Max Healthcare counters 'trust deficit' with 4-minute video

The hospital chain recently released a film titled 'Eager to get you home'. No points for guessing the insight it's based on.

Like every other phenomenon, the corporatisation of healthcare, came with its own pros and cons. While it ensures that people benefit with quality services and the latest in medical technology, all under one roof; one of the biggest disadvantages of commercialisation in this sector was the loss of trust, not only in healthcare brands, but in medical profession/professionals in general.

This fact was also highlighted in a consumer research undertaken by hospital chain, Max Healthcare. Based on this insight, the brand decided to launch a digital campaign, the first leg of which includes a long-format video titled 'Eager to get you home'.

Conceptualised by Dentsu Impact, the 4-minute-long video, depicts an unfortunate medical emergency that an elderly couple is confronted with when their children are away. It goes on to show how the old man gets his wife admitted, treated and finally discharged - all in a hassle-free manner - at Max Healthcare. The ad also highlights how the hospital's amicable and cooperative staff, including the doctors and management, help the old man through his ordeal. And, as a plus, they also know how to joke with and prank their patients/customers to lighten up the mood!

Mohan Menon, general manager and head - marketing, Max Healthcare, informs that this campaign is part of a larger positioning exercise as part of which the brand will be adopting a patient-first approach.

"The campaign brings to life the intent and purpose that drives our conduct at Max Healthcare. Whenever someone is admitted to the hospital in a crisis, life turns upside down for the whole family. They want our support to overcome this emotional turmoil and help take their loved ones back home. All they want is to get better fast and leave the hospital as soon as they can," he says, commenting further on the insight and execution.

Soumitra Karnik, national creative director - Dentsu Impact, shares that the brief given to the agency was to address the "huge trust deficit" that exists in this category.

"Patients are always anxious to go back home because they believe that they will be best taken care of by their family. Usually, there is a perception that hospitals keep patients longer than required. Since Max is getting into a patient-first approach, we came up with the idea of 'eager to get you home'," adds Karnik. The context of a festival was used to accentuate the eagerness and importance of being home.

Bullseye?

Somenath Chakraborty, group creative director, Cheil India finds the idea of 'showing service and not saying it', a fresh and intelligent approach. "The ad reaches out to the right target audience, the elderly who need efficient healthcare and warm service. The emotional execution stands out as clutter breaking and lingers on in one's mind. The humour, though slightly filmy, does not take away from the impact of the overall film in any way," says Chakraborty, as he appreciates the choice of song and cast.

Commenting on the insight, he adds, "Every emergency case has a 'window' within which the life can be saved. By showing quick admission, Max Healthcare positions itself as understanding and efficient, at the same time. Similarly discharge process is shown as easy, so families can be rest assured of taking their loved ones home without any delay. Little touches in the execution imply care and trust adding up to a good feeling about the brand."

According to Shobhit Mathur, zonal creative director, Hakuhodo India, the ad not speaking about 'latest technologies and state-of-the-art facilities', is in itself a refreshing detour.

"Aiming the communication at the perennial pain point of complicated admission and discharge procedures at hospitals is nice. So the insight or rather the observation works. But had the execution been more crisp, it would've evoked stronger emotions. But if Max can live up to this promise, which I hope it does, this will be a winner," he says.

Saurabh Uboweja, CEO and chief brand strategist at Brands of Desire feels that there was an opportunity to be "more authentic" with the execution. "It all seems too good to be true. There is also a hint of promotional intent in the film, which takes away from the legitimacy of the concept," he points out.

Uboweja believes that there are two main aspects of building a hospital brand - clinical and non-clinical. The Indian healthcare industry has traditionally been branded by clinical factors alone. Within that too, the doctor is usually the deciding factor. Facilities come a distant second, but this has changed with modernisation of hospitals and best practices becoming commonplace in the country.

"However, there are no standard quality of care ratings in the country today, as a result of which many hospitals flout basic care protocols. Max has recognised this gap and wants to position itself as a patient-centric brand rather than treatment-centric. It is both a risk and an opportunity. The opportunity part is somewhat obvious, given the glaring gaps in the Indian healthcare delivery. The risk is paramount too, given that it would require immense level of training and internal branding to deliver high quality non-clinical care. If the brand fails at that the film would be heavily mocked," he adds.

For Nimesh Shah, head maven, Windchimes Communications, a lot of things work in this communication. "The ad rightly addressed two top-of-mind concerns for people admitting their loved ones to the hospital - registration formalities and quick discharge post adequate recovery. Secondly, the right TG has been shown with a subtle implication that even if senior people were involved, the hospital will provide them a hassle-free experience," he notes.