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Branding of HospitalService
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Overview of the presentation
Introduction
Need of branding
What branding includes
How branding is to be done
Some examples
Hypothetical hospital
Barriers in Branding
Case analysis.
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Introduction
Branding is
Is everything Branded?
Branding in Services.
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NEED OF BRANDING
Information and value addition
Trust
Transparency
Recall
Competition !
Specific consumer needs andperspectives
Liable to shareholder
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Branding includes
Information about services of hospital
Word of mouth of patient
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How do they do it ?
Branding difficult-Sensitive and personal experience
Clinical experience-1960s
Medical technology
Online conferencing
New hospital Bed occupancy
Old Hospital - Visibility & service
Continuous training of staff and doctors
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How do they do it ?
Follow consistent protocols
Health camps for public
Tie-ups with corporate Seminars ,workshops, conference etc.
eg.HEART DAY
Films, Websites , sponsorship, magazine,media, press
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Examples
Apollo, Ruby General Hospital and
Wockhardt Hospitals are the Indian
healthcare brands which have a pan India
presence.
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Examples
Synergy of excellent clinical expertise with
a professional management team
Excelled in the area of cardiology,
orthopedics, neurology and
ophthalmology.
Today Wockhardt is a super specialty
brand.
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Hypothetical hospital
Security enhancement
Flash cards for regular patients
Personal Scanner on Beds for sensitive patients
Cameras in each ward
Ambulance always ready on accident prone areas e.g.- Indira
college highway
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Barriers in Branding
High Cost
Mindset of People
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CASE ANALYSISAditya Birla Memorial Hospital
Full-fledgedmarketing department
One stop Super multi-specialty healthcarecentre
Brand Promotion
through ads In house promotional
tools
Differentiation
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Cntd.
MoU
Referral
Co-Branding
Fast delivery
Amenities
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Thank You
Presented By
Abhisek Agarwal
Rahul Asija
Anupama SharmaKalpesh Picholiya
Harish Sumani
Neha Bhangdia
