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Brand Presentation

on

Max Healthcare

By

Group ‘3’

Brand Presentation on Max Healthcare By Group ‘3’ 1 April, 2006 A tin nil nubha rchita

1 st April, 2006

A

tin

nil

nubha

rchita

Brand Presentation on Max Healthcare By Group ‘3’ 1 April, 2006 A tin nil nubha rchita
A Passionbrand… ..
A Passionbrand… ..

Passionbrand

Passionbrand • A Passionbrand is a brand with the courage and imagination to stand for something

A Passionbrand is a brand with the courage and imagination to stand for something at once

related to, and yet bigger than, the category it inhabits

A Passionbrand is a brand with active belief in the confidence and capabilities to help bring

about its fulfillment

Passionbrand • A Passionbrand is a brand with the courage and imagination to stand for something

Passionbrand

Passionbrand • A Passionbrand is a brand which is consistent at the core and yet always

A Passionbrand is a brand which is consistent at

the core and yet always fresh and vibrant in an

ever changing world.

A Passionbrand is a brand with high values integrity a brand deeply embedded into the

organization of which it is a part; its not simply

a marketing concoction

Passionbrand • A Passionbrand is a brand which is consistent at the core and yet always

Methodology Overview

Methodology Overview The objective is to take the existing MAX Healthcare brand and through a process

The objective is to take the existing MAX

Healthcare brand and through a process

that combines rigor and imagination

arrive at a Passionbrand identity for

MAX Healthcare.

Methodology Overview The objective is to take the existing MAX Healthcare brand and through a process

Methodology Overview

Methodology Overview The Methodology Comprises Two Distinct Phases: • Analytical Phase: In this all aspects of

The Methodology Comprises Two Distinct Phases:

Analytical Phase: In this all aspects of the brand and its environment are studied.

Creative Phase: This phase uses the knowledge to crystallize brand belief and generate the

Passionbrand identity.

Methodology Overview The Methodology Comprises Two Distinct Phases: • Analytical Phase: In this all aspects of

Analytical Phase

Analytical Phase Internal External Factors Factors The Governing four-corner model with its point of intersection The
Internal External Factors Factors
Internal
External
Factors
Factors
Analytical Phase Internal External Factors Factors The Governing four-corner model with its point of intersection The

The Governing four-corner model with its point of intersection The Perfect Position for Brand Identity

Analytical Phase

Analytical Phase Internal Factors Relating to the company or the brand itself • Ideology: Embraces the

Internal Factors

Relating to the company or the brand itself

Ideology: Embraces the ethos of the company and all the values associated with the brand, both current and

past and will include, where possible and appropriate, the foundational belief.

Capability: Examines the companies abilities, its invisible assets like distribution network and trade relationships, its source of authority and cultural bias.

Analytical Phase Internal Factors Relating to the company or the brand itself • Ideology: Embraces the

Analytical Phase

Analytical Phase External Factors Relating to the world, beyond the company • Consumers: Will include people

External Factors

Relating to the world, beyond the company

Consumers: Will include people who buy, reject or otherwise influence the brand. We also examine

behavioral trends, cultural shifts. Environment: It covers the entire competitive

environment in which the brand sits and is not simply

confined to the immediate competitive set.

Analytical Phase External Factors Relating to the world, beyond the company • Consumers: Will include people

Ideology

Ideology

Objective of the analysis

Objective of the analysis The objective of this is to arrive at an ideological audit of

The objective of this is to arrive at an

ideological audit of the brand MAX Healthcare and the organization MAX India that it is a part of

Objective of the analysis The objective of this is to arrive at an ideological audit of

Overview

Max Healthcare - Caring For You…For Life
Max Healthcare - Caring For You…For Life

MAX healthcare is India's first truly integrated healthcare system

MAX healthcare believe in the concept of total patient care and deliver care by combining medical and service

excellence.

MAX healthcare is committed to quality care that not only addresses the illness but also concentrates on the

overall wellness of the patients.

Overview Max Healthcare - Caring For You…For Life • MAX healthcare is India's first truly integrated

Other Facts

Other Facts • Max India, through its healthcare division, is looking to establish the Max brand

Max India, through its healthcare division, is looking to establish the Max brand

Primary, secondary and tertiary healthcare centres under the umbrella brand, Max.

Dr. Max centers, providing primary healthcare facilities.

Other Facts • Max India, through its healthcare division, is looking to establish the Max brand

The secondary level would involve the Max Medicenters and provide specialist

consultations and diagnostics facilities.

And, at the top end of the spectrum are the two specialty hospitals.

• The secondary level would involve the Max Medicenters and provide specialist consultations and diagnostics facilities.

