The document discusses conducting a brand imagery study for Global Hospitals Group in Chennai. It outlines conducting qualitative depth interviews with medical professionals and past/potential patients to understand perceptions of Global Hospitals' brand. It also involves quantitative telephone surveys of 160 past patients of Global Hospitals and competitors to quantify brand imagery facets and generate a Brand Imagery Index. The study aims to identify strengths, weaknesses and opportunities to improve Global Hospitals' brand preference in its catchment area.

1. www.globalhospitalsindia.comGLOBAL HOSPITALS GROUP Hyderabad | Chennai | Bengaluru | Mumbai
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GLOBAL HOSPITALS - Chennai
A Brand Imagery Study by Ram Natesan
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2. www.globalhospitalsindia.comGLOBAL HOSPITALS GROUP Hyderabad | Chennai | Bengaluru | Mumbai
Background
• Global Hospitals Group is in the process of reviewing its initiatives to make
Brand Global Hospitals the preferred choice for patients needing tertiary
medical care & also improve footfalls by increased penetration in the
Neighbourhood
• And in doing so we would like to understand how key stakeholders
perceive the hospital and its services
– Patients/ Consumers (Past and Prospective)
– Medical Fraternity in the catchment
• Importantly how the hospital compares with regards its competitive set
• It would be critical to create a framework ( Brand Index) which can be
used to track its imagery and changes over time

3. www.globalhospitalsindia.comGLOBAL HOSPITALS GROUP Hyderabad | Chennai | Bengaluru | Mumbai
Global Objectives
Global Hospitals
Global Hospitals Facets of Global Hospital’s
Imagery – Positives and
Negatives
Facets of Global Hospital’s
Imagery – Positives and
Negatives
‘Why Global Hospitals’ ? –
Key Drivers and Barriers
‘Why Global Hospitals’ ? –
Key Drivers and Barriers
Using the insights to identify
key aspects where Global
Hospitals would need to focus
on to being the Preferred
Hospital in its catchment
Using the insights to identify
key aspects where Global
Hospitals would need to focus
on to being the Preferred
Hospital in its catchment
Consumers Perception of Brand
Global Hospitals and comparison
with competitive set
Consumers Perception of Brand
Global Hospitals and comparison
with competitive set
Measuring the Brand Imagery
Index
Creating a Perceptual Map -
comparison with its
competitive set
Measuring the Brand Imagery
Index
Creating a Perceptual Map -
comparison with its
competitive set

4. www.globalhospitalsindia.comGLOBAL HOSPITALS GROUP Hyderabad | Chennai | Bengaluru | Mumbai
Areas of Inquiry- Global Hospitals
Perceptions , Attitudes and Opinions
•How consumers perceive Global Hospitals and how it translates into their Attitudes and
verbalized/ non verbalized Attitudes
•What drives these Perceptions – Actual experience with Global vs Perception/ Expectations
•Understand changes over time
•Comparison across the Competitive Set – Other such specialty hospitals in the same
catchment
Strengths and Weakness
•Understand the Positive and Negative experiences with such tertiary care hospitals
•And their impact on their relationship
•Identify the same for Global and comparison within the Competitive Set

5. www.globalhospitalsindia.comGLOBAL HOSPITALS GROUP Hyderabad | Chennai | Bengaluru | Mumbai
Areas of Inquiry- Brand Global Hospital
Dimensionalize Brand Global Hospital
•Identify the various facets which make up the imagery of Global Hospitals/ such tertiary care
hospitals
•And the role played by various aspects in their decision to stay engaged with Global Hospitals
• Tangible Aspects – Specialty, Skill and Capability of Consultants, Quality of Treatment
etc.
• Intangible Aspects – Reputation, Integrity of billing, Addressing issues, etc.
•Identify the facets which can be
• Worked on to improve their impact
• Which can be dropped
•Identify key elements from competitors which can be leveraged
Why Global Hospitals
•identify the ‘real’ reasons to get treated at Global Hospitals
•Across types of treatments & specialities

6. www.globalhospitalsindia.comGLOBAL HOSPITALS GROUP Hyderabad | Chennai | Bengaluru | Mumbai
Areas of Inquiry- Brand Imagery Index
Brand Imagery Index
•Quantify the consumers experience of interacting with Global Healthcare
• Intangible Attributes – Reputation, Integrity of billing, Addressing issues, etc
• Tangible Attributes – Specialty, Skill and Capability of Consultants, Quality of Treatment etc
• Calculate the Brand Imagery Index – and compare across key competitors.
Net Promoter Score (NPS)
•Determine the Willingness to Recommend ( Net Promoter Score) for Global Hospitals and
key competitors ( where possible)
•Use the Importance Performance Analysis analytical framework to determine the level of
importance of each Attribute
Perceptual Map
•Use the data to generate a perceptual map
•And compare between competitors
•The data used will be quantitative and qualitative in nature

