Apollo Hospitals was an established healthcare provider across India in 2000, having 3000 beds in 25 hospitals across India. Apollo Group had also ventured in several related fields such as telemedicine, pharmacies etc. Apollo Health and Lifestyle Ltd., a wholly owned subsidiary, planned to establish a nationwide chain of more than 250 primary healthcare centers (including diagnostic services) on a franchisee basis. The Apollo Clinic planned to offer a non-hospital-like ambience, uncompromising clinical quality and superior customer service at a reasonable cost to deliver the McDonalds’ experience in health care. It also planned to offer comprehensive facilities aimed at satisfying the primary healthcare needs of families including consultation, diagnostics and pharmacy.

Ratan Jalan, the newly appointed Chief Executive Officer of Apollo Health and Lifestyle Limited (AHLL) had to develop a communication strategy for Apollo Clinics which would help in the growth of AHLL. The communication strategy was expected to leverage on as well as enhance the brand equity of the Apollo group. He had to primarily come up with a strong communication strategy for addressing the main stakeholders, viz., the doctors/GPs, individuals/families, corporate clients and finally the smaller nursing homes, which constituted the ‘‘unorganized target segment’’ for Apollo Clinics, from a communication challenge viewpoint