According to Le Thu, marketing director of FV Hospital, the facility faces misperceptions of being expensive and catering primarily to expatriates. "We need to reposition the hospital as being a value-for-money centre," she said. "The hospital is viewed as unnecessarily expensive and inconvenient, so few Vietnamese people come."
Through the long-term branding exercise, Le said the hospital hopes to improve its 50 per cent capacity. "Since the time the hospital opened (in 2003), we have not had a communication strategy," Le added.
Previous brandwork consisted of tactical ads across traditional media. Separately, DDB has also bagged two more creative accounts in recent weeks, for Nettra Mobile Retail Chain and Vietnam Airlines' domestic communications.
