PrimeHealthcareSigns, a vertical business of Prime Site, the specialized OOH unit of Mudra, has established itself in the country and is now looking at stepping out to win itself global clients and recognition.
Prime Site started operations about six years ago in a field that was till now a site-owner dominated area. Out Of Home (OOH) has traditionally been equated to hoardings, but it is all changing now. Kaushik Chakravorty, who heads the Healthcare Signage Business, said, “OOH is not only about outdoors; they are only a part of it.”
For the first time, Prime Site has taken OOH beyond the traditional definition to target the prime prospect of a brand at every place that a consumer might be when out of his home/office. Prime Site was the company behind the huge Hindustan Times candle that was put up on the Bandra-Mahim causeway in Mumbai as well as designing all outdoor communication for Delhi Metro.
PrimeHealthcareSigns specialises in hospital signages across the country. According to Indrajit Sen, President, Prime Site, signages for hospitals had social significance. Kaushik explained, “When people are unwell, in a hurry and anxious to get to hospitals, getting lost can be a nightmare for them. Especially, inside hospitals, where everything is like a maze, it is very important to have directions all over.”
From road directions to in-premise signages, all of this was thought of by PrimeHealthcareSigns, and this is their USP. “We do gap analysis for various industries and where we recognise a need, we design strategies and solutions and approach the relevant clients,” explained Kaushik. Calling them ‘way-finding signages’, he said that there was no one apart from PrimeHealthcareSigns, who specialised in this field. The company has its set of designers and architects who design the signages befitting the architecture of the hospital.
According to Sen, “With medico-tourism becoming big in India, and people from all over the world coming here to get treated, hospitals are gearing up to operate on world-class standards and way-finding signages is another parameter that enables hospitals in doing so.”
The division also specialises in pictograms, which are symbolic signs for directions and destinations. This helps people find their way even if they are unfamiliar with the language in which the signage is written.
Max Group and Apollo Hospitals are two of the division’s biggest clients. As a company, Prime Site has seen a compounded growth of 38 per cent each year, for the last three years. The vision was to make the division the largest healthcare signs unit in South East Asia and the Gulf in the next two years, according to Sen. To achieve this, they are already in talks with a few international players in Dubai and a few South Asian countries.