Nova Medical Centers appoints Lowe as creative partner

Lowe Lintas, Bangalore has been assigned the creative duties of Nova Medical Centers following a multi-agency pitch. The agency will handle two separate businesses of the expert surgical care centers and the IVF Clinics. The campaign is expected to take off in the next couple of months.

e4m by Sai Prasanna
Updated: Nov 18, 2011 8:02 AM
Nova Medical Centers appoints Lowe as creative partner

Nova Medical Centers, a leading name in Ambulatory or Day surgeries, has awarded its creative mandate to Lowe Lintas, Bangalore. The pitch process was initiated three months ago and the agency was appointed a week back.

Kiran Ramamurthy, Chief Marketing Officer, Nova Medical Centers, confirmed the win to exchange4media and said, “The win was the result of a multi-agency pitch with four other agencies in the fray. This is not the first time that we have appointed a creative agency. Earlier, we were working with TwentyOne Creative, based out of Chennai. The agency has done a competent job with Nova. However, we are expanding rapidly. With our presence already spreading across five cities and three more in the pipeline in the near term, we wanted an agency that could support our growth ambitions effectively.” According to Ramamurthy, Lowe was awarded the account because they had a strong grounding in strategy, insightful creative, and a dynamic team.

Commenting on the win, G V Krishnan, Executive Director, Lowe Lintas, said, “We are excited about the win since Nova Medical Centers has a unique short stay and ambulatory surgery format, providing expert surgical care that is affordable, accessible, and convenient. Our win can be attributed to the fact that we were able to come up with a good brand idea and a compelling creative execution. Our aim will be to appeal to all the stakeholders and showcase their wonderfully compelling proposition.” The agency will handle two different brand mandates – the expert surgical care centre and the IVF clinics. They are in the early stages of designing and defining the campaign. Over the last 9 months, the agency has won several accounts, some of them being Sobha Developers, GE Healthcare, 3M (Post-it and Nexcare), Resil Chemicals, and Muthoot Fincorp.

Regarding the focus of the new campaign, Kiran remarked, “We will focus on the unique concept of short-stay and ambulatory surgeries that Nova brings to India. The campaign will take off in the next couple of months. We are currently evaluating media options.”

Nova Medical Centers develops, acquires, owns and operates short stay Surgical Centers in partnership with surgeons across India. Short Stay surgeries are procedures that take between 24 - 72 hours from admission to patient discharge. Nova provides leading surgeons from diverse specialties with comprehensive ultra-modern facilities comprising doctor’s offices, operating rooms, diagnostics, imaging, health check-up area, pathology laboratory and a pharmacy. By specializing only in short-stay surgical procedures, Nova improves patient experience and contains costs while increasing operating efficiency. Nova’s innovative health services model offers unparalleled quality and affordability.

Nova currently has six fully functional centers across 4 cities in India, with four additional centers set to be operational by March 2012. By March 2013, the Nova Group is gearing up to have 25 centers across India and the Middle East.


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