Addressing the uncertainty of MOMs-to-be with care

Brand:
The ONP group of hospitals are leaders for medical care in Western Maharashtra. Along with being pioneers of IVF and mother & child care in Pune, ONP is known for its expertise across India and the world. The brand goes beyond medical care by providing cutting-edge treatments combined with the comfort of experienced doctors. With a specialisation in mother and child care, they have always felt responsible for catering to the challenges of maternity, addressing them with care.

Challenge:
Recent surveys in the maternity sector had made it very evident that most of the mothers are advised to go through a caesarean delivery. The escalating costs and uncertainty of a normal or a Caesarean delivery, put an emotional and financial burden on many families. Be it a normal delivery or a caesarean, eliminating the emotional and financial uncertainty associated with deliveries was the need of the hour! That’s where a brand like ONP offering quality care at a fixed cost came into picture.

Strategy:
With an objective to cater to this challenge we devised the Master of Maternity (MOM) program for ONP. The MOM program offered uncompromising care at a fixed price of Rs. 29,999/- only. This program was made available at the ONP Tulip Hospital (Gokhale Nagar) and the ONP Meera Hospital (Shankar Sheth Road) with dedicated number of beds for the MOM initiative. We created a logo for the MOM initiative to give it a distinguished identity and caring appeal. For the full benefits of MOM, we had pre-enrollments and registrations for the moms-to-be.

Hoarding Mocks

Execution:
With an agenda to make MOM reach the masses so as to fulfil ONP’s social duty towards women along with paediatric care, we created hoardings across Pune. The communication was clear and highlighted the benefits of enrolling for the MOM program. Along with outdoor media, we created excellent PR through a press release that established the objective of the initiative. A press kit was created to reach out in the best possible manner and make a mark. With good media coverage, we were able to create awareness amidst the masses through leading newspapers. This was accompanied by other print media in the form of letters, leaflets, and enrolment forms.

Results:
The MOM initiative and campaign generated a lot of buzz, and ONP received a good amount of registrations and enrolments for the same. Through this social endeavour, ONP was able to give their best care and support to women and their families.

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