From a MILLION HITS to a webby honoree Background Widely recognized as the largest healthcare provider in Asia, the Apollo

Hospitals Group set up the first corporate hospital in India nearly 20 years ago. The group today owns and manages 38 hospitals in and around India, along with several nursing and hospital management colleges, pharmacies and diagnostic clinics. Despite this growth the brand communication was inadequate. As a result, very few had an understanding of what the Apollo brand stood for, within and outside the organisation. Also, as the group had grown, so had the number of websites. Therefore, instead of presenting one face to the world, they were presenting several faces that diluted the brand. And, even after having 42 Apollo websites the number of online hospital appointments and admissions had not increased significantly. Challenge As a result of these problems, Apollo Hospitals approached VIZIOHUB to powerfully establish their brand on the web and thereby draw more prospects to the hospitals. Apollo wanted prospects to see them first. And, beyond that to understand that an Apollo hospital would address their every health need immediately and efficiently. Solution VIZIOHUB developed an interactive brand strategy that included:

Results

Employing Search Engine Optimisation to bring prospects to the Apollo hospitals. Identifying the Apollos customers pain points to bridge the brand gap and to arrive at a sustainable competitive advantage for positioning Apollo online. Creating a new cohesive Mother Apollo Hospitals website where the several independent hospital websites would be integrated. Developing web applications that would allow users to interact with the website, like address queries to Apollos renowned specialists. This would build their trust in Apollo online, leading them to choose to be treated by Apollo offline. Creating an Administrative Console to allow for personalization, simplify content management on Apollos end, and enable Customer Relationship Management (CRM). Conducting ongoing technical maintenance to the site to ensure that prospects would have a consistent and high-quality experience.

Awards

Apollo Hospitals achieved a no. 1 listing on Google. Hits topped a million with an average of 70 enquiries a day. 80% of the enquiries were International. Doctor appointments topped 4000!

The Apollo Hospitals website was recognized as an official honoree by Webby Awards 2006.
APT C, SPL HABITAT, 138, GANGADHAR CHETTY ROAD, ULSOOR, BANGALORE - 560042, INDIA TEL +91 80 25320745 / 6 / 7

Marketing Mix of Apollo Hospitals

The marketing mix of Apollo Hospitals discusses the service marketing mix or the 7Ps of one of the premium hospital chains in India Apollo hospital. Product: Apollo hospital provides quality healthcare services with more than 53 branches across the country. Prominently Apollo is known best for heart problems and Knee and Hip replacement surgeries besides other major ailments. The specialities include Heart, Orthopedics, Spine, Cancer Care, Gastroenterology, Neurosciences, Nephrology & Urology Critical Care. Price: The hospital is priced premium and it can afford to do the same because of itspositioning and its assurance as well as the reliability on the brand of Apollo hospitals. Along with it, it also helps that there are so many locations and specialities in Apollo hospitals. Thus a patient is reassured of his well being.

Place: Apollo Hospitals has around 8500 beds across 53 hospitals in India and overseas. It is located in 15 different places across India which include Ahmedabad, Aragonda, Bangalore, Bhubaneshwar, Bilaspur, Chennai, Delhi, Hyderabad, Kakinata, Kolkata, Madurai, Mauritius, Mysore Noida. Promotions: Apollo promotes itself through the Community Initiatives viz SACH Save a Childs Heart CURE Extends preventive as well as rehabilitative cancer treatment to the economically backward. SAHI Society to Aid the Hearing Impaired DISHA Distance Health care Advancement Project People: Currently engages more than 19,000 doctors, nurses, paramedics, clinical staff and management professionals to manage over 8500 beds across 53 hospitals in India and abroad. Along with this Apollo Hospitals has several courses along with research facilities to facilitate innovation. Process: The largest achievement of the Apollo Group has been to take quality health care to across the length and breadth of India. This operation in itself involves very established procedures and documentation. It has been a major player in scripting the medical

landscape of the nation. This is primarily because the group has continuously been at the helm of several gamechanging innovations in Indian health care.

Apollo hospitals is NABH, NABL accrediated and also has ISO 9002 award. Physical Evidence: Apollo Hospital has been know for its quality health care services, at much affordable price. Provides the services for all the ailments & diseases, assuring the healthy recovery with quality care from the staff. Apollo Hospitals conducts a rigorous site survey process as well to take care of various parameters in all their hospitals. For the growth story of Apollo Hospitals refer the following link.http://www.apollohospitals.com/about_apollo.php Get Daily Marketing Updates in your Inbox Enter your email address:
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