In 1957, an ophthalmologist couple from a medical college in Jaipur were on their way to visit their parents in an ashram in Pondicherry when they passed through the city of Madras.
They were enamoured by the city’s grace and decided to make it their home, and the first Dr. Agarwal’s clinic was born.
Sixty seven years on, Dr. Agarwal’s had grown and taken expert eye care beyond borders. They had 70 hospitals spread across 12 countries with no plans to slow down. They had earned a lot of respect in the global medical community and were a household name in Chennai. But they were relative unknowns in the rest of India. Their website was a little outdated and didn’t reflect their prestige.
Before announcing themselves, they wanted to have something respectable they could direct audiences to. They needed a new calling card.
When our team travelled to Chennai to visit the Dr. Agarwal’s hospitals, it was 29th November, 2015 – the fateful day the Chennai floods began.
Life had come to a halt, yet despite personal hardships, we witnessed the hospital staff going to great lengths to offer shelter and resources to people in need.
Hospitals can feel like an uncomfortable place to be in, but in those little moments we saw the heart that had powered Dr. Agarwal’s for decades.
We needed to communicate this sense of care and dedication through the product.
We had learnt first-hand that patients loved and trusted Dr. Agarwal’s. Their medical team comprised of renowned doctors and the hospital experience was stellar. How would we communicate to the unfamiliar that this was the standard of care they would receive? Our goals were to establish credibility, build trust and communicate with empathy.
We learnt first hand that patients loved and trusted Dr. Agarwal’s. The medical team comprised of renowned doctors who had many innovations to their name. Clearly the hospital experience was stellar. Yet, someone unfamiliar with their accomplishments wasn’t sure if they were the right choice.
Dr. Agarwal’s was also a teaching hospital and wanted students to enroll for their professional courses. We realised that universities, often, don’t provide the right information students are looking for, and the process of picking a course could be difficult and intimidating. We intended to simplify the decision-making process simple and by showing students what they could opt for.
Dr. Agarwal’s eye hospital had a strong organisational culture motivated by passion and purpose. They recruit from the top medical and business schools in the country and give them the freedom to explore and grow. The website needed to appeal to professionals with different career goals, showcase this culture and, show aspirants what an attractive place it was to work at.
CEO, Dr. Agarwals
We collaborated with photographer Sayantoni Palchoudhuri to show the human face of the hospitals.