstetrician with more than a decade of experience, Dr Navdeep established himself as a renowned fertility specialist in the country.
He is an ardent advocate of reproductive health and often shares his views and knowledge to create awareness on fertility and clear misconceptions surrounding infertility.
We developed insights that shed light into diverse topics, providing a deeper contextual understanding into the complexities of infertility for a specific audience.
A corporate deck is a must have document. It sets the basis for a brand and contains fundamental information that defines it.
We assisted in crafting his corporate brand deck. It captures the positioning statement, introduces him, defines his market space, outlines his expertise and highlights his advocacy insights.
Each section is further expanded to categorically resound the brand, providing a basis to create a narrative strategy, content and tactics.
Outcome: Strategic positioning, insights and the development of the website content.
Basic PR Fundamental Narratives
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Key Messages to set the focus of content direction.
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A series of narratives and social media posts that takes a stand.
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Advocacy insights, features and topics encouraging critical review and conversations that make a difference.
Tactical initiatives aimed at enhancing a conversation on infertility led by Dr Navdeep Singh Pannu. The media coverage attained was impactful, garnering a brand reach for Dr Navdeep and TMC Fertility.
It has been more than ten years since the World Health Organisation (WHO) defined infertility as a disease, yet it is not accepted as one in Malaysia, impeding the potential for enabling insurance coverage.
It was his goal to bring forth awareness and hence, improvements on issues relating to Mental Health due to Infertility. As a Fertility Specialist for the past years, Dr. Navdeep is disheartened to have seen patients who’ve had suicidal thoughts after failed fertility treatments.
A visual that is a showstopper; an interesting topic that is often shunned.
Exploring this conversation a little further with #DrNavdeepSinghPannu was revealing of many factors. Scientifically known as #MaleAndrology, infertility among men is #real.
Couples planning to have a baby should take control of their nutritional profile to heighten chances of conception and an ensuing healthy pregnancy.
Dr Navdeep Singh Pannu, Medical Director of TMC Fertility and Women’s Specialist Centre shares his extensive experience.
A letter to editor is a profound way of sharing thoughts on an issue of concern to readers. This further sealed an intent to create a better understanding on infertility.
In terms of the key messages, insights and column inches attained, the letters took centre stage in coverage.
A study by BioMed Central (2021, March) found that the prevalence of depression among infertile women in Malaysia was as high as 31.7%. The study also suggests that depression among infertile women severely affects response to infertility treatment.
We developed a proposal that provides an overview on mental health issues due to infertility, globally and in Malaysia. It also details out the objectives of our advocacy efforts and the strategies to push mental health agenda forward, collaborating with NGOs and key advocates in Malaysia.
We challenge ourselves constantly to bring the story of success to the brands we work with.
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