7. www.globalhospitalsindia.comGLOBAL HOSPITALS GROUP Hyderabad | Chennai | Bengaluru | Mumbai
Brand Imagery Index
• In our context it would be critical to measure the Brand Imagery Index for Global
Hospitals and its competitor set- and track it over time
• The Brand Imagery Index Model is anchored in the Net Promoter Score Theory
(NPS) . Data as per O&M imagery index
Brand Index = O& M Imagery index
Recommendation – Willingness to Recommend the
Brand is a cumulative impact of all interactions with
the brand – Experienced or Perceptions
Brand Performance on the Tangible Aspects
(experienced 1st
hand)
Brand Performance on Intangible Aspects
(experienced 1st
hand or basis perceptions )
The Net Promoter Score – i.e.
The Willingness to Recommend
is impacted by the various
attributes of a brand
•Tangible
•Intangible
I = Importance of each
Attribute
P – Performance of the
Attribute
The calculation is rooted in the
IPA framework

8. www.globalhospitalsindia.comGLOBAL HOSPITALS GROUP Hyderabad | Chennai | Bengaluru | Mumbai
Imagery Attributes/ Experiences –
Quantitative Analysis/ Output
• We would create a Perceptual Map -
Across tangible/ non tangible
attributes
• Opportunity areas – where
competition is performing better -
especially in the Leadership
Quadrant
• Areas of Enhancement – where
Global is lagging its competitive set –
attributes in the Concentrate
Quadrant
• Where we can continue to maintain
what we are doing – without
necessarily making fresh
investments/ management focus –
Low Priority/ Overkill Quadrants
Importance of
Attributes
Performance on Attributes
The position of competing hospitals relative to
Global would be critical

9. www.globalhospitalsindia.comGLOBAL HOSPITALS GROUP Hyderabad | Chennai | Bengaluru | Mumbai
Project Deliverables
Deliverables
Identifying the real reasons
‘Why Global’ / ‘Why NOT
Global’ based on scientific
evidence
Inputs into marketing
campaigns/ engagement
programs to drive preference
Measure and Compare Brand
Imagery Index, NPS
- Global vs Competitive Set
( Apollo ,MIOT, Fortis , SRMC
,SRM)
Dimensions of Brand Global Hospital
-What is needed to be the preferred
hospital in its catchment

10. www.globalhospitalsindia.comGLOBAL HOSPITALS GROUP Hyderabad | Chennai | Bengaluru | Mumbai
Methodology
• Given the objectives and the information we seek
• We would recommend the use of 2 distinct research tools
• This study would currently be done at Chennai only
Depth Interviews – with
•The Medical Fraternity in the
catchment area
•Consumers who would have been
treated at Global or its
competition
Qualitative Tools
• Telephonically Administered
Questionnaires
• Consumers who would have
been treated at Global or its
competition
Quantitative Tools

11. www.globalhospitalsindia.comGLOBAL HOSPITALS GROUP Hyderabad | Chennai | Bengaluru | Mumbai
Methodology- Consumer Profile
Gender • Males, Females
Age
• Younger :28 - 40 yrs
• Older : 45-55 yrs
SEC • A1 , A2
Occupation • A mix of Salaried and Self Employed incl HNI’s & Expats
Medical Criteria
• Have undergone a treatment at Global/ Competing hospital
• Or a immediate family member has undergone a treatment requiring
hospitalization
• Insurance / Cash less
11
In these interviews we would meet the family of those who have undergone
treatment
This would help understand decision making better
Patient feedback on quality , service , outcomes , recommendation , specific
input

12. www.globalhospitalsindia.comGLOBAL HOSPITALS GROUP Hyderabad | Chennai | Bengaluru | Mumbai
Methodology – Depth Interviews
• It would be critical to have 44 detailed interactions with the local medical
fraternity and consumers , segmented as
• These interactions would help identify the various facets of Global’s
/Hospitals imagery
– The same would be quantified using telephonically administered
questionnaires
GPs – who refer patients 10
Consultants / Specialists 6 ( across specialities)
Pvt Corp / Insurance / HNI ‘s / Expats 6 in each
Owners of local nursing homes 10
Patients / Consumers – Global and Competition 8 + 4

13. www.globalhospitalsindia.comGLOBAL HOSPITALS GROUP Hyderabad | Chennai | Bengaluru | Mumbai
Methodology – Tele Survey
• In the catchment area ( defined basis business inputs) we would
telephonically administer 160 questionnaires segmented as
• These interactions would help quantify the facets of imagery and
generate the Brand Imagery Index
• We would need access to a database from Global - it would add value to
the process
Male Female
Global Patients
Younger 40
30
Older 40
Competition
Patients
( Across age
bands)
50

14. www.globalhospitalsindia.comGLOBAL HOSPITALS GROUP Hyderabad | Chennai | Bengaluru | Mumbai
Thank You!