Mudra Health and Lifestyle launches Chidia.com
Televisionpoint.com Correspondent | Mumbai
Mudra Health & Lifestyle has launched www.chidia.com, an website dedicated to children with diabetes. It is the first of its kind in the health and lifestyle communication space -a true merging of the medicare and communication disciplines. More significantly, www.chidia.com is a thought leadership initiative for this vertical that has always believed in having practicing doctors on its rolls to better enable it to passionately pioneer such projects.
"Mudra Health & Lifestyle will be driving several such big-canvas initiatives that impact people's lives powerfully and meaningfully. This is one specialist business unit that affords us the opportunity to give back, in large measure, to society. I am proud of what we are doing and I do believe we are demonstrating not just the depth of our involvement in the health and lifestyle arena but also our genuine faith in the power and persuasion of engaging, relevant, personalized communication." says R Lakshminarayanan, CEO, Mudra Marketing Services.
Soumitra Sen, President of Mudra Health & Lifestyle is equally bullish. "We knew we were doing something of immense consequence, the minute we examined the potential of the idea. Our differential in this space has been the addition of the "lifestyle angle" to healthcare. This initiative truly illustrates the potency of lifestyle changes in coping with health-related issues."
Chidia derives its name from the first three letters of the two words "children" and "diabetes". But above all else, it is a small chirpy, cheerful ambassador of hope. A lovable mnemonic of flying free, expressing happiness and spreading the good word. An evangelist, if you will, of a full, worry-free and easy life, when you know how to control and live with diabetes. A yellow, feathered friend, who takes users through the site as an online buddy and confidante.
To be launched on November 14th which is both Children's Day in India and World Diabetes Day, this is the Mudra Health & Lifestyle way of demonstrating care and commitment to making the lives of the affected children a whole lot more healthy, happy and hopeful. What better day than this to celebrate the joys of childhood and a better way to handle diabetes? Despite the sheer volume of content that had to be totally demystified and re-crafted, the team knew this was one deadline they were not going to miss. Working flat out, the site was carefully stitched together, with a front-end design team and back-end coding team working across cities to make it possible.
"The technology has been created in a robust, scalable manner because the traffic and the levels of engagement expected are very high. Strong CRM principles and parameters have been fed into the highly customized content management system. It has been carefully thought through, basis a medical practitioner's deep understanding of patient needs and concerns," says an excited Dr. BK Iyer, Medical Advisor, Mudra Health & Lifestyle.
"Optimism makes the world go round. Happiness is the essence of life. This site is all about coping … and hoping. While there is no denying the implications of being diabetic – it certainly is not the end of the world. In fact it is the beginning of a new way to approach life – cautiously, smartly, and positively. We have intentionally imbued the site with a lot of fun and cheer, tempering the education with a lot of interactivity. At the same time, usability has been a key focus area. It was absolutely imperative that both child and parent consumed the content differently and this mandated a truly customized content offering for each", says Meera Sharath Chandra, National Creative Director, Mudra Marketing Services.
The site currently allows users to enter as a child or as a parent. The first step of understanding the need for such a site was to realize that key stakeholders would derive different experiences from it.
For children, it explains the ailment through interactive games of lazy insulin cells versus smart insulin's. It explains complications via participatory drag-and-drop sections. It teaches children basics through limericks and rhymes. It even has fun cookouts for kids where they learn diet tricks. There is even a section where they can plan theme birthday parties that do not require sugar-rich foods at all!
At the same time there is also an exhaustive section if the users enter as a parent – which also leads to a community where stories and tips can be shared. Psychological aspects such as dealing with school-related issues, picnic-related precautions and planning for holidays are also covered here. The symptoms, complexities, injection procedures and parental anxieties are all handled in a warm and reassuring tone of voice, with genuine and practical suggestions that come in handy in the everyday routine.
A host of fun competitions and activities for kids make the site sticky for both stakeholders and Chirpy Chidia is always there as a kid's birdie buddy online. All in all, a very engaging way of getting to know the disease and stop fearing it. More importantly, yet another bonding opportunity for parent and child as they learn to cope with everything together.
"Another key area of the site is its very simple and explanatory medical animations that explain what exactly happens in both Type 1 and Type 2 diabetes. These will grow in Phase 2 to a greater number of explanatory graphics as the site deepens in content." adds Dr Iyer.
However, the most encouraging aspect of the site would be the community. A conscious attempt has been made to seed and foster a community, whose collective experience could be invaluable to visitors online. Credible, everyday stories, practical suggestions, potential problems to watch out for – these are thing only parents who live with the issues day in and day out can contribute. Through the community, the site hopes to create bonds that are enriched by education, enlightenment and empowerment.
