Brand Presentation on Max Healthcare


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Brand Presentation on Max Healthcare

  1. 1. Brand Presentation on Max Healthcare By Group ‘3’ 1 st April, 2006 A nil tin nubha rchita
  2. 2. A Passionbrand…..
  3. 3. Passionbrand <ul><li>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 </li></ul><ul><li>A Passionbrand is a brand with active belief in the confidence and capabilities to help bring about its fulfillment </li></ul>
  4. 4. Passionbrand <ul><li>A Passionbrand is a brand which is consistent at the core and yet always fresh and vibrant in an ever changing world. </li></ul><ul><li>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 </li></ul>
  5. 5. <ul><li>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 </li></ul><ul><li>MAX Healthcare . </li></ul>Methodology Overview
  6. 6. <ul><li>The Methodology Comprises Two Distinct Phases: </li></ul><ul><li>Analytical Phase: In this all aspects of the brand and its environment are studied. </li></ul><ul><li>Creative Phase: This phase uses the knowledge to crystallize brand belief and generate the Passionbrand identity. </li></ul>Methodology Overview
  7. 8. Analytical Phase PASSION POINT Ideology Environment Capability Consumer The Governing four-corner model with its point of intersection The Perfect Position for Brand Identity Internal Factors External Factors
  8. 9. <ul><li>Internal Factors </li></ul><ul><li>Relating to the company or the brand itself </li></ul><ul><li>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. </li></ul><ul><li>Capability: Examines the companies abilities, its invisible assets like distribution network and trade relationships, its source of authority and cultural bias. </li></ul>Analytical Phase
  9. 10. <ul><li>External Factors </li></ul><ul><li>Relating to the world, beyond the company </li></ul><ul><li>Consumers: Will include people who buy, reject or otherwise influence the brand. We also examine behavioral trends, cultural shifts. </li></ul><ul><li>Environment: It covers the entire competitive environment in which the brand sits and is not simply confined to the immediate competitive set. </li></ul>Analytical Phase
  10. 11. Ideology PASSION POINT Ideology Environment Capability Consumer
  11. 12. <ul><li>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 </li></ul>Objective of the analysis
  12. 13. <ul><li>MAX healthcare is India's first truly integrated healthcare system </li></ul><ul><li>MAX healthcare believe in the concept of total patient care and deliver care by combining medical and service excellence. </li></ul><ul><li>MAX healthcare is committed to quality care that not only addresses the illness but also concentrates on the overall wellness of the patients. </li></ul>Overview Max Healthcare - Caring For You…For Life
  13. 14. <ul><li>Max India, through its healthcare division, is looking to establish the Max brand </li></ul><ul><li>Primary, secondary and tertiary healthcare centres under the umbrella brand, Max. </li></ul><ul><li>Dr. Max centers, providing primary healthcare facilities. </li></ul>Other Facts
  14. 15. <ul><li>The secondary level would involve the Max Medicenters and provide specialist consultations and diagnostics facilities. </li></ul><ul><li>And, at the top end of the spectrum are the two specialty hospitals. </li></ul>
  15. 17. <ul><li>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 </li></ul>Vision
  16. 19. Mission <ul><li>Create unparalleled standards of Medical & Service excellence </li></ul><ul><li>Brand of FIRST CHOICE </li></ul><ul><li>Principal choice of physicians </li></ul><ul><li>Ethical Practices </li></ul><ul><li>Dominant player in Delhi – National Capital Region </li></ul>
  17. 20. Value Integrity Grid (Ideology Grid) Values Business Activities People Service Delivery Partners Community Communications Value1 Unparallel Standards Courtesy and caring always Train Train train Caring Medical Excellence Value2 Principal Choice of Physicians Customer Comes first Partnership with Medical community Openness and Transparency Service Excellence – Patient Centric Value3 Ethical Practices Do it right First time Build lasting Customer relationships Seamless service In your community near you Value4 Int. Image Standards Efficient Process Fun at work Consistent and Customized Care Comprehensiveness Value5 Dominant player in NCR Direct & Open Teamwork Convenience & accessibility Value for money