Vision

Vision To deliver world class healthcare with a service focus, by creating an institution committed to

To deliver world class healthcare with a service focus, by creating an institution committed to

the highest standards of medical and service

excellence, patient care, scientific knowledge and medical education

Vision To deliver world class healthcare with a service focus, by creating an institution committed to

Mission

Create unparalleled standards of Medical & Service excellence

Brand of FIRST CHOICE Principal choice of physicians Ethical Practices

Dominant player in Delhi National Capital Region

Mission • Create unparalleled standards of Medical & Service excellence • Brand of FIRST CHOICE •

Value Integrity Grid (Ideology Grid)

Value Integrity Grid (Ideology Grid)

Values Business Activities

People

Service

Partners

Community

Communicatio

Delivery

ns

Value1 Unparallel

Courtesy

Train

Caring

Medical

Standards

and

Train

Excellence

caring

train

always

Value

Principal

Customer

Partnership

with

Medical

community

Openness and

Service

2

Choice of

Comes

Transparency

Excellence

Physicians

first

Patient

 

Centric

Value

Ethical

Do it

Build lasting

Seamless

In your

3

Value

Practices

Int.

right First time

Efficient

Customer relationships Fun at work

service

community near you

Customer relationships Fun at work service community near you Consistent Comprehensive

Consistent

Comprehensive

4

Image

Process

and

ness

The Logo Story
The Logo Story

The cross is the accepted symbol for Healthcare the world over.

The hands that you see within it are inspired by Michaelangelo's famous painting on the roof of the Sistine Chapel showing the birth of Adam.

The Logo Story • The cross is the accepted symbol for Healthcare the world over. •

The Logo Story
The Logo Story

In this work, which has endured for centuries, God bestows the gift of life on mankind through his

touch, a truly fitting symbol for the group

The Healthcare green is fresh, close to nature and symbolic of life.

• • The Logo Story In this work, which has endured for centuries, God bestows the

Capability

Capability

Objective of the analysis

Objective of the analysis The objective is to provide the raw materials or the kinds of

The objective is to provide the raw materials or the kinds of decisions we will make for the Brand

MAX healthcare to become a Passionbrand in

stage 2 of our methodology. This is to look at

tangible and intangible capabilities

Objective of the analysis The objective is to provide the raw materials or the kinds of

Capability

A team of highly qualified and trained doctors, nurses and patient care personnel to provide the highest standards of care.

Latest medical equipment and hospital information system.

Capability • A team of highly qualified and trained doctors, nurses and patient care personnel to

Medical collaboration with Singapore General Hospital in areas of medical

practices, research and training.

Over 400 leading doctors, 280 corporate clients and a patient base in excess of

1,70,000.

• Medical collaboration with Singapore General Hospital in areas of medical practices, research and training. •

Capability

Clean and comfortable facilities at all locations.

Ensuring availability of your records at the touch of a button at our facilities.

24 hour- Chemist, Ambulance, patient diagnostic and Emergency Services.

Capability • Clean and comfortable facilities at all locations. • Ensuring availability of your records at

Regular educational and health camps to help educate patients on various health issues, so that they make informed choices.

Max Happy Family Plan- Annual Health Plans covering domiciliary medical needs.

• Regular educational and health camps to help educate patients on various health issues, so that

Capability

A complete preventive healthcare programme - MAX 360°.

Full detailed customer base and profile

Capability • A complete preventive healthcare programme - MAX 360°. • Full detailed customer base and
Capability • A complete preventive healthcare programme - MAX 360°. • Full detailed customer base and

Financials

Financials • Revenue grows 68% year-on-year from Rs. 27.02 crore as of March 2004 to Rs.

Revenue grows 68% year-on-year from Rs. 27.02 crore as of March 2004 to Rs. 45.39 crore as of March 2005.

Warburg Pincus enhanced stake in Max Group

invested Rs. 115 crores at Rs. 40 per share in Max Healthcare.

Warburg Pincus' total investments in Max Healthcare after current fund infusion stand at Rs. 140 crore

Financials • Revenue grows 68% year-on-year from Rs. 27.02 crore as of March 2004 to Rs.

Financials

Financials • The company has now fully tied up its long term funding needs for the

The company has now fully tied up its long term funding needs for the Rs. 600 crore

healthcare project.

Project to be funded by Rs. 325 crore in equity and Rs. 275 crore in debt of which debt funding is fully tied up and equity funding is

substantially completed. Debt-Equity ratio of 0.84.

Financials • The company has now fully tied up its long term funding needs for the

Consumer

Consumer
Consumer

Objective of the analysis

Objective of the analysis The objective is rich description of the people who buy and use

The objective is rich description of the people who

buy and use the brand, or who might do so in

the future.

Objective of the analysis The objective is rich description of the people who buy and use

Demographics

Age: 25 and above Gender: Both Genders Ethnicity: Very cosmopolitan as the TA is NCR specific Education: Literate, At least Graduation Income: Annual per capita income > Rs. 5Lakh Martial Status: Most are married Most of them have children

Demographics • Age : 25 and above • Gender : Both Genders • Ethnicity : Very

Geographic

Basically NCR region. High affluent areas of NCR which include South Delhi, Gurgaon, Noida, West Delhi

Geographic Basically NCR region. High affluent areas of NCR which include South Delhi, Gurgaon, Noida, West
Geographic Basically NCR region. High affluent areas of NCR which include South Delhi, Gurgaon, Noida, West

Consumer Insights

Consumer Insights • Any form of communication from medical setups is perceived as solicitation of sales,

Any form of communication from medical setups is perceived as solicitation of sales,

Increasing spending of their own personal

income on health, and they are making

more decisions about their own treatments.

