afaqs!

Wockhardt Hospital: An Apple A Day

By Devesh Gupta , afaqs!, New Delhi | In Advertising | December 03, 2014
The hospital group reached out to a large number of people and distributed apples across Mumbai as a part of their marketing activity to create awareness about the launch of its new facility in South Mumbai.

Wockhardt Hospitals recently launched a marketing campaign to mark its entry to the metros with the launch of a 350-bed hospital in South Mumbai.

Wockhardt's Kite Flying Competition

Wockhardt's Apple Distribution

Wockhardt's Apple Distribution

Wockhardt's Apple Distribution

The campaign titled 'Life Wins' involved several legs to it including association with Mumbai Dabbawalas, distributing apples, kite flying event and creating a larger than life wrap around the newly constructed hospital in South Mumbai.

The group distributed apples to over 50,000 people across a month at different locations such as multiplexes, shopping complexes and airports to create awareness that prevention is the key to a good health. It chose apple as the saying goes 'An apple a day keeps a doctor away'.

The group has also partnered with Mumbai Dabbawallas and distributed an apple with each dabba to reach out to a larger audience.

Around children's day, the group also organised a kite flying competition inviting around 300 children from the marginalised sections of the society suffering from Congenital Heart Disorders. Titled as 'Dil Se Dil Milate Chalo', the campaign urged Mumbaikars to pledge for the betterment of these children. The hospital decided to match the same number of surgeries donated by people for these children. At present the count of these surgeries has rose to 200.

On the launch day, they gift wrapped the front side of the hospital with a harness-strapped rappler that climbed down from the 21st storey of the building to cut open a ribbon on the 6th floor.

Speaking more about the campaign, Surinder Dang, AVP and group head, Business Development, Wockhardt Group, says, "This is a new age hospital with several unique and new features, for the people. It signifies the importance of a good health and the preventive measures for it. The campaign was not targeted towards any specific set of audience but to the masses since the decision on the choosing the health is not a single person's decision."

The new facility has over 100 critical care beds and emergency/trauma care services, claims to be the largest and first state-of-the-art emergency unit in South Mumbai with round-the-clock vigilance, advanced concept for patient monitoring such as IntelliSpace Critical Care and Anesthesia (ICCA).

Wockhardt Hospitals, part of the Wockhardt Group, is a chain of tertiary care hospitals. Wockhardt Hospitals has tertiary care facilities in Goa, Nagpur, Nasik, Rajkot, Surat, North Mumbai and South Mumbai. The hospital chain has 1,600 beds across all its facilities.

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