Building a hospital brand that doesn't just cure but cares

The challenge

In the healthcare industry, new technologies, expertise, solutions and big hospital chains are on the rise but with each passing day there is a growing trust deficit. The doctor-patient bond which was once central to the treatment has been under threat like never before.

Sarvodaya wanted to create a healthcare brand that bridged this trust deficit and brought back the warmth and care that patients seek.

The solution

Bonds of trust are not built overnight. To truly connect with the patients and the community, it was important to take baby steps. After creating the new identity for Sarvodaya, we did a series of campaigns that brought out the brand’s caring spirit and its desire to serve the community.

The ‘Jug, jug jiyo beti’ campaign where 25 baby girls were delivered for free, the ‘Let’s fight cancer’ campaign to make breast self examination a part of women’s beauty regime and the ‘Bhed bhaav se bekhabar’ campaign for gender equality were initiatives that helped the brand endear itself to the community over the years.