Brand Communications Roadmap for KIMS, Bhubaneswar including establishment of consumer/patient facing web application and creation of omni channel digital footprint.

1. STRATEGIC ROADMAP
A BRAND & STRATEGY THOUGHT PROCESS
November 2021

2. STRATEGIC
ROADMAP
Jeet Sanyal
GM – Brand & Strategy, KIMS
Academic Background:
- Executive Management from IIM – Calcutta
- Master’s in Advertising & PR
- MBA in Media & Information Technology
- Graduate in Marketing Management
- Software Engineering in Convergence Media
- Digital Marketing from NIIT & IAMAI
- Google Certified Digital Programmer
- Facebook Certified Campaign Analyst

3. Executive Summary on Points Covered
Content
1. Brand Context – Geographical Understanding & Demography
2. KIMS – Brand Architecture & PBMH Branding Requirements
3. College Requirements including Web + Academic
4. Academic Branding – Online Publication of Knowledgebase
5. Upcoming Super speciality – Brand Architecture
6. Upcoming Oncology Unit – Brand Architecture
NOTES - Fundamental Requirement Analysis before Actual Media Spend Begins
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STRATEGIC
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4. STRATEGIC
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DATA SOURCE - https://www.indiacensus.net/states/orissa
DATA SOURCE - https://www.ibef.org/states/odisha-infographic
DATA SOURCE - https://www.ibef.org/states/odisha-infographic
BHUBANESWAR
HEALTHCARE
TOURISM
KALINGA MEDICITY
A LAND OF GROWTH
BRAND POSITIONING

5. STRATEGIC
ROADMAP
BRAND PLANNING
KIMS - Brand & Strategy
- Promotion
- Presentation

6. KIMS - Brand Architecture
STRATEGIC
ROADMAP
BRAND PLANNING
Elements of Narrative Built up & Creating Perceptive Bias
KIMS - Website KIMS – Social Media KIMS – Brochures
+
Internal Communications Development
Ad Campaigns
- Digital Media
- Offline/Print Media
Public Relations
- Digital PR
- Print PR
Dependency Factors
Outsourced Agency Capabilities
Amount of Media Spent & Media Platform Outreach
Internal Staff Strength & Resources

7. Pradyumna Bal Memorial Hospital – A 1300 bed super speciality unit
Offline Requirements / PoP Display Brand Collaterals
• Selection/Approval of CoE for Stage 1.0 Branding viz: CONGO
• Department wise 2 fold flyers (6”x3”)
• In Premise Display Standee highlighting best USP
• Quick Circulation & Patient Carry Away :: ONE PAGE FLYER
• Department wise Logo/Icon Classification
• Department wise Colour + Marketing USP + Brand Guideline
Example of Departmental Branding
Institute of
Cardiac Sciences
Pradyumna Bal Memorial Hospital
STRATEGIC
ROADMAP
REQUIREMENT ANALYSIS

8. Plan of Action : 3 months Landscape
Stage
1.0
–
Moderate
Branding
Set
Up
Offline Branding Digital Media
• Brochures & print materials for PBMH
• Implementation of Display Branding
• Advanced Marketing Calendar Lock-in
• Behavioural Training for Support Staff
• Branding Content for new Super Speciality
• Branding Content for new Oncology Unit
• Identify & content readiness for Social Platform + Media
• Accusation & Control/Moderation of Social Handles
• Content Programming for Website
• Design of UI & UX for Website
• Include new digital functionality for website
• Cloud Managed Digitized Admission Procedure for KIMS
NOTES – Branding Success is a moving target that adapts with time
– Need departmental set up in Phase 1.0
– Need smooth funding flow
– SoP & Protocols for Brand Collaterals Development
– Autonomy for decision making
– Support from Senior Management to Experiment
– Liberty to fail
STRATEGIC
ROADMAP
BRAND PLANNING

9. Example of Departmental Branding
Institute of
Cardiac Sciences
Pradyumna Bal Memorial Hospital
CoE Brand Iconography Template
STRATEGIC
ROADMAP
CoE BRAND EXAMPLE

10. STRATEGIC
ROADMAP
CoE BRAND EXAMPLE
Orthopaedics - # Freedom Campaign Orthopaedics - # Freedom Brochure

11. Pradyumna Bal Memorial Hospital – A 1300 bed super speciality unit
Online Requirements for Web + Social Presence
• Responsive Website Build Up from scratch + Content Programming
• URL Redirection & Sub-domain Architecture
• Identification of Web & Social Media Platform for Footprint
• Accusation of Official Social Handles + Web Accounts
• Thematic Brand Messaging including Brand Calendar
• Creative Text/Video Storytelling : i. Doctor’s Interview
ii. Patient Experience
iii. Team Spirit
iv. Work Culture
v. Blog Articles by chosen doctor’s
STRATEGIC
ROADMAP
INTERNET BRANDING

