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Case study · Ivory
Selling a test nobody wanted to take
Brain health is stigmatised. In India, an estimated 91% of cases go undiagnosed. We had an FDA-registered cognitive assessment and people still would not take it.
The problem
A clinical assessment is not a product people want. It is a thing people avoid. Nobody books
a brain test the way they book a blood test, and the category had no language that was not
frightening.
What I did
- Reframed the test as a habit. Built with neuroscientists and neuro-counsellors,
digitised and gamified across the cognitive domains: attention, reasoning, memory.
- Capped usage at ten minutes a day. A screen product that tells you to put the screen
down. It cost engagement and bought the one thing a health brand cannot buy back.
- Refused fear-based selling. Preventative, educational, habit-first. No scare copy,
ever.
- Moved MCI screening into the routine checkup. Positioned it as something you do
alongside blood work, not something you do after you notice you are forgetting.
Where the leads came from
Top
Performance ads and long-form awareness content on what mild cognitive impairment is, and why it is screened late.
Middle
Webinars. The single best converting asset we had, because the category needed explaining before it could be sold.
Middle
The newsletter and the Brain Health Playbook, capturing people who were not ready to book yet.
Bottom
The cognitive assessment. Later, clinicians as a second route once it was repositioned for clinics.
$1M raised across Shark Tank India and Meet the Drapers.
India's first digitised, gamified, data-driven early-detection platform for brain health,
and the only one holding a cognitive dataset of its own.
What to take from it
In a category people avoid, trust is the growth channel. The ten-minute cap was
the most commercial decision we made, precisely because it looked like the least commercial one.
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