touching lives…

Overview

The Apollo Clinic is an integrated model and offers facilities for Specialist Consultations, Diagnostics, Preventive Health Checks and 24-hour Pharmacy, all under one roof. The Clinic also pioneers a range of value added services such as second opinions from a panel of leading experts through tele-medicine and counseling on various lifestyle parameters. 

Objective

Creating a media campaign for ‘The Apollo clinic’.

Primary Objective: To introduce the brand to the customer Secondary Objective: To educate the customer of the importance of regular health check ups.

The name Apollo is a valuable asset to the Apollo Hospitals Enterprise Ltd. The brand has tremendous equity, this equity has to be leveraged to create a new identity for ‘The Apollo Clinic’.

Challenges

In India, people do not go to the doctor until they have an ailment, the attitude towards healthcare is predominantly curative than preventive. The companies introducing annual checkups for employees coupled with better knowledge of one’s health is changing this attitude and clinics like Apollo are pioneering this change. The aim is to build a campaign to introduce ‘The Apollo Clinic’ and change the perception of the customer on how ‘prevention is better than cure’.

A Campaign : ‘Prevention is better than Cure’.

In a mall/ market ambience the customer is always on a quest, a quest for the best deals, the best products and the best information. This is an effective ground to communicate to this captive audience with low avoidance and high conversion rates.

This is how the campaign can be rolled out utilizing the various Future Media resources available.

Future TV has over 850 screens in Future Group stores across top 12 cities of the country

It has a reach of nearly 100 lakhs consumers every month

Aimed at “converting footfalls into eyeballs through consumer interaction”

Creating an Audio-visual to inform the customer about the brand and the offering.

The audio visual aid assures attention and can be made at a relatively lower cost than a TVC

The TVC can also be specific to the offerings of the local clinic

WHY ?

My World is a magazine for the modern Indian woman. Food, fashion, finance...she stops at nothing. Targeted mainly at the consumers of Big Bazaar, My World celebrates the new Indian woman's world-view

Informative advertising about offerings targeted at women can be featured in ‘My World’

Being a magazine it has a high shelf life and also caters to more than one reader every household.

WHY ?

Future visual spaces utilizes static spaces within and around the retail space as active information vending points.

This is a highly effective way of getting the customer involved in the brand and familiar with its offerings/benefits.

Future Visual Spaces

Door stickers • This is the first point of

interaction for the customer, he is normally high on attention at this point.

• We can have a poster about wellness relevant to the mood of the customer on the sliding door “opening the door to a better you”

WHAT ?

Facades: The façade can be

used effectively to gain the attention of the shopper as well as passers by.

It is a high pitch platform to communicate and can be used to announce the arrival of the brand

WHAT ?

Standees and Dropdowns Utilizing the spaces to

constantly interact with the customer.

It is a relatively mobile fixture that can be placed in specific areas of relevance to the brand and the mood of the customer.

Food Bazaar: Oil, fruits, cereals and other products that induce the thought of health in a customers mind

WHAT ?

Wall Branding and Banners

High attention catching spaces in specific relevance to the situation

“feeling tired after climbing only two flight of stairs???”- Climb faster – visit The Apollo Clinic and rejuvenate your strength.

WHAT ?

Scrolling standee This is a more

informative kind of space, where consumers get more information in a limited amount of space.

Display an array of services provided by The Apollo Clinic.

WHAT ?

Trial room Branding

This is a space is in close contact with the customer.

This gives rise to an opportunity to interact with the customer at a personal level.

WHAT ?

Elevator branding This is a space

where the customer has high focus as its highly captive.

It has a negligible avoidance rate.

We can communicate specifics such as offerings and locations in this space

WHAT ?

Future Theater

In a theater is a set of captive audience whose attentiveness is relatively more than in any normal surroundings.

This can be used for brand activations

Future Activation

• Setting up a Dental check up kiosk– It will promise High

Visibility– Create Awareness

Introducing the service

Giving him information regarding the offering

Enrolling him in the service module

Why dental?

People are highly negligent when it comes to dental care and a dental check up does not take long.

Brushing the teeth is more of a habit but knowledge on dental health is low.

Its only amongst kids that there is a lot of attention associated with dental care.

This provides the right opportunity for The Apollo Clinic to quickly educate the customer and enroll him further with the brand.

The big picture

A kiosk for dental checks for a specific period of time.

This can be followed up by enrolling the customer as a perspective client. It also provides a database for future follow up.

Bathrooms– White set of teeth

on the mirror leading to the dental kiosk

– Hand sanitizers carrying the brand imagery

– Posters etc.

Thank you