Consumer Insights • Any form of communication from medical setups is perceived as solicitation of sales,

• Tomorrow’s consumers will be adversarial,

fickle and decidedly impatient.

Individuals are better educated about everything, including healthcare.

Searchable health information became

available quickly and easily through the

Internet.

• Tomorrow’s consumers will be adversarial, fickle and decidedly impatient. • Individuals are better educated about

Consumer Insights

Consumer Insights • Patients believe no one is on their side. They become engaged in their

Patients believe no one is on their side. They become engaged in their healthcare decision-making because they felt abandoned by the system.

Consumers think that healthcare professionals are spending less and less time with patients.

They are becoming even more demanding and are sensitive to value and hungrier for information.

Consumer Insights • Patients believe no one is on their side. They become engaged in their

Environment

Environment
Environment

Objective of the analysis

Objective of the analysis The objective is to gain an overview of all the factors in

The objective is to gain an overview of all the factors in

the competitive environment that might affect the

success of your brand from competitor activity to

upcoming legislation.

Objective of the analysis The objective is to gain an overview of all the factors in

Micro:

Category: Healthcare Industry: The Healthcare Paradox in India
Category: Healthcare Industry: The
Healthcare Paradox in India
 

DEVELOPING

   

PER CAPITA SPEND

COUNTRIES

 
 
 

Korea

6.7

   

Korea

720

 
   
 

Brazil

6.5

   

Brazil

453

   
 

Thailand

5.7

 
Thailand
Thailand

349

   
 

India

 
5.2 China
  • 5.2 China

143

China
China
  • 2.7 India

China 2.7 India 94

94

Figures indicating % of GDP

 

US$, PPP, 2001

 
HEALTH SPEND: INDIA Pharma Market: 17% Healthcare Delivery Market: 83% Health Care Market: 103000 crore (5.2%
HEALTH SPEND: INDIA
Pharma
Market: 17%
Healthcare
Delivery
Market: 83%
Health Care Market: 103000
crore (5.2% GDP)

Micro

Micro INDIA LAGS BEHIND ON KEY HEALTH INDICATORS Though there’s been significant improvement, India has a

INDIA LAGS BEHIND ON KEY HEALTH INDICATORS

Though there’s been significant improvement, India has a long way to go.

63

 

India Today

70

 

Life

Expectancy
37

at birth

Years

Micro INDIA LAGS BEHIND ON KEY HEALTH INDICATORS Though there’s been significant improvement, India has a
Micro INDIA LAGS BEHIND ON KEY HEALTH INDICATORS Though there’s been significant improvement, India has a

India 1951

146

 

India 1951

  • India Today

Micro INDIA LAGS BEHIND ON KEY HEALTH INDICATORS Though there’s been significant improvement, India has a
       

65

 

78

Developing

Developed

Countries

Countries

56

 
   

6

 

Developing

Developed

Countries

Countries

Micro

Micro PRIVATE HEALTH CARE SPEND BY TYPE OF PROVIDER (In %, 2001) 100% = Rs. 64000

PRIVATE HEALTH CARE SPEND BY TYPE OF PROVIDER (In %, 2001)

100% = Rs. 64000 crore*

Charitable

Micro PRIVATE HEALTH CARE SPEND BY TYPE OF PROVIDER (In %, 2001) 100% = Rs. 64000

Hospitals, 11

Micro PRIVATE HEALTH CARE SPEND BY TYPE OF PROVIDER (In %, 2001) 100% = Rs. 64000

Upmarket private

hospitals and

nursing homes, 7

Private

practitoners, 40

Midmarket

private hospitals

and nursing

homes, 42

Micro PRIVATE HEALTH CARE SPEND BY TYPE OF PROVIDER (In %, 2001) 100% = Rs. 64000

Major Competitors

Major Competitors Apollo, Escorts and Fortis

Apollo, Escorts and Fortis

Major Competitors Apollo, Escorts and Fortis
Major Competitors Apollo, Escorts and Fortis

Major Competitors

Major Competitors • Apollo: The two elements around which the brand of Apollo is positioned is

Apollo: The two elements around which the brand of Apollo is positioned is ‘Credibility’, ‘Delivery of

Medical service’. All their actions, right from patient

care to various marketing exercises are aimed at

reinforcing these elements.”

Major Competitors • Apollo: The two elements around which the brand of Apollo is positioned is
Major Competitors • Apollo: The two elements around which the brand of Apollo is positioned is

Major Competitors

Major Competitors • Escorts: Here we find the owner who is also a doctor, becomes the

Escorts: Here we find the owner who is also a doctor, becomes the hospital’s brand ambassador: Dr Naresh

Trehan. We feel it’s a risky way to build a brand.

What will happen after 40 years when the doctor is not there? Therefore the future is in building the

institute and not the individual. Institutions should be

branded. People feel individuals are brands, which is risky.

