Market Segmentation and Positioning followed by High Impact Communication Strategy
Developing a high impact communication strategy for a Rainbow Children’s Hospital
To reinforce its strong brand equity in existing locations and create a strong appeal in the newer markets, Rainbow engaged us to develop and help implement the right positioning and communication strategy.
In-depth interviews with multiple stakeholders helped us understand the competitive landscape and also Rainbow’s unique strengths in newer territories like Bengaluru. We also acquired a close understanding of the hospital’s customer profile and the decision making process. Rigorous analysis of our findings led to the development of the creative brief. We helped select the right creative agencies and develop a high-impact launch campaign across different media: print, television and radio. Our creative strategy highlighted the hospital’s close association with Mahesh Babu, the superstar of the South Indian film industry, and projected him as the brand ambassador in very endearing ads.
The campaign has had an extremely impressive response in terms of top of mind recall. The new 200-bed flagship hospital in Bengaluru achieved impressive patient volume within the first few months of launch.