The new Wockhardt flagship multispecialty hospital in Mumbai

Wockhardt Group launches its flagship multispecialty hospital in Mumbai

by  Vasundara R Marketing | November 26, 2014 | News

Wockhardt Hospitals Madison IES Madison World

Wockhardt Group launched its flagship multispecialty hospital, New Age Wockhardt Hospitals, in Mumbai Central on November 7. The twenty-one storeyed, state-of-the-art, tertiary care hospital is Wockhardt Group’s largest flagship hospital with three hundred and fifty beds, a dedicated heart institute and a hundred beds solely for critical care. Madison Integrated Experiential Solutions, a specialist unit of Madison World was given the mandate to plan and execute a 360^o launch and post-launch awareness drive. In the run-up to the launch, Wockhardt Hospitals began by launching its Critical Care Institute on November 2.

On November 7, around 300 elite guests, including the top echelons of the global healthcare industry and esteemed doctors, were in attendance to witness the unveiling of the hospital. The magnificent hospital building resembled a gigantic gift-box, swathed in giant red silk ribbons. The chief guest pressed a buzzer, to set into motion a rappelling expert, who then deftly slid down the building façade and untied the silk bow, thereby marking the grand opening. Right afterwards, the guests attended the launch event in the hospital atrium where the New Age Wockhardt Hospitals put forth their motto of ‘Life wins’, also elaborating on how the management systems and processes of the hospital incorporate the same. Corporate AVs showcasing the state-of-the art facilities were screened, and panel discussions concluded the event.

Panel discussion amongst medical professionals

Within a few days of the launch, the Wockhardt Heart Institute was inaugurated followed by a doctors’ symposium, where various case discussions and panel discussions were conducted on the cardiac matters by leading doctors from across the world.

The following week, a series of post-launch awareness activities was conducted across relevant touchpoints in the key areas to spread the word.

To build buzz about the newly launched hospital and establish Wockhardt’s philosophy of ‘Life wins’, an apple, which has always been associated with good health, was interestingly packaged in a red box with a quirky slogan that said – “An apple a day keeps the doctor away, but should you ever need us, we’re just a call away”. The red box also contained the hospital brochure in it along with call-for-appointments and emergency numbers thus enabling call to action. Several thousand of these little red boxes were hand-delivered to families and employees across south Mumbai housing societies and corporate offices respectively, in the vicinity.

Madison IES tied up with major multiplexes in the area, where they played a 10 second slide about the new Wockhardt Hospital during the interval, and the little red-boxes with apple were given away to patrons near the exit. A few lucky people won health-checkup coupons hidden inside the red box.

Awareness drive conducted by distributing red boxes amongst target population

Mumbai domestic airport was identified by the agency as another key touchpoint for the awareness drive, and had large branded red boxes encasing the smaller red ones, placed on the conveyor belt at the airport, urging people to pick them up.

As a pre-cursor to the Children’s Day, a school connect programme was organised in south Mumbai schools to further the awareness drive and branded balloons were given away. Finally, as a goodwill gesture, hundreds of underprivileged children were endearingly engaged at Girgaum Chowpatty through a fun-filled kite-flying activity called Dil Se Dil Milate Chalo. This goodwill campaign was aimed at spreading awareness about Congenital Heart Disorders and to persuade people to come together and support a life by donating monetarily. As a part of the initiative, Wockhardt Hospitals pledged to support one child for each child supported by the people. The campaign was heavily promoted through radio and OOH media.

Kite flying with underprivileged children

“‘Life wins’ is a very strong and pertinent brand promise of ours. We wanted it translated in the most relevant and interesting manner. Our biggest challenge here was how to physically launch the hospital building along in line with this promise. That is where team Madison IES brought in their innovative thinking of literally ‘gifting the city the best in healthcare service and facilities’ so that the city wins and ultimately, life wins. It was not only dramatic but also meaningful”, said Surinder Dang, Associate Vice President Wockhardt Group Hospitals.  

Speaking of the launch and post-launch drive, Saumen Roy, GM and National Head – Madison IES said, “Wockhardt is an iconic brand and it is a matter of pride for us, having won the mandate from the pioneering global healthcare MNC. The meticulously planned launch and the follow-through awareness drive allowed the brand to reach out almost half-a-lac of city’s residents, directly as well as through word of mouth. What is interesting is that as a launch project, this assignment involved the two key formats of experiential marketing – event as well as activation. We look forward to working on many such assignments with Wockhardt Group in the near future as well.”