Client
FootSecure
Sector
Healthcare & HealthTech
PR Focus
Category Building, Clinical Thought Leadership & Mass Awareness
Client Overview
FootSecure is India’s pioneering “phygital” podiatry and wound care platform dedicated to reducing preventable amputations and improving mobility. By integrating advanced diagnostics, specialized footwear manufacturing and digital health solutions, FootSecure addresses critical gaps in diabetic foot management, sports injuries, and geriatric foot care.
About Project
Umanshi partnered with FootSecure to lead a national “Category Education” movement. The mandate was to elevate podiatry from an obscure medical subset to an essential healthcare discipline, positioning FootSecure as the definitive authority in foot health across business, healthcare, and mass media platforms.
Challenge
Lack of Category Awareness
Podiatry is a largely unrecognized specialty in India. The challenge was to differentiate it from general orthopedics and educate the public on its critical role in preventing amputations, particularly for India’s massive diabetic population.
Reactive vs. Preventive Mindset
Most foot health conversations are late-stage and reactive (focused on surgery). We needed to shift the public narrative toward early intervention and preventive diagnostics without appearing alarmist.
Clinical Credibility at Scale
As a relatively new brand in an evolving specialty, FootSecure had to establish immediate institutional trust while simplifying complex medical concepts for a mass audience without losing clinical integrity.
B2B and B2C Fragmentation
The strategy required a dual-tone approach: retaining high credibility among surgeons and policy-makers while remaining accessible and relatable to athletes, parents, and elderly patients.
Our Strategy
Doctor-Led Category Advocacy
We positioned FootSecure’s leadership as the “expert voice” of Indian podiatry. By securing authored columns and medical interviews, we transformed technical wound-care data into actionable public health advice.
Tier-1 Media Normalization
We prioritized high-reach national publications to move foot health from “niche medical journals” to “mainstream lifestyle and news,” ensuring the topic reached households across all demographics.
Outcome-Centric Launch Narratives
Instead of highlighting “machinery,” we launched new products (like prescription footwear) through the lens of patient mobility and lifestyle freedom, making the technology relevant to the end-user’s daily life.
Hyper-Local Language Outreach
Recognizing that diabetic foot complications heavily impact regional populations, we executed a multi-language PR blitz to ensure inclusive access to preventive care information.
Result & Metrics
media coverages across print, digital, television, radio & YouTube
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Tier 1 national placements including ToI, India Today, News18, Financial Express, etc.
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high impact interviews & authored articles featuring FootSecure
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Testimonial
Built Awareness for an Unheard Medical Specialty
Umanshi helped us create national awareness for podiatry, a field that was largely unknown across India. They understood our space quickly, aligned with our vision without prolonged iterations, and translated complex foot and ankle conditions into clear, non-gory narratives. From PR to digital assets, social media, and our website, Umanshi now manages our entire brand communication seamlessly, putting us in a strong, confident place.
Dr. Sanjay Sharma
Founder, FootSecure
PR Formats Delivered
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