Ogilvy Kolkata adds reality to healthcare for The Mission Hospital
The Mission Hospital, the first super specialty corporate hospital in Eastern India, outside Kolkata, has rolled out its maiden campaign. Conceptualised by Ogilvy Kolkata, the campaign comprises four digital only films that were released last week. The films reflect the real life healthcare concerns of suburban residents, and how they are addressed by The Mission Hospital. The message in these films is simple – top-quality affordable and dependable healthcare is now close at hand.
The films
The first film, ‘Emergency’, is set inside a humble Bengali household and documents the fears of a wheelchair-bound lady coping with her husband’s heart attack. As the film progresses, she reveals that had it not been for The Mission Hospital’s emergency ambulance services, she would have been utterly helpless.
Emergency:
‘Kite Runner’, the second film, follows the journey of a wistful child as he recalls how he could never keep up with the kids in his neighbourhood when they played outdoors. The film ends on a positive note, as the child demonstrates his new found vigour, thanks to the heart surgery performed on him at The Mission Hospital.
Kite Runner:
In the third film, we are introduced to an anxious man traveling home in a taxi. Having just landed in India from the US, his intent is to take his father back to the US for treatment – where he believes there are better surgeons. Much to his surprise, he finds his elderly father enroute, jogging and active after knee replacement surgery at The Mission Hospital.
Morning Walk:
The fourth film, ‘Wedding’, opens on an elderly father. He is in a tizzy about how he will be able to organise his daughter’s wedding owing to his need for an angioplasty. He’s mulling over the extensive recovery period that will render him bed-ridden, but only until he was assured that the angioplasties performed at The Mission Hospital are minimally invasive with a rapid recovery time.
Wedding:
There is a thread that runs through all the films – an impending sense of helplessness – which by the end, has noiselessly transformed into determined hope.
According to Sujoy Roy, Creative Director Ogilvy, Kolkata, “The result is a sense of gritty realism that instantly strikes a note with the audience.”
And just as the language and stories are localised, so is the media plan. Keeping in mind the TG of Kolkata’s suburbs, instead of a national media plan, the rollout is contained to digital and single theatre releases in the region, aimed at catching the eye of The Mission Hospital’s target audience.
Elaborating on this, Roy said, “Because they are a local hospital, they are not going to release on national or even regional television because they don’t have that kind of money. However, we are doing specific digital targeting for people from Bangladesh, Nepal, and the Eastern part of India. We will do digital push to them from the YouTube channel. Besides, we are going on single screen theatres across Bengal with a Bengali version of the films.”
“Our mission is to decentralise super specialty healthcare, and deliver it to every doorstep in Eastern India, beyond the metropolis, and heal patients with dedication, honesty and tender loving care. These films are an assurance of that,” Dr Satyajit Bose, Chairman, The Mission Hospital Durgapur.
The brief
Speaking on the brief received from the client, Roy said, “Dr Satyajit Bose, who runs the hospital, believes in ethical medical practice. He set up The Mission Hospital with the single goal of catering to the patients in every sense of the term rather than merely treating them. He believes in transparency. He runs a clinic called the Second Opinion Clinic, where reports of other medical practitioners are evaluated and patients are advised whether they require to go through a particular medical procedure or not. Dr Bose does not want to fabricate anything about healthcare. He wants to talk about true cases of people who had come to the hospital and got cured. Although these are real stories, we have not used the actual people involved but actors.”
The creative ideation
A series of discussions took place before selecting the four cases on which the films were made. Roy elaborated, “We took stories that touched people’s lives and made a difference – there is a woman on a wheelchair who calls an emergency ambulance, there’s a kid who wants to be like any other normal kid, there’s a father who’s daughter’s wedding is upon him and he’s got a heart condition that requires angioplasty – and because of the advanced technology available at The Mission Hospital Durgapur they all got timely medical treatment. We brought to life these little quotients that we tackled in these films to connect to a larger audience and got them to relate to their everyday life, where medical science makes a big difference in their lives rather than just curing.”
Throughout all the films, the people are already in a cured state and they recall how The Mission Hospital came to their aid. It is more from the patient’s perspective.
“At no point is any desperation shown. If you look at other hospital advertisements, they either speak about having the best of facilities and show doctors and clinics and equipment, but we have shown none of it. It is actually about making a difference in somebody’s life and that is what a hospital’s role should be. That’s how Dr Bose envisages the entire way – it’s about community service. It’s not a hard sell in terms of the hospital,” Rod added.
While agreeing that most hospital ads are woven around the same elements of problem and solution, illness and cure, Roy felt that there was also need to keep in mind the apprehensions and fears that people had. He noted, “Medical advertising has been very functional – where they talk about the facilities, the doctors or being the best. It took a very brave client to put out a campaign like this because the hospital is not seen anywhere in the ads. At the end of the day, a hospital is about curing. It’s not just about which hospital has the best facility, sometimes it’s also about proximity.”
Creative Credits:
Client: The Mission Hospital
Creative agency: Ogilvy Kolkata
Director: Aditya Vikram Sengupta
Producers: Avishek Ghosh, Jonaki Bhattacharya
Production House: HecticContent
Share
Facebook
YouTube
Tweet
Twitter
LinkedIn