Mudra Health & Lifestyle has launched www.chidia.com, an website dedicated to children with diabetes. It is the first of its kind in the health and lifestyle communication space -a true merging of the medicare and communication disciplines. More significantly, www.chidia.com is a thought leadership initiative for this vertical that has always believed in having practicing doctors on its rolls to better enable it to passionately pioneer such projects.
"Mudra Health & Lifestyle will be driving several such big-canvas initiatives that impact people's lives powerfully and meaningfully. This is one specialist business unit that affords us the opportunity to give back, in large measure, to society. I am proud of what we are doing and I do believe we are demonstrating not just the depth of our involvement in the health and lifestyle arena but also our genuine faith in the power and persuasion of engaging, relevant, personalized communication." says R Lakshminarayanan, CEO, Mudra Marketing Services.
Soumitra Sen, President of Mudra Health & Lifestyle is equally bullish. "We knew we were doing something of immense consequence, the minute we examined the potential of the idea. Our differential in this space has been the addition of the "lifestyle angle" to healthcare. This initiative truly illustrates the potency of lifestyle changes in coping with health-related issues."
Chidia derives its name from the first three letters of the two words "children" and "diabetes". But above all else, it is a small chirpy, cheerful ambassador of hope. A lovable mnemonic of flying free, expressing happiness and spreading the good word. An evangelist, if you will, of a full, worry-free and easy life, when you know how to control and live with diabetes. A yellow, feathered friend, who takes users through the site as an online buddy and confidante.
To be launched on November 14th which is both Children's Day in India and World Diabetes Day, this is the Mudra Health & Lifestyle way of demonstrating care and commitment to making the lives of the affected children a whole lot more healthy, happy and hopeful. What better day than this to celebrate the joys of childhood and a better way to handle diabetes? Despite the sheer volume of content that had to be totally demystified and re-crafted, the team knew this was one deadline they were not going to miss. Working flat out, the site was carefully stitched together, with a front-end design team and back-end coding team working across cities to make it possible.
"The technology has been created in a robust, scalable manner because the traffic and the levels of engagement expected are very high. Strong CRM principles and parameters have been fed into the highly customized content management system. It has been carefully thought through, basis a medical practitioner's deep understanding of patient needs and concerns," says an excited Dr. BK Iyer, Medical Advisor, Mudra Health & Lifestyle.
"Optimism makes the world go round. Happiness is the essence of life. This site is all about coping … and hoping. While there is no denying the implications of being diabetic – it certainly is not the end of the world. In fact it is the beginning of a new way to approach life – cautiously, smartly, and positively. We have intentionally imbued the site with a lot of fun and cheer, tempering the education with a lot of interactivity. At the same time, usability has been a key focus area. It was absolutely imperative that both child and parent consumed the content differently and this mandated a truly customized content offering for each", says Meera Sharath Chandra, National Creative Director, Mudra Marketing Services.
The site currently allows users to enter as a child or as a parent. The first step of understanding the need for such a site was to realize that key stakeholders would derive different experiences from it.
For children, it explains the ailment through interactive games of lazy insulin cells versus smart insulin's. It explains complications via participatory drag-and-drop sections. It teaches children basics through limericks and rhymes. It even has fun cookouts for kids where they learn diet tricks. There is even a section where they can plan theme birthday parties that do not require sugar-rich foods at all!
At the same time there is also an exhaustive section if the users enter as a parent – which also leads to a community where stories and tips can be shared. Psychological aspects such as dealing with school-related issues, picnic-related precautions and planning for holidays are also covered here. The symptoms, complexities, injection procedures and parental anxieties are all handled in a warm and reassuring tone of voice, with genuine and practical suggestions that come in handy in the everyday routine.
A host of fun competitions and activities for kids make the site sticky for both stakeholders and Chirpy Chidia is always there as a kid's birdie buddy online. All in all, a very engaging way of getting to know the disease and stop fearing it. More importantly, yet another bonding opportunity for parent and child as they learn to cope with everything together.
"Another key area of the site is its very simple and explanatory medical animations that explain what exactly happens in both Type 1 and Type 2 diabetes. These will grow in Phase 2 to a greater number of explanatory graphics as the site deepens in content." adds Dr Iyer.
However, the most encouraging aspect of the site would be the community. A conscious attempt has been made to seed and foster a community, whose collective experience could be invaluable to visitors online. Credible, everyday stories, practical suggestions, potential problems to watch out for – these are thing only parents who live with the issues day in and day out can contribute. Through the community, the site hopes to create bonds that are enriched by education, enlightenment and empowerment.
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