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HEALTHCARE BRANDING & PROFITABILITY Saturday, 16th November, 2013 | Aditya Sarovar, Hyderabad


INDIAN HEALTHCARE INDUSTRY:

RIDING THE GROWTH WAVE

..... Healthcare is indisputably one of India's largest sectors. With a rate of growth of 20% year on year (as per rating agency Fitch), it is expanding rapidly both in terms of revenue and employment generation. Naturally, the competition is intense. The urban patient has a plethora of choices before him. But does your hospital have the ecosystem to capture a niche space in the minds of the target audience and stakeholders? .....


The dramatic improvement in India's average life expectancy from 37 years in 1951 to 69 years in 2011 means around 76 million adults will be above the age of 63 by 2013. This in turn, has pushed up substantially, the burden of disease especially in the senior health segment. The doctor:patient ratio stands at 1 per 1784 in India, way behind Europe's average of 3.5 doctors per 1000 patients. The manpower requirement in healthcare, of both doctors and paramedics is thus, huge and growing. A World Health Organization (WHO) study pegs the healthcare spend of an average Indian household at 4 -6 per cent, of which 80% goes to the private sector. Given that two-thirds of health centers are based in urban areas to which only 25% of Indians have access, it is obvious that most

healthcare spending is happening in the cities. A combined study by Ernst & Young and an industry body reveals that India will need as many as 1.75 million additional hospital beds by end 2025. Assisted by IT, the healthcare industry is gradually transitioning from paper files to electronic mediums and is expected to grow at a CAGR of around 22.7 per cent during 2013-2015. To navigate this dynamic ecosystem, healthcare providers will be looking to tweak their current growth strategies, reach out to newer customer demographics, and chalk out engaging value propositions. And here's where an in-depth analysis of the role of the brand will become imperative. How brands can help companies compete in the emerging healthcare space will determine their survival. There is thus, a compelling case for companies to explore new positions in the greater supply chain. Own online pharmacies, a fully integrated care matrix, a new suite of services‌the options are many. And healthcare players should be fully prepared to cruise through the changing landscape safely.


THE CONFERENCE:

BRANDING FOR THE HEALTHCARE INDUSTRY

While demand for healthcare services is constantly on the rise, the sector is witnessing fierce competition with many new entrants populating the field. Options aplenty also means attracting discerning patients willing to pay a premium for differentiated service levels is a challenging task. Even though patients and their awareness, expectations and aspirations have changed today, the Business Development and Marketing functions are still in a time warp. Already, the need to arrest reverse medical tourism seems to have arisen. Patient stickiness has become a thing of the past. Against this backdrop, it is imperative that hospitals come up with innovative strategies to create better word of mouth, and the ‘D’ factor that sets them apart from the sea of competition. Technology and great interiors should be sensitized to patient touch points. Medical Tourism, a promising revenue stream for India, needs to be firmed up with more decisive strategy.


..... “As competition increases, hospitals and healthcare organizations need the right mix of Strategy, Creativity, Innovation and a Market savvy approach.” .....

The journey from a service provider to a brand is therefore a critical one in the Healthcare Industry. A brand’s ability to simplify consumer decision making, reduce risk, and set expectations is thus invaluable. In such times, a structured branding plan that advances the goals of the organization should take top priority. As competition increases, hospitals and healthcare organizations need the right mix of Strategy, Creativity, Innovation and a Market savvy approach. How important is Branding in Healthcare? What are the latest trends in healthcare delivery? How is branding related to Profitability? These are some of the many questions that will be answered in the one day conference and knowledge forum on Healthcare Branding and Profitability. The Conference will share a wealth of new ideas in making a difference in projecting the right brand image. Some of the finest speakers from across the Country will talk about ways of increasing profitability through effective brand strategy, advertising, digital marketing, customer engagement, medical tourism etc. The conference is the brainchild of RBC Health, the healthcare division of RBC Worldwide, a brand strategy, development and management company with extensive experience in the healthcare sector, in association with AMEN, India's leading healthcare event organizers.


