Brand Presentation on Max Healthcare By Group 3

1st April, 2006

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A Passionbrand..

Passionbrand
A Passionbrand is a brand with the courage and imagination to stand for something at once related to, and yet bigger than, the category it inhabits A Passionbrand is a brand with active belief in the confidence and capabilities to help bring about its fulfillment

Passionbrand
A Passionbrand is a brand which is consistent at the core and yet always fresh and vibrant in an ever changing world.

A Passionbrand is a brand with high values integrity a brand deeply embedded into the organization of which it is a part; its not simply a marketing concoction

Methodology Overview
The objective is to take the existing MAX Healthcare brand and through a process that combines rigor and imagination arrive at a Passionbrand identity for
MAX Healthcare.

Methodology Overview
The Methodology Comprises Two Distinct Phases: Analytical Phase: In this all aspects of the brand and its environment are studied. Creative Phase: This phase uses the knowledge to crystallize brand belief and generate the Passionbrand identity.

Analytical Phase

Internal Factors

External Factors

The Governing four-corner model with its point of intersection The Perfect Position for Brand Identity

Analytical Phase
Internal Factors Relating to the company or the brand itself
Ideology: Embraces the ethos of the company and all the values associated with the brand, both current and past and will include, where possible and appropriate, the foundational belief. Capability: Examines the companies abilities, its invisible assets like distribution network and trade relationships, its source of authority and cultural bias.

Analytical Phase
External Factors Relating to the world, beyond the company
Consumers: Will include people who buy, reject or otherwise influence the brand. We also examine behavioral trends, cultural shifts. Environment: It covers the entire competitive environment in which the brand sits and is not simply confined to the immediate competitive set.

Ideology

Objective of the analysis

The objective of this is to arrive at an
ideological audit of the brand MAX Healthcare and the organization MAX India that it is a part of

Overview
Max Healthcare - Caring For YouFor Life
MAX healthcare is India's first truly integrated healthcare system MAX healthcare believe in the concept of total patient care and deliver care by combining medical and service excellence. MAX healthcare is committed to quality care that not only addresses the illness but also concentrates on the overall wellness of the patients.

Other Facts
Max India, through its healthcare division, is looking to establish the Max brand Primary, secondary and tertiary healthcare centres under the umbrella brand, Max. Dr. Max centers, providing primary healthcare facilities.

 The secondary level would involve the Max Medicenters and provide specialist consultations and diagnostics facilities.

And, at the top end of the spectrum are the two specialty hospitals.

Vision
To deliver world class healthcare with a service focus, by creating an institution committed to the highest standards of medical and service excellence, patient care, scientific knowledge and medical education

Mission
Create unparalleled standards of Medical & Service excellence Brand of FIRST CHOICE Principal choice of physicians Ethical Practices Dominant player in Delhi National Capital Region

Value Integrity Grid (Ideology Grid)

Values Business Activities People Service Delivery Partners Community Caring Communicatio ns Medical Excellence Value1 Unparallel Courtesy Train Standards and Train caring train always Value Principal Customer Partnership 2 Choice of Comes with Physicians first Medical community

Openness and Service Transparency Excellence Patient Centric

Value Ethical 3 Practices

Value Int. 4 Image

Do it Build lasting right Customer First time relationships

Efficient Process Fun at work

Seamless service
Consistent and

In your community near you

Comprehensive ness

The Logo Story

The cross is the accepted symbol for Healthcare the world over. The hands that you see within it are inspired by Michaelangelo's famous painting on the roof of the Sistine Chapel showing the birth of Adam.

The Logo Story

In this work, which has endured for centuries, God bestows the gift of life on mankind through his touch, a truly fitting symbol for the group The Healthcare green is fresh, close to nature and symbolic of life.

Capability

Objective of the analysis

The objective is to provide the raw materials or the kinds of decisions we will make for the Brand

MAX healthcare to become a Passionbrand in

stage 2 of our methodology. This is to look at

tangible and intangible capabilities

Capability
A team of highly qualified and trained doctors, nurses and patient care personnel to provide the highest standards of care.
Latest medical equipment and hospital information system.

 Medical collaboration with Singapore General Hospital in areas of medical practices, research and training.

Over 400 leading doctors, 280 corporate clients and a patient base in excess of 1,70,000.

Capability
Clean and comfortable facilities at all locations. Ensuring availability of your records at the touch of a button at our facilities. 24 hour- Chemist, Ambulance, patient diagnostic and Emergency Services.

