Background
Redcliffe Labs is one of India's fastest-growing omni-channel diagnostics platforms, founded in 2018 and headquartered in Noida. With a network spanning over 220 cities, 80 advanced labs, and 2,000 collection centres, the company has served more than seven million patients to date. Redcliffe Labs offers over 3,600 tests — ranging from routine pathology to specialised genetic screening — and differentiates itself through a digital-first model featuring on-demand home collection and same-day reports. Backed by marquee investors including Y Combinator and LeapFrog Investments, the company has raised over $116 million in funding. As Redcliffe Labs expanded into new geographies, building strong local brand awareness in each market became a critical priority for sustained growth.
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Challenge Faced
While Redcliffe Labs had built significant national momentum, penetrating the Pune market posed a distinct challenge. The city's diagnostics landscape is crowded, with established regional players and national chains competing aggressively for consumer attention. Traditional awareness campaigns — relying on broad demographic targeting and city-wide media buys — were proving inefficient, generating impressions across areas with limited conversion potential. Redcliffe Labs needed a way to identify the specific localities and micro-markets within Pune where demand for quality diagnostics was highest, rather than blanketing the entire city with uniform messaging. Without this precision, marketing spend risked being diluted across low-opportunity pockets, slowing the brand's ability to establish a strong local foothold quickly and cost-effectively.
Audience Strategy Undertaken
Xpert deployed its proprietary hyperlocal intelligence framework to transform Redcliffe Labs' Pune market strategy from broad-brush to precision-driven. By analysing granular data signals — including population density patterns, healthcare-seeking behaviour, competitive presence mapping, and digital consumption trends across Pune's diverse localities — Xpert identified a set of high-opportunity micro-markets where demand for diagnostics services was strongest. These insights were used to focus all of Redcliffe Labs' marketing efforts exclusively on the right locations, ensuring that every rupee spent was directed at audiences most likely to convert. The hyperlocal approach replaced the earlier city-wide strategy with a targeted, locality-level plan that aligned media placement, messaging, and outreach with the actual ground-level opportunity across Pune.
Results Achieved
The hyperlocal intelligence-led campaign delivered a marked improvement in Redcliffe Labs' Pune market performance. By concentrating marketing efforts on identified high-potential localities, the brand achieved significantly stronger awareness metrics compared to their earlier broad-targeting approach. Marketing efficiency improved notably, with reduced cost-per-impression and cost-per-engagement in the targeted zones. The focused strategy also drove a measurable uplift in enquiries and appointment bookings from the priority micro-markets, validating the precision of Xpert's location intelligence. Beyond the immediate campaign metrics, Redcliffe Labs gained a reusable strategic asset — a hyperlocal market map of Pune that continues to inform their ongoing marketing planning, media allocation, and expansion decisions in the city.
Inferences & Insights
This campaign reinforces a critical insight for healthcare and diagnostics brands: in a market as geographically and demographically diverse as India, city-level targeting is simply too blunt an instrument. The ability to identify and prioritise micro-markets within a city — based on real behavioural and competitive signals rather than assumptions — is what separates efficient awareness-building from wasteful spend. For brands entering new or competitive markets, hyperlocal intelligence offers a decisive advantage, enabling them to establish presence where it matters most before scaling outward. As diagnostics increasingly becomes a convenience-driven category, marketers who invest in ground-level market understanding will be far better positioned to win consumer trust and build lasting local relevance.