Major Competitors • Escorts: Here we find the owner who is also a doctor, becomes the
Major Competitors • Escorts: Here we find the owner who is also a doctor, becomes the

Major Competitors

Major Competitors • Fortis: Working on the Ranbaxy brand, It is viewed as a brand extension,

Fortis: Working on the Ranbaxy brand, It is viewed as a brand extension, but has not been able to create a

separate identity for itself.

Major Competitors • Fortis: Working on the Ranbaxy brand, It is viewed as a brand extension,
Major Competitors • Fortis: Working on the Ranbaxy brand, It is viewed as a brand extension,

Key Differentiators Compared To

Competitors
Competitors

Accessibility Full NCR/Delhi coverage Comprehensive, integrated and seamless model Consistent and customized care Patient records Repository and accessibility Patient education and awareness Best in class facilities No franchising

Key Differentiators Compared To Competitors • Accessibility – Full NCR/Delhi coverage • Comprehensive, integrated and seamless

MACRO

MACRO AVG ANNUAL HOUSEHOLD INCOME Delhi 157374 All India 70082 AVG PER CAPITA INCOME Delhi 28885

AVG ANNUAL HOUSEHOLD INCOME

Delhi

157374

 

All India

70082

 
 

AVG PER CAPITA INCOME

Delhi

28885

 

All India

12128

 

PER CAPITA ANNUAL INCOME: DELHI

Urban…………………………………………………………………34509

Rural………………………………………………………………….27256

MACRO AVG ANNUAL HOUSEHOLD INCOME Delhi 157374 All India 70082 AVG PER CAPITA INCOME Delhi 28885

MACRO

MACRO ANNUAL INCOME PER HH Upto Rs. 35000…………………………………………………………2.18% 35001 – 70000………………………………………………………….16.25% 70001 – 105000…………………………………………………………22.69% 105000 –

ANNUAL INCOME PER HH

Upto Rs. 35000…………………………………………………………2.18% 35001 – 70000………………………………………………………….16.25% 70001 – 105000…………………………………………………………22.69%

105000 – 140000……………………………………………………… 20.65% ..

Above 140000…………………………………………………………

...

38.24

SEC (URBAN)

SEC PROFILE

A1…………….………………………………………………………8.4%

A2…………………………………………………………………….8.6%

B1…………………………………………………………………….12%

B2…………………………………………………………………….8.8%

C…………………………………………………………………… 21.9% ...

D…………………………………………………………………… 19.5% ..

E1…………………………………………………………………….7.9%

MACRO ANNUAL INCOME PER HH Upto Rs. 35000…………………………………………………………2.18% 35001 – 70000………………………………………………………….16.25% 70001 – 105000…………………………………………………………22.69% 105000 –

So the analysis is done, but there is a slight problem.

The problem is that great branding cannot

be achieved through analysis alone. You

can’t analyze your way to becoming the kind

of seductive, fascinating, multi textured,

familiar- yet-surprising, trusted and respected, valued and loved entity that is a

great brand and that we call a

Passionbrand
Passionbrand
Creative Phase
Creative Phase

Now Stage two is different from the feel of stage one.

• It’s a time for creativity and imagination

• But also it’s a time for courage too – the courage to look deep down into the information and ask yourself what heights you really want to scale,

what sacrifice you are really prepared to make

• It’s time for reason and passion to meet.

Creative Phase • Now Stage two is different from the feel of stage one. • It’s
The Line Of Dynamic Trajectory INSPIRATION IMAGINATION INSIGHT INFORMATION
The Line Of Dynamic Trajectory
INSPIRATION
IMAGINATION
INSIGHT
INFORMATION
INSPIRATION IMAGINATION INSIGHT INFORMATION
INSPIRATION
IMAGINATION
INSIGHT
INFORMATION

From information to insight:

Capturing themes and tensions
Capturing themes and tensions

The task here is to answer six questions. These

questions combine the various corners in stage 1

to get to precise and insightful answers

From information to insight: Capturing themes and tensions The task here is to answer six questions.
What are we good at that’s good for
What are we good at that’s good for

people? (Capability and Consumer corners)

What are we good at that’s good for people? (Capability and Consumer corners) • Courtesy and

Courtesy and caring always

A team of highly qualified and trained doctors, nurses and patient care personnel to

provide the highest standards of care.

What are we good at that’s good for people? (Capability and Consumer corners) • Courtesy and

Latest medical equipment and hospital information system.

Regular educational and health camps to help educate patients on various health

issues, so that they make informed choices.

• Latest medical equipment and hospital information system. • Regular educational and health camps to help
What are we good at that’s good for
What are we good at that’s good for

people? (Capability and Consumer corners)

What are we good at that’s good for people? (Capability and Consumer corners) • Max Happy

Max Happy Family Plan- Annual Health Plans covering domiciliary medical needs.

24 hour- Emergency, Chemist, Ambulance, patient diagnostic and Emergency Services.

