background

  • Canadian Specialist Hospital is one of the largest private hospitals in Dubai and the institution of choice for referrals from small and medium-sized medical centers that lack some of our specialized diagnostic and treatment facilities.

  • CSH has grown to become one of the most advanced and comprehensive healthcare institutions in the region.

Challenge

  • Establish CSH’s leadership in addressing public health care issues 
  • Build an emotional and relevant relationship with all stakeholders, potential and existing consumers, government and society
  • Create a distinct brand voice within the competitive landscape  

approach

  • Created a series of customized CSR initiatives for the community addressing issues that are relevant and pertinent
  • Act Now, an anti-obesity initiative was created, by free on ground consultation with leading physicians, nutritionists and fitness trainers
  • Antenatal Program, supported by Neonatal Intensive Care Unit (NICU) was developed that focused on the importance of antenatal care through informative seminars and consumer testimonials
  • No Tension Day launched on World Hypertension Day to highlight the risks associated with hypertension. An on ground seminar was held with a leading cardiologist. Free blood pressure and blood sugar checkups with a high risk detention test was also carried out

outcome

  • CSH had the highest earned SOV amongst leading competing brands in the region
  • A pull strategy was adopted where by media approached agencies stories
  • PR value in excess of  USD 5 million

more work