Pears soap© created history in the

marketing field, by registering itself as

the first commercial brand….

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BRANDING OF HOSPITALS

Group-18
Dr Poojal Arora
Dr Ravinder Singh Bhalla
Dr Sapana Bhatnagar
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Dr Tapasya Bhardwaj
 What is a brand??
Your brand is a vision, brought to life in each
channel and at every touch point where your
organization engages its audiences

Audience can include customers, employees,

prospects, vendors or any person your
organization touches

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• Brand is not defined by what you think and
feel, it is defined by what your audiences
think and feel.
• Is a collection of perceptions in the mind of
the audience.
• Brand Is both tangible & Intangible.
• Is built through the experience it offers.
• Reflect the culture of the organization.
• Must connect on an emotional level.

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 Branding and Marketing
Marketing is a broader, in-your-face, concept
involving advertising, pricing, branding, and
more.

Branding is a part of marketing, it is more about

image enhancement, than selling products,
although there is no denying that branding too
involves advertising.
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 Need of branding
• Information and value addition
• Trust
• Transparency
• Recall
• Competition !
• Specific consumer needs and perspectives
• Liable to shareholder

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Health Care Branding...Beyond Corporate
Identity

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A brand can be one of an organizations biggest assets…

To be remembered a
A brand
brand must
can be… not loved.
connect on
"A brand is a collection of an emotional level.
perceptions in the mind of
the audience.”

A brand is built through the

experience it offers.

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 PURPOS
E OF
BRAND
INFORM
Convey values,
attributes, and
advantages

SIMPLIFY INSPIRE Inject

Clarify and your
crystallize organization with
heart and soul
your mission

CONNECT MOTIVAT
Link products
and services E Spur
to a “promise.” action
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How Brands Are Built.

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How Brands Are Built.

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How Brands Are Built.

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How Brands Are Built.

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How Brands Are Built.

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DISTINCT
ARCHITECTURE TOOL QUALITY
•Product/Service •High quality products
Attributes •High quality services
•Functional Benefits
•Emotional Benefits
•Values WHAT MAKES
A BRAND
POWERFUL?

CONSISTENCY
BRAND •Product standards
ATTRIBUTES •Service standards
•Marketing “mission” •Message standards
•Graphic standards

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 Benefits of a strong brand image
• Creates high affiliation in the community
• Attraction and retention of employees easier.
• Receives a lot of publicity
• Increases customer loyalty and referrals
• Increases market share for the target market
• Provides a platform for growth
• Easier to support the brand promise

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 HEALTH CARE BRANDING IS
DIFFERENT
• Traditional communication does not really work when
you have to promote a hospital.
• “Please visit us again for your next heart surgery” or
“Great limited offer with 25% discount for your next
surgery. Act Now”.
These offers just sound ridiculous!!!

Successful branding for a hospital is a function of

“Sensitivity and Empathy”.
It is about communicating “care” through your staff,
facility and collateral. #
It is more than just providing the best-in-class
technologies and treatments!!

It aims to convert each patient treated into a

brand ambassador for the hospital.

Right from the time of admission to discharge,

for a patient everything is an experience. The
positive image taken home, proves the
hospital's brand a success.

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IMPLEMENTING BRANDING
• Internal branding - Developing internal belief
systems in your staff who will actually deliver the
experience and impact brand perception.
Most health practitioners think of “patients” and not
“customers”. A shift to the mindset of treating a
demanding customer who can go elsewhere is the
toughest challenge in developing a successful brand.
• Getting the right partners - Having specialist agencies
for communication and training that understands
managed healthcare.

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• Web- It is now much more than a communication platform that
houses your brochures, use the web to talk to your customers
and make your services available online.
Hospitals are also successfully using the web to attract
overseas patients.

• Programs- Traditional loyalty programs are again not the way

to go for a hospital. What works is small niche focused
programs that either focus on a audience or a specific service –
Mother and child programs, Executive health checks etc.

• General- GAP Analysis

This is the difference between who you think you are and who
your customers thinks you are.
It can also be the difference between who the customers think
THEY are and who you think they are..
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 HOW WE DO IT?
• Educate and imbibe
• Communicate
• Motivate
• Activate
• And do it the next day all over again

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We need to communicate the same
message all the time
• In CEO’s talk
• staff meetings
• every mail that goes out
• Candidate contacts by recruiters
• Training sessions
• One on one sessions
• Mentoring meetings
• Bulletin boards
• Suggestion boxes #
 TOOLS OF BRANDING
• A balance of tangible and intangible
Tangible would comprise the physical aspects like
equipment, the space allotted as parking lots for
patients, and even the smell at the hospital.
Intangible implies the unique experience a patient
would receive

Hospitals often make the mistake of concentrating

more on the tangible part of branding, whereas it is
the intangible part that enhances the brand image
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• Targeting the Stressed Patient
At the time of check-in, a patient is naturally stressed. This is
when the patient and his/her relatives need the hospital's
emotional support the most. "If that stress is taken care of, then
be rest assured the customer will remain loyal and in turn
recommend your hospital

• Customer Delight
This can be easily given to them through a personal touch and
emotional assurance. It creates an ever-lasting impression.

