Mediangels

Overview

Founded in 2010, MediAngels is a pioneering online super-specialty consultation network that provides medical second opinions to patients. The venture was led by IIM alumni Dr. Arbinder Singal and Dr. Debraj Shome, with the aim of helping patients access expert medical advice before undergoing critical treatments or surgeries.

Client Mandate

In 2014, Spectrum Communications was engaged to raise awareness of the MediAngels platform among investor-facing media while also communicating the brand’s value proposition to the broader public.

Challenge

The concept of obtaining medical second opinions through a digital network carried the potential risk of pushback from sections of the medical fraternity. Additionally, healthtech as a service was still a relatively new category and remained largely under the radar for venture capital interest during the early 2010s.

Healthcare coverage in mainstream media was also limited, typically gaining attention only during major corporate mergers, acquisitions, or disease outbreaks, making it difficult for a new healthtech platform to gain visibility.

Approach

Spectrum designed a disruptive communication strategy aimed at challenging conventional perceptions around medical decision-making. The campaign centred on a national survey conducted by MediAngels highlighting the prevalence of unwarranted surgeries in India and the associated financial burden on patients. The findings created a significant media moment, with The Times of India breaking the story in its Sunday edition.

This momentum was followed by a series of interviews with the founders across leading business media platforms, including The Economic Times, ET Now, and CNBC’s Young Turks, where the founders shared industry insights alongside investors such as Helion Ventures.

The campaign also extended to nationwide stories in general interest media, across both English and vernacular publications, highlighting the importance of second medical opinions and MediAngels’ leadership in this emerging category.

Outcome

The campaign generated strong national visibility for MediAngels, which the company leveraged in investor discussions and talent acquisition. The brand played a key role in creating awareness for the online medical consultation category, with several later digital healthcare ventures adopting similar models inspired by MediAngels’ early market creation and disruption.