KOL, Brand, Social Media
KOL, Brand, Social Media
How Aurelius built a brand from scratch that is changing how millions of South Asians think about their health.
How Aurelius built a brand from scratch that is changing how millions of South Asians think about their health.
Dr. Saurabh Sethi is a leading gastroenterologist and KOL committed to changing the health conversation within the South Asian diaspora. He needed a brand, a content strategy, and a social media presence built from scratch.
Dr. Saurabh Sethi is a leading gastroenterologist and KOL committed to changing the health conversation within the South Asian diaspora. He needed a brand, a content strategy, and a social media presence built from scratch.
The challenge
The challenge
The South Asian diaspora — hundreds of millions of people globally — is one of the most underserved communities in preventive health communication. Dr. Sethi had the clinical authority and the intent to change that, but no brand, no content system, and no clear path to reach the audience at scale.
The South Asian diaspora — hundreds of millions of people globally — is one of the most underserved communities in preventive health communication. Dr. Sethi had the clinical authority and the intent to change that, but no brand, no content system, and no clear path to reach the audience at scale.
The South Asian diaspora — hundreds of millions of people globally — is one of the most underserved communities in preventive health communication. Dr. Sethi had the clinical authority and the intent to change that, but no brand, no content system, and no clear path to reach the audience at scale.
Dr. Saurabh Sethi, KOL
Dr. Saurabh Sethi, KOL
Case Studies
Case Studies
Dr. Saurabh Sethi is one of North America's most recognized gastroenterologists and a leading KOL in the health and wellness space. He came to Aurelius with a clear mission: change the conversation around health in the South Asian diaspora — a community historically underserved by mainstream health content and often carrying cultural barriers to preventive care.
Aurelius built his brand from scratch: visual identity, content strategy, platform positioning, and a social media approach designed to make complex clinical information accessible, credible, and culturally resonant.
The Approach
Aurelius started by mapping the gap — what the South Asian diaspora was searching for, what they were finding, and why so much existing health content failed to land. The content strategy was built to close that gap: direct, evidence-based, culturally aware, and delivered in a voice that felt like a trusted physician rather than a broadcaster.
The social media strategy was deliberately disruptive — designed to interrupt the scroll, challenge assumptions, and earn shares within tight-knit diaspora communities where trust travels person to person.
Every platform was built with the same narrative foundation but adapted for the specific dynamics of each channel.
The Approach
Aurelius started by mapping the gap — what the South Asian diaspora was searching for, what they were finding, and why so much existing health content failed to land. The content strategy was built to close that gap: direct, evidence-based, culturally aware, and delivered in a voice that felt like a trusted physician rather than a broadcaster.
The social media strategy was deliberately disruptive — designed to interrupt the scroll, challenge assumptions, and earn shares within tight-knit diaspora communities where trust travels person to person.
Every platform was built with the same narrative foundation but adapted for the specific dynamics of each channel.
Changing the health conversation within the South Asian diaspora is no joke. You made the content strategy simple, authentic, and impactful. Millions now think about their health in a healthier way.
Changing the health conversation within the South Asian diaspora is no joke. You made the content strategy simple, authentic, and impactful. Millions now think about their health in a healthier way.
Dr. Saurabh Sethi, KOL
Dr. Saurabh Sethi, KOL
Changing the health conversation within the South Asian diaspora is no joke. You made the content strategy simple, authentic, and impactful. Millions now think about their health in a healthier way.
Dr. Saurabh Sethi, KOL
The Outcome
The campaign reached millions of people across the South Asian diaspora, generating measurable shifts in health awareness and engagement. Dr. Sethi's following and reach grew significantly year-over-year, with content regularly achieving broad organic distribution within diaspora communities.
The brand Aurelius built now operates as a trusted public health voice — one that combines clinical authority with cultural fluency in a way that hadn't existed at scale before.
The Outcome
The campaign reached millions of people across the South Asian diaspora, generating measurable shifts in health awareness and engagement. Dr. Sethi's following and reach grew significantly year-over-year, with content regularly achieving broad organic distribution within diaspora communities.
The brand Aurelius built now operates as a trusted public health voice — one that combines clinical authority with cultural fluency in a way that hadn't existed at scale before.
Let's start with a focused conversation.
Let's start with a focused conversation.
Trusted by 25+ healthcare organizations across 4 sub-industries, from ambitious startups to major enterprises.
Trusted by 25+ healthcare organizations across 4 sub-industries, from ambitious startups to major enterprises.
Trusted by 25+ healthcare organizations
+81
$25M+ raised. $14.3M+ revenue generated.
Trusted by 25+ healthcare organizations
+81
$25M+ raised. $14.3M+ revenue generated.