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Nova Medical Centre
Nova Medical Centre is a chain of daycare surgical centres established in 2009 with its first centre in Koromangala, Bangalore. It has since expanded to other cities like Chennai, Delhi, and Mumbai. Each centre partners with 35-40 renowned surgeons. Nova provides over 700 surgical procedures including gynecology, urology, plastic surgery, and more in a minimally invasive and cost effective manner. Patients are typically discharged within a day. The document recommends developing a strong brand identity and effective communication strategy to increase patient enrollment by 30% and establish Nova as a preferred brand over competitors in the healthcare market.
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Nova Medical Centre
- 1. Nova Medical Centre Brand& Communication Strategy Recommendation Presented by Percept IBD
- 2. Product Brief • Wasestablished in 2009, with Koromangala Center being the first center. • Over the last couple of years, Nova has not only increased its presence in Bangalore but has spread its footprints to other cities like Chennai, Delhi & Mumbai. • Each center is associated with 35-40 renowned surgeons, who also a part of the management as stakeholders of the center. • Plans of establishing 25 daycare surgical centers over next few months.
- 3. Product Benefits (Patients) •Over 700 surgical procedures including Gynecology, Urology, Plastic & Cosmetics surgery etc • Best of surgeons • Time requirement for each surgery is 30-120 minutes, hence patients get discharged within a day/few hours • 15-30% cost effective than normal hospitals • Centers are conveniently located • Modern, high-end equipments • Conveniently located pharmacy • On site diagnostics and labs • Minimally invasive surgeries
- 4. Product Benefits (Service) •Courteous staff • Easy access to consultation/treatment • Personalized care • Insurance benefits even for daycare surgeries
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- 6. Current Status ofthe Market • Rs 2,00,000 crore is the size of the market at present • Expected to grow to Rs 3,00,000 crore by 2012 • 80% of the market is in Private hands, highest in the world • 4 million people are employed, making it one of the largest service sectors • Year on year growth rate 16%, one of the best among industries • 1 lakh beds each year for the next 20 years is what India needs • 60% of the 15,393 hospitals and 80% of all qualified doctors are in the private sector
- 7. Current Status…Continues • 5%of household income goes to healthcare; 70% is sought from the private sector • 32 quality beds per 10,000 people in the metros, close to the global benchmark of 35 per 10,000 • There is a need for 0.8 million doctors, 1.7 million nurses and 7.5 million paramedics • An expected GDP spend of 8 per cent by 2012 from 5.5 percent in 2009
- 8. Current Status…Continues (Competition) •Dr. Naresh Trehan's Rs 1,000-crore Medanta Medicity in Gurgaon, • The 1,500-bed ("Asia's largest hospital") Mumbai's SevenHills, • Apollo's 200-acre wellness hub in Lavasa • Apollo is planning 32 hospitals in two years • Wockhardt is spending Rs 400 crore in four super specialties • Columbia Asia is setting up 15 new hospitals in India • Shalby of Gujarat is opening OPDs across and beyond India
- 9. Current Status…Continues (Competition) •Narayana Health City is expanding to other states • DLF and Fortis are investing Rs 3,000 crore on 15 hospitals • Kolkata's Ruby General has a Rs 10-crore expansion plan • Global Hospitals of Hyderabad is charting a health city in Chennai; Max is expanding by Rs 243 crore • Hindujas are foraying into boutique hospitals. The hospital growth saga is being written at a furious pace
- 10. Competition Analysis National Players: •High brand equity, therefore has bigger pull factor with patients • They have been around since long and have created strong brand identity • Round the year advertising helps them generate strong recall • They bring with them years of trust and heritage, hence better pull • They will be present across geographies, more importantly in all metro markets where the concentration of high net worth individuals is more
- 11. Competition Analysis Local /Regional Players • Local / regional players fight with the established players more on the price benefit than the technology/facility plank • More convenient when it comes to admission and patient release • Limitations of service on offer
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- 13. The “Nova” -Advantage • A combination of the strengths of both the world, mostly the best of facilities, world class technology, convenience and cost benefits
- 14. How the futurelooks… • Demand for qualitative and cost effective health care will continue to grow • National players will continue to push the barrier, will continue expanding to new markets • More and more international health care brands will enter/invest in the market • For minor surgeries, patients would look forward to spend minimum time at the hospital
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- 16. 30% growth inthe patient enrollment numbers by the end of the 2011 fiscal.