• Name
The nomenclature too plays a critical role. It should depict the
services the hospital specializes in (for instance Asian Heart
Institute), should be short (Max Healthcare)
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• For Various Tiers
Depending on the market, branding plans will differ for
secondary, tertiary or multi-speciality hospitals . The branding
budget, message, positioning, medium, all have to be devised
and tailor-made according to the organization.

Secondary care hospital will target local surrounding areas and

people, so they can brand themselves as a part of that region.
Tertiary and multi-speciality care hospitals will need to target the
national and global market, and also medical tourism.

Old hospitals must highlight their decade-long experience, flaunt

their rich heritage and thus touch people's heart and emotions,
instead of the latest gadgets they have acquired

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• Value Proposition:
Ensuring value proposition is essential. Value proposition need
not mean high quality at a low price. It means, even if the
hospital's charges are high, it must offer the best service,
technology and most importantly, emotional assurance
• Reality Check
Branding begins through realizing the USP of the hospital by
conducting a reality check. This will include the hospital's
inherent strengths, weaknesses, its competitors, the positioning,
and quality of doctors and services.

Simultaneously, it is important that the hospital design its logo,

slogan, the colors to be associated with the brand and which will
be used in all hoarding, brochures, and on the website

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Wockhardt Hospitals
Group
Tagline: Differs for all speciality hospitals. The
Mulund Cancer Centre has it as: Add years to life
and life to years.

Colour: Red - the color of life. The website is blue,

as it is soothing to the eyes.

Logo: Two red wings, flying in an upward

direction, depicting continuous growth.

Brand Mantra: To provide the best in advanced

super-speciality in healthcare; IT is given special
importance.

Unique features: The Family Virtual Visit option,

a pioneer in this case, for the relatives of the
patients.
In an emergency, when relatives cannot be
entertained in the hospital all the time, this set-up
helps to send latest photographs and reports
through e-mail to the relatives.

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• Being Unique:
Being a pioneer in a technique or a surgery is another way.
Everybody remembers Madras Medical Mission for conducting
the first pediatric heart transplant or Apollo Hospitals, Chennai
for its first telemedicine initiative.
• Spreading Brand Stories:
Hospitals can take lessons from MMHRC which is rigorously
working towards this.

One of MMHRC's favorite is the dedication of the nursing staff. A

six-month-old baby, an accident victim, was rushed to the
hospital. A lactating nurse then breast-fed him. "This shows the
dedication of our staff

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 Growing Your Brand

Step 1:
Learn As Much As You Can About What Your
Audiences Think Of:

• You.
• Your Mission.
• Your Competition.
• Your Reputation.

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 Growing Your Brand

Step 1:
Learn As Much As You Can About What Your
Audiences Think.

(In Other Words… Do Plenty Of

Research)

• Qualitative
• Quantitative
• Formal
• Informal #
Talk to as many people as you can.
 Growing Your Brand

Step 1:
Learn As Much As You Can About What Your
Audiences Think.

The end result is… you want to

know how people “experience “
your brand.

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 Growing Your Brand

Step 2:
Become Crystal Clear About What It Is You Do .

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 Growing Your Brand

Step 2:
Become Crystal Clear About What It Is You Do .

 What Services And Benefits Do You Offer?

 What Is Your Impact On The Community?
 What Kind Of Difference Do You Make In Peoples Lives?
 What Can People Expect From You?
 What Is Your Reputation?

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 Growing Your Brand

Step 3:
Determine What You Need To Say And How You Want To Say It.

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 Growing Your Brand

Step 3:
Determine What You Need To Say And How You Want To Say It.

 Positioning Statement.
 Promise Of Value.
 Key Messages.
 Benefit Statements.
 Sound Bites.
 Slogan.
 Tone Of Voice. #
 Growing Your Brand

Step 4:
Check Your Brand In The Mirror.

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 Growing Your Brand

Step 4:
Check Your Brand In The Mirror.

 Consistency Is Key.
 Visual Identity.
 Overall Look And Feel.
 Graphic Standards.
 Brand Architecture.
 Communication Vehicles.

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 Growing Your Brand

Step 5:
Leverage Your Brand “Touch Points”.

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 Growing Your Brand

Step 5:
Leverage Your Brand “Touch Points”.

 Figure Out How And Where People Experience Your Brand.

 Optimize Existing Touch Points.
 Look For New Opportunities.

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 Growing in health sector
• By brand extension, we mean when a hospital,
possibly with just one specialty, decides to include
other specialties. Wockhardt and Fortis, which started
as cardiac institutes and later became multi-specialty
hospitals, are apt examples of brand extension.
• If hospitals plan to expand, they must do so in
specialties related to their original specialty. This way,
people are likely to accept the additions sportingly

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• Branding should not be built around a particular
person.
• Never propagate untrue key areas or incomplete
information. "Never over-promise and under deliver“
• Must be nurtured continuously.

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 CONCLUSION
Brands that walk the talk
with their promise
Become an active part in the
customer conversation
And Will flourish.

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