  18. 21. <ul><li>The cross is the accepted symbol for Healthcare the world over. </li></ul><ul><li>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. </li></ul>The Logo Story
  19. 22. <ul><li>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 </li></ul><ul><li>The Healthcare green is fresh, close to nature and symbolic of life. </li></ul>The Logo Story
  20. 23. Capability PASSION POINT Ideology Environment Capability Consumer
  21. 24. <ul><li>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 </li></ul>Objective of the analysis
  22. 25. <ul><li>A team of highly qualified and trained doctors, nurses and patient care personnel to provide the highest standards of care. </li></ul><ul><li>Latest medical equipment and hospital information system. </li></ul>Capability
  23. 26. <ul><li>Medical collaboration with Singapore General Hospital in areas of medical practices, research and training. </li></ul><ul><li>Over 400 leading doctors, 280 corporate clients and a patient base in excess of 1,70,000. </li></ul>
  24. 27. <ul><li>Clean and comfortable facilities at all locations. </li></ul><ul><li>Ensuring availability of your records at the touch of a button at our facilities. </li></ul><ul><li>24 hour- Chemist, Ambulance, patient diagnostic and Emergency Services. </li></ul>Capability
  25. 28. <ul><li>Regular educational and health camps to help educate patients on various health issues, so that they make informed choices. </li></ul><ul><li>Max Happy Family Plan- Annual Health Plans covering domiciliary medical needs. </li></ul>
  26. 29. <ul><li>A complete preventive healthcare programme - MAX 360°. </li></ul><ul><li>Full detailed customer base and profile </li></ul>Capability
  27. 30. <ul><li>Revenue grows 68% year-on-year from Rs. 27.02 crore as of March 2004 to Rs. 45.39 crore as of March 2005. </li></ul><ul><li>Warburg Pincus enhanced stake in Max Group </li></ul><ul><li>invested Rs. 115 crores at Rs. 40 per share in Max Healthcare. </li></ul><ul><li>Warburg Pincus' total investments in Max Healthcare after current fund infusion stand at Rs. 140 crore </li></ul>Financials
  28. 31. <ul><li>The company has now fully tied up its long term funding needs for the Rs. 600 crore healthcare project. </li></ul><ul><li>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. </li></ul><ul><li>Debt-Equity ratio of 0.84. </li></ul>Financials
  29. 32. Consumer PASSION POINT Ideology Environment Capability Consumer
  30. 33. <ul><li>The objective is rich description of the people who buy and use the brand, or who might do so in the future. </li></ul>Objective of the analysis
  31. 34. <ul><li>Age : 25 and above </li></ul><ul><li>Gender : Both Genders </li></ul><ul><li>Ethnicity : Very cosmopolitan as the TA is NCR specific </li></ul><ul><li>Education : Literate, At least Graduation </li></ul><ul><li>Income : Annual per capita income > Rs. 5Lakh </li></ul><ul><li>Martial Status : Most are married </li></ul><ul><li>Most of them have children </li></ul>Demographics
  32. 35. <ul><li>Basically NCR region. High affluent areas of NCR </li></ul><ul><li>which include South Delhi, Gurgaon, Noida, West Delhi </li></ul>Geographic
  33. 36. <ul><li>Any form of communication from medical setups is perceived as solicitation of sales, </li></ul><ul><li>Increasing spending of their own personal income on health, and they are making more decisions about their own treatments. </li></ul>Consumer Insights
  34. 37. <ul><li>Tomorrow’s consumers will be adversarial, fickle and decidedly impatient. </li></ul><ul><li>Individuals are better educated about everything, including healthcare. Searchable health information became available quickly and easily through the Internet. </li></ul>
  35. 38. <ul><li>Patients believe no one is on their side. They become engaged in their healthcare decision-making because they felt abandoned by the system. </li></ul><ul><li>Consumers think that healthcare professionals are spending less and less time with patients. </li></ul><ul><li>They are becoming even more demanding and are sensitive to value and hungrier for information. </li></ul>Consumer Insights
