Department Of Health & Welfare: MAHAMAYA HOSPITAL ON WHEELS

Credits & Description:

Category: Public Health & Safety, Pubic Awareness Messages

Advertiser: DEPARTMENT OF HEALTH AND WELFARE

Product/Service: PUBLIC HEALTH AND SAFETY

Agency: JAGRAN SOLUTIONS

Chief Operating Officer: Pawan Bansal (Jagran Solutions)

National Head: Pankaj Raj Kumar (Jagran Solutions)

Associate Business Head: Govind Prakash Pandey (Jagran Solutions)

Head - Account Planning: Jitendra Rajora (Jagran Solutions)

Senior Account Manager: Indrani Das (Jagran Solutions)

Associate Business Head: Jaswinder Singh (Jagran Solutions)

Group Manager Operations: Francis Anthony (Jagran Solutions)

Art Director: Arvind Khanna (Jagran Solutions)

Account Planner: Arpan Saxena (Jagran Solutions)

Media placement: Mobile Units - On Ground - 15 March 2011



Describe the objective of the promotion.

With the blame of offering primary medical facilities to the poorest of the poor residing in the remotest corners of Uttar Pradesh, India, the National Rural Heath Mission (NHRM) was launched.

The mission of the campaign is to improve the availability of and access to quality healthcare by people, especially for women and children residing in remote rural areas. The objectives comprise of:



Providing primary health facilities to people living in the remote areas of the backward blocks of Uttar Pradesh;

Creating awareness of health and hygiene amongst villagers;

Building a positive image for the ruling government.



Describe how the promotion developed from concept to implementation.

We strategized to take a float route to reach out to the remote corners and cater to the patients. We introduced Mobile Health Units (MHU) – Mukhyamantri Mahamaya Mobile Hospital. The MHU is catering to the primary objectives; our team attends to approximately 3,859 patients per day, offering them medical treatments and medicines free of cost. The air-conditioned mobile van is equipped with facilities for pathological tests, a TV for running campaign communications and a generator. Each unit is accompanied with an MBBS doctor, a nurse, a lab attendant, certified pharmacist and well trained drivers.



Explain why the method of promotion was most relevant to the product or service.

We studied the reasons for the limited success of previous attempts and learned that these areas are remote and have a bad infrastructure in terms of roads and modes of transportation. These villages could not be served through mainstream hospitals due to long distances. The most suitable way to cater to these people turned out to be a self-sustained mobile platform which can serve villagers free of cost and at their doorsteps.

Through this we were able to reach to masses in large numbers, fulfilling the objectives.



Describe the success of the promotion with both client and consumer including some quantifiable results.

The Mobile Health Unit (MHU) is helping the rural poor to be aware of health and hygiene. This is ensuring that the poorest of the poor get the benefits which are their right under Indian law. The MHU is catering to the health needs of 4 districts and has attained the following numbers till date:

• Total number of Blocks Covered - 59

• Total number of Vans Operational - 59

• Total number of villages covered - 6,285

• Number of Patient covered till date - 1,157,700

• Number of Pathology Tests conducted - 59,362