Aditya Birla is a big brand. In the healthcare segment, the brand promises hope, heal, health, happiness, which is etched on the walls, at the grand entrance. Paintings – simple yet pleasing to the eye - depicting each of the promises bedeck the walls. The brand architect seem to have done a marvelous job. Anybody who is used to the typical white and indigo shades prevalent across hospitals as well as the smell of phenyl will certainly prefer to stay put here. Everything seem so soothing and reassuring, one wonders if there is already an emotional connect, even when left waiting for someone to attend to.
Couple of days within the hospital and one can be certain that marketing and healthcare doesn’t go well. Anyone remotely involved with marketing would feel like imparting a crash course on ‘Ten tips to live up to the brand promises.’ Be it housekeeping, billing or patient care, there is a lot to learn for this big brand. The service is so disconnected that one would be startled every time the promises catch the eyes. As marketers and branding experts say, If you don’t deliver what you promise to people, in time, you won’t matter to them. In today’s social media crazed world, the implication of such a dissonance will impact the credibility of the brand and may be even spread to associated brands.
As one mull over the promises, the nurse can be heard shouting, “house keeping, house keeping….Usman!!!”
