|
|
|
|
|
| |
| The Cradle |
Discover For Apollo Hospitals Group, the largest healthcare conglomerate in South Asia, a significant opportunity was identified to leverage the vast potential offered by obstetrics, the fifth largest category in terms of in-patient spends.
Design A unique concept of ‘boutique birthing centre’ was conceptualized aimed primarily at the affluent segment, which offered best of both the worlds – world-class clinical outcome and an unforgettable experience for the mother and her family.
Deploy To create a profitable and scalable business model, we focused on a comprehensive blue-print. Various ‘nuts and bolts’ critical for the plan included a unique brand identity, distinct from the overall positioning of the mother brand, to cue celebration and joy. We also assisted in creating various elements of the product, architectural brief, communication elements and SOPs to deliver the right experience. The aim was to position ‘delivery’ as a life-style experience product.
Deliver First two facilities acquired early success, both in terms of volume and customer loyalty. |
| |
Ratan Jalan spoke to Femina, a leading women’s magazine, in Nov 1997 about the scope for boutique birthing centres.
Download PDF |
| |
| |
|
|
