For now, the focus is on using all communication tools like advertising, direct marketing, promotions and events to promote the brand. The strategy will be set rolling with a print campaign in mid-May. The four-ad campaign will be a brand-building exercise and appear in print dailies. Created by Enterprise Nexus, it will be supported aggressively with outdoors, FM radio channels and local cable.
The campaign revolves around building up trust in the brand. Says Mr Ratan Jalan, chief operating officer, AHLL,Research conducted last year revealed that information and reassurance were big factors in healthcare. The consumer basically wants to remain in control and an active participant in decision-making in all health-related interactions. However, current levels of healthcare lack the ability to create trust. So there is a need to develop trust, and give information.
A separate service campaign is being planned in the second phase, which will focus on the preventive healthcare services, which is another important focus area for AHLL. Preventive healthcare in fact is a huge business, with hospitals accounting for only 32 per cent of the total Rs 100,000-crore healthcare market.
Direct marketing efforts will be targeted at residents associations, corporates and physicians. It will also target different segments like executives, schools and office complexes with special packages. Tie-ups with health-related products are also on the anvil. It will raise sensitivity around health issues through camps, quizzes, competitions and panel discussions by experts.
What we are looking at is communication that works, not one that simply offers gyan. We will use different avenues to achieve this. If we can shock people out of their slumber to take their health more seriously, we would have achieved our purpose, says Mr Jalan.
Branded Apollo Clinics-Family Health Centres, the clinics offer complete solutions to day-to-day healthcare needs, specialist services, diagnostic services, 24-hour pharmacy and preventive healthcare check-up packages.