THE CONFERENCE WILL FOCUS ON T H R E E P R I N C I PA L H E A LT H C A R E B U S I N E S S TO P I C S :

MARKETING OF SERVICE LINES BRANDING STRATEGIES

FOCUS AREAS PROFITABILITY

WHAT TO EXPECT

WHO SHOULD ATTEND

Opportunity to hear leaders in the Healthcare Industry

Hospital & Healthcare Promoters

Ideate, discuss with peers and leaders Network with top decision makers

CEOs & Managing Directors of Hospitals and Healthcare Companies Hospital Administrators & Managers Healthcare Entrepreneurs Healthcare Management Consultants Healthcare Branding & Marketing Professionals, Consultants Students Ancillary Industries and Vendors around the Hospital industry


TOPICS Strategically Marketing Hospital Services. - Chandra Sekhar Chivukula Hospital Marketing. 10 innovative ideas from the blue. - Dinesh Madhavan Oncology Service Line Leadership - Branding, Marketing & Community Support. - Joe Nicholas How to increase Medical Tourism for your Hospital? 12 invaluable tips. - Dr. Prem Jagyasi BrandShow - The art of Packaging your Hospital. - Ramakanth T. Are you getting your Hospital ready for Funding? 10 critical things to know. - Sameer Mehta Hospital Strategic Communications Planning in a Digital and Social World. - Shrinivas Ayyar Panel Discussion: Physician Marketing - New Trends, Innovations, What works, What does not. Panel Discussion: Are your hospital employees your Brand Champions?


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SPEAKERS’ PROFILES

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01 | Chandra Sekhar Chivukula ..... Executive Director, Global Hospitals Group ..... A Kellogg School of Management and Indian School of Business graduate, Chandra Sekhar Chivukula has an outstanding track record of two decades in starting, leading and growing businesses and shaping the market trends with pioneering work in Business Strategy, Business Development and Brand Management in the Healthcare and Health Insurance Industries. He was the Group President-Marketing and functionally responsible for Marketing, Business Development and International Business for all the entities within the Apollo Hospitals Group before assuming his current position as the Executive Director at Global Hospitals Group. He has travelled widely for strategic alliances across India, SAARC, MENA regions, Europe, USA & UK.

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02 | Dinesh Madhavan

03 | Joseph A. Nicholas

..... Director - Healthcare Services, Health Care Global Enterprises .....

..... President & CEO, Cancer Treatment Services International .....

Dinesh Madhavan is credited with pioneering the concept of day care neighborhood centres. He has expanded the HCG brand across the globe and is close to achieving a footprint of 26 centres for it. The brand, under his leadership, has won two consecutive F&S awards as the Oncology leader of the year, CII awards, E&Y awards and others. An excellent team player, teacher and guide, he leads by example. As an innovative thinker, he never fails to push the envelope of new ideas. Brand building and positioning are his forte.

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Joseph A. Nicholas has held leadership roles in a host of technology companies concentrating in the healthcare, digital imaging, travel & leisure, and retail markets. His past roles have spanned such functions as product development, brand management, sales management, and multiple executive roles in both public and private companies. His experience in the healthcare field has focused in the areas of developing integrated solutions for both the hospital and oncology markets. A graduate of Indiana University, he is a recipient of the prestigious Eastman Kodak Scholarship Award.

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04 | Dr. Prem Jagyasi ..... CEO - Insta Media, Executive Director - MTA, Chartered Consultant & Trainer, Speaker, Investor - Dr. Prem & Associates

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An award winning global leader, successful strategic professional and prolific trainer, Dr. Jagyasi has traveled to more than 30 countries to work with above 150 international organizations. He is a prolific professional with wide spectrum leadership, training and management experience across the industry and across the globe. Apart from consulting and training, he has promoted Insta Media, a global web business with 25 niche community websites and millions of loyal readers. In the recent past, he had a successful stint as honorary Chief Strategy Office of Medical Tourism Association.

