Selection of Integrated Digital, Technology & Marketing Partner Cholesterol Awareness and Secondary Prevention Program

Expression of Interest (EOI)

Selection of Integrated Digital, Technology & Marketing Partner

Cholesterol Awareness and Secondary Prevention Program

 

Issued by: Heart Health India Foundation
Submission Email: support@hearthealthindia.org

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1. About Heart Health India Foundation

Heart Health India Foundation (HHIF) is a patient-led, non-profit organisation working to reduce preventable heart disease in India through awareness, post-hospital support, and community-based care.

Founded by heart patients and caregivers, HHIF focuses on the most vulnerable phase of the cardiac journey—after a cardiac event, when patients and families face uncertainty, fragmented information, poor adherence, and limited system support. Our work bridges this gap through education, guided care pathways, digital engagement, and sustained community support aimed at preventing recurrence and improving long-term outcomes.

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2. Purpose of this Expression of Interest

HHIF intends to launch a cholesterol-focused disease awareness and secondary prevention program, targeted at patients and families who have already experienced a cardiac event, with the objective of preventing subsequent heart attacks through informed decision-making and sustained behaviour change.

This Expression of Interest (EOI) seeks to identify agencies or consortia with demonstrated end-to-end capability to design, build, execute, and monitor a full-funnel digital health program.

Agencies shortlisted through this EOI process will be invited to respond to a detailed Request for Proposal (RFP), which will include commercial terms, detailed deliverables, and timelines.

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3. Program Vision and Long-Term Orientation

This initiative is envisioned as a flagship, scalable national model for post-cardiac secondary prevention using digital systems, behavioural science, and community-based engagement.

The selected partner(s) will not merely execute a campaign but will help co-create a replicable digital health ecosystem that integrates awareness, action, and long-term patient engagement.

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4. Program Focus and Target Audience

Program Focus

• Cholesterol awareness and cholesterol management
• Secondary prevention following a cardiac event
• Long-term adherence, monitoring, and risk reduction
• Sustained behaviour change through community platforms

Target Audience

• Patients who have suffered a cardiac event
• Families and caregivers involved in recovery and care decisions
• High-risk individuals vulnerable to recurrence

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5. Best-Practice Program Framework

The program is expected to follow global best practices in digital health engagement, structured across the full patient journey:

5.1 Digital Patient Capture

• Search-led and intent-based discovery
• Social and content-driven outreach
• ChatSEO and conversational discovery to reach users seeking health information via AI-driven platforms such as ChatGPT

5.2 Patient Education

• Cholesterol-specific, evidence-based educational content
• Structured learning journeys and webinar-led education
• Progressive information delivery aligned with patient readiness

5.3 Patient Activation

• Clear pathways for lab testing and cardiology consultations
• Behavioural nudges, reminders, and AI-enabled guidance
• Drop-off reduction through assisted journeys

5.4 Sustained Behaviour Change

• Enrolment into moderated patient communities
• Peer learning, expert interaction, and reinforcement mechanisms
• Long-term engagement beyond one-time interventions

5.5 Community Platform

• Design and development of a dedicated community platform
• Focused discussion spaces for patients and caregivers
• Safe, moderated, purpose-driven engagement and networking

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6. Scope of Work (Mandatory Capabilities)

Agencies or consortia must demonstrate completed project experience in each of the following areas:

A. Strategy and Full-Funnel Design

• Cholesterol-focused digital strategy
• Patient journey mapping for secondary prevention

B. Content Strategy and Development

• Cholesterol-specific content strategy
• Educational content for patients and families
• Webinar planning and funnel integration

C. Search, Geo and Conversational Discovery

• SEO optimisation for health and cholesterol queries
• Geo-optimisation for regional targeting
• ChatSEO for AI-based conversational discovery

D. Social Media, Influencer and Community Outreach

• Social media management
• Influencer marketing with credible health creators
• Ethical and compliant health communication

E. Media Buying and Performance Marketing

• Paid media planning and execution
• Conversion optimisation and retargeting
• Funnel-level performance tracking

F. Digital Platforms and User Experience

• Mobile and web application development
• UI/UX design for patient-centric journeys
• Landing page development and optimisation

