Durdans set to reposition brand and restrategize vision

Sri Lanka’s first healthcare institution to be endorsed with a Gold Seal of Approval by leading accreditation entity Joint Commission International announced it is stepping into new horizons with the repositioning of its corporate brand, culture, mindset and approach to transform the landscape of healthcare in the country.

Durdans Hospital, the oldest private sector healthcare institution in Sri Lanka, has in its history of over seven decades, evolved its unique brand of healthcare to ensure continuous value addition in multiple competencies, that today have numerous pioneering initiatives added to its expansive healthcare portfolio.

The repositioning comes at a time when Durdans, having taken stock of the integral role it plays in the country’s healthcare sector, sees the potential for growth locally and globally. As Chairman Ajith Tudawe stated, “The repositioning of our corporate image through our brand dynamic which encompasses our fundamental values and promise of ‘dedicated to you’, is about the way Durdans sees healthcare of the future. This journey however is one that is multi-faceted and that’s why we’ve also re-strategized our business plan and are launching Vision 2022 in tandem with this.”

The Durdans 2022 strategy is aimed to realign emerging socio-economic trends in Sri Lanka and global healthcare scenario with a major infrastructure and remodelling programme commencing in 1Q of 2018. The ambitious redevelopment and remodelling project will address the start of the art upscaling with cutting edge technology to ensure modernity and sustainability.  The multi-storied split-level car park for approximately 200 parking slots will also be opened in September 2017. 

“The quality care we have extended to our patients over our 70-year history has been augmented in the last 22 years with our delivery of exceptional medical services across an unprecedented range of specialties,” says Tudawe. “We have promoted world class standards of care via the latest medical advancements and our Centres of Excellence are comparable to the best in South East Asia. And our next world class introduction is the investment infused into the latest Phillips Bi-plane machine for interventional radiology which we intend to position as a Center 
of Excellence.”

As Head of Strategy and Business Development Rakshitha Tudawe mentions, “A pioneer in Sri Lankan private healthcare, Durdans finds itself in a unique position to define the future of Sri Lanka’s private healthcare and the country’s global reputation as a hub of medical excellence. This restrategizing therefore comes at an opportune time for Durdans, as healthcare the world over is evolving quite rapidly. The entire landscape is about experiential healthcare rather than interactive healthcare. The repositioning of Durdans will also add benefits to each of our stakeholder segments, increasing brand equity and shareholder values as our delivery promise is being further strengthened.  Stakeholders will benefit from aligned systems, structured guidelines and a unique voice.”

Quo Global, a leading international company renowned for its integrated strategy-led branding and responsible for guiding the evolution of the repositioning of the brand, worked on the concept of compassion and innovation that has become the Durdans hallmark. Durdans is now visually depicted via a nurturing hand denoting the core values of care and humanity, supporting the letter D which suggests trust and pride in its strong boldness. Quo Global CEO David Keen says Durdans is now charting a bold new course to increasingly attract medical tourism. “Guided by compassion and innovation, the repositioned brand will engender pride among staff and garner international prestige within the healthcare industry.”