12. Team/Resource Requirements
Content Programming
Graphic Development
Web Development & Programming
Video Editing & FX Designer
Stage
1.0
–
Moderate
Branding
Set
Up
STRATEGIC
ROADMAP
BRANDING RESOURCE

13. Departmental Brochure Template
STRATEGIC
ROADMAP
BRAND PLANNING
Intro Page About Hospital CoE Intro CoE USP Packages + Price Service Highlights
Literature Branding || Graphic Collateral Development

14. Brand Manual – Colour Palette Example
STRATEGIC
ROADMAP
BRAND PLANNING

15. STRATEGIC
ROADMAP
BRAND PLANNING
Brand Manual – Graphic Composition Template

16. KIMS – Elite / KIMS - Prime
STRATEGIC
ROADMAP
BRAND PLANNING
Super Speciality Tertiary Care & Cancer Care Hospital
Dedicated Website Social Media Presence KIMS – Brochures
+
Internal Communications Development
Ad Campaigns Public Relations
- Generic Content
- Digital Patient Care
- Doctor’s Profile
- Departmental Details
- Video Content
- Which Platform
- What Content
- Paid Promotion
- Influencer Activity
- Departmental Brochures
- Corporate Brochure
- Display Branding
Dependency Factors
Outsourced Agency Capabilities
Amount of Media Spent & Media Platform Outreach
Internal Staff Strength & Resources
- Digital Media
- Offline/Print Media
- TV Media
- Digital PR
- Print PR
Internally Unified Brand Architecture

17. STRATEGIC
ROADMAP
BRAND PLANNING
Social Media Narrative – Value Added Content for Consumers
Apollo Healthcare Group Fortis Healthcare Group
Content for
Knowledge Consumption
Content for
M2: Moment Marketing
Cancer Director
Video Interview
for Patient’s Confidence
on Fortis Brand

18. STRATEGIC
ROADMAP
CoE BRAND EXAMPLE
CoE as Campaign CoE as Campaign
Brand Campaign Examples

19. STRATEGIC
ROADMAP
CoE BRAND EXAMPLE
Sponsorship as Campaign Global Cause as Campaign
TOMA – Top of the Mind Recall
Brand Launch + Consumer Acceptance + KIMS Goodwill

20. Innovation: Digital Healthcare for KIMS
STRATEGIC
ROADMAP
BRAND INNOVATION
Website with WP
Architecture
+
Corporate Zoom
Account
+
WP Amelia (Video
Streaming Plugin)
Patient Books
Appointment on
the website with
specific consultant
+
Payment Received
through Online
Payment Gateway
Online Repository
of Prescription (1
year)
+
Physical Inspection
of Patient at KIMS
+
Patient Profile
Created at Run
Time & Doc Profile
Managed from
Backend Database
Appointment
Confirmation
through SMS +
Email
(Transactional
Drip
Architecture)
msg91.com
+
mautic.com
Benefits of Digital Healthcare
i. KIMS – A First Mover Vantage in Odisha
ii. Brand Goodwill
iii. Extensive Positive PR
iv. Revenue Increase
v. Future Ready Solution
vi. Online Service to Patients/People of Odisha

21. Innovation: KIMS Web Radio
STRATEGIC
ROADMAP
BRAND INNOVATION
1st Time in India
+
Instant Internet
Traction
+
Creative
Storytelling to
General Public on
Health Issues
+
KIMS Promotion
Identification of
Enthusiastic
Doctors
+
Choice of Subjects
& Content in Q&A
Form
+
Scheduling of
Programmable
Content Recording
Embedded Flash
Media Player on
Website
+
Click & Play/Stream
Audio
+
Embedded Sharing
on Social Platforms
like Facebook
Embedding Audio
Player on
Website
+
Create
Weekly/Monthly
Episodes on CoE
+
Stream Audio in
Oriya/English
Language
Benefits of KIMS Radio
i. Audio Advertising – 1st time in Odisha
ii. Low Cost Public Message
iii. Deep Outreach in Rural Areas
iv. Innovative Content Programming

22. STRATEGIC
ROADMAP
BRAND INNOVATION
Website Template Examples
RPSG – Multi Industry Group
CK Birla – Super Speciality Hospital
MACO – Construction Industry

23. STRATEGIC
ROADMAP
Key Take Away
• Brand Strategy is a moving target
• Organizations must incorporate Brand As Practice
• Digitization is the Future
• Digitized Healthcare Services – The Futuristic Landscape
• Brand Protocols depend on People + Process + Technology
• Brand Communication as a Functional Department Requires: Media Fund + Skilled Resources
• Require Support & Guidance from Senior Management & Directors

24. STRATEGIC
ROADMAP