 Regular educational and health camps to help educate patients on various health issues, so that they make informed choices. Max Happy Family Plan- Annual Health Plans covering domiciliary medical needs.

Capability
A complete preventive healthcare programme MAX 360. Full detailed customer base and profile

Financials
Revenue grows 68% year-on-year from Rs. 27.02 crore as of March 2004 to Rs. 45.39 crore as of March 2005. Warburg Pincus enhanced stake in Max Group invested Rs. 115 crores at Rs. 40 per share in Max Healthcare. Warburg Pincus' total investments in Max Healthcare after current fund infusion stand at Rs. 140 crore

Financials
The company has now fully tied up its long term funding needs for the Rs. 600 crore healthcare project. Project to be funded by Rs. 325 crore in equity and Rs. 275 crore in debt of which debt funding is fully tied up and equity funding is substantially completed. Debt-Equity ratio of 0.84.

Consumer

Objective of the analysis

The objective is rich description of the people who buy and use the brand, or who might do so in the future.

Demographics
Age: 25 and above Gender: Both Genders Ethnicity: Very cosmopolitan as the TA is NCR specific Education: Literate, At least Graduation Income: Annual per capita income > Rs. 5Lakh Martial Status: Most are married Most of them have children

Geographic
Basically NCR region. High affluent areas of NCR which include South Delhi, Gurgaon, Noida, West Delhi

Consumer Insights
Any form of communication from medical setups is perceived as solicitation of sales,

Increasing spending of their own personal income on health, and they are making more decisions about their own treatments.

 Tomorrows consumers will be adversarial, fickle and decidedly impatient. Individuals are better educated about everything, including healthcare. Searchable health information became available quickly and easily through the Internet.

Consumer Insights
Patients believe no one is on their side. They become engaged in their healthcare decision-making because they felt abandoned by the system. Consumers think that healthcare professionals are spending less and less time with patients. They are becoming even more demanding and are sensitive to value and hungrier for information.

Environment

Objective of the analysis

The objective is to gain an overview of all the factors in
the competitive environment that might affect the success of your brand from competitor activity to upcoming legislation.

Micro: Category: Healthcare Industry: The Healthcare Paradox in India

HEALTH SPEND: INDIA

Health Care Market: 103000 crore (5.2% GDP)

DEVELOPING COUNTRIES Korea Brazil 6.7 6.5 5.7 5.2 2.7

PER CAPITA SPEND Korea Brazil Thailand 720 453 349

Pharma Market: 17%

Healthcare Delivery Market: 83%

Thailand India China

China
India

143
94

Figures indicating % of GDP

US$, PPP, 2001

Micro
INDIA LAGS BEHIND ON KEY HEALTH INDICATORS Though theres been significant improvement, India has a long way to go.

37

Life Expectancy at birth Years

63

65

78

India 1951

India Today

Developing Countries

Developed Countries

146

Infant Mortality Deaths per 000 births

70 India Today

56 Developing Countries

India 1951

6 Developed Countries

Micro
PRIVATE HEALTH CARE SPEND BY TYPE OF PROVIDER (In %, 2001) 100% = Rs. 64000 crore*
Charitable Hospitals, 11

Upmarket private hospitals and nursing homes, 7

Private practitoners, 40 Midmarket private hospitals and nursing homes, 42

Major Competitors
Apollo, Escorts and Fortis

Major Competitors
Apollo: The two elements around which the brand of Apollo is positioned is Credibility, Delivery of Medical service. All their actions, right from patient care to various marketing exercises are aimed at reinforcing these elements.

Major Competitors
Escorts: Here we find the owner who is also a doctor, becomes the hospitals brand ambassador: Dr Naresh Trehan. We feel its a risky way to build a brand. What will happen after 40 years when the doctor is not there? Therefore the future is in building the institute and not the individual. Institutions should be branded. People feel individuals are brands, which is risky.

Major Competitors
Fortis: Working on the Ranbaxy brand, It is viewed as a brand extension, but has not been able to create a separate identity for itself.