G. Technology, AI and Integrations

• API integrations for:
  • Lab test booking services
  • Doctor consultation booking services
• AI agent development for guided navigation and engagement

H. CRM and Lifecycle Management

• Built-in CRM capability across the patient lifecycle
• Demonstrated experience with Zoho CRM, including:
  • Lead capture and segmentation
  • Funnel tracking and lifecycle reporting
  • Integration with campaigns, platforms, and communities

I. Analytics, Monitoring and ROI

• Campaign and funnel analytics
• Outcome tracking and reporting
• ROI and impact assessment

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7. Data Governance, IP and Compliance

• HHIF will retain ownership of all patient and community data
• Agencies will act as data processors only
• All solutions must comply with applicable Indian data protection and privacy laws
• IP ownership and commercial terms will be defined in detail at the RFP stage

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8. Governance and Decision-Making

HHIF will:

• Nominate a single program owner
• Constitute a steering committee for oversight
• Ensure time-bound approvals and structured governance

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9. Eligibility and Qualification Criteria

9.1 Organisational Criteria

• Registered legal entity in India
• Minimum annual turnover of INR 5 Crores from IT / Digital Marketing services
• Minimum 5 years of operational experience

9.2 Health Sector Experience (Mandatory)

• Prior experience in healthcare is compulsory
• Experience with hospitals, diagnostics, pharma, health-tech, or patient-facing health platforms

9.3 Project Scale Threshold

• At least 3 completed projects with:
  • Consultancy / professional fees of not less than INR 1 Crore per project
  • Integrated digital, technology, and marketing scope

9.4 Capability Coverage

• Demonstrated experience across all components listed in the Scope of Work
• Partial capability or intent-only responses will not be considered

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10. Consortium Participation

• Consortiums of up to 4 members permitted
• Lead Bidder must independently meet:
  • Turnover eligibility
  • At least one similar large-scale health-sector project
• Lead Bidder bears full responsibility for delivery

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11. Case Study Requirements

11.1 Integrated Services

• Minimum 3 integrated case studies
• Overlap between integrated and component case studies is permitted
• At least one health-sector integrated case study by Lead Bidder

11.2 Component-Wise Coverage

• Minimum 3 case studies per major component, which may be mapped from integrated engagements

11.3 Mandatory Case Study Format

Each case study must include:

1. Context and background
2. Problem statement
3. Approach and strategy
4. Methodology adopted
5. Services delivered
6. Impact achieved
7. Project details:
   • Client name
   • Project fee
   • Project duration (start and end dates)

Redacted financials may be accepted with a declaration.

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12. Submission Timeline and Communication

12.1 Confirmation of Interest

Agencies intending to bid must confirm interest.

• Deadline: On or before 21 January 2026
• Email: support@hearthealthindia.org
• Subject: Confirmation of Interest – EOI for Cholesterol Awareness Program

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12.2 EOI Submission Deadline

🕔 5:00 PM (IST), 30 January 2026

Late submissions will not be considered.

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12.3 Queries and Pre-Bid Interaction

For queries or additional information:

📧 support@hearthealthindia.org

HHIF may conduct a pre-bid interaction with interested agencies.

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13. Proforma – Organisational Profile

Parameter	Details
Organisation Name
Legal Entity Name
Year of Incorporation
Type of Entity (Company / LLP etc.)
Head Office Location
Total Full-Time Staff (≥6 months pre-EOI)
GSTIN
MSME Registration
Turnover FY 2022–23 (IT/Digital)
Turnover FY 2023–24 (IT/Digital)
Turnover FY 2024–25 (IT/Digital)
Key Contact Details

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14. Evaluation and Next Steps

Shortlisted agencies will be invited to the RFP stage, where:

• Detailed scope
• Commercial structure
• Engagement duration
• Payment milestones

will be shared.

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15. Disclaimer

HHIF reserves the right to accept or reject any or all EOIs, modify scope, or terminate the process at any stage without assigning any reason.

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Issued by:
Heart Health India Foundation

Together in Heart Health 

Tags Healthcare and Healthtech Others