Introduction – India is a unique country. It has the best brains in the world and at the same time tops in cultural taboos. Health scenario is no exception to this paradox. How else can we explain the literacy rate of over 60% against health illiteracy to the tune of 90%, demonstrated by the lack of awareness of basic health parameters like Height – Weight – Hb%? The same paradoxical situation prevails in the domain of health care providers. Clients by and large do not differentiate between qualified and unqualified health care providers. A lady doctor for all practical purposes is an Obstetrician. Add to this confusion created in the minds of the clients by different pathies in India.

Federation of Obstetrics and Gynecological Society’s of India is the world’s largest professional body of Obstetricians & Gynaecologists. However, it has not yet applied its mind towards making itself synonymous with ‘Woman’s care.’ India is a huge diversified country and yet marketers have been able to make a particular product – for example - Colgate synonymous with dental care. The aim of this chapter is look at making FOGSI a brand for Woman’s health. Any woman facing a health problem – should think of approaching a FOGSI member to begin with. A better end point could be college students approaching FOGSI member before she is faced with a health problem.

Member Benefits –

FOGSI is strong and active in academics, trainings and social work. Along with these strengths, what member’s need is a unique identity. This identity will ensure that client’s will consult a FOGSI member whenever any woman across the country has a health problem,. The community will look at FOGSI Society’s to provide health promotion services. The Government will consult FOGSI on all health related matters. The membership will increase and it will have a multiplier effect.

Branding Basics -

Successful branding is about promoting your strengths. FOGSI’s strength is member Qualification. FOGSI and individual Society’s must ensure that this strength is highlighted and the client’s understand how being treated by a qualified member will benefit them. Let us also build on the Preventive Medicine platform through adolescent health, Height – Weight – Hb – Blood Group initiatives. In fact FOGSI is already doing this in a big way.

The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.

Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.

The objectives that a good brand will achieve include:

·                                 Delivers the message clearly

·                                 Confirms your credibility

·                                 Connects your target prospects emotionally

·                                 Motivates the buyer

·                                 Concretes User Loyalty

A brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions.

Brands give potential clients a firm idea of what to expect beforehand, making the consultation decision easier. And existing customers trust strong brands because they know what to expect.

What customers want -

Safety

Reliability

Reasonable charges

Transparency

Punctuality

We do this by integrating our brand strength – Member qualification - at every point of public contact. Member’s will need to be consistent in service and every other point of contact clients have with you - for example, phone calls, letters, faxes etc.

Brand Building -

FOGSI has to decide on the basic framework of brand building. Then FOGSI’s role will be to guide the member Society’s to galvanize all its 22000 plus members into action. FOGSI should organize one mega event every year to reinforce the brand. This type of activity is being undertaken by individual Society’s, FOGSI and Society Committee’s already. Safe Motherhood cycle rally’s since 1998 and the Suprabha Ganga Yatra have been major efforts towards this end. These have to be uniform with a common message –

For Safe Delivery  – Consult a FOGSI member!

Once FOGSI has defined its brand values and client’s needs, we can start to build our brand by consistently communicating our brand values.

Remember that every possible contact we have with a customer or potential customer needs to reinforce our brand values.

Key areas to consider are -

·                     any slogan we use

·                     Our logo

·                     FOGSI website – which can probably be the best opportunity to reach out to people.

If all these are consistently in line with our brand values, our brand will be strengthened. But if all of them aren't in line, our brand could be seriously damaged. A brand makes promises to customers and if they aren't fulfilled, our customers will be far less likely to buy again.

Time frame -

FOGSI has to give brand building exercise a minimum of 2 – 4 years for the initial impact. This will have to be permanent activity later on. This would include time taken for generating the brand, utilizing it to the fullest & getting a feedback on what impact it has made to the general public.

Managing and reviewing brand -

It's a good idea to get a Committee to take responsibility for our brand. Keep members / Society’s involved by setting up a suggestion scheme, or regularly taking the time to discuss brand and how our client load is behaving. Continually reinforce the message that what we do is important. And make sure they know that breaking the promises to customers that your brand makes - even just once - can damage the brand and client load.

A successful brand can have a long life, provided it's kept up-to-date and in line with customers' needs and expectations.

Budgeting for a brand -

Creating and managing a brand can cost you as little or as much as you want it to. The cost of your time to set it up and manage it is the only area of expenditure that is guaranteed.

But it's a good idea to set a budget, otherwise it's easy to spend money unnecessarily. A budget will focus the mind and force you to prioritize your spending on your branding effort.

The key areas you could budget for are -

·                     design needs, such as a logo, signage, business stationery or product packaging

·                     your advertising

 Well Begun is half done –

Pune Obstetrics and Gynecological Society has made a beginning and the experience will provide the necessary inputs.

The key features are –

·        Each member contributes Rs 1000/- for brand building activity.

·        Printing member directory in local language - area wise, for free distribution amongst the general population. The directory will highlight why woman should consult a POGS member in first eight to 10 pages.   .

·        Printing and distribution of cards with a clear message –

For Safe Delivery  – Consult a POGS member!

 These cards will be distributed at temples and other religious places where people     gather in large numbers.

·        Insurance companies  - Reimbursement of bills for Obs and Gyn problems to be given only if treatment is provided by POGS member.

·        All schools and colleges will be provided with a board for display which says – For any query about Height – Weight – Hb, consult a POGS member.

·        In lessons on woman’s health in text books – a line to be added – Consult a POGS member for any query related to Woman’s health.

To conclude, in today’s competitive world, the gen next believes in brands. Any thing that is branded attracts people and they believe that it is the best thing available. Its time that FOGSI changes itself in to a brand and one day FOGSI would be considered standard in woman’s health care. Thus FOGSI as a brand for Woman’s health has exciting future.