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| Case Studies |
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| Sree Abirami Hospital |
OVERVIEW
Health care is a sector that's starting to embrace the corporate image
in a big way. This is not restricted to its inner workings alone, but
also as a brand image. Dr Periswamy and Dr Kundavi Devi run Abirami
Hospitals. They were looking for a way to make their hospital stand
out; give it a new angle .We had to keep in mind the existing health
care segment and carve out a niche for the hospital. Coimbatore is now
an established medical tourism destination. With a number of hospitals
offering world class health care, the requirement put forward was to
give the hospital an identity. Hospitals are perceived as very impersonal
by the general public. The challenge here was to break away from this
perceived image and give the hospital a fresh perspective. Another area
of focus was to make the hospital more accessible. Creating a new brand
image from scratch brought about the shift in perspective. This included
logos, brochures and ad campaigns, which reflected the new image of
the hospital. Providing a web portal which high lighted the various
features of the organization enhanced the accessibility. Our entire
strategy revolved around giving the hospital an image, which would enable
it to compete internationally, as a health care facility with a personal
touch.
FACT ANALYSIS
The hospital has a number of strengths including a long tradition of
trust. Several small factors such the brand colors and the logo had
to be a reflection of the new and fresher image . The tag line “Where
care meets cure “was coined. This had to reflect the fact that
the emphasis of the hospital was not only on provided quality health
care but also compassion. The latter is often taken for granted and
it is this particular area that we had to stress on. The web portal
had to be extremely informative and user friendly. Keeping these in
mind the project was carried forth.
SOLUTION IMPLEMENTATION
The colors for the brand were established as blue and green. These
were chosen because the former represents serenity and the latter represents
prosperity. Both crucial facets in determining the caliber of an organization.
The portal took the interaction between the patients and the hospital
to a new level. Features such as the ability to make online appointments,
as well as an interactive forum, increased the ease of usage. They also
helped to bring out a sense of transparency about the whole process.
The brand make over did not end there but was also carried forward to
various facets such as signs and the general ambience of the hospital
itself. The final result was a health care facility whose image enhanced
it’s strengths to the fullest. |
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