Key Differentiators Compared To Competitors

Accessibility Full NCR/Delhi coverage Comprehensive, integrated and seamless model Consistent and customized care Patient records Repository and accessibility Patient education and awareness Best in class facilities No franchising

MACRO
AVG ANNUAL HOUSEHOLD INCOME Delhi All India 70082 AVG PER CAPITA INCOME 157374

Delhi
All India 12128 PER CAPITA ANNUAL INCOME: DELHI

28885

Urban34509 Rural.27256

MACRO
ANNUAL INCOME PER HH Upto Rs. 350002.18% 35001 70000.16.25% 70001 10500022.69% 105000 140000..20.65% Above 140000...38.24 SEC PROFILE SEC (URBAN)

A1.8.4% A2.8.6% B1.12% B2.8.8% C...21.9% D..19.5% E1.7.9%

So the analysis is done, but there is a slight problem. The problem is that great branding cannot be achieved through analysis alone. You cant analyze your way to becoming the kind of seductive, fascinating, multi textured, familiar- yet-surprising, trusted and respected, valued and loved entity that is a great brand and that we call a

Passionbrand

Creative Phase
Now Stage two is different from the feel of stage one. Its a time for creativity and imagination But also its a time for courage too the courage to look deep down into the information and ask yourself what heights you really want to scale, what sacrifice you are really prepared to make Its time for reason and passion to meet.

The Line Of Dynamic Trajectory

INSPIRATION IMAGINATION

INSIGHT

INFORMATION

INSPIRATION IMAGINATION

INSIGHT

INFORMATION

From information to insight: Capturing themes and tensions

The task here is to answer six questions. These

questions combine the various corners in stage 1

to get to precise and insightful answers

What are we good at thats good for people? (Capability and Consumer corners)
Courtesy and caring always A team of highly qualified and trained doctors, nurses and patient care personnel to provide the highest standards of care.

 Latest medical equipment and hospital information system. Regular educational and health camps to help educate patients on various health issues, so that they make informed choices.

What are we good at thats good for people? (Capability and Consumer corners)
Max Happy Family Plan- Annual Health Plans covering domiciliary medical needs. 24 hour- Emergency, Chemist, Ambulance, patient diagnostic and Emergency Services. Accessibility Full NCR/Delhi coverage Close association with Max Healthcare and Max Life

Which Values will we still hold when the world moves on? (Ideology and Environment)
Courtesy and caring always

Seamless service
Medical Excellence

What should we stop doing now in order to stay true to our values? (Ideology and capability)
Value for money Drop the segregation of MAX healthcare brand into various sub brands (Dr. Max, Max medicentre and Max hospitals) Try to move away from corporate identity of MAX India.

How is our industry currently letting people down? (Consumer and Environment corners)
They are not providing complete transparency, thus making the consumer perceive that they are thugs. They are spending less and less time with the consumers thus making them feel that they are alone and no one is on their side.

How is our industry currently letting people down? (Consumer and Environment corners)
Hospital, is still a hospital and nothing more. Service at hospitals are still not up to the mark. Comparisons should be made to the Hotel industry. Complete medical service, from diagnose to cure to insurance is not being provided

How might our historical ethos be reinterpreted for people today? (Ideology and Consumer corners)
Unparallel Standards: Best in the industry, world class facilities and doctors. International Image Standards: Association with International medical hospitals. Value for money: Cheap service and lacking medical capabilities. Courtesy and caring always: Regular feedback and checkups outside the hospital also.

How might our historical ethos be reinterpreted for people today? (Ideology and Consumer corners)
Openness and transparency: Customer

involvement in all the processes.

Convenience & accessibility: More of a

community or neighborhood healthcare facility

 Treat each customer differently and individually. Provide a 360 degree healthcare facility. Merge the two companies Max Healthcare and Max New York Life Highly Patient centric: One doctor for each patient. Utilize customer database to have regular checkups, not necessarily in the hospital

What is our future credible capability? (All Corners)

What is our future credible capability? (All Corners)

Social Responsibility activities: To show caring always One brand, not segregated brands. Connect all tiers together for a seamless flow of service. Focus more on customer service than medical excellence

INSPIRATION IMAGINATION

INSIGHT

INFORMATION

From insight to imagination: Identity to reality

Its exciting to analyze and create a new Max
healthcare brand, but the customers will not see

this Passionbrand the we have showed you. Here

we have to look at effective communication. Here

are our six guiding principles.

 Healthcare brands emerge not through advertising but through the power of patient experience. Advertising can be used to enforce the patient experience to new customers. Hospitals should see things from a patients perspective. Brands communicate in a certain language.

Get the order right (Communication strategy)

Get the order right (Communication strategy)

A Hospital should ask oneself- Which language does my hospital speak? Service delivery, clinical expertise, and medical technology help to create an image. Brand speak a level of reputation, this will lead to creating a brand.
When you achieve a superlative reputation, it extends into a great brand.