Accessibility Full NCR/Delhi coverage

Close association with Max Healthcare and Max Life

What are we good at that’s good for people? (Capability and Consumer corners) • Max Happy

Which Values will we still hold when the world moves on? (Ideology and Environment)

Which Values will we still hold when the world moves on? (Ideology and Environment) • Courtesy
Which Values will we still hold when the world moves on? (Ideology and Environment) • Courtesy

Courtesy and caring always Seamless service Medical Excellence

Which Values will we still hold when the world moves on? (Ideology and Environment) • Courtesy

What should we stop doing now in order to stay true to our values? (Ideology and capability)

What should we stop doing now in order to stay true to our values? (Ideology and
What should we stop doing now in order to stay true to our values? (Ideology and

Value for money

Drop the segregation of MAX healthcare brand into various sub brands (Dr. Max, Max

medicentre and Max hospitals)

Try to move away from corporate identity of MAX India.

What should we stop doing now in order to stay true to our values? (Ideology and

How is our industry currently letting people down? (Consumer and Environment corners)

How is our industry currently letting people down? (Consumer and Environment corners) • They are not
How is our industry currently letting people down? (Consumer and Environment corners) • They are not

They are not providing complete transparency, thus making the consumer perceive that they are

thugs.

They are spending less and less time with the consumers thus making them feel that they are

alone and no one is on their side.

How is our industry currently letting people down? (Consumer and Environment corners) • They are not

How is our industry currently letting people down? (Consumer and Environment corners)

How is our industry currently letting people down? (Consumer and Environment corners) • Hospital, is still
How is our industry currently letting people down? (Consumer and Environment corners) • Hospital, is still

Hospital, is still a hospital and nothing more. Service at hospitals are still not up to the mark.

Comparisons should be made to the Hotel

industry.

Complete medical service, from diagnose to cure to insurance is not being provided

How is our industry currently letting people down? (Consumer and Environment corners) • Hospital, is still

How might our historical ethos be reinterpreted for people today? (Ideology and Consumer corners)

How might our historical ethos be reinterpreted for people today? (Ideology and Consumer corners) • Unparallel
How might our historical ethos be reinterpreted for people today? (Ideology and Consumer corners) • Unparallel

Unparallel Standards: Best in the industry, world class facilities and doctors.

International Image Standards: Association with International medical hospitals.

Value for money: Cheap service and lacking medical capabilities.

Courtesy and caring always: Regular feedback and checkups outside the hospital also.

How might our historical ethos be reinterpreted for people today? (Ideology and Consumer corners) • Unparallel

How might our historical ethos be reinterpreted for people today? (Ideology and Consumer corners)

How might our historical ethos be reinterpreted for people today? (Ideology and Consumer corners) • Openness
How might our historical ethos be reinterpreted for people today? (Ideology and Consumer corners) • Openness

Openness and transparency: Customer involvement in all the processes.

Convenience & accessibility: More of a community or neighborhood healthcare facility

How might our historical ethos be reinterpreted for people today? (Ideology and Consumer corners) • Openness

What is our future credible capability?

(All Corners)
(All Corners)

Treat each customer differently and individually.

Provide a 360 degree healthcare facility. Merge the two companies Max Healthcare and Max

New York Life

Highly Patient centric: One doctor for each patient.

Utilize customer database to have regular checkups, not necessarily in the hospital

What is our future credible capability? (All Corners) • Treat each customer differently and individually. •

What is our future credible capability?

(All Corners)
(All Corners)

Social Responsibility activities: To show caring always

One brand, not segregated brands. Connect all tiers together for a seamless flow of service.

Focus more on customer service than medical excellence

What is our future credible capability? (All Corners) • Social Responsibility activities: To show caring always
INSPIRATION IMAGINATION INSIGHT INFORMATION
INSPIRATION
IMAGINATION
INSIGHT
INFORMATION

From insight to imagination: Identity to

reality
reality

Its exciting to analyze and create a new Max

healthcare brand, but the customers will not see

this Passionbrand the we have showed you. Here

we have to look at effective communication. Here

are our six guiding principles.

From insight to imagination: Identity to reality Its exciting to analyze and create a new Max

Get the order right (Communication

strategy)
strategy)

advertising but through the power of patient

Healthcare brands emerge not through

experience.

Advertising can be used to enforce the patient experience to new customers.

• Hospitals should see things from a patient’s

perspective. Brands communicate in a certain language.

Get the order right (Communication strategy) advertising but through the power of patient • Healthcare brands

Get the order right (Communication strategy)

Get the order right (Communication strategy) • A Hospital should ask oneself- Which language does my

A Hospital should ask oneself- Which language does my hospital speak?

Service delivery, clinical expertise, and medical technology help to create an image.

Brand speak a level of reputation, this will lead to creating a brand.

When you achieve a superlative reputation, it extends into a great brand.

