GOA: One of the top medical diagnostic brands, Thyrocare is spending 2 per cent of its overall revenue on marketing-80 per cent of which goes to digital. Thyrocare creator and managing director A Velumani revealed the stats in a conversation with Indiantelevision.com post his session on the first day of Goafest 2019, where his presentation on his journey as an entrepreneur got a standing ovation from the house.

Velumani said that Thyrocare is spending more than any competitor to market the brand. He said, “In our space, we are the ones who spend the most [on marketing]. None of the others is spending that much. We are spending around Rs 10 crore per annum, which is roughly 2 per cent of my overall turnover.” He added that the expenditure should ideally be Rs 25 crore for a brand in the healthcare space.

Apart from digital, news channels are an important area to get potential investor attention. He says, “I believe that there are CXOs [watching news channels] and there is a likelihood that they will influence other people. On television, my TG is more specific and that’s why we advertise more on news.”

Stating that over 60 per cent of the population has shifted to the digital medium, he said that print as a medium to advertise doesn’t make much sense anymore. He also revealed that the brand is more focused on B2B marketing over B2C but has hired people for door-to-door marketing as well.