The Dinosaurs - ruled the planet for a good
135 long years. Dinosaurs suddenly became extinct. Many theories have been
proposed by scientists trying to define this mass extinction. One of the
primary explanations of their sudden disappearance is their incapability to adapt
the drastic climatic (market) changes occurring in that period.
Some birds that we see today are descendants
of dinosaurs. They adapted themselves according to the changes in their
surroundings- they survived successfully.
‘Evolve’ is the word.
Any species or entity that is able to
evolve itself appropriately will have better chances of survival in the future.
Are you reading Dinosaurs as HEALTHCARE BRANDS?
Healthcare in India has begun evolving as a
major segment. Years ago, healthcare services were known by the name of the
doctors’ names and their identities. People referred to hospitals and clinics
as ‘Dr. Raman’s Clinic’. A doctor’s name was more important than the hospital
brand name.
Unfortunately, this trend has changed.
Slowly and gradually, evolution has given birth to sudden wave of corporate
brands. Apollo, Sterling, Vasan, Fortis, HCG, narayana and many more strong
corporate healthcare brands have emerged; like the DINASOUR BIRDS. The makers
of these brands perfectly understood the need and worth of correct branding and
marketing communications. Many hospitals and equally qualified and famous
doctors who did not adapt to the changing market and its needs were left
behind.
- What is normally seen for of any healthcare
brand, the communication is not in synergy all the way.
- It is not a consistent communication that
is done always.
- Also, continuity is needed to maintain
while advertising if the objective is to create a lasting impression and positioning
of the brand.
- There has to be a strategy designed
regarding which media the communication will pass through.
- A list
of channels and media need to be identified for better and effective reach to
the target audience. It cannot go random.
- Importantly, what is communicated in one media
must be in sync with what is being communicated somewhere else.
- Only one message should be dispersed under
the particular brand name.
ARE
YOU EVOLVING?
No comments:
Post a Comment