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Ratan Jalan, while with Apollo Hospitals group as the CEO of Apollo Health & Lifestyle Ltd, had played a pivotal role in creating this successful business model.
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. |
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| The Cradle brand is a registered trademark of Apollo Hospitals Enterprise Ltd. |
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