Get the order right (Communication strategy) • A Hospital should ask oneself- Which language does my

Get the order right (Communication

strategy)
strategy)

Strategy

Power of patient experience Huge publicity with various events & seminars Direct Marketing: In form of customer service and regular updates Print advertisement: In selected high end magazines Innovative Branding: Internet Branding

Get the order right (Communication strategy) Strategy – Power of patient experience – Huge publicity with

Understand, inspire and encourage your

Understand, inspire and encourage your

employees (Internal Communication)

Understand, inspire and encourage your employees (Internal Communication) Internally the employees have to be motivated and

Internally the employees have to be motivated

and true to the core value

Regular employee training classes on Customer Relationship Management

Corporate Film for employee motivation

Customer feedback for each doctor and attendant

Regular motivation by sharing customer experience and company achievements

Understand, inspire and encourage your employees (Internal Communication) Internally the employees have to be motivated and

Remember that everything communicates

(Environment Strategy)
(Environment Strategy)

The fact is that everything from the time the

customer sees the product to his experience in the clinic, to the point when he is being dissected on the operating table, all these

things communicate.

Remember that everything communicates (Environment Strategy) The fact is that everything from the time the customer
TV Ads Events Radio Ads Recommendation Press ads CSR Word of mouth Digital Ads Fragrance Outdoor
TV Ads
Events
Radio Ads
Recommendation
Press ads
CSR
Word of mouth
Digital
Ads
Fragrance
Outdoor
Sponsorship
Taste
Ads
Zone of
Colour
Ambient
Intemacy
Sound
Sales
Zone of
Frontline service
promotion
PR
Discovery
delivery
Co-
promotions
Zone of
Employees
(non frontline)
Mediation
Events
Slogan &
Imagery
Website
Point of
Sale
Sensory Branding
Sensory Branding

To a large extent marketers have operated in two dimensional world,

Increasingly consumers are expressing a more multidimensional desire incorporating a complete

sensory approach.

Sensory Branding • To a large extent marketers have operated in two dimensional world, • Increasingly
Sensory Branding 58% 45% 41% 31% 25% Taste Sight Smell Sound Touch
Sensory Branding
58%
45%
41%
31%
25%
Taste
Sight
Smell
Sound
Touch
Sensory Branding 58% 45% 41% 31% 25% Taste Sight Smell Sound Touch
Sensory Branding
Sensory Branding

What is surprising is that the entire world of

branding has ignored this for far too long.

The higher the number of sensory memories

activated, the stronger the bonding between

brand and consumer.

Sensory Branding What is surprising is that the entire world of branding has ignored this for

Sensory Branding

Sensory Branding In the case of Max Healthcare we can activate at least 4 of the

In the case of Max Healthcare we can activate at least 4 of the 5 senses, to complete a

holistic sensory branding

Smell

Taste Touch MAX Healthcare Sound Sight
Taste
Touch
MAX
Healthcare
Sound
Sight

Sight

Sensory Branding
Sensory Branding

All clinics of Max should have a common vision when you enter it.

The colors, the position of staff the, the seating arrangement.

All doctors and nurses should have uniform coats.

All material, resources and items should be of the matching colour.

McDonalds

Sight Sensory Branding  All clinics of Max should have a common vision when you enter
Sensory Branding
Sensory Branding

Smell Trademark a distinctive smell, specially designed to please the customer. Moms cooking Morning dew, fresh and green, Natural.

Used in all the clinics, used in the perfume of the nurses and doctors, on hand towels, in wash room

toiletry. Singapore Airlines

Sensory Branding Smell  Trademark a distinctive smell, specially designed to please the customer.  Moms
Sensory Branding
Sensory Branding

Sound Nokia cell phones and Intel

MAX should also trademark a soothing tune specially designed to make the customers relaxed.

This tune should be played at all lobbies and should be used in all kinds of audio

communications, may it be ads, phone ringing,

call holding tune etc.

Sensory Branding Sound  Nokia cell phones and Intel  MAX should also trademark a soothing
Sensory Branding
Sensory Branding

Touch Helen Keller Skin covers 80% of our body.

All material of MAX healthcare should be of the same material

For a regular customer if he reaches any MAX Healthcare he should and shuts his eyes, he should

recognize the object by its touch. Louie Vittoun

Sensory Branding Touch  Helen Keller  Skin covers 80% of our body.  All material

Make at least one big symbolic gesture (Publicity Strategy)

• Communicating caring to our customers
• Communicating caring to our customers

We have to show that our corporate mission and value is not only to care for the rich and famous,

but also to the poor and needy.

Gather a lot of good publicity and enforce the fact that being a niche player we still care about the society we have to have at least one huge event every month.

Make at least one big symbolic gesture (Publicity Strategy) • Communicating caring to our customers •

Make at least one big symbolic gesture (Publicity Strategy)

Make at least one big symbolic gesture (Publicity Strategy) • The event will be a monthly

The event will be a monthly medical camp at various slum areas in Delhi.

Regular medical camps and checkups for regular patients and customers.

Extended Corporate Social Responsibility during calamities and natural disasters.

Regular articles by Max Healthcare Doctors on various patient related diseases.

