The challenge in putting up a laboratory from scratch can be daunting. Setting up a seamless system, which will continue to do various tests smoothly day after day can be difficult, but it is nothing compared to ensure your laboratory stands out in the crowd.
Hindustan Times caught up with Nabankur 'Nobby' Gupta, ex-Videocon and Raymond, where he was last Group President, Raymond Group. Gupta now runs a start-up, Nobby Brand Architects and Strategy Consultants, which helps aspiring entrepreneurs set up their businesses, among other activities.
What according to you should be the three things a budding entrepreneur needs to address when setting up a new diagnostics laboratory business?
First, a location is important. The shop front, which is visible to the customer, needs to be clean and appealing. It needs to stand out in a crowd of shops.
Second, the laboratory should appear calm and assuring to the patient. It needs to provide comfort and ease to patients who would come in. Most people who would go to a laboratory would or could be ill, so they need to be reassured that they have come to the right place.
Third, there should be an equally comfortable area for sick patients. They should be accommodated in a separate area from outpatients, if possible.
What do you think the branding should convey?
The branding should have a punch line that clearly conveys the laboratory's core business. It needs to assure patients at the same time. It needs to instantly come into a patient's mind whenever he or she is planning to go for a test in that particular field. The logo too needs to be recognisable.
Speaking about logos, what do you make of Thyrocare's branding?
I do not recall a brand line or punch line for Thyrocare. However, the logo, which contains a stylised 'O' that resembles the outlines of an infinity sign is highly visible and has enormous recall. However, it does not really say anything about its business. The name though contains the field of their expertise, namely, as is evident from their successful business model.