Get the order right (Communication strategy) Strategy

Power of patient experience Huge publicity with various events & seminars Direct Marketing: In form of customer service and regular updates Print advertisement: In selected high end magazines Innovative Branding: Internet Branding

Understand, inspire and encourage your employees (Internal Communication)

Internally the employees have to be motivated and true to the core value Regular employee training classes on Customer Relationship Management Corporate Film for employee motivation Customer feedback for each doctor and attendant Regular motivation by sharing customer experience and company achievements

Remember that everything communicates (Environment Strategy)

The fact is that everything from the time the
customer sees the product to his experience in the clinic, to the point when he is being dissected on the operating table, all these things communicate.

TV Ads
Radio Ads Recommendation Events Press ads

CSR
Digital Ads Sponsorship Sales promotion Events Website

Word of mouth Outdoor Ads Zone of Intemacy Zone of Discovery Zone of Mediation

Fragrance Taste Colour

Ambient Sound Frontline service delivery Copromotions Employees (non frontline) Slogan & Imagery Point of Sale

PR

Sensory Branding
To a large extent marketers have operated in two
dimensional world,

Increasingly consumers are expressing a more

multidimensional desire incorporating a complete

sensory approach.

Sensory Branding
58% 45% 31% 25% 41%

Tas te

Sight

Smell

Sound

Touch

Sensory Branding
What is surprising is that the entire world of
branding has ignored this for far too long.

The higher the number of sensory memories

activated, the stronger the bonding between

brand and consumer.

Sensory Branding
In the case of Max Healthcare we can activate at least 4 of the 5 senses, to complete a holistic sensory branding
Smell

Taste

MAX Healthcare

Touch

Sound

Sight

Sensory Branding
Sight All clinics of Max should have a common vision when you enter it. The colors, the position of staff the, the seating arrangement. All doctors and nurses should have uniform coats. All material, resources and items should be of the matching colour. McDonalds

Sensory Branding
Smell Trademark a distinctive smell, specially designed to please the customer. Moms cooking Morning dew, fresh and green, Natural. Used in all the clinics, used in the perfume of the nurses and doctors, on hand towels, in wash room toiletry. Singapore Airlines

Sensory Branding
Sound Nokia cell phones and Intel MAX should also trademark a soothing tune specially designed to make the customers relaxed. This tune should be played at all lobbies and should be used in all kinds of audio communications, may it be ads, phone ringing, call holding tune etc.

Sensory Branding
Touch Helen Keller Skin covers 80% of our body. All material of MAX healthcare should be of the same material For a regular customer if he reaches any MAX Healthcare he should and shuts his eyes, he should recognize the object by its touch. Louie Vittoun

Make at least one big symbolic gesture (Publicity Strategy)

Communicating caring to our customers We have to show that our corporate mission and value is not only to care for the rich and famous, but also to the poor and needy. Gather a lot of good publicity and enforce the fact that being a niche player we still care about the society we have to have at least one huge event every month.

Make at least one big symbolic gesture (Publicity Strategy)

The event will be a monthly medical camp at various slum areas in Delhi. Regular medical camps and checkups for regular patients and customers. Extended Corporate Social Responsibility during calamities and natural disasters. Regular articles by Max Healthcare Doctors on various patient related diseases.

Be consistent and cohesive( Advertising plan, Media Plan, Innovative branding)

The mindsets of the society, wherein any form of communication from medical setups is perceived as solicitation of sales, which itself is not viewed positively, is the biggest barrier in hospitals trying to build their brands. Thus we should be very careful in our advertising message and strategy.

Be consistent and cohesive( Advtg plan, Media Plan, Innovative branding)

We have to communicate doctor patient relationship, the fact that at MAX Healthcare you will have your own doctor and that doctor will look into and advice on all matters.
The fact that at MAX Healthcare you get a complete 360 degree experience, from insurance coverage, to medical loans, to remittance and medical facilities.

Innovative Branding
Explosion e-commerce online. Healthcare marketers should understand that the Internet offers an array of opportunity and high performance tools Create Right Partnerships with right websites Banner placement with various medical sites.

