21st December 2021 was the day of the inauguration of Aadicura super-specialty hospital in Vadodara: A name that was unheard of and entirely unknown to most people and doctors has completed two successful years this month, and its branding strategies have helped the hospital become a reputable brand within a short span of 2 years!
The name “Aadicura” is a portmanteau or fusion of 2 words: aadi (sanskrit; meaning start or beginning) and cura (Latin for cure). One of the critical decisions in deciding the name was that it was unique yet modern, with a core Indian meaning.
Initiated by more than 22 doctors (one of the largest group practices in Gujarat), the 150-bed hospital has been able to establish its name in the healthcare industry by implementing effective branding strategies. As a doctor-led tertiary super-specialty hospital built with the purpose of putting patients first, it has been able to become one of the most sought-after tertiary super-specialist hospitals for patients not just in Gujarat but also in Madhya Pradesh, Rajasthan, and Maharashtra.
The hospital has been able to differentiate itself from competitors by focusing on its core values of HEAT (Honesty, Empathy,, Ability to work in a team & Technical competence) and providing quality healthcare services with compassion and empathy.
Aadicura’s branding strategies have revolved around creating a solid brand identity that resonates with its target audience. The hospital’s branding efforts have included a well-designed logo, a unique brand voice, and a consistent visual identity across all digital marketing channels. The role of our professional branding partners has been precious for this purpose.
The hospital has also utilized social media platforms to connect with its target audience and engage with them on a regular basis. Our initiatives have revolved around utilizing these digital platforms to provide authentic medical information and educate people about various health issues. This content-driven and educational branding has been more satisfying than the sales or lead-driven marketing initiatives typical for most hospitals in this region.
Moreover, the hospital has focused on creating a positive patient experience by providing personalized care and attention to each patient, which is often missing in larger corporate hospitals. This has helped the hospital build a loyal customer base and establish itself as a trusted healthcare provider in the region. At the completion of 2 years, Aadicura has treated more than 75000 OPD patients, 13000 + admissions, 7000+ surgeries, 4000+ endoscopies, 2500 + cathlab interventions, and 1800 + ICU admissions.
Two of the most noticeable measures of patient satisfaction have been a Net Promoter Score of more than 94% for indoor patients and a total Google reviews more than 3600 with an average rating of 4.9. Professional management and adherence to quality norms have also helped achieve full NABH accreditation for Aadicura in a short time frame.
Overall, Aadicura super-specialty hospital’s branding strategies have been successful in creating a strong brand identity and establishing the hospital as a reputable brand in the healthcare industry