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05 | Ramakanth T.

06 | Sameer Mehta

..... Chairman & Managing Director, RBC Worldwide .....

..... Board ..... - Executive Director, Indusgeeks Solutions Pvt. Ltd.

Branding specialist, advertising professional, painter, Ramakanth wears many caps with equal aplomb. He has amassed a deep sense of what sells and what keeps customers engaged, through an exciting 25 year stint in the world of creative selling. He has helmed startups in the advertising field and played a key role in their success stories. He is credited with turning around the retail advertising scene in Hyderabad. He has been invited to address many branding and advertising symposia. In his current capacity, he guides leading healthcare, infrastructure, hospitality and retail names gain over their competition through cutting-edge design and engaging brand strategy.

Sameer Mehta has established his credentials in the areas of Private Equity, Healthcare, Education, Energy, Family Office Management, Family Business and Issue Resolution. Work has taken him around the world with particular exposure to Asia, Europe and the Americas. He is sought after for his skills in Enterprise Leadership, Investment Management, Operations Leadership and Business Development. He is a Chartered Chemical Engineer, Chartered Scientist, Chartered Environmentalist, Professional European Engineer, Sainsbury Management Fellow and Chartered Member of TIE.

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07 | Shrinivas Ayyar ..... Director, RBC Health ..... Shrinivas Ayyar has more than two and a half decades of experience in brand governance and marcom with expertise in strategy and creative consulting. Given his multi-industry brand building expertise, he has handled more than 300 big, medium and small brands across industries. He has played a key role in launching numerous corporate hospitals, boutique hospitals, diagnostic centers, a pharmacy, clinic chains and an integrated healthcare portal. Shrinivas Ayyar has extensive experience in hospital marketing and branding, CRM, digital marketing, healthcare social media and analytics.

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SPONSORSHIP OPTIONS

PLATINUM SPONSOR Ÿ 5 Minute Product / Service Presentation Ÿ Branding on all available Promotional Material

including Backdrop, Banners, Advertisements, Web / Blog site, Pamphlets, Mailers etc. Ÿ Video / Ad played during breaks Ÿ 3x3 mts. Octonorm Stall at the venue Ÿ Brochure inserted in all Delegate Kits Ÿ Database of Participants Ÿ 5 Free Seats for the Event

GOLD SPONSOR Ÿ Branding on all available Promotional Material

including Backdrop, Banners, Advertisements, Web / Blog site, Pamphlets, Mailers etc. Ÿ Video / Ad played during breaks Ÿ 3 x 3 mts.Octonorm Stall at the venue Ÿ Brochure inserted in all Delegate Kits Ÿ Database of Participants Ÿ 5 Free Seats for the Event


SILVER SPONSOR Ÿ Branding on all available Promotional Material

including Backdrop, Banners, Advertisements, Web / Blog site, Pamphlets, Mailers etc. Ÿ Display Table Space at the Venue Ÿ Brochure inserted in all Delegate Kits Ÿ Database of Participants Ÿ 2 Free Seats for the Event

BRONZE SPONSOR Ÿ Branding on all available Promotional Material

including Backdrop, Banners, Advertisements, Web / Blog site, Pamphlets, Mailers etc. Ÿ Brochure inserted in all Delegate Kits Ÿ Database of Participants Ÿ 2 Free Seats for the Event

Why Sponsor Good brand visibility amongst industry peers and leaders Focused, captive and relevant target audience Opportunity to network with thought leaders and potential business prospects

For Sponsorship opportunities, please contact: Vijaya Chekuri: 93472 88648 Paniel Amen: 090351 89824


REGISTRATION

Delegate Individual: Rs. 5000* per participant Group of 3+ from one organization: Rs. 3500* per participant Student Individual: Rs. 2500* per participant Group of 5+ from one organization: Rs. 2000* per participant * Taxes extra Registration Fee includes: Conference - Full Day Lunch & High Tea Knowledge Material - Presentations of the Speakers* Conference Kit Participation Certification * Subject to the acceptance of the Speaker


How to Register A. Demand Draft / Cheque: Courier the DD / Cheque drawn in favour of "RBC WORLDWIDE" payable at Hyderabad, along with the duly filled Registration Form, to any of the addresses mentioned below.

