Dr c pr presentation
- 1. PR ROADMAP
- 2. IN THIS PRESENTATION Brand Today Key Challenges Positioning Strategic Framework Profiling Tracking and Analysis
- 3. BRAND TODAY- OUR UNDERSTANDING Dr. C has recently entered into the pathology business in Hyderabad Provides services in Diagnostics, Wellness, Lifestyle health & chronic diseases. USP- Real price to make healthcare affordable to all sections of society Believes in transparent and ethical business Aims to demonstrate healthcare services as a ‘socially profitable’ & a ‘profitably social’ business
- 4. APPROACH TO PERCEPTUAL DOMINANCE Achieving Perceptual Dominance Editorial Leadership Communication Leadership Touch Point Leadership Thought Leadership Industry Leadership
- 6. COMMUNICATION OBJECTIVES To audit and generate content for the communication program To begin with an advocacy program and then progressively increase awareness of Dr. C and its latest services To leverage the brand to increase top of the mind recall amongst the media fraternity.
- 7. COMMUNICATION ROUTE The communication route will focus in key areas Dr. C Expansion plans Dr. C Technical- R&D General Awareness- Screening / Health based Events
- 8. POSITIONING One-stop-shop to provide full fledged services in healthcare tests. Providers of Cost effective healthcare services.
- 9. KEY CHALLENGES Low awareness about the company and its activities amongst the Media To build an appetite and sustain it over a period of time among the various market constituents To generate interest across various age groups. To introduce an opinion leader for the brand.
- 10. INDICATIVE MEDIA Business Dailies Economic Times Business Standard Hindu Business Line Financial Chronicle Financial Express MINT English Dailies Times of India New Indian Express DNA Hindustan Times Statesman Telegraph Deccan Herald Deccan Chronicle The Hindu The HANS India Regional Dailies Post Noon Andra Bhoomi Sandesh Eenadu Vartha Andhra Jyothi Sakshi Surya Prajashakti Hindi Milap Andra Prabha S. Vaartha Other Language Paper Magazines WOW Hyderabad You & I Prism Channel 6 Business India Business Today Business World Capital Market The Week Outlook Money Health Magazines Express Health care Express Pharma Pharma BioWorld Modern Medicare E-health Health & Nutrition Medical Buyer Complete Well-being Wires PTI UNI Bloomberg Reuters Dow Jones TV18 TV – Business CNBC TV18 NDTV Profit UTV Bloomberg CNBC Awaaz Zee Business TV – English CNN IBN NDTV 24x7 Headlines Today TV-Hindi TV 9 Gemini ETV ETV 2 N TV HMTV ABN Andra Jyothi Hybiz Star News IBN 7 NDTV India Doordarshan TV-Regional Zee Network Star Majha Sahara Group DD Regional Language Channels moneycontrol premiuminvestment sharekhan Indiainfoline Yahoo rediff
- 11. MEDIA EXECUTION Preparatory Stage Identify spokesperson(s) Backgrounders & Templates Profiles & Photographs On going Process Create innovative content Continuously add talking points to our key messages Informal meets with Business Editors & Industry/Sector Editors Plan event calendar for strategic visibility Sustained month on month action with pre-planned deliverables
- 12. PREPARATORY STAGE Content Development Profiles Media fact sheet Management Photographs Key message matrix identification Focus on key strengths of sector and business Advise on news flow Media Communication Protocol Detailed Q&A preparation
- 13. KEY ACTIVITIES Need for ongoing communications to ensure a healthy market share Cement relationships Build Media following Media Profile Building – company / sector specific or broader market / sector opportunities Full Perception Audit Non-attributable feedback from the media Fine tune PR messages Rolling programme of news flow and events across the annual calendar Planning & Logistics of all events and non- media activities
- 14. KEY ACTIVITIES Showcasing the core strength – Highlighting the Company’s performance vis a vis others In terms of latest tests launched and quality of business Initiating trend stories Focus on trade publications for large scale coverage Awards – increases the QE exponentially
- 15. PERSONALITY BASED PR Profiling the CMD / Spokesperson Highlighting the management bandwidth of the company Authoring guest columns in trade publications
- 16. ADVOCACY AND AWARENESS PROGRAM Proactive Initiate profiling- Corporate and Personality in select media In select magazines Look for opportunities in TV Channels Get Articles on Corporate, Business, etc in Large publications With focus on our USPs Systematically start coverage in select regional newspapers, channels
- 17. ADVOCACY AND AWARENESS PROGRAM Reactive Send out news on any business aspect like New Launches, JVs, Acquisition, large tie up with a company Answer media requests for meetings Participation in Trade Shows
- 18. MESSAGING MEGS Importance of periodic health checks before it is too late. Hectic, rapidly changing life styles that lead to health disasters. Health for All – but who cares? – on the lack of importance given given in govt. plans for even primary health Corporates chip in for spreading health awareness Diagnostics at door-step – convenience is key to fast track health
- 19. BRANDLANCE BUSINESS SOLUTIONSLTD. KIRAN NAIK-9676146433 THANK YOU