AIIMS Delhi Embraces Digital Age: A Strategic Move to Enhance Public Perception

In a significant stride towards modernizing its public engagement strategy, the All India Institute of Medical Sciences (AIIMS) in Delhi is set to enlist a specialized agency for comprehensive public relations and social media management. This pivotal decision underscores the institution's commitment to proactively shape its public image, meticulously track digital sentiment, and ensure transparent communication with its vast audience.

The move comes at a crucial time for AIIMS, a cornerstone of India's healthcare landscape.

Facing the dual challenges of immense patient load and the relentless scrutiny of the digital age, the hospital aims to leverage professional expertise to navigate public perception more effectively. The chosen agency will be tasked with a multifaceted role: from orchestrating media relations and crafting compelling content to robustly monitoring social media conversations and expertly handling crisis communications.

A key objective outlined in the tender document is the continuous tracking of digital sentiment.

In an era where online discourse can rapidly influence public opinion, AIIMS recognizes the imperative to understand how it is perceived across various digital platforms. This real-time insight will enable the institution to address misconceptions swiftly, highlight its groundbreaking medical achievements, and showcase the tireless dedication of its staff.

Beyond mere monitoring, the agency will be instrumental in developing and executing strategic communication plans.

This includes crafting engaging narratives about new medical advancements, patient success stories, and the institution's broader contributions to public health. The goal is to paint a more holistic and accurate picture of AIIMS, often overshadowed by stories of operational challenges due to its sheer scale and patient volume.

The initiative is backed by a substantial commitment, with an estimated budget of approximately Rs 2 crore allocated for the agency's services over a three-year period.

This significant investment reflects AIIMS Delhi's seriousness in enhancing its brand identity and fostering stronger trust within the community it serves. By bringing professional PR expertise in-house, AIIMS is not just reacting to public sentiment but actively working to cultivate a positive, informed narrative around its invaluable work.

Ultimately, this strategic partnership aims to bridge any communication gaps and ensure that the efforts and achievements of AIIMS Delhi are recognized and understood by the public.

It marks a forward-thinking approach for a venerable institution, embracing the tools of the digital age to strengthen its connection with patients, stakeholders, and the nation at large.