Repositioning the iconic Max Hospitals, NCR

Max Healthcare is a chain of 14 super-specialty hospitals present in various locations at Delhi, NCR, Uttar Pradesh & Jammu & Kashmir. Over the years, Max has gained a strong reputation in high-end procedures and secondary/tertiary care in areas of Cardiology, Neurosciences, Orthopaedic surgery, Oncology & Organ Transplant.

A 19-year-old hospital chain, Max Healthcare, was acquired by Radiant in 2018. Max Healthcare was keen to reposition and establish a new brand identity to aid the transition. Before the repositioning, the group was keen to understand the consumer’s sentiment around healthcare and the perception of the brand Max Healthcare vis a vis other healthcare brands. The study enabled the team to understand the existing latent opportunity and helped the organization make an informed shift.

Consumer Insights

We conducted an extensive in-depth study in the NCR region, among patients of Max Hospitals and other hospitals. The study encompassed various illnesses to incorporate the varying emotions and sentiments of being in a hospital. In-depth, in-home interviews provided us with a better understanding of the journey that they’ve gone through and their perception of the brand Max.

Strategic Recommendations

The study revealed various need spaces – areas that patients were vying for. Opportunities that the brand could take up effectively. The need spaces converged into positioning opportunities presented to Max’s branding and marketing team, which became strategic and design directions to take forward.

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