afaqs!

Lintas Media Group awarded media duties for Wockhardt Hospitals

By afaqs! news bureau , afaqs!, Mumbai | In Media Planning & Buying | October 14, 2008
The business is estimated to be worth Rs 20 crore

Lintas & #BANNER1 & # Media Group (LMG) has won the media duties for Wockhardt Hospitals after a multi agency pitch. The size of the business is worth approximately Rs 20 crore. A few more agencies, including Group M, were part of the pitch.

The creative duties were handed over to O&M Bengaluru about a month ago.

Wockhardt, a company in the healthcare segment, was looking for a unique media solution. LMG's plans for Wockhardt include creating a fine tuned solution set unique to the health care industry. Also on agenda is creating media solutions to drive traffic into the existing business units.

Sudha Natrajan, chief operating officer and joint president, Lintas Media Group, speaking to afaqs!, says, "The key challenge is to evolve an efficient catchment area planning strategy for them. Primary markets and feeder markets need to be understood. Relevant media vehicles that do not dilute the communication or make it seem visible in a frivolous environment, while ensuring minimal spill-over and maximum targeting, is a task that we will work upon."

The industry has its share of challenges and Natrajan adds, "The interface between the media and the end users/beneficiaries and influencers, without losing the credibility, will be one of the challenges."

The super specialty group of hospitals has been set up in association with Harvard Medical International and is present in seven cities in India with 12 hospitals.