Make at least one big symbolic gesture (Publicity Strategy) • The event will be a monthly

Be consistent and cohesive( Advertising plan, Media Plan, Innovative branding)

Be consistent and cohesive( Advertising plan, Media Plan, Innovative branding) The mindsets of the society, wherein
Be consistent and cohesive( Advertising plan, Media Plan, Innovative branding) The mindsets of the society, wherein

The mindsets of the society, wherein any form of

communication from medical setups is perceived

as solicitation of sales, which itself is not viewed positively, is the biggest barrier in hospitals trying to build their brands. Thus we should be

very careful in our advertising message and

strategy.

Be consistent and cohesive( Advertising plan, Media Plan, Innovative branding) The mindsets of the society, wherein
Be consistent and cohesive( Advtg plan, Media Plan, Innovative branding) • We have to communicate doctor
Be consistent and cohesive( Advtg plan,
Media Plan, Innovative branding)
• We have to communicate doctor patient

relationship, the fact that at MAX Healthcare you will have your own doctor and that doctor

will look into and advice on all matters.

The fact that at MAX Healthcare you get a complete 360 degree experience, from

insurance coverage, to medical loans, to remittance and medical facilities.

Be consistent and cohesive( Advtg plan, Media Plan, Innovative branding) • We have to communicate doctor
Innovative Branding
Innovative Branding

Explosion e-commerce online.

Healthcare marketers should understand that the Internet offers an array of

opportunity and high performance tools

Create Right Partnerships with right websites

Banner placement with various medical sites.

Innovative Branding • Explosion e-commerce online. • Healthcare marketers should understand that the Internet offers an

Partnership with bank sites E-mailers Sponsoring Blogs Keyword insertion Specialist Site: Cancerfighter.com, allergyroadblock.com

• Partnership with bank sites • E-mailers • Sponsoring Blogs • Keyword insertion • Specialist Site:

Be consistent and cohesive: Media Plan

Be consistent and cohesive: Media Plan
Be consistent and cohesive: Media Plan

Delhi (NCR) Haryana Punjab Chandigarh Rajasthan Uttar Pradesh

Markets

• Delhi (NCR) • Haryana • Punjab • Chandigarh • Rajasthan • Uttar Pradesh Markets

Media Tools

News Paper Magazines Hoardings Corporate film Events PR

Media Tools • News Paper • Magazines • Hoardings • Corporate film • Events • PR

News Paper

HT covers Delhi & NCR Punjab Kesari covers Punjab Dhainik Bhaskar covers Madhya Pradesh, Chattisgarh, Rajasthan, Chandigarh, Harayana.

Dhainik Jagran covers Kanpur, Lucknow, Varnasi, Allahabad & Muradabad

TOI package

News Paper • HT covers Delhi & NCR • Punjab Kesari covers Punjab • Dhainik Bhaskar

2

2080

Delhi & NCR

HT+HH

2

400

1818

400

2055

400

2466000

3

1454400

3088000

400

3860

Package

TOI

1280000

6656000

Dhainik Bhaskar

Madhya Pradesh

Chattisgarh

Rajasthan

Harayana

Punjab Kesari

Punjab

1600

400

2

8

Dhainik Jagaron

Kanpur

Lucknow

Varnasi

Allahabad

Murradabad

Publication
Publication
Total Insertions Coverage Cost of Sq.cm size
Total
Insertions
Coverage
Cost of Sq.cm
size

Total

14944400

2 2080 Delhi & NCR HT+HH 2 400 1818 400 2055 400 2466000 3 1454400 3088000
2 2080 Delhi & NCR HT+HH 2 400 1818 400 2055 400 2466000 3 1454400 3088000
2 2080 Delhi & NCR HT+HH 2 400 1818 400 2055 400 2466000 3 1454400 3088000

Magazines

India Today for 2 English issues Business world for 2 issues Fitness Magazine 2 issues

Magazines • India Today for 2 English issues • Business world for 2 issues • Fitness
  • 2 1,00,000

Tot.Cost

No.of.Issues

Cost

Language

Magazines

  • 2 2,30,000

1,15,000

English

Business World

Hindhi

50,000

English

Fitness

  • 1 3,00,000

1,50,000

India Today

  • 2 1,50,000

1,50,000

English

India Today

7,80,000 Total
7,80,000
Total
2 1,00,000 Tot.Cost No.of.Issues Cost Language Magazines 2 2,30,000 1,15,000 English Business World Hindhi 50,000 English

Hoardings

 
 

Hoardings

Cost

No.of .Mon

Number

Tot.cost

Sizes

2

40'X20'

1,50,000

6

3

27,00,000

40'X20'

1,00,000

6

12,00,000

40'X20'

1,00,000

6

2

12,00,000

40'X20'

1,00,000

6

2

12,00,000

Gurgaon

Noida

Faridabad

Gaziabad

Total 63,00,000

Total

63,00,000

63,00,000
 
     
Hoardings Hoardings Cost No.of .Mon Number Tot.cost Sizes 2 40'X20' 1,50,000 6 3 27,00,000 40'X20' 1,00,000

Corporate Film

To boost the confidence in the organization, since each employee should need to know what we stand for and how we stand.

