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K K Eye Institute is a super-speciality eye hospital that provides expert ophthalmic care with high quality and commitment, for all eye-related concerns. Founded in 2003, under the guidance and vision of Dada Vaswani, the institute’s stated mission is ‘to provide expert ophthalmic care with quality and compassion. Nestled in a lush green 38,000 sq ft campus, the institute has state-of-the art infrastructure including 7 operating theatres and 16 consulting rooms, exclusively used for eye care.
The dedicated 180+ member team at K K Eye Institute includes highly skilled eye specialists with 18+ years of experience.
The top notch equipment, the expert surgeons, the ethics, the empathy and the experience of over 2 surgeries and consultations with over since we are using ‘over’ 11 lakh patients make the institute a go-to destination for any patient with disorders of the eye.
The dedicated 180+ member team at K K Eye Institute includes highly skilled eye specialists with 18+ years of experience.
The top notch equipment, the expert surgeons, the ethics, the empathy and the experience of over 2 surgeries and consultations with over since we are using ‘over’ 11 lakh patients make the institute a go-to destination for any patient with disorders of the eye.
Challenges
To distinguish the ‘not-for-profit’ from the “for-profit’ hospital
Align all stakeholders to a single purpose
To create cohesive communication at all levels aligned to the brand purpose
PROCESS
chlorophyll approached the challenge with a systematic six-step process.
The anthrop™ model was utilized to distil KK Eye Institute’s core essence into a simple, timeless narrative. As part of the process, we researched all stakeholders: management (current and past), patients, and doctors involved in surgery and care. chlorophyll analysed the following aspects of the brand:
1. Brand Discovery
2. Brand values
3. Brand archetypes
4. Brand cohort
The anthrop™ model was utilized to distil KK Eye Institute’s core essence into a simple, timeless narrative. As part of the process, we researched all stakeholders: management (current and past), patients, and doctors involved in surgery and care. chlorophyll analysed the following aspects of the brand:
1. Brand Discovery
2. Brand values
3. Brand archetypes
4. Brand cohort
SOLUTIONS
Through the process, we discovered an inspiring Brand Core that represented the very essence of the institute: at the centre of the institute was ‘Uncompromising Care’ whether for the paying customer or the non-paying customer.
This ‘uncompromising patient care’ was brought to life through five levels as follows:
This ‘uncompromising patient care’ was brought to life through five levels as follows:
- Ethics: In any situation, the entire team is asked to ‘do only what is best for the patient’. This integrates a highly ethical practice into the hospital’s functioning. Eye specialists ‘putting the patient first’ do not have targets and do not recommend unnecessary procedures.
- Expertise: Surgeons at K K Eye Institute have at least 18 years of experience and only surgeons with a minimum operating experience of 1000 surgeries are appointed.
- Empathy: The Institute inculcates a culture where staff are encouraged to treat patients (often elderly) with sensitivity, care and compassion. This makes the ambience warm and welcoming, rather than clinical and impersonal. Patients often mention that K K Eye Institute ‘does not feel like a hospital.’
- Counselling: Instead of rushing or pushing patients into decisions, the institute offers patient, in-depth counselling, encouraging patients and relatives to clear all doubts,putting them at ease and making them feel reassured.
- Equipment: The institute invests regularly in world-class equipment in eye care to stay ahead, and ensures that patients benefit from the latest technology that enables precise and accurate diagnosis and treatments.
- The biggest differentiator: inclusivity.
The K K Eye Institute runs the ‘Sight for the Sightless’ initiative, which is an equitable eye care model offering free and subsidized surgeries to poor patients in rural areas. To these patients, the institute extends its principles of uncompromising care, with the same team of expert surgeons and the latest equipment. Further the institute does not wait for these poor and wanting who were in need of eye care, It actively goes to them through passionate outreach, in vans, in social media, collateral and storytelling.
Therefore, K K Eye Institute is worthy of help from any individual, any Institute, any organization, any philanthropist…because they represent #NoCompromise in inclusivity as well; especially in a world that is rapidly getting divided and polarized.
To quote a world-renowned ophthalmologist who observed their work:
“As an ophthalmologist that has spent his career, very much like the institute, providing needed eye care to both an underserved population as well as patients in a private practice settling, I can enthusiastically and objectively state that the KK Eye Institute provides superb, state-of-the-art, to both patient populations equally.”
“As an ophthalmologist that has spent his career, very much like the institute, providing needed eye care to both an underserved population as well as patients in a private practice settling, I can enthusiastically and objectively state that the KK Eye Institute provides superb, state-of-the-art, to both patient populations equally.”
output
chlorophyll crafted a brand strategy rooted in timeless values and clear communication:
- Brand strategy: Brand idea = uncompromising care
- Brand line: #NoCompromises
- Campaign: Digital, Print, Outdoor
- Brand manual: guidelines for their current identity
