Work · Healthcare
National Hospital: campaigns that brought a 50-year Calicut hospital closer to its community
Social media, department campaigns, medical camps and a keyhole-surgery hoarding campaign for one of Kozhikode's best-known hospitals, with results that showed up in camp turnout and on Google.
- National Hospital, Calicut
- Kozhikode (Calicut), Kerala
- Two years
- Healthcare marketing, Social media, SEO
The challenge
National Hospital has served Kozhikode and the wider Malabar region for more than 50 years. Its name was well known. The task was to keep it relevant: to show the people, departments and specialist care behind the name, and to reach specific patient groups when they’re making decisions about their health.
What we did
For two years we combined everyday social media with focused campaigns.
- Social media and content creation: a warm, consistent visual identity in the hospital’s colours, introducing its doctors and departments, sharing patient journeys and highlighting decades of expertise in areas like newborn and child care.
- Gynaecology and maternity campaigns: campaign ideas and creatives for the gynaecology department, speaking directly to expectant mothers and families, in Malayalam and English.
- Medical camps: marketing and on-ground facilitation for the hospital’s health camps, from promotion to turnout on the day.
- Keyhole surgery campaign: a dedicated campaign for laparoscopic (keyhole) surgery, anchored by an outdoor hoarding built on a Malayalam play on words. Keyhole surgery is thaakkoldwaara (key-hole) surgery, so the headline read Aashwasathinte Thaakkol, “the key to relief”, with a key merged into surgical scissors. One image explained a complex procedure and the comfort it brings.
- Google Business Profile: local optimisation so that interest generated by the campaigns turned into searches, calls and visits.
The campaigns delivered where it counts for a hospital: strong turnout at medical camps, a focused response from expectant mothers to the maternity campaigns, and a keyhole-surgery campaign whose hoarding and digital push brought noticeably more traction on Google.
