Tag: Narayana Health

Last month, Narayana Health, one of the leading network of healthcare facilities in the country, refreshed its brand identity with much fanfare. In an emailed interaction, Dr Ashish Bajaj, Chief Marketing Officer at Narayana Health responded to questions from MxMIndia.

 

1. What is the role of branding and marketing for a leading hospital (brand) like Narayana Health?

Overall, branding and marketing are essential tools for a leading hospital like ours to connect with the community, attract patients, and establish ourselves as a trusted healthcare provider. These efforts are aligned with the hospital’s mission, vision, values, and commitment to patient care.

• A hospital’s brand is closely tied to its reputation. Consistent branding that emphasises quality of care, patient safety and positive outcomes helps build continued trust & loyalty amongst our patient base

• To create a distinct identity by highlighting our unique services, technology, patient-first approach etc.

• Engaging with the local community is essential. We regularly organise health fairs, wellness programmes, and educational seminars to demonstrate our commitment to community health. This not only benefits the community but also strengthens our brand as a trusted healthcare partner.

• In today’s digital age, a strong online presence is vital. This includes a user-friendly website, active social media profiles, and online advertising. Patients often research healthcare options online, and it’s important for us to have an online presence which can shape their perceptions.

• Content marketing to position us as a trusted source of healthcare information.

• Positive feedback via patient testimonials and reviews serves as a powerful marketing tool for us, as it provides social proof of the hospital’s quality of care.

• Consistency across all online and offline communications helps reinforce our brand identity and messaging.

 

2. What prompted to NH to undertake a brand refresh?

As a group, it is our mission to put the needs and emotions our patients first by offering the highest quality of healthcare. Our new logo is symbolic of our renewed vision, mission and core values.

Via this exercise, we shall standardise all healthcare verticals of Narayana Group with One Name, One Heart and One Mission. ‘Narayana’ will serve as the universal nomenclature, ensuring consistent messaging across all healthcare verticals. Clinics will be called Narayana Clinic, Labs to be named Narayana Lab and similarly pharmacies to be called Narayana Pharma. All hospital units across the country will adopt the standardized name Narayana Health

As a brand which is constantly evolving and has ambitious plans to enter into new healthcare verticals, the identity change comes at a pivotal juncture in our journey. It encompasses more than just a logo alteration; it harmonises with our future vision of delivering integrated care wherein we take full responsibility for every aspect of our patients’ healthcare needs right from prevention to treatment.

 

3. Can you talk us through specifics on the new brand identity vis-a-vis the earlier one?

The new logo incorporates three beating hearts seamlessly and reinforces ‘healthcare with a heart’ into the Group’s visual identity. It reinforces Narayana Health’s commitment to serve people whole-heartedly and provide healthcare with empathy and compassion. The fresh brand logo, with updated fonts and a colour palette of red and blue, symbolises Narayana Health’s foundation as a cardiac care provider while looking ahead to newer horizons. The three beating hearts represent Compassion, Innovation and Integrity, basically the values which we stand for.

 

3. Most marketing activities are planned to achieve certain objectives. What are your targets? (As in what would you expect the initiatives to achieve?)

Via this brand transformation exercise, we are standardising all healthcare verticals of the Group under a single name, a shared mission and a common purpose. A cohesive brand identity across all healthcare verticals will help in better brand recall and Top-of-Mind Awareness.

This exercise also marks a pivotal moment in our journey as we endeavour to redefine our brand identity and embody a genuine dedication to our patients and their well-being. By aligning our brand with a customer-first approach, we aim to instil trust, empathy, and reliability within our patients. Our goal is to make them feel seen, heard, and valued. From the moment they engage with our brand to the point of their healthcare experience, we want them to know that we are here for them, providing exceptional care and support every step of the way.

Through this transformation, we will leverage cutting-edge technologies and innovative solutions to enhance accessibility, convenience, and the overall patient experience. We will actively engage with our customers to gather feedback, understand their preferences, and tailor our services accordingly.

 

4. NH reaches out to all strata of society and all linguistic groups. Is there anything specific that you are undertaking to reach out to all groups, and ensure you don’t alienate any? (as in people shouldn’t feel that you are a pricey, ‘hi fi’ hospital)

We are optimistic about getting approvals from IRDAI for our entry into healthcare insurance business. Via this move, we aim to bridge the gap between healthcare service and insurance, bringing more comprehensive and integrated solutions to patients and healthcare customers. Our idea for health insurance is one that combines huge amount of healthcare services on one end as well as providing a bundled plan that covers comprehensive healthcare. We call it as Integrated Care which includes outpatient services, screening, check-ups as well as surgery that one may require. We are also investing in services closer to patient homes like Narayana Clinics.