Work · Healthcare
Doc on the Move: turning a Calicut gynaecologist into a trusted voice for women's health
We created Doc on the Move, a dedicated health-education brand for obstetrician-gynaecologist Dr. Aishwarya R. It found an audience fast, made her a recognised personal brand, and now brings her online consultations from across her community.
- Dr. Aishwarya R · Doc on the Move
- Calicut, Kerala
- Healthcare marketing, Personal branding, Social media
The challenge
Dr. Aishwarya R is an obstetrician-gynaecologist in Calicut, a Consultant Gynaecologist and Laparoscopic Surgeon, and a post-delivery fitness coach. She is energetic, a natural on camera, and genuinely keen to help women who have questions they hesitate to ask.
But a doctor’s knowledge usually stays inside the consulting room. Women searching online about PCOS, periods, pregnancy or menopause meet confusing advice and myths, rarely a qualified local specialist speaking their language. The opportunity was to bring Dr. Aishwarya’s expertise to them.
What we did
We built her a platform designed for exactly that.
- A dedicated sub-brand: instead of mixing medical content into a personal account, we launched Doc on the Move, a health-education brand that matches her energy, with its own identity and Instagram page.
- Video-first health education: we plan and shoot short videos where she explains real questions simply: What is periods?, How to manage menopause?, contraception, PCOS, fertility and the link between work stress and depression, in Malayalam and English.
- Patient-friendly formats: awareness posts, carousels and myth-busting content that invite women to learn without fear or embarrassment.
- Community events: free online webinars such as “PCOS: is it a problem?”, run on Zoom, bringing her face to face with the women she helps.
- A clear next step: teleconsultation details on her profile, so anyone who needs help knows exactly how to reach her.
Doc on the Move picked up traction quickly, passing 5,700 followers, and Dr. Aishwarya’s own profile grew alongside it. Today she is a recognised personal brand in women’s health in Calicut, invited onto radio and to speak at sessions.
Most importantly, the trust she builds online comes back to her practice: women now reach out to her for online consultations after finding her through her videos.
