How digital strategies helped drive patients from the Middle East for a leading hospital brand in India

Impact: 3X patient inflow. Significant ROI.

Executive Summary

The Brand

The brand is a well-known name in the Indian healthcare industry, particularly in South India, delivering world-class tertiary healthcare for five decades to patients across the globe.

 

Ranked amongst the Top 10 multispecialty hospitals in India, the brand successfully operates and manages 4,900 beds and caters to around 2 million customers from India and overseas every year.

 

The brand has been leading technological advancements in the medical world along with state-of-the-art infrastructure and facilities with the finest minds in the country. From the smallest to the most complex medical problems, they pride themselves in the way they deliver healthcare.

Challenges

The business challenge for the brand was to significantly increase the inflow of patients from the Middle Eastern countries. Building brand awareness and at the same time establishing an emotional connection for brand recall was also a challenge.

Being equipped with world class facilities and despite having patients coming from all over the world, The brand wanted to penetrate the Middle-Eastern market where there is a dearth of affordable world class health care facilities.

 

 

Solution

We devised a strategy which was two-pronged. We worked on building a brand recall and positive association for the brand during the lean period of Ramadan. Thereafter, we launched a lead-generation campaign to translate the equity built into business. Here are aspects of the solution we came up with.

 

 

And it Clicked!

CREATION OF THE FIRST MICROSITE:

We came up with a concept called- ‘Fasting tips during Ramadan’- a concept aimed at providing health tips to people of the Middle Eastern countries during the gruelling schedule of Ramadan and the toll that it takes on their general health.

 

The different aspects of the plan were:

 

 

SUBSEQUENT LEAD GENERATION CAMPAIGNS

After ensuring engagement with the targeted geographies through the microsite, we started generating leads through different ad campaigns

A glimpse of our work

 

 

 

 

 

The Impact

Increased patient enquiries from region to 3x