Clove Dental

Healthcare doesn't have an awareness problem. It has an action problem. => I built a 6-letter code to solve it. A few years ago, we at Clove Dental ran a dental awareness campaign that reached millions. Great impressions. Great recall. Great metrics. But clinic walk-ins? Barely moved. That moment changed how I think about communication. 90% of Indians have dental issues. Only 7-8% do something about it. The gap isn't information. It's fear. Inertia. Disconnect. We didn't need to speak louder. We needed to speak differently. That question — how, not what — became a framework I call the LISTEN Code. L — Language (speak in ways people are comfortable) I — Influence (use voices people already trust) S — Situation (anchor real-life moments, not campaigns) T — Tone (familiar, not clinical) E — Empathy (acknowledge the fear, don't ignore it) N — Narrative (tell stories people see themselves in) But here's what matters most: LISTEN is not a campaign idea. It's a continuous discipline. Because behaviour doesn't change in a single moment. It shifts through repeated, consistent, relatable interactions. Reach → Relate → Reassure → Repeat. Built from years of working across 725+ Clove Dental clinics and thousands of real consumer interactions — not from a textbook. The full framework is in the image below. Designed for anyone working in healthcare, wellness, insurance, diagnostics — or any category where the consumer knows they should act… but doesn't. Curious — which of the six do you think most brands get wrong? Language? Influence? Situation? Tone? Empathy? Narrative? Drop the letter in the comments. I'll share my take. Lt Gen Dr. Vimal Arora (PVSM, AVSM, VSM and Bar) I Nishi Saini I Prakash Chari I Anjali Sachdeva I Rachana Singh I chirag Viij I Dr. Sakshi Sharma I Priya Taak I Dr. Syeda Ayesha Warsi I Kunal P. I Ananya Dutta I Vritik Khosla #HealthcareMarketing #LISTENCode #BehaviourChange #CloveDental #MarketingStrategy #PreventiveHealthcare #ConsumerInsights