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Branding for Aster Medcity- A Branding Case

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Study on Aster Medcity and my branding proposal.

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Branding for Aster Medcity- A Branding Case

  1. 1. Aster Medcity- Kochi World Class Care Under One Roof. For a Healthier You!
  2. 2. Aster Medcity- Kochi Introduction • Aster Medcity- Supported by UAE based DM Healthcare with presence in 4 GCC countries & in India with network of 150 establishments. • Vision is to become leader in the delivery of quality healthcare. Mission is to become preferred provider of comprehensive healthcare at affordable cost. • Iconic healthcare destination in Asia with unique concept of “Unity in Diversity”. • An integrated medical township dedicated to taking healthcare to next level. A conglomeration of many multi-super specialty hospitals in one campus. • Kerala's first and largest integrated medical city, one of India's largest. • Large amount of medical care within a short period of time thus avoiding multiple hospital visits especially for patients from far-away & foreign countries • Patients don’t get just a doctor; they get in effect the whole medcity facilities. • With over 400 medical specialists, 1100 support staff, 1075 beds, Aster Medcity provides a comprehensive, one-stop solution for all healthcare needs.
  3. 3. Aster Medcity- Kochi Introduction (Contd…) • Partner with reputed institutions worldwide for academic & operational brilliance. • An integrated platform for international & specialized brands for clinical & equipments research & manpower training. • Major revenue from Cardio, Onco, Ortho, Neuro. Cardio being the flagship • Aid reverse brain-drain of Malayali healthcare professionals scattered worldwide. • To leverage lack of corporate hospitals in Kerala (Apollo, Tata, Birla, Hinduja) • Experienced top management team, highest quality staff with international exp. • Will do to Cheranelloor in healthcare what IT has done for Kakkanad.
  4. 4. Aster Medcity- Kochi Infrastructure • A 38 acre quaternary hospital in the heart of Kochi amongst serene backwaters and with Rs 500 Cr investment ($ 100 Mio) which includes. –General Hospital with 575 bed in phase-I and another 500 in phase-II. –9 Centers of Excellence (COEs). –Seven Clinical Support Centers. –State of the Art Equipments, Technology supported by superior IT systems –A scholarly environment of research and education with PG trainings, clinical trials and research programs. Also country’s largest medical library. –500 seat medical convention centre for hosting global healthcare summits. –Four star hotel & high-end residential facility for staff. –Serviced apartments for by-standers and non-patient guests. –Emergency Medicine with complete radio dispatch support. –Unique Water Ambulance System to cater to terrains of Kerala.
  5. 5. Aster Medcity- Kochi Why Kerala & Why Kochi • One of India's most progressive states in quality of life, HDI, literacy, healthcare • With lifestyle diseases on rise among the affluent class in India and in Kerala, the need for an integrated healthcare is imminent. • Many good hospitals, but still many treatment modalities are not available. • People from other states in India flock to Kerala for pilgrimage during different parts of the year (Guruvayoor, Sabaramala, Thrissur Pooram….). • Kerala- The most preferred holiday destination for domestic and international tourists. • Kerala is one of the most connected Indian states via Air, Rail and Road. • Kochi is most populated city in Kerala and commercial capital • Various infra projects coming up in the state like Metro Rail, Smart City.
  6. 6. Aster Medcity- Kochi Branding, Targeting and Positioning • Strategic Goals • Increase awareness, preference and loyalty for Aster Medcity • Position Aster Medcity as an integrated medical township in the minds of people seeking care and healthcare information. •Branding Goals • Create uniform, consistent, easily recognized identity in the community • Layer multiple but consistent messages on strong communication platform
  7. 7. Aster Medcity- Kochi Target Population (Reach out and capture the attention of those seeking care and those seeking healthcare information) • • • • NRIs, NRKs & Foreign Nationals (Middle East, SAARC, ASEAN, USA, Europe etc) Non-malayalam speaking patients living in Kerala and outside. VIPs, Bureaucrats, Politicians, Industrialists, HNIs etc… Middle class quality conscious/brand conscious customers- From IT & ITeS, New generation banking, Tourism, Telecom…. • Middle class families with children • Corporates & Employers Positioning (A strong services brand is built and sustained primarily by customers’ interactions with the provider) World Class Healthcare Under One Roof- Just for You! • Denotes quality care of international standards and “Convenience” as the value proposition with patient centricity the key service focus! • Neither low-priced nor premium but affordable.
  8. 8. Aster Medcity- Kochi Branding Pyramid Doctors Community and Patients Employees Middle Class/Upper Class Social Benefit Relationship Reputation Convenience/Comfort under one roof Trust & Empathy Quality Care
  9. 9. Aster Medcity- Kochi Branding Facilitators (Organization Wide) • Quality (Reputation) – – – – – – Accreditations by NABH and JCI, Govts, Healthcare rankings, Awards. High end technology & medical equipments World-class procedures and processes. Integrity, Excellence and Ethics Reduced patient re-admission Internationally trained doctors & nurses • Convenience (Benefit) – – – – – – One stop solution to all your healthcare needs Loyalty Cards- Aster Health Buddy. Care@Home, Short Stay Service etc 24/7 Wi-Fi, Room service, restaurants & cafe Brand Extension through Aster Pharmacies and Satellite clinics. Interpreter & services provider for different languages & reception team @ airports – Trust (Relationship) – Integrity & Honesty – Empathy – Patient is the King Attitude • Symbolic ( Social Distinction) – To be associated with a particular strata of the society.
  10. 10. Aster Medcity- Kochi Branding TouchPoints Turn customers to marketers by delivering care worth talking about. • Road safety, Drive Safe & Health & Wellness campaigns, marathons etc. • Mobile Clinics in 3 major cities of Kerala for brand awareness. • Partnerships with research institutions & insurance firms in India & target countries. • Facilitation of world healthcare conventions & global summits. • Promotional case studies, testimonials, brochures, catalogues, direct mailers, information boards, banner advertisements….. • Vernacular & English advertisements in mass media for the older generation. • Digital Marketing for tech savvy generation(TV & Radio, Social Media like FB, LinkedIn, Twitter. Content Marketing, Health Recipes, Videos, Blogs, Testimonials, Mobile Marketing like Aster App, Medication Reminders, Waiting time updates etc…) • Online appointment registration, Patient Community on website. • In-flight magazines and entertainment systems in aircrafts flying to & from GCC • CSR activities (Free treatment camps, Village/Parks/Footpath/Sports Ground adoption…….) • Ayurveda & Yoga for foreign tourist for holistic wellness of the body & mind
  11. 11. Aster Medcity- Kochi Brand Ambassador- Mascot
  12. 12. Aster Medcity- Kochi World Class Care Under One Roof. For a Healthier You!