DBMCI One
DBMCI's learning platform for NEET PG — live classes, recorded lectures and test practice in an app, taught by a named faculty roster. The people it sells to are already doctors.
- Education
- Social Media, Content Strategy, Creative Production
- iOS, Android, Web
- India
The problem
Social media in the coaching category has a default setting: post the toppers. It is the easiest content to make and the hardest to defend. Since the CCPA issued its Guidelines for Prevention of Misleading Advertisement in Coaching Sector in November 2024, unverified success rates, selection claims and student testimonials used without written post-result consent are a compliance exposure and not only a credibility one — the authority has issued notices and levied penalties against institutes on exactly those grounds. Meanwhile the actual audience is a doctor revising on a phone between shifts, who was never going to decide on a results poster.
The opening
DBMCI One's own positioning is guided learning, and its product is a named faculty roster. That is unusually lucky for social: the most persuasive thing the brand owns is the teaching itself. Show the faculty instead of advertising the outcome and the feed recruits and complies at the same time — the constraint stops being a constraint and starts being the strategy.
How we approached it
- Lead with the faculty, not with toppers — the content is the sample, not the claim
- Build for the format the audience actually uses: phone, vertical, in the gaps between shifts
- Treat each stage of preparation as its own audience rather than one funnel
- Keep every result, ranking and testimonial claim inside the CCPA's disclosure and consent rules by default
- Judge the work on app installs and enrolments, not on follower count
What we built
- Organic social across the platforms the audience already revises on
- A repeatable content system built around the faculty roster, so production does not depend on one person's calendar
- Short-form teaching cut from live class and OneShot material the platform already produces
- A calendar that follows the exam cycle — forms, pattern changes, results, counselling — rather than a generic content month
- Written consent and disclosure captured before any student's name, photograph or result appears
- Reporting tied to installs and enquiry volume rather than to reach
Inside the product
Live classes
Scheduled, interactive sessions with doubts cleared in real time through in-app chat — the difference between a course you buy and a course you finish.
OneShot and revision
Condensed revision sessions alongside the main teaching. The single most shareable format the platform produces, and the easiest honest proof of faculty quality.
Practice built on recall
Faculty-curated MCQs and tests structured around active recall and spaced repetition, with Marrow grand tests and custom modules for assessment.
Digital workbooks
Students make their own notes under faculty guidance rather than passively watching — the habit that separates a completed syllabus from a bought one.
What running this takes.
A category under a compliance regime
The 2024 CCPA guidelines make unverified success claims, selection rates and unconsented testimonials actionable under the Consumer Protection Act. The safe move is not to review claims at the end — it is to build a content system that cannot produce one.
An audience with no spare time
Junior doctors are among the most time-poor people a brand can market to. Anything that is not immediately useful gets scrolled, so every post has to earn its own second.
Nineteen faculty, one voice
The roster is the product, and each name carries its own following. The system has to give individual faculty room to be themselves without the feed fragmenting into nineteen brands.
Seasonality is the whole calendar
Interest is not evenly spread across the year. It spikes around form dates, exam dates and counselling, and a plan that ignores that spends its best creative in the quiet months.
Faculty time is the bottleneck
The most valuable content requires the busiest people. The system has to harvest from teaching that is already happening rather than ask for new studio days.
Attribution across an app install
A student may follow for months before installing, and install before paying. Last-click reporting will always undercount social here, so source is captured in-product rather than inferred.
Tell us what you're trying to build.
You don't need a finished brief. Tell us what the business does, what you're trying to achieve and what isn't working. We'll take it from there.