 Partnership with bank sites E-mailers Sponsoring Blogs Keyword insertion Specialist Site: Cancerfighter.com, allergyroadblock.com

Be consistent and cohesive: Media Plan

Markets
Delhi (NCR) Haryana Punjab Chandigarh Rajasthan Uttar Pradesh

Media Tools
News Paper Magazines Hoardings Corporate film Events PR

News Paper
HT covers Delhi & NCR Punjab Kesari covers Punjab Dhainik Bhaskar covers Madhya Pradesh, Chattisgarh, Rajasthan, Chandigarh, Harayana. Dhainik Jagran covers Kanpur, Lucknow, Varnasi, Allahabad & Muradabad TOI package

Publication Coverage Cost of Sq.cm HT+HH Delhi & NCR 2080 Dhainik Bhaskar Madhya Pradesh Chattisgarh 2055 Rajasthan Harayana Punjab Kesari Punjab 1600 Dhainik Jagaron Kanpur Lucknow 1818 Varnasi Allahabad Murradabad TOI Package 3860 Total

size 400 400 400

Insertions 8 3 2

Total 6656000 2466000 1280000

400

1454400

400

3088000 14944400

Magazines
India Today for 2 English issues Business world for 2 issues Fitness Magazine 2 issues

Magazines India Today India Today Fitness Business World Total

Language English Hindhi English English

Cost 1,50,000 1,50,000 50,000 1,15,000

No.of.Issues 2 1 2 2

Tot.Cost 1,50,000 3,00,000 1,00,000 2,30,000 7,80,000

Hoardings
Hoardings Gurgaon Noida Faridabad Gaziabad Total Sizes 40'X20' 40'X20' 40'X20' 40'X20' Cost 1,50,000 1,00,000 1,00,000 1,00,000 No.of .Mon Number 6 3 6 2 6 2 6 2 Tot.cost 27,00,000 12,00,000 12,00,000 12,00,000 63,00,000

Corporate Film
To boost the confidence in the organization, since each employee should need to know what we stand for and how we stand. In a servicing sector the customer is not only cares the core product but also the augmented and expected services, so every one should deliver their duties Rs.3 lakhs

Events
An AIDS awareness event in G.B road -Rs.3 Lakhs

Free standard medical tests in corporate offices (MNCS) - Rs.9 Lakhs

Public Relations
Special Medical camp if any natural calamities.

If not doing, PR with any famous personality to bring brand awareness. -Rs. 10 lakhs

For Branding
Sensory Branding Research- Rs.10 lakhs

Creatives Rs.20 lakhs

Link Measurement to action (Budget)?

To complete such a branding exercise one should understand one should understand that the value of measurement is not through the money spent but to the action achieved. One should be constantly measuring the action and seeing whether the return is as according to the objectives or not. But still the budget is as follows.

Total Budget
Media News Paper Magazine Hoardings Bus Shelters Corporate Movie Events PR Creatives Cost Brand Resarch Total Total 1,49,44,400 7,80,000 63,00,000 21,00,000 3,00,000 9,00,000 10,00,000 20,00,000 10,00,000 2,91,24,400

INSPIRATION IMAGINATION

INSIGHT

INFORMATION

From Imagination to Inspiration: The Passion Point

The Passionpoint is the crystallization of the Passionbrand identity. Its purpose, once captured and implemented is to inspire action, to show everyone who worked in the organization at any level and for the future people who work for the organization, what the brand is for.

FOREVER

VALUES IDEALIZED SELF

BRAND BELIEF

EXTRAORDINARY CORE

COMING CONTEXT

From Imagination to Inspiration: The Passion Point

Idealized Self: This is not a description of who your customer are, but of who they want to be.

Healthy and Cared for

From Imagination to Inspiration: The Passion Point

Coming Text: Brands dont operate in a vacuum, so no brand identity makes sense without a reference to context. But context changes as markets change, as competition develops, as issues explode, as trends evolve. The statement should be that combines demographic, competitive and cultural insights.

Healthy Planet

From Imagination to Inspiration: The Passion Point

Extraordinary Core: The simple description for extraordinary capability.

Your Doctor, One Doctor

From Imagination to Inspiration: The Passion Point

Forever Values: The aim here is ideological clarity, a short list of values.

Courtesy and caring always, Seamless service, Medical Excellence

From Imagination to Inspiration: The Passion Point

Brand Belief: Brand Belief is the brands take on the world, its is a view on what would make the world a little better and how the brand can help make it happen.

Caring for you, for life

MAX Healthcare: Passionbrand

FOREVER VALUES IDEALIZED SELF Courtesy and caring always,
Seamless service, Medical Excellence

Healthy and Cared for

BRAND BELIEF Caring for you for Life COMING EXTRAORDINARY CONTEXT CORE
Your Doctor, One Doctor
Healthy Planet

Acknowledgements
The Delhi School Of Communication Prof. Ramola Kumar Ms. Shalini Singh Mr. Manasvi Rasgotra Mr. Ashish Dutta Mr. Pradeep Aeri Mr. K. Mahajan Team Mates

Thank-You

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