Dr. L H Hiranandani Hospital, Mumbai is one of India’s leading multi-specialty hospitals. As the frontline provider of comprehensive healthcare, it stands in the same league with some of the best hospitals in the world
They approached Boch & Fernsh Inc. in need of a communication strategy for a newly introduced surgical procedure called TAVR (Trans Catheter Aortic Valve Replacement). The procedure that is still low on awareness needed a robust communication plan for healthcare professionals, doctors and patients.
Having worked with various medical clientele in the past, we figured that such subjects often need to touch upon the softer side. We spent time with the experts at Hiranandani to understand that the procedure is a minimally invasive method of replacing a heart valve, with benefits ranging from shorter duration surgery, a faster recovery period and less discomfort.
We leveraged the emotional value and benefits of the procedure and coined the term ‘Life is waiting’ which acted like the pillar of our marketing communication across mediums. The term symbolized getting back to the life that awaits you beyond the emotional and physical troubles caused by heart surgery.
The emotional attribute in our communication plan lead to seamless awareness and educative manual for their sales team, medical professionals as well as patients.