Global Hospitals Group

www.globalhospitalsindia.comGLOBAL HOSPITALS GROUP Hyderabad | Chennai | Bengaluru | Mumbai

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GLOBAL HOSPITALS - Chennai

A Brand Imagery Study by Ram Natesan

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Background

• Global Hospitals Group is in the process of reviewing its initiatives to make

Brand Global Hospitals the preferred choice for patients needing tertiary

medical care & also improve footfalls by increased penetration in the

Neighbourhood

• And in doing so we would like to understand how key stakeholders

perceive the hospital and its services

– Patients/ Consumers (Past and Prospective)

– Medical Fraternity in the catchment

• Importantly how the hospital compares with regards its competitive set

• It would be critical to create a framework ( Brand Index) which can be

used to track its imagery and changes over time


Global Objectives

Global HospitalsGlobal Hospitals Facets of Global Hospital’s

Imagery – Positives and Negatives

Facets of Global Hospital’s Imagery – Positives and

Negatives

‘Why Global Hospitals’ ? – Key Drivers and Barriers

‘Why Global Hospitals’ ? – Key Drivers and Barriers

Using the insights to identify key aspects where Global

Hospitals would need to focus on to being the Preferred Hospital in its catchment

Using the insights to identify key aspects where Global

Hospitals would need to focus on to being the Preferred Hospital in its catchment

Consumers Perception of Brand Global Hospitals and comparison

with competitive set

Consumers Perception of Brand Global Hospitals and comparison

with competitive set

Measuring the Brand Imagery Index

Creating a Perceptual Map - comparison with its

competitive set

Measuring the Brand Imagery Index

Creating a Perceptual Map - comparison with its

competitive set


Areas of Inquiry- Global Hospitals

Perceptions , Attitudes and Opinions

•How consumers perceive Global Hospitals and how it translates into their Attitudes and verbalized/ non verbalized Attitudes

•What drives these Perceptions – Actual experience with Global vs Perception/ Expectations

•Understand changes over time

•Comparison across the Competitive Set – Other such specialty hospitals in the same catchment

Strengths and Weakness

•Understand the Positive and Negative experiences with such tertiary care hospitals

•And their impact on their relationship

•Identify the same for Global and comparison within the Competitive Set


Areas of Inquiry- Brand Global Hospital

Dimensionalize Brand Global Hospital

•Identify the various facets which make up the imagery of Global Hospitals/ such tertiary care hospitals

•And the role played by various aspects in their decision to stay engaged with Global Hospitals

• Tangible Aspects – Specialty, Skill and Capability of Consultants, Quality of Treatment etc.

• Intangible Aspects – Reputation, Integrity of billing, Addressing issues, etc.

•Identify the facets which can be

• Worked on to improve their impact

• Which can be dropped

•Identify key elements from competitors which can be leveraged

Why Global Hospitals

•identify the ‘real’ reasons to get treated at Global Hospitals

•Across types of treatments & specialities


Areas of Inquiry- Brand Imagery Index

Brand Imagery Index

•Quantify the consumers experience of interacting with Global Healthcare

• Intangible Attributes – Reputation, Integrity of billing, Addressing issues, etc

• Tangible Attributes – Specialty, Skill and Capability of Consultants, Quality of Treatment etc

• Calculate the Brand Imagery Index – and compare across key competitors.

Net Promoter Score (NPS)

•Determine the Willingness to Recommend ( Net Promoter Score) for Global Hospitals and key competitors ( where possible)

•Use the Importance Performance Analysis analytical framework to determine the level of importance of each Attribute

Perceptual Map

•Use the data to generate a perceptual map

•And compare between competitors

•The data used will be quantitative and qualitative in nature


Brand Imagery Index

• In our context it would be critical to measure the Brand Imagery Index for Global

Hospitals and its competitor set- and track it over time

• The Brand Imagery Index Model is anchored in the Net Promoter Score Theory

(NPS) . Data as per O&M imagery index

Brand Index = O& M Imagery index

Recommendation – Willingness to Recommend the Brand is a cumulative impact of all interactions with the brand – Experienced or Perceptions

Brand Performance on the Tangible Aspects (experienced 1st hand)

Brand Performance on Intangible Aspects (experienced 1st hand or basis perceptions )

The Net Promoter Score – i.e.

The Willingness to Recommend

is impacted by the various

attributes of a brand

•Tangible

•Intangible

I = Importance of each

Attribute

P – Performance of the

Attribute

The calculation is rooted in the

IPA framework


Imagery Attributes/ Experiences – Quantitative Analysis/ Output

• We would create a Perceptual Map -

Across tangible/ non tangible

attributes

• Opportunity areas – where

competition is performing better -

especially in the Leadership

Quadrant

• Areas of Enhancement – where

Global is lagging its competitive set –

attributes in the Concentrate

Quadrant

• Where we can continue to maintain

what we are doing – without

necessarily making fresh

investments/ management focus –

Low Priority/ Overkill Quadrants

Importance of Attributes

Performance on Attributes

The position of competing hospitals relative to

Global would be critical


Project Deliverables

DeliverablesIdentifying the real reasons

‘Why Global’ / ‘Why NOT

Global’ based on scientific

evidence

Inputs into marketing

campaigns/ engagement

programs to drive preference

Measure and Compare Brand

Imagery Index, NPS

- Global vs Competitive Set

( Apollo ,MIOT, Fortis , SRMC

,SRM)

Dimensions of Brand Global Hospital

-What is needed to be the preferred

hospital in its catchment


Methodology

• Given the objectives and the information we seek

• We would recommend the use of 2 distinct research tools

• This study would currently be done at Chennai only

Depth Interviews – with

•The Medical Fraternity in the catchment area

•Consumers who would have been treated at Global or its competition

Qualitative Tools

• Telephonically Administered Questionnaires

• Consumers who would have been treated at Global or its competition

Quantitative Tools


Methodology- Consumer Profile

Gender • Males, Females

Age• Younger :28 - 40 yrs• Older : 45-55 yrs

SEC • A1 , A2

Occupation • A mix of Salaried and Self Employed incl HNI’s & Expats

Medical Criteria

• Have undergone a treatment at Global/ Competing hospital• Or a immediate family member has undergone a treatment requiring

hospitalization• Insurance / Cash less

11

In these interviews we would meet the family of those who have undergone treatmentThis would help understand decision making betterPatient feedback on quality , service , outcomes , recommendation , specific input


Methodology – Depth Interviews

• It would be critical to have 44 detailed interactions with the local medical

fraternity and consumers , segmented as

• These interactions would help identify the various facets of Global’s

/Hospitals imagery

– The same would be quantified using telephonically administered

questionnaires

GPs – who refer patients 10

Consultants / Specialists 6 ( across specialities)

Pvt Corp / Insurance / HNI ‘s / Expats 6 in each

Owners of local nursing homes 10

Patients / Consumers – Global and Competition 8 + 4


Methodology – Tele Survey

• In the catchment area ( defined basis business inputs) we would

telephonically administer 160 questionnaires segmented as

• These interactions would help quantify the facets of imagery and

generate the Brand Imagery Index

• We would need access to a database from Global - it would add value to

the process

Male Female

Global PatientsYounger 40

30Older 40

Competition Patients

( Across age bands)

50


Thank You!

Documents

Global Hospitals Group