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- 26. Analysis of competitionpositioning
- 27. • Apollo –Touching Lives • Columbia Asia – Modern Healthcare • Fortis- Care • Raffel’s Hospital – Keep Moving (i.e.-Keeping you active and healthy) • Kokialben Dhirubhai – Every Life Matters (Care) • Global Hospitals – Adding more to life
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- 30. Nova- Strengths • Bestdoctors/surgeons • State of art facility • Modern Technology • Cost efficiency • Non invasive surgeries • Discharge within few hours of the surgery • Convenient locations • Fast access to doctors/treatment • Over 700 surgical solutions
- 31. Weaknesses • Low visibility •Low top–of–mind awareness and hence low recall • Consumer’s unfamiliarity with the Brand and its benefits
- 32. Opportunities • Demand forqualitative medication • Well-informed customers/patients looking for the right and cost effective solution for their problems • 16% growth rate of the sector and requirement of 1 lakh beds for the next 20 years • Unhealthy life style/pollution/ignorance of the problem giving rise to more medical attention
- 33. Threats • Competition • TG’sown perception/familiarity with a brand • Friend’s and families recommendation • Not being pro-active in up selling ourselves
- 34. To Sum Up… •Create strong identity • To create brand preference and get to the top of the consideration set • Create exciting Brand / TG interaction
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- 36. Defining TG (Demographic) •The primary target audience is in the age group of 25-45 • SEC: B+ and above • Annual household income of Rs. 5 lacs & above • Most cases family with one or two children • In most cases both husband and wife are working professionals • Primarily parents also do stay with them
- 37. Psychography-Primary TG • Dileepadmitted his father at Manipal for the cataract surgery • It’s a huge brand, must be providing the best of service • Cost is on the higher side, but I guess that’s ok • After all, a day’s stay in the hospital and I will be able to get the insurance money on the treatment • Its always better to be in a known hospital, any complications and they would be able address the issue • If both of I and wife need to stay in the hospital for a day, how do kids manage their school and task • It’s a question of day or two, we will manage
- 38. A regular dayin life…
- 52. If he needsto think of a hospital for any treatment, HE THINKS…
- 57. Customer Barrier On onelevel: TG IS not totally aware of the USP of the product due to lack of brand interaction On the other level: Their existing trust and belief in other brands because of the name/messaging exposure/recommendations Issue facing the brand: Until unless a distinct identity is created for the brand, then prospective customers will continue to see more promise in an Applo, Manipal, Fortis, Specialised Hospitals or local brands who promise to be offering value at a minimum cost.
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- 60. How do wemake him THINK…
- 62. How do wemake him THINK…
- 64. Understanding the decisionmaking process…
- 66. How do wedefine the brand essence for our Communication…
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- 70. Customer (Brand Awareness)Communication Route-1 In right hands, cure is Fast
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- 86. Route 2: Enjoy theunbreakable flow of life
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- 135. • Everyday healthtips from Nova. Turmeric helps fight digestive disorders, liver diseases, cancer and osteoarthritis Everyday health tips from Nova Medical Center, Entire surgical procedures in a day under Nova Daycare. • Everyday health tips from Nova. Secondhand smoking increases a child's chances for ear problems, causes coughing and wheezing, and worsens asthma conditions. So quit smoking for your kids. Everyday health tips from Nova Medical Center, Entire surgical procedures in a day under Nova Daycare.
- 136. • Everyday healthtips from Nova. Climb stairs, play with your kids, trim the lawn… anything that moves your climbs is a fitness tool. Move more to live more. Everyday health tips from Nova Medical Center, Entire surgical procedures in a day under Nova Daycare. • Everyday health tips from Nova. When you are under medication, make sure that your doctor knows about all allergies and adverse reactions you have had to medicines. Everyday health tips from Nova Medical Center, Entire surgical procedures in a day under Nova Daycare.
- 137. • Everyday healthtips from Nova. The composition and nutritional qualities of milk make it an almost complete food. As adults require the same nutrients as children or adolescents, drink milk irrespective of your age. Everyday health tips from Nova Medical Center, Entire surgical procedures in a day under Nova Daycare. Everyday health tips from Nova. • Garlic is a natural antibiotic. Regular consumption of garlic help the body build up antibacterial properties Everyday health tips from Nova Medical Center, Entire surgical procedures in a day under Nova Daycare.
- 138. • Everyday healthtips from Nova. Pomegranate is highly beneficial for diseases like piles, diarrhea, dysentery, constipation, hyperacidity Everyday health tips from Nova Medical Center, Entire surgical procedures in a day under Nova Daycare
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- 145. • Health Camps: -Conductinghealth camps on the city outskirts/villages for expecting mothers -Sharing with them a daily routine chart till the delivery date, which basically would include recommendation on food habbits, exercise regime etc • Health Camps in IT Parks: - Conduct general health check up(i.e. Blood Pressure,BMI,Heart check up etc) camps in IT Parks and other large office space - Opportunity to enroll and give membership cards - Offer benefits on doctor consultation/treatment at the center - Be part of the consideration set
- 146. • Scholarship forMedical Students: - Tie up with the best medical college/s,in the city of Nova’s presence - Offer scholarship for meritorious students - Idea is to engage/connect to the prospective doctors for Nova Medical Centre • PR – Periodic placement of articles in Medical Journals,Main News Ppaers,Vernaculars etc • In Serial Placements: Part of the script
- 147. Dr. Fix It! •Create an interactive forum on the website (micro site) • Get a panel of doctors/surgeons to answer patients/customer queries • The forum to be used by patients who have undergone treatment and as well by first timers • The forum can be used not only for answering queries but also to discuss health care tips
- 148. Dr. Fix It… •A micro site within the forum can be created for medical students only, who always can use the forum to discuss various aspect of medical practice. • This sort of a interactive forum helps in brand building process through strong associations • Also builds the reliability quotient in the customer mindset • This opportunity can be leveraged to conduct health camps in different parts of the country and also workshops for medical students
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