dot hospital presentation of ashok
TRANSCRIPT
CLIENT CHARITHASRI HOSPITALS
BUSINESS HEALTHCARE
JOB BRAND REDESIGN
DATE 03/10/2013
SENTINI HOSPITALS
CHARITHASRI HOSPITALS
Located in the heart of Vijayawada with state of art infrastructure, dedicated
doctors and attentive staff claims to offer the most proficient healthcare facility.
Adhering to its vision and mission it is also committed towards a social cause of
educating people with regular health talks, health camps etc.
Providing multiple services it also claims to have good infrastructure facilities
THE MARKET POTENTIAL
The industry is growing at a pace of 20% per annum
Expected to be worth US $100 billion by 2015
100% FDI permitted leading to multinational firms investing in India.
Therefore high level of competition.
Government to increase health expenditure from 1.4% to 2.5% of GPD
OUR MARKET
More than 15,000 hospitals in India
18000 new doctors every year
More than 6,00,000 practicing physicians
Currently the industry is of US $35 billion, 2/3rd of which is private spending
Over 150 hospitals in Vijayawada
THE CHALLENGE
To transform the image of CHARITHASRI HOSPITALS into reliable, trustworthy and sustainable super-brand
INSIGHT A need to establish a Brand Identity that portrays and supports the organization's vision, values and belief
The quality of infrastructure, reliable doctors and efficient staff is the key
The market relies a lot on the brand, where its overall identity should highlight its quality of service.
More than 50% of Indian population that can afford a good treatment chooses the place depending on the brand image
Having a brand identity built on a solid platform of a well-thought-out strategy is vital
OUR PROCESS
THE OFFERINGS
Uplift and uphold rather than uproot and implant the Brand Image
Brand Identity Redesign
(a) Brand Mark (b) Baseline
Brand Bricks
(a) Official Website (b) Brand Collateral
(c) Internal and External tools of communication
(d) Brand Signage
Brand Strategy
(a) User Research (b) Brand Research
(c) Brand Strategy
PROJECT PHASE
PHASE: 1
Establish a strong brand image
Differentiate and stand out
Easy brand recall
Emphasized Brand Presence
Wider brand visibility
PHASE: 2 Emotional connect
Increased reference points
Increased Brand Loyalty
PHASE: 3
• Communicate the change in order experience the above listed
impact.
• Work towards sustaining the change established for long term
benefits
ARE YOU READY?• DOT believes in the potential of Charithasri Hospitals that
nurtures the desire to grow in a highly competitive world.
• Charithasri Hospitals has the vision and the perspective and DOT has the means – the perfect recipe for creating a super brand.
• So all we’d like to ask is,
• are you ready for the change?