B. Online Money Transfer: Carry out an Online Money Transfer (RTGS / NEFT) to the following account: Account Name

: RBC Worldwide

Account Number : 9090 2004 1704 882 RBC Worldwide # 401 Shiva Sai Sannidhi, Dwarakapuri Colony Punjagutta, Hyderabad - 500034 AP India T: 0+91 40 2335 0604 / 0647

Bank

: Axis Bank Ltd.

Branch

: Banjara Hills, Hyderabad

IFSC Code

: UTIB0000515

In case of RTGS / NEFT / Online Money or AMEN No. 233, 6th Main, Rajeev Gandhi Nagar Near Lourdes School Nandini Layout, Bengaluru - 560096 Karnataka India T: +91 90351 898 24 / 25

Transfer, Registration Form can be scanned and sent by Email to amenbs@gmail.com / registration@rbchealth2013.com

..... Note: Registration Fee is non-refundable and non-transferable against any other event. However, change in Delegate / Student is possible. Students are requested to send /produce a photocopy of the college ID along with the Registration Form and Fee. Only students pursuing full time courses can avail the fee concession. Confirmation of Registration will be sent by Email. Physical Receipts and Certificates would be handed over on the day of the Event. Organizers would not be responsible for cancellation / postponement of the Event due to any kind of natural / man-made disaster or unfavorable situation / incident. For further details, you may contact: 090351 89824 / 093472 88648

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RBC HEALTH

Do you have the bandwidth to collate the data that reveals where the growth potential of your organization lies? Can you zero in on the critical few service lines that yield higher margins? Can you tell if your messaging is just emotional, or rational too? Is your brand essence being conveyed to healthcare professionals and consumers without dilution or pollution?

RBC Health, the health care branding division of RBC Worldwide, a brand development, management and strategy company, finds answers to all these questions through: Ÿ Holistic Branding & Operations Management Ÿ Human Resource Planning Ÿ Service Planning Ÿ Cultural Transformation & Employee Engagement Ÿ Patient Touchpoint Mapping Ÿ Charting Process Manuals Ÿ Sales & Marketing Planning Ÿ Medical Tourism & Luxury Marketing

Look us up at: www.rbchealth.co.in


RBC WORLDWIDE RBC Worldwide is a branding company that enables clients to create a multiplier effect to their growth by improving internal and external brand perception. We have a set of proprietary branding tools - our 6B model - and customer engagement platforms that help our clients offer solutions to create radical differentiation, improve customer connect, and increase market shares. We operate out of offices in Hyderabad and Dubai to serve clients across the World. In a decade and a half’s presence in branding, we have served clients across a multitude of industries, delivering solutions that are tangible, quantifiable and sensible. Our ‘root to shoot’ style of customer engagement sees us playing multiple roles as strategic advisors, implementation guides and performance measurers. Our 70 member team combines the flair for creative communications with good business sense. Our senior brand strategists and brand governance experts are backed by a strong design team, an in-house photography team, a films division with animation and VFX suites and a full-fledged production team. RBC Worldwide’s agile brand evangelists are fully cued into the necessity of saving money for clients and are adept at coming up with solutions that arrest massive wastage on media blitzkriegs by effective narrowcasting and personalization.

INDUSTRY PRESENCE Healthcare | Infrastructure & Real Estate | Information Technology | Education | Public Sector | Large Retail | Entertainment | Media


HEALTHCARE BRANDING & PROFITABILITY Saturday, 16th November, 2013 | Aditya Sarovar, Hyderabad

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