Fortis Healthcare’s Quiet Entry Into Odisha: Did Chief Minister Majhi Miss A Major PR Win?

For every chief minister a hospital project is a highly coveted aspiration. This is because it delivers immense electoral returns, visual proof of development and a powerful emotional connect with voters. But one cannot say that of Odisha chief minister Mohan Charan Majhi. He could not capitalise on the hospital project being set up in his state as it was agreement between two private parties. The Rs 9129-crore Fortis Healthcare has tied-up with Bhubaneswar-based real estate and infrastructure developer Dion Group to establish a 300-bed greenfield multi-speciality hospital in Cuttack-Bhubaneswar corridor.  There was no splash in the newspapers – full page ad – with CM lighting the lamp etc and in his speech asking other health care players to invest in Odisha. It was a quiet affair since it was an asset light expansion strategy instead of buyout. However Odisha-based Ad guru says “effective communication pitch at the right time is the glue”. However, some people say Odisha CM could still have released ads in the local and mainstream media welcoming Fortis entry and asking other healthcare players to invest in Odisha even if it was a private investment. Maybe a missed PR opportunity!