  36. 39. Environment PASSION POINT Ideology Environment Capability Consumer
  37. 40. <ul><li>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. </li></ul>Objective of the analysis
  38. 41. Micro: Category: Healthcare Industry: The Healthcare Paradox in India HEALTH SPEND: INDIA Health Care Market: 103000 crore (5.2% GDP) Pharma Market: 17% Healthcare Delivery Market: 83% DEVELOPING COUNTRIES PER CAPITA SPEND Korea 6.7 Brazil 6.5 Thailand 5.7 India 5.2 China 2.7 Figures indicating % of GDP US$, PPP, 2001 Korea 720 Brazil 453 Thailand 349 China 143 India 94
  39. 42. INDIA LAGS BEHIND ON KEY HEALTH INDICATORS Micro Though there’s been significant improvement, India has a long way to go. Life Expectancy at birth Years 63 37 78 65 India 1951 India Today Developing Countries Developed Countries 70 146 6 56 India 1951 India Today Developing Countries Developed Countries Infant Mortality Deaths per ‘000 births
  40. 43. PRIVATE HEALTH CARE SPEND BY TYPE OF PROVIDER (In %, 2001) Micro 100% = Rs. 64000 crore*
  41. 44. <ul><li>Apollo, Escorts and Fortis </li></ul>Major Competitors
  42. 45. <ul><li>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.” </li></ul>Major Competitors
  43. 46. <ul><li>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. </li></ul>Major Competitors
  44. 47. <ul><li>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. </li></ul>Major Competitors
  45. 48. <ul><li>Accessibility – Full NCR/Delhi coverage </li></ul><ul><li>Comprehensive, integrated and seamless model </li></ul><ul><li>Consistent and customized care </li></ul><ul><li>Patient records – Repository and accessibility </li></ul><ul><li>Patient education and awareness </li></ul><ul><li>Best in class facilities </li></ul><ul><li>No franchising </li></ul>Key Differentiators Compared To Competitors
  46. 49. AVG ANNUAL HOUSEHOLD INCOME MACRO Delhi 157374 All India 70082 AVG PER CAPITA INCOME Delhi 28885 All India 12128 PER CAPITA ANNUAL INCOME: DELHI Urban…………………………………………………………………34509 Rural………………………………………………………………….27256
  47. 50. ANNUAL INCOME PER HH MACRO SEC PROFILE Upto Rs. 35000…………………………………………………………2.18% 35001 – 70000………………………………………………………….16.25% 70001 – 105000…………………………………………………………22.69% 105000 – 140000………………………………………………………..20.65% Above 140000…………………………………………………………...38.24 SEC (URBAN) A1…………….………………………………………………………8.4% A2…………………………………………………………………….8.6% B1…………………………………………………………………….12% B2…………………………………………………………………….8.8% C……………………………………………………………………...21.9% D……………………………………………………………………..19.5% E1…………………………………………………………………….7.9%
  48. 51. <ul><li>So the analysis is done, but there is a slight problem. </li></ul><ul><li>The problem is that great branding cannot be achieved through analysis alone. You </li></ul><ul><li>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 </li></ul>
  49. 53. <ul><li>Now Stage two is different from the feel of stage one. </li></ul><ul><li>It’s a time for creativity and imagination </li></ul><ul><li>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 </li></ul><ul><li>It’s time for reason and passion to meet. </li></ul>Creative Phase
  52. 56. <ul><li>The task here is to answer six questions. These questions combine the various corners in stage 1 to get to precise and insightful answers </li></ul>From information to insight: Capturing themes and tensions
  53. 57. <ul><li>Courtesy and caring always </li></ul><ul><li>A team of highly qualified and trained doctors, nurses and patient care personnel to provide the highest standards of care. </li></ul>What are we good at that’s good for people? (Capability and Consumer corners)
  54. 58. <ul><li>Latest medical equipment and hospital information system. </li></ul><ul><li>Regular educational and health camps to help educate patients on various health issues, so that they make informed choices. </li></ul>
