YAAP Digital has picked up the social media mandate for Narayana Health’s hospital units across five regional clusters — North, East, West, South and Central.
The mandate will cover social media strategy, content development, creative execution, local storytelling, platform management and ongoing engagement across multiple hospital units and their regional social handles.
The win further expands YAAP Digital’s presence in the healthcare sector, with the agency set to bring its experience in managing geographically distributed social media accounts to Narayana Health.
With patient communities and cultural contexts varying across regions, the mandate will focus on creating storytelling that reflects the identity and relevance of individual hospital units, while maintaining consistency with the wider Narayana Health brand.
Abhishek Misra, Country Head – Brand & Marketing, Narayana Health, said, "Our hospital units are deeply embedded in the communities they serve, and their social media presence needs to reflect that local context and relevance. Even as we maintain a consistent brand experience across the network, each unit engages with its audience differently. YAAP brings strong local storytelling capability and the ability to operate at scale across our unit pages, and we look forward to strengthening that connect."
Manan Kapur, Sr Partner at YAAP Digital, said, "Narayana Health is an iconic institution with a powerful legacy in making quality healthcare accessible. We’re excited to partner with them and bring together creativity, technology and regional insights to build meaningful engagement at the community level. The opportunity here is to make their social media presence in these five regional clusters as impactful and trusted as the brand itself.”
As part of the mandate, YAAP will work with Narayana Health’s hospital units to develop cluster-specific social media approaches, with the aim of strengthening connections between individual hospitals and their local communities.
