Q1. How do Indians in semi-urban areas choose healthcare providers and why?

Answer:

The following are the reasons why the semi-urban areas choose super-specialty hospitals:

·         General perception -  As per the study mentioned in the case around 60% of the local
population in the vicinity of Be Well hospitals prefer super-specialty as they believe that a
hospital with 500 beds is comparatively better than a hospital with 60 beds.

·         Unawareness – This is another major reason why people do not prefer to go to a smaller
and cheaper hospital. The brand positioning should focus more on providing affordable
treatment with similar capabilities.

·         People Attitude - People in semi-urban areas believe that a good brand name, which was
promoted as an urban hospital will provide them better treatment than a normal or low-cost
hospital.

Q3. What is the communication challenge for the Be Well brand?

Answer:

The following are the challenges for the Be Well brand:

·     Low awareness – There were around five members in the business development team in
each unit hospital for the promotion of the Be Well as a brand altogether. They even used
Key Opinion Leaders, and also activities like “National Safety Week” along with one / two
camps every month but still, these BDs suffered a lot in enrolling the rural people in such
activities.

     People’s perception - people are still preferring hospitals with more number of beds, costly,
experienced doctors, better facilities, and well-established brand names. All these factors
are an impediment to the growth of Be Well as a brand.

·    Shift in channels – There was a high competition and shift from “word of mouth” to strategic
paid communication channels. All the rich media displays, SMS / Emails, leaf behind leaflets,
print media, and social media are now the driving factors in enhancing brand visibility and
easy recall among the consumers.

·     Highly regulated industry – As we know healthcare being one of the most regulated
industries in India, therefore, a lot more challenges and ideas are dropped and accordingly
the marketing campaign is decided to look into the entire rules and regulations as per
government norms.

 
4. What are Be Well’s positioning and branding options and what should it choose?

The following are the branding options for Be Well

 Personalized marketing like email and SMS

 Mass media communication like TV ads, Newspapers, Billboards, and Radio
 Social Media forums like Facebook and Instagram
 Public relation activities like accolades and community development program

Positioning

As a Affordable multi specialty hospital that stands for trust and humanity with highly
qualified doctors for semi urban and rural area.

Suggestions

 Using multiple advertising methods based on area

 Talk shows and Radio ads can be targeted as they are affordable and mass media
communication
 Community development programs can be used in semi urban cities
 Personalized communication through email marketing and marketing through social media
like Facebook, instagram can be carried out in urban cities