Apollo Hospitals: India’s Best Hospital Brand
Apollo Hospitals: India’s Best Hospital Brand

Country: India

Chairman: Dr Prathap C Reddy

Dr. Prathap C Reddy -. Image Source: Apollo Hospitals

Company Vision: To touch a billion lives 

Company Mission:

“Our mission is to bring healthcare of International standards within the reach of every individual. We are committed to the achievement and maintenance of excellence in education, research and healthcare for the benefit of humanity”.

Ethos of the brand:

Our doctors and staff strive to achieve best clinical excellence with a combination of underlying factors that will share our future

Total Number of Employees in the Company: 65000+

Countries the brand is present:  India, Bangladesh, Muscat, Oman

What would you define as the unique value proposition of the product: the functional, emotional and differentiating product benefits that have contributed to providing an enduring brand experience to customers?

The cornerstones of Apollo’s legacy are its unstinting focus on clinical excellence, affordable costs, technology and forward-looking research & academics. Apollo Hospitals was among the first few hospitals in the world to leverage technology to facilitate seamless healthcare delivery through electronic medical records, hospital information systems and telemedicine-based outreach initiatives. The organization embraced rapid advancement in medical equipments worldwide, and pioneered the introduction of several cutting edge innovations in India. Soon the country’s first-ever Proton Treatment Cancer Centre will be launched by Apollo, and it will serve over 3 billion people.

What are the physical, character and personality attributes of the brand that have evoked and inspired consumer self-expression and personal identity? 

Being at the forefront of clinical outcomes, best and first world class technology always and the team of best doctors has always evoked and inspired many consumers to choose our brand.

An insight into the brand marketing strategies that have effectively penetrated consumers’ psyche, established a meaningful relationship with the target audiences and ensured positive brand perception. 

We have always focused on comparable world class clinical outcomes coupled with service excellence. Additionally the market efforts have always been focusing on talking about the healthcare service through various medium, hoardings, direct marketing, social media etc.

How has the brand extended its presence to the frontiers of internet advertising and social networking? What is the level of significance the brand accords to utilizing social media as a competitive edge? 

Digital marketing is extremely important part of marketing strategy. We have more than 1 mn sessions / month on our websites, which is highest as compared to other hospital websites in India.

We are using following channels for digital marketing:

  • Google Search ads
  • Google Display Network
  • Google Business listing
  • Facebook Ads
  • Native Advertising through third party  publishers
  • Youtube ads

We also using ML based algorithms to do targeting advertising. We have recently launched an app which has got approx. 1 lac downloads.

We have also partnered with platforms like Amazon and Paytm to advertise about our services.

We are putting lot of focus on Video and content marketing to create more awareness among users. 

Leveraging Social Media:

We engage with our users on Facebook , LinkedIn, Twitter, YouTube and Instagram. We have also started interacting with Patients via Watsapp. Whenever we launch any health check package or any services the early adopters are from our social media follower base.

We do almost more than 250 post/tweets on social media per month.

We have approx. ~ 2.5 mn followers on social media. Via ORM tool we manage lot of queries from domestic and international patients.  We proactively listen to our customers through these tools and resolve their queries. We also listen to what users are in general talking about healthcare and accordingly we design campaigns and post content. We regularly organize online live sessions with Doctors where patient across the world connects with our doctors and get answers to their queries.

Please outline a few key marketing endeavours in the past decade that you feel have been landmark initiatives in reinforcing the legacy of the brand’s promise to influence consumer intent and enhanced the brand’s propensity to drive affirmative consumer action

Heathy Heart Program

Regrow- Regenerative Cell Therapy

Precision Oncology

Proton  Therapy (coming soon)

Health Checks & Genetic-level checks

Robotic Surgery

How has the brand derived strength from innovation as a sustainable   differentiating strategy adding to long-term brand equity? Please provide a few instances of measures implemented towards this goal.

Apollo Hospitals has been at the forefront of technology by bringing the cutting-edge medical technology to India and providing treatment at costs at a fraction of those in Western world. This strategy has differentiated Apollo from its competitors by:

  1. Being the sole provider of many advanced procedures for e.g. Da vinci robotic surgery
  2. Becoming a medical tourism destination for patients from other countries e.g. Africa, Middle-east, CIS countries

What is the key leadership values that drives the brand. 

  • Touching a billion lives
  • Bringing the best medical technology and breakthroughs to India
  • Providing quality medical care at affordable prices
  1. What type of employee satisfaction programs are conducted by your brand

Multiple initiatives have been taken up to consider employee satisfaction aspects. Additionally once a year, Employee satisfaction surveys and safety culture surveys are also conducted.

How much does your brand emphasis on employee training & development, kindly elaborate.

Hospital is a very complex environment and with attrition of the clinical staff (especially doctors and nurses), it is very essential that they are updated on hospital policies and patient care processes. 

Training programs are conducted as classroom sessions, bedside sessions and through various other formats at our hospitals. Every employee has to go through at least 60 hours of training every year.

What are your brands most effective intangible motivational tools for employees.

Being a part of the healthcare industry and providing services through one of the largest brands in the country

Kindly elaborate on your existing & potential CSR activities.

As a responsible corporate citizen, Apollo Hospitals takes the spirit of leadership well beyond business and it has embraced the responsibility of keeping India healthy. Recognizing that Non Communicable Diseases (NCDs) are the greatest threat to the nation, Apollo Hospitals is continuously educating its fellow Indians on personalized preventive healthcare as a key to wellness. Dr. Prathap C Reddy’s initiative aptly named the “Billion Hearts Beating Foundation” endeavors to keep Indians heart-healthy; over half a million people have taken a pledge on www.billionheartsbeating.com“Our mission is to bring healthcare of International standards 

Apollo Hospitals has always championed social initiatives that transcend social and income barriers. Notable ventures introduced by the organization are Save a Child’s Heart Initiative (SACHi) which provides quality paediatric cardiac care to children from underprivileged sections of society. SAHI (Society to Aid the Hearing Impaired) and the CURE Foundation focused on cancer care assist children from financially challenged homes. Envisioned by Dr. Reddy, to introduce population health into the Indian narrative, the Total Health Foundation is piloting a unique model of healthcare in the Thavanampalle Mandal of Andhra Pradesh. It aims to provide “holistic healthcare” for the entire community starting from birth, through one’s journey into childhood, adolescence, adulthood and old age.

Which area of social responsibility is more significant for your brand 

Fighting against the NCD’s is the most critical aspect because that clearly also defines the health of our nation.

What type of measures your brand has adopted to reduce environment

We constantly work with our hospital teams to save on electricity, water, fuel and food wastage. We have started monitoring all this since many years now and trying to take steps to improve the processes significantly.

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