Aster MIMS Creators × Doctors: 10M views demystifying healthcare across Kerala

What we were up against

Health content online is a minefield of misinformation, and hospitals usually sound like brochures. Aster MIMS — one of Kerala's largest multi-specialty hospitals — wanted to build genuine trust with a younger, scrolling audience without diluting medical credibility. The challenge was to make real doctors, across many departments, feel approachable and shareable while every claim stayed clinically sound.

How we attacked the problem

• 1

  Designed a Creators × Doctors format where creators bring the curiosity and the audience while Aster specialists bring the authority — myth-busting, Q&A, and ask-a-doctor content

• 2

  Mapped 30 creators to departments across the hospital — cardiology, gynaecology, paediatrics, neurology, gastroenterology, orthopaedics, and more — so the series covered the health concerns people actually search for

• 3

  Built a dual-platform model: short, hooky myth-busting clips for reach on Instagram, longer doctor conversations for depth on YouTube

• 4

  Kept every piece medically vetted by the participating doctors, so credibility was never traded for virality

How it played out

What actually happened

The series generated 10M cumulative views across Instagram and YouTube, turning Aster's doctors into recognisable, trusted voices. By covering real health questions across departments, the campaign moved Aster MIMS from a hospital people knew to a health authority people followed — with clinical credibility intact across every piece.