Brand Communication and strategy recommendation - Nova Medican Centre, Bangalore.

1. Nova Medical Centre
Brand & Communication Strategy Recommendation
Presented by Percept IBD

2. Product Brief
• Was established 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

5. Market Reality

6. Current Status of the 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

12. Healthcare Segmentation
Specialist Generalist

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 future looks…
• 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

15. Business Objective

16. 30% growth in the patient enrollment numbers by the end of the
2011 fiscal.

17. Competition Communication Analysis

26. Analysis of competition positioning

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

28. Brand Strategy Development

29. SWOT Analysis

30. Nova- Strengths
• Best doctors/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 for qualitative 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’s own 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

35. Brand Communications

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
• Dileep admitted 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 day in life…

52. If he needs to think of a hospital for any treatment,
HE THINKS…

57. Customer Barrier
On one level:
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.

59. Brand Challenge…

60. How do we make him THINK…

62. How do we make him THINK…

64. Understanding the decision making process…

66. How do we define the brand essence for our
Communication…

69. Creative

70. Customer (Brand Awareness) Communication
Route-1
In right hands, cure is Fast

71. Print

77. OOH

81. Online Banners

86. Route 2:
Enjoy the unbreakable flow of life

87. Print

94. OOH

98. Online Banners

104. Launch Communication

105. Route:1
Teaser

108. Route:1
Main Ad

111. Route 2:
Teaser

114. Route 2:
Main Ad

116. Doctor Communication

121. EDM

124. Internal Branding

129. Social Messaging

134. Health Tips (Radio)

135. • Everyday health tips 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 health tips 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 health tips 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 health tips 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

139. New Identity
Few Suggestions

144. Brand Building…Few Thoughts

145. • Health Camps:
-Conducting health 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 for Medical 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

149. Thank You…
Over to you…