Dr. Rashmi Shetty

Background & Challenge

With two decades of experience, global speaking engagements, and a prestigious clientele, Dr. Rashmi Shetty was at the forefront of dermatological excellence. However, the very success that made her a celebrity dermatologist had started to distance her from emerging consumer groups who valued authenticity and accessibility. Competing dermatologists with relatable digital personas began gaining ground. Dr. Shetty needed to reclaim relevance and re-engage newer audiences, especially without diluting her credibility as a thought leader.

Execution

Execution

• High-Impact Digital Placements: Dr. Shetty’s feature on The Ranveer Show became a game-changer. It reintroduced her as both knowledgeable and approachable, sparking a Hindi skincare series and expanding her digital footprint dramatically.
• Strategic Media Engagements: AlphabetMedia facilitated her presence across platforms like Radio One (targeting working professionals) and CNN’s The Breakfast Club (addressing myths around fillers). These allowed her to reach segmented demographics effectively.
• Influencer and Expert Collaborations: Collaborations with personalities such as Anaita Shroff Adajania, Ainee Ahmed (Elle India), and Rahul Gangawani (Lifestyle Asia), as well as dermatology professionals like Dr. Pal and nutritionist Ryan Fernando, broadened the range of content and credibility. Model Andrea Kevichusa added diversity and cultural relevance.
• International Exposure: Dr. Shetty’s authority expanded globally through features in Vogue UK, Vogue Poland, and Lifestyle Asia Hong Kong, elevating her profile and drawing an international audience.
• Cross-Sector Audience Expansion: AlphabetMedia extended Dr. Shetty’s influence beyond traditional skincare communities to include working mothers, corporate professionals, bridal audiences, and men’s grooming sectors.
• Content Cohesion & Thought Leadership:
  • Ensured consistent messaging across Dr. Shetty’s internal platforms, fostering trust and reinforcing her credibility.
  • Expanded her audience by producing content in local languages, particularly Hindi, making technical dermatology insights more relatable.
• Collaborations & Brand Building:
  • Influencer and brand collaborations with names like L’Oréal Paris, CeraVe, Innisfree, and Soulflower enhanced credibility.
  • Assisted in building her wellness brand, SolSkin, by introducing seasonal boxes featuring vetted products, fostering a community of beauty entrepreneurs and strengthening brand equity.