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Healthcare Campaign

New Multispecialty Hospital: Building image generating patient footfalls

The Challenge:
A new multispecialty hospital in Mumbai's central suburbs was facing a challenge in finding patients to avail its state of the art medical facilities and capabilities. Occupancy was dismally low due to patient pool drainage to other well established hospitals in the city. The hospital management sought the counsel of Carmine Communications to develop a communication strategy to promote the hospital and increase patient footfalls.

What we did:
The Carmine Communications team put together a strategy to position the hospital as a health care leader at the forefront of technological advancements in medicine as well as a caring 'good neighbour' within the community. The team worked with the heads of department of each specialty within the hospital and devised a customized communication plan for them. The team identified key doctors who could be positioned as key opinion leaders and specialty experts. Their opinions were successfully placed across a wide spectrum of news media building credibility and positive imagery for the hospital. The hospital's capability was demonstrated by using the healthcare media to highlight difficult and technically challenging medical and surgical procedures successfully performed at the hospital. The fact that the hospital was the country's first to obtain a LEED certification and thus be classified as 'Green Hospital' was also publicized extensively. The team at Carmine Communications adopted a proactive approach to publicizing the attributes of the hospital. Interesting ways of connecting with the neighbourhood were conceptualized and implemented. To attract the public eye and increase recall value, the team identified the city's BEST suburban bus transport service as a potential ally. A massive public awareness campaign on Cardiopulmonary Resuscitation was initiated in association with the BEST where bus conductors were trained to administer CPR in case of any citizen facing a cardiac emergency in the bus. This was very well received by citizens and appreciated as a civic initiative done for the greater good of society. The Carmine Communications team also initiated and implemented many community focused health campaigns to promote awareness on stroke management, obesity, cardiovascular disease, cancer, diabetes and other ailments.

The Result:
The hospital rapidly gained recognition and visibility through consistent and long term focused PR initiatives. The reputation of the hospital and its medical team, over a period of time received a tremendous boost by prominently being featured in stories on medical innovation, surgical prowess and contribution to society, in various leading news media. The hospital presently runs at close to 95% occupancy, a huge jump compared to where it started from.