  55. 59. <ul><li>Max Happy Family Plan- Annual Health Plans covering domiciliary medical needs. </li></ul><ul><li>24 hour- Emergency, Chemist, Ambulance, patient diagnostic and Emergency Services. </li></ul><ul><li>Accessibility – Full NCR/Delhi coverage </li></ul><ul><li>Close association with Max Healthcare and Max Life </li></ul>What are we good at that’s good for people? (Capability and Consumer corners)
  56. 60. <ul><li>Courtesy and caring always </li></ul><ul><li>Seamless service </li></ul><ul><li>Medical Excellence </li></ul>Which Values will we still hold when the world moves on? (Ideology and Environment)
  57. 61. <ul><li>Value for money </li></ul><ul><li>Drop the segregation of MAX healthcare brand into various sub brands (Dr. Max, Max medicentre and Max hospitals) </li></ul><ul><li>Try to move away from corporate identity of MAX India. </li></ul>What should we stop doing now in order to stay true to our values? (Ideology and capability)
  58. 62. <ul><li>They are not providing complete transparency, thus making the consumer perceive that they are thugs. </li></ul><ul><li>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. </li></ul>How is our industry currently letting people down? (Consumer and Environment corners)
  59. 63. <ul><li>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. </li></ul><ul><li>Complete medical service, from diagnose to cure to insurance is not being provided </li></ul>How is our industry currently letting people down? (Consumer and Environment corners)
  60. 64. <ul><li>Unparallel Standards: Best in the industry, world class facilities and doctors. </li></ul><ul><li>International Image – Standards: Association with International medical hospitals. </li></ul><ul><li>Value for money: Cheap service and lacking medical capabilities. </li></ul><ul><li>Courtesy and caring always: Regular feedback and checkups outside the hospital also. </li></ul>How might our historical ethos be reinterpreted for people today? (Ideology and Consumer corners)
  61. 65. <ul><li>Openness and transparency: Customer involvement in all the processes. </li></ul><ul><li>Convenience & accessibility: More of a community or neighborhood healthcare facility </li></ul>How might our historical ethos be reinterpreted for people today? (Ideology and Consumer corners)
  62. 66. <ul><li>Treat each customer differently and individually. </li></ul><ul><li>Provide a 360 degree healthcare facility. Merge the two companies Max Healthcare and Max New York Life </li></ul><ul><li>Highly Patient centric: One doctor for each patient. </li></ul><ul><li>Utilize customer database to have regular checkups, not necessarily in the hospital </li></ul>What is our future credible capability? (All Corners)
  63. 67. <ul><li>Social Responsibility activities: To show caring always </li></ul><ul><li>One brand, not segregated brands. Connect all tiers together for a seamless flow of service. </li></ul><ul><li>Focus more on customer service than medical excellence </li></ul>What is our future credible capability? (All Corners)
  65. 69. <ul><li>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. </li></ul>From insight to imagination: Identity to reality
  66. 70. <ul><li>Healthcare brands emerge not through advertising but through the power of patient experience. </li></ul><ul><li>Advertising can be used to enforce the patient experience to new customers. </li></ul><ul><li>Hospitals should see things from a patient’s perspective. </li></ul><ul><li>Brands communicate in a certain language. </li></ul>Get the order right (Communication strategy)
  67. 71. <ul><li>A Hospital should ask oneself- Which language does my hospital speak? </li></ul><ul><li>Service delivery, clinical expertise, and medical technology help to create an image. </li></ul><ul><li>Brand speak a level of reputation, this will lead to creating a brand. </li></ul><ul><li>When you achieve a superlative reputation, it extends into a great brand. </li></ul>Get the order right (Communication strategy)
  68. 72. <ul><li>Strategy </li></ul><ul><ul><li>Power of patient experience </li></ul></ul><ul><ul><li>Huge publicity with various events & seminars </li></ul></ul><ul><ul><li>Direct Marketing: In form of customer service and regular updates </li></ul></ul><ul><ul><li>Print advertisement: In selected high end magazines </li></ul></ul><ul><ul><li>Innovative Branding: Internet Branding </li></ul></ul>Get the order right (Communication strategy)