In a servicing sector the customer is not only cares the core product but also the augmented and expected services, so every one should deliver their duties

Rs.3 lakhs

Corporate Film • To boost the confidence in the organization, since each employee should need to

Events

An AIDS awareness event in G.B road -Rs.3 Lakhs

Free standard medical tests in corporate

offices (MNC’S)

- Rs.9 Lakhs

Events • An AIDS awareness event in G.B road -Rs.3 Lakhs • Free standard medical tests

Public Relations

Special Medical camp if any natural calamities.

If not doing, PR with any famous personality to bring brand awareness.

-Rs. 10 lakhs

Public Relations • Special Medical camp if any natural calamities. • If not doing, PR with

For Branding

Sensory Branding Research- Rs.10 lakhs

Creatives Rs.20 lakhs

For Branding • Sensory Branding Research- Rs.10 lakhs • Creatives – Rs.20 lakhs
Link Measurement to action (Budget)? To complete such a branding exercise one
Link Measurement to action (Budget)?
To complete such a branding exercise one

should understand one should

understand that the value of measurement is not through the money

spent but to the action achieved. One

should be constantly measuring the action and seeing whether the return is as according to the objectives or not. But still the budget is as follows.

Link Measurement to action (Budget)? To complete such a branding exercise one should understand one should

Total Budget

Bus Shelters

Bus Shelters Media PR 1,49,44,400 Magazine 7,80,000 Hoardings 63,00,000 21,00,000 Corporate Movie 3,00,000 Events 9,00,000 News

Media

PR

1,49,44,400

Magazine

7,80,000

Hoardings

63,00,000

21,00,000

Corporate Movie

3,00,000

Events

9,00,000

News Paper

10,00,000

Creatives Cost

20,00,000

Brand Resarch

10,00,000

Total
Total

Total

2,91,24,400

Total Budget Bus Shelters Media PR 1,49,44,400 Magazine 7,80,000 Hoardings 63,00,000 21,00,000 Corporate Movie 3,00,000 Events
INSPIRATION IMAGINATION INSIGHT INFORMATION
INSPIRATION
IMAGINATION
INSIGHT
INFORMATION

From Imagination to Inspiration: The

Passion Point
Passion Point

The Passionpoint is the crystallization of the Passionbrand identity. Its purpose, once

captured and implemented is to inspire action,

to show everyone who worked in the organization at any level and for the future

people who work for the organization, what the

brand is for.

From Imagination to Inspiration: The Passion Point The Passionpoint is the crystallization of the Passionbrand identity.
FOREVER VALUES IDEALIZED SELF BRAND BELIEF COMING EXTRAORDINARY CONTEXT CORE
FOREVER
VALUES IDEALIZED
SELF
BRAND
BELIEF
COMING
EXTRAORDINARY
CONTEXT
CORE

From Imagination to Inspiration: The

Passion Point
Passion Point

Idealized Self: This is not a description of who

your customer are, but of who they want to be.

Healthy and Cared for

From Imagination to Inspiration: The Passion Point Idealized Self: This is not a description of who

From Imagination to Inspiration: The

Passion Point
Passion Point

Coming Text: Brands don’t operate in a vacuum, so no brand identity makes sense without a reference to context. But context changes as

markets change, as competition develops, as

issues explode, as trends evolve. The statement

should be that combines demographic,

competitive and cultural insights.

Healthy Planet

From Imagination to Inspiration: The Passion Point Coming Text: Brands don’t operate in a vacuum, so

From Imagination to Inspiration: The

Passion Point
Passion Point

Extraordinary Core: The simple description for extraordinary capability.

Your Doctor, One Doctor

From Imagination to Inspiration: The Passion Point Extraordinary Core: The simple description for extraordinary capability. Your

From Imagination to Inspiration: The

Passion Point
Passion Point

Forever Values: The aim here is ideological clarity, a short list of values.

Courtesy and caring always, Seamless

service, Medical Excellence

From Imagination to Inspiration: The Passion Point Forever Values: The aim here is ideological clarity, a

From Imagination to Inspiration: The

Passion Point
Passion Point

Brand Belief: Brand Belief is the brand’s take on the world, its is a view on what would make the world a little better and how the brand can help make it happen.

Caring for you, for life

From Imagination to Inspiration: The Passion Point Brand Belief: Brand Belief is the brand’s take on
MAX Healthcare: Passionbrand FOREVER VALUES IDEALIZED SELF Courtesy and caring always, Seamless service, Medical Excellence Healthy
MAX Healthcare: Passionbrand
FOREVER
VALUES
IDEALIZED
SELF
Courtesy and caring always,
Seamless service,
Medical Excellence
Healthy and Cared for
BRAND
BELIEF
Caring for
you… for
Life
COMING
EXTRAORDINARY
CONTEXT
CORE
Healthy Planet
Your Doctor,
One Doctor

Acknowledgements

The Delhi School Of Communication Prof. Ramola Kumar Ms. Shalini Singh Mr. Manasvi Rasgotra Mr. Ashish Dutta Mr. Pradeep Aeri Mr. K. Mahajan Team Mates

Acknowledgements • The Delhi School Of Communication • Prof. Ramola Kumar • Ms. Shalini Singh •

Thank-You

Thank-You
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