Ayush Hospitals
The largest chain of hospitals in Saurashtra, primarily established to provide quality healthcare to underserved communities. They see significant footfall from the lower end of the pyramid, often covered by schemes like Ayushman Bharat, and more. Group has 7 hospitals with 1000+ beds and 500 beds to launch over next 12 months.
Challenge
This case study focuses on a specific hospital unit in Mehsana, Gujarat, which the group acquired as part of their inorganic growth strategy. The hospital came with a poor preexisting brand perception, people had a perception in the city that the patient who goes to the respect hospital does not have a very good outcome. Impacting on the revenues and footfall of the hospital. It was resulting in the declining the revenues and overall brand image.
HashTAGit Mandate
HashTAGit was entrusted with the task of building and developing the digital journey for Ayush Hospitals. This includes everything from establishing the brand guide to executing the brand across various hospital locations, including Mehsana, Rajkot, and others. We were also responsible for developing the website, complete with specialty and procedure-level content tailored for Ayush Hospitals.
This case study focuses on a specific hospital unit in Mehsana, Gujarat, which the group acquired as part of their inorganic growth strategy. The hospital came with a poor preexisting brand perception, and Ayush Hospitals tasked HashTAGit with repositioning it as the first choice and leading care provider in the city, where the primary language spoken is Gujarati.
Solution & Results
After a series of internal sessions and discussions with the client organization to build consensus, we decided to take a "head-on approach" and launched an aggressive brand campaign in Mehsana called "New Beginnings" (Ek Nai Suruwat). The vernacular campaign, created in Gujarati, became a huge success in the city, with extensive visibility across both conventional and digital media channels.
The campaign was prominently featured through outdoor ads, FM radio, and cinema screens, as well as new-age digital platforms like YouTube and Meta (Instagram and Facebook). It focused on highlighting the hospital's strengths—its dedicated team, advanced infrastructure, quality care, and the impressive achievement of maintaining a zero death rate since Ayush Hospital took over. We ran the campaign for 60 days aggressively to achieve the following results
MoM Revenues growth
30% increase in OPD and 25% in IPD revenues
Impression Growth
70M in 60 days
Revenues Growth
40M in 60 days
What Our Clients Say!!
They are the expertly trained team members who take extra step and go the extra mile, to fulfill our promise to deliver dynamic solutions to our customers to fit needs of a rapidly changing global environment!!
Martin Hope
My project was a simple & small task, but the persistence and determination turned it into an awesome and great project which make me happy because they help me accelerate my business.
John Peter
My project was a simple & small task, but the persistence and determination turned it into an awesome and great project which make me happy because they help me accelerate my business.