  69. 73. <ul><li>Internally the employees have to be motivated and true to the core value </li></ul><ul><li>Regular employee training classes on Customer Relationship Management </li></ul><ul><li>Corporate Film for employee motivation </li></ul><ul><li>Customer feedback for each doctor and attendant </li></ul><ul><li>Regular motivation by sharing customer experience and company achievements </li></ul>Understand, inspire and encourage your employees (Internal Communication)
  70. 74. <ul><li>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. </li></ul>Remember that everything communicates (Environment Strategy)
  71. 75. Fragrance Colour Taste Sound Frontline service delivery CSR Employees (non frontline) Sponsorship Sales promotion Recommendation Word of mouth Ambient Co-promotions TV Ads Radio Ads Events Outdoor Ads PR Slogan & Imagery Press ads Events Website Point of Sale Digital Ads Zone of Intemacy Zone of Discovery Zone of Mediation
  72. 76. <ul><li>To a large extent marketers have operated in two dimensional world, </li></ul><ul><li>Increasingly consumers are expressing a more multidimensional desire incorporating a complete sensory approach. </li></ul>Sensory Branding
  73. 77. Sensory Branding
  74. 78. <ul><li>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. </li></ul>Sensory Branding
  75. 79. <ul><li>In the case of Max Healthcare we can activate at least 4 of the 5 senses, to complete a holistic sensory branding </li></ul>Sensory Branding MAX Healthcare Sound Sight Touch Smell Taste
  76. 80. <ul><li>Sight </li></ul><ul><li>All clinics of Max should have a common vision when you enter it. </li></ul><ul><li>The colors, the position of staff the, the seating arrangement. </li></ul><ul><li>All doctors and nurses should have uniform coats. </li></ul><ul><li>All material, resources and items should be of the matching colour. </li></ul><ul><li>McDonalds </li></ul>Sensory Branding
  77. 81. <ul><li>Smell </li></ul><ul><li>Trademark a distinctive smell, specially designed to please the customer. </li></ul><ul><li>Moms cooking </li></ul><ul><li>Morning dew, fresh and green, Natural. </li></ul><ul><li>Used in all the clinics, used in the perfume of the nurses and doctors, on hand towels, in wash room toiletry. </li></ul><ul><li>Singapore Airlines </li></ul>Sensory Branding
  78. 82. <ul><li>Sound </li></ul><ul><li>Nokia cell phones and Intel </li></ul><ul><li>MAX should also trademark a soothing tune specially designed to make the customers relaxed. </li></ul><ul><li>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. </li></ul>Sensory Branding
  79. 83. <ul><li>Touch </li></ul><ul><li>Helen Keller </li></ul><ul><li>Skin covers 80% of our body. </li></ul><ul><li>All material of MAX healthcare should be of the same material </li></ul><ul><li>For a regular customer if he reaches any MAX Healthcare he should and shuts his eyes, he should recognize the object by its touch. </li></ul><ul><li>Louie Vittoun </li></ul>Sensory Branding
  80. 84. <ul><li>Communicating caring to our customers </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul>Make at least one big symbolic gesture (Publicity Strategy)
  81. 85. <ul><li>The event will be a monthly medical camp at various slum areas in Delhi. </li></ul><ul><li>Regular medical camps and checkups for regular patients and customers. </li></ul><ul><li>Extended Corporate Social Responsibility during calamities and natural disasters. </li></ul><ul><li>Regular articles by Max Healthcare Doctors on various patient related diseases. </li></ul>Make at least one big symbolic gesture (Publicity Strategy)
  82. 86. <ul><li>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. </li></ul>Be consistent and cohesive( Advertising plan, Media Plan, Innovative branding)
  83. 87. <ul><li>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. </li></ul><ul><li>The fact that at MAX Healthcare you get a complete 360 degree experience, from insurance coverage, to medical loans, to remittance and medical facilities. </li></ul>Be consistent and cohesive( Advtg plan, Media Plan, Innovative branding)
