How to launch a hospital in the outskirts and yet, save a fortune in media spends?
Branding for Business Advantage
Health www.rbchealth.co.in
The Challenge Launching yet another hospital in Bengaluru, the city of corporate hospitals Located 18 kms. away from the main city and tucked in by another 5 kms., creating a perception of being 'inaccessible' Adding to this, the hospital was woefully falling short in generating ‘patient delight’ The plus: State-of-the-art facility with the capacity to deliver high-end critical care services - kidneys and liver transplantation Highly aware audience making educated choices
The challenge was to create a new positioning for BGS Global as a ‘preferred’ hospital that was clearly above other hospitals in service standards and competence
RBC HEALTH
1
The Solution In December 2007, RBC Worldwide was retained by BGS Global to conceptualize a new branding strategy with a budget of INR 3 crores. RBC deployed its proprietary tools BrandScan™ and BrandTale™ to diagnose the issues hindering the hospital’s success. RBC’s BrandScan™ process was set through a series of working sessions with stakeholders, competitive hospital staff, physicians, front line staff, volunteers, patients and the local community. The tracking study came up with significant observations. The hospital’s positioning as an ‘Organ Transplant’ hospital had some negative connotations too. Also, BGS Global’s organizational culture needed revitalizing.
Based on the learnings from BrandScan™, RBC’s direction was clear - Reposition the hospital as a ‘tertiary’ care hospital offering sophisticated, hi-end medical services and high ‘patient delight.’ However, the word ‘Tertiary’ was understood only by doctors and not by patients.
2
RBC HEALTH
The first step was to conceptualize a concise and inspirational mission statement condensed into just five words – Saving lives whatever it takes. Armed with the mission statement, RBC developed a Brand Activation strategy.
The three main components of the strategy were - Enhance awareness about the hospital’s ‘tertiary’ care specialization - Increase credibility through valued customer feedback - Implement an internal communication plan that employees would enthusiastically embrace and simulate in their everyday work
RBC HEALTH
3
RBC’s awareness campaign unveiled a focused multimedia approach that used simple terms to explain ‘tertiary’ care. Hoardings, radio contests, B2B brochures for doctors, language media sound bytes on TV and a complete set of communication material such as a hummable company anthem, radio jingles, brochures, leaflets and digital marketing formed an intrinsic part of the campaign. Simultaneously, the second component to increase credibility made use of endorsements the hospital had received, most prominent being the valuable observations made by the then President of India Dr. Abdul Kalam while inaugurating the hospital. These were highlighted in the communications.
The third most vital component was the deployment of RBC's BrandWidth™ tool to disseminate the internal communication plan for employees. RBC examined every step of the 'patient journey' and proposed a program of enhancement to add to the overall patient experience. Care became the focus - not just in medical procedures, but across every aspect of the organization.
4
RBC HEALTH
The Result The Advertising budget came down to INR 65 lakhs from INR 3 crore. Patient perception improved significantly. Tertiary care became the basis of the ‘true point of difference.’ Hospital occupancy level improved from 10% to 90%.
The sustained campaign perked up the referral mechanism significantly. The out-patient footfall showed tremendous improvement, and conversion rate of out-patient to in-patient showed a healthy progression to 22%. The Hospital’s growth has continued with further development of its facilities. Staff and patient satisfaction today, is greater than ever.
RBC HEALTH
5
Brand Show Billboard Campaign
6
RBC HEALTH
Brand Show Billboard Campaign
RBC HEALTH
7
Brand Show Billboard Campaign
8
RBC HEALTH
Brand Show Billboard Campaign
RBC HEALTH
9
Brand Show Website
Onsite display tools
10
RBC HEALTH
Brand Show B2C Leaflets
RBC HEALTH
11
Brand Show Patient Brochures
Feedback Mechanism
12
RBC HEALTH
Brand Show Print Collateral
RBC HEALTH
13
Brand Show Audible Branding
Language adaptations
14
RBC HEALTH
Brand Show Vehicle Graphics
RBC HEALTH
15
Health www.rbchealth.co.in
DUBAI
USA
INDIA