Janitri
Janitri is a health-tech startup revolutionizing maternal and fetal care through innovative, AI-powered monitoring devices. Trusted by hospitals, doctors, and mothers, Janitri bridges the gap between technology and compassion, making every birth safer and more informed.
Founding Digital Marketer
Jan 2023 - July 2024
Role summery: Laid the foundation of Product Marketing at Janitri, positioning, messaging, and adoption strategies that bridged B2B and B2C.
About Janitri
Founded in 2016 by Arun Agarwal, Janitri Innovations was born from a mission: to reduce preventable maternal and infant deaths through affordable, easy-to-use technology. Arun, with a background in biomedical engineering, identified the critical gap in many hospitals and clinics, fetal and maternal monitoring was either unavailable, unaffordable, or highly manual.
Janitri set out to change this by building smart monitoring devices and software designed for use in low-resource settings. Their flagship innovations helped track fetal heart rate, contractions, and maternal vitals, giving doctors and nurses real-time insights during labor.
By the time I joined, Janitri was at a pivotal stage, moving from prototype and R&D into market entry and commercialization, and beginning to explore both B2B hospital partnerships and B2C referral-driven adoption through doctors.
Our Challenges
Every challenge we faced became a building block for a stronger, smarter, and more trusted healthcare brand.
My Approch
A short description that introduces visitors to your portfolio.
Brand Kit & Identity
Created Janitri’s first brand kit, defining colors, typography, and iconography that reflected empathy, trust, and medical precision.
Developed a tone of voice rooted in clarity, accessibility, and credibility, suitable for both doctors and mothers.
Standardized logo usage, brand guidelines, and templates for presentations, sales pitches, and digital assets. Ensured consistency across all the platforms.
Designed offline collaterals (brochures, banners, standees for hospitals/clinics).
Created investor pitch decks and product one-pagers to support fundraising and government grant applications
Website & SEO Content
Designed and launched Janitri’s first website to establish credibility and act as the digital front door.
Created positioning statements, product explainers, and messaging frameworks tailored to different stakeholders.
Added lead capture forms integrated with CRM for tracking.
Optimized for healthcare trust (compliance messaging, case studies, testimonials).
Built early SEO blog strategy → educational blogs on maternal health that later ranked in Google search.
Produced landing pages for product launches (SPO2 monitor, smart ring) to support GTM campaigns.
Social Media & Community Engagement
Built Janitri’s first social presence focused on education and interaction.
Designed campaigns around pregnancy education, FAQs, device explainers.
Published short explainer videos simplifying device use for doctors and mothers.
Grew the community from 40 → 10,000+ followers in a year.
Positioned Janitri as a trusted healthcare knowledge brand.
Managed festival/occasion-based campaigns to humanize the brand and connect culturally with the audience.
Email & WhatsApp Campaigns
Designed segmented nurture campaigns for B2B (hospitals/doctors) and B2C (mothers).
Created drip journeys moving leads from awareness → demo → adoption.
Sent festival greetings + personalized doctor messages.
Integrated with CRM for automated workflows.
Achieved 30–35% open rates and 5–7% CTR.
Piloted WhatsApp campaigns for faster engagement (doctor reminders, product explainers).
- Created hospital onboarding sequences via email with tutorials + troubleshooting to support adoption.
Lead Generation & CRM
Implemented Janitri’s first CRM system to capture and manage leads.
Structured funnel stages: Awareness → Interest → Demo → Pilot → Conversion.
Created lead scoring models to prioritize high-value doctors and hospitals.
Partnered with sales for smooth handover process.
Built dashboards for lead sources + conversion rates.
Automated lead assignment to sales reps for faster follow-ups.
Created weekly funnel review reports for leadership to track ROI.
Marketplace Listings (B2B & B2C)
Listed Janitri’s products on Amazon, FirstCry, and healthcare marketplaces.
Optimized pages with SEO, visuals, reviews, and testimonials.
Drove 20% of inbound leads from marketplace presence.
Ran promotional campaigns on marketplaces (festive discounts, bundled offers).
Created educational A+ content (Amazon Enhanced Pages) to increase trust and conversion.
Influencer & Doctor Referral Program
Onboarded gynecologists, obstetricians, and midwives as referral partners.
Designed doctor influencer program with gifts, greetings, and recognition.
Supported them with brochures, explainer videos, case studies.
Built a doctor-led grassroots referral engine that became Janitri’s main B2C channel.
Launched testimonial campaigns featuring doctors (short clips, quotes on social + website).
Created referral incentive structure (per referral discounts + recognition at events).
B2B Partnerships (Govt. & Hospitals)
Partnered with government agencies to pilot devices in public hospitals.
Produced policy-aligned proposals and case study decks.
Secured early pilots in 5+ hospitals within 3 months.
Coordinated with NGOs working in maternal health to scale device adoption.
Prepared impact reports (maternal care improvement stats) for stakeholders.
Conferences, Webinars & PR
Organized webinars with doctors to showcase device usage + educate on maternal health.
Participated in medical conferences and tradeshows to demonstrate products.
Coordinated PR campaigns before and after Shark Tank appearance.
Prepared award submissions that led to industry recognition.
Created workshop decks for hospitals and clinics, enabling hands-on training.
Product Launch GTM
Supported the launch of SPO2 monitors, Smart Ring, and new devices.
Crafted positioning + messaging for different customer segments.
Created sales decks, landing pages, and product videos.
Coordinated beta feedback loops with doctors for refining messaging.
Helped craft product launch narratives for both consumer and institutional audiences.
Impact Created
International Medical College Hospital a bed multispecialty tertiary care referral hospital with Outpatient and Inpatient services. It has world-class treatment
Revenue Growth
Community
Product Launches
Influencer Partnerships
Hear from my manager
I had the pleasure of managing Shashidhar during his time at Janitri, and I can confidently say he is one of the most dedicated and proactive team members I’ve worked with. He consistently brought creativity, focus, and reliability to every project, often going beyond expectations to deliver great results. His enthusiasm for learning and ability to take ownership made him a strong contributor to our marketing efforts, and it was a joy to see his ideas turn into real impact.
Roshni Jaiswal
AVP Marketing at Janitri