  84. 93. <ul><li>Explosion e-commerce online. </li></ul><ul><li>Healthcare marketers should understand that the Internet offers an array of opportunity and high performance tools </li></ul><ul><li>Create Right Partnerships with right websites </li></ul><ul><li>Banner placement with various medical sites. </li></ul>Innovative Branding
  85. 94. <ul><li>Partnership with bank sites </li></ul><ul><li>E-mailers </li></ul><ul><li>Sponsoring Blogs </li></ul><ul><li>Keyword insertion </li></ul><ul><li>Specialist Site:, </li></ul>
  86. 95. Be consistent and cohesive: Media Plan
  87. 96. Markets <ul><li>Delhi (NCR) </li></ul><ul><li>Haryana </li></ul><ul><li>Punjab </li></ul><ul><li>Chandigarh </li></ul><ul><li>Rajasthan </li></ul><ul><li>Uttar Pradesh </li></ul>
  88. 97. Media Tools <ul><li>News Paper </li></ul><ul><li>Magazines </li></ul><ul><li>Hoardings </li></ul><ul><li>Corporate film </li></ul><ul><li>Events </li></ul><ul><li>PR </li></ul>
  89. 98. News Paper <ul><li>HT covers Delhi & NCR </li></ul><ul><li>Punjab Kesari covers Punjab </li></ul><ul><li>Dhainik Bhaskar covers Madhya Pradesh, Chattisgarh, Rajasthan, Chandigarh, Harayana. </li></ul><ul><li>Dhainik Jagran covers Kanpur, Lucknow, Varnasi, Allahabad & Muradabad </li></ul><ul><li>TOI package </li></ul>
  90. 100. Magazines <ul><li>India Today for 2 English issues </li></ul><ul><li>Business world for 2 issues </li></ul><ul><li>Fitness Magazine 2 issues </li></ul>
  91. 102. Hoardings
  92. 103. Corporate Film <ul><li>To boost the confidence in the organization, since each employee should need to know what we stand for and how we stand. </li></ul><ul><li>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 </li></ul><ul><li>Rs.3 lakhs </li></ul>
  93. 104. Events <ul><li>An AIDS awareness event in G.B road </li></ul><ul><li>-Rs.3 Lakhs </li></ul><ul><li>Free standard medical tests in corporate offices (MNC’S) - Rs.9 Lakhs </li></ul>
  94. 105. Public Relations <ul><li>Special Medical camp if any natural calamities. </li></ul><ul><li>If not doing, PR with any famous personality to bring brand awareness. </li></ul><ul><li>-Rs. 10 lakhs </li></ul>
  95. 106. For Branding <ul><li>Sensory Branding Research- Rs.10 lakhs </li></ul><ul><li>Creatives – Rs.20 lakhs </li></ul>
  96. 107. <ul><li>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. </li></ul><ul><li>But still the budget is as follows. </li></ul>Link Measurement to action (Budget)?
  97. 108. Total Budget
  99. 110. <ul><li>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. </li></ul>From Imagination to Inspiration: The Passion Point
  101. 112. <ul><li>Idealized Self: This is not a description of who your customer are, but of who they want to be. </li></ul><ul><li>Healthy and Cared for </li></ul>From Imagination to Inspiration: The Passion Point
  102. 113. <ul><li>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. </li></ul><ul><li> Healthy Planet </li></ul>From Imagination to Inspiration: The Passion Point
  103. 114. <ul><li>Extraordinary Core: The simple description for extraordinary capability. </li></ul><ul><li>Your Doctor, One Doctor </li></ul>From Imagination to Inspiration: The Passion Point
  104. 115. <ul><li>Forever Values: The aim here is ideological clarity, a short list of values. </li></ul><ul><li>Courtesy and caring always, Seamless service, Medical Excellence </li></ul>From Imagination to Inspiration: The Passion Point
  105. 116. <ul><li>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. </li></ul><ul><li>Caring for you, for life </li></ul>From Imagination to Inspiration: The Passion Point
  106. 117. MAX Healthcare: Passionbrand BRAND BELIEF Caring for you… for Life FOREVER VALUES Courtesy and caring always, Seamless service, Medical Excellence IDEALIZED SELF Healthy and Cared for COMING CONTEXT Healthy Planet EXTRAORDINARY CORE Your Doctor, One Doctor
  107. 118. Acknowledgements <ul><li>The Delhi School Of Communication </li></ul><ul><li>Prof. Ramola Kumar </li></ul><ul><li>Ms. Shalini Singh </li></ul><ul><li>Mr. Manasvi Rasgotra </li></ul><ul><li>Mr. Ashish Dutta </li></ul><ul><li>Mr. Pradeep Aeri </li></ul><ul><li>Mr. K. Mahajan </li></ul><ul><li>Team Mates </li></ul>
  108. 119. Thank-You
  109. 120. <ul><li>Ask Us Max? </li></ul>