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Apollo spends Rs 15-20 crore for Nova Hospitals' rebranding & refurbishing

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BENGALURU: Apollo Health and Lifestyle Limited (AHLL), a wholly owned subsidiary of the Apollo Hospitals Group, has rebranded Nova Specialty Hospitals (Nova SH) as Apollo Spectra Hospitals (ASH), which will be synonymous with 'simplified quality healthcare.'

The company has spent between Rs 15 - 20 crores for refurbishing, and this cost includes rebranding, company sources tell Indiantelevision.com. AHLL is looking to ramp up ASH revenues from the current Rs 100 crore to Rs 500 crore over the next five years.

AHLL acquired Nova SH in early 2015 at a ticket size of between Rs 135 - 140 crore. Now, AHLL is all-set to re-launch the facilities under the new brand name.

AHHL CEO Neeraj Garg said, “Apollo Spectra’s evolution is guided by a ‘patient-centric’ approach. The exclusive surgery centre model minimizes hospital acquired infections resulting in elimination of unnecessary hospitalization and remarkable medical outcomes. Given the immense potential and the need for quality healthcare delivery closer to home, Apollo Spectra enables AHLL to significantly expand its footprint and will catapult it into a leadership position in this segment of healthcare. Apollo Spectra is strengthened by the introduction of quality systems built on Apollo’s deep expertise in the hospitals space. We believe this format has strong potential and with the brand equity of Apollo, combined with rich hospital expertise we bring to bear, AHLL will nurture this business significantly in the next few years.”

Apollo Spectra says that it will provide services ranging from consultations and surgeries at convenient neighbourhood locations to providing world class facilities, experienced doctors and latest technology and that its health management and preventive care plans are custom-designed around every patient’s unique requirements.

Healthcare has slowly started advertising its services, specialities and boutique treatments, especially through BTL and through localised low cost mass media such as radio, outdoor and print, besides handouts and mobile SMS. "The company plans to spend around Rs 40 - 50 lakh this year towards this effort," said AHLL director of secondary care Sudhir Diggikar.

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