Fortis's Single Helpline: A One-Stop Lifeline for Mumbaikars in Emergencies
By Arunima Rajan
Fortis Hospitals in Mumbai has unveiled a round-the-clock emergency helpline, 022-4111 4111, designed to cut through the usual chaos of accessing urgent medical care. One call, and you’re connected to the nearest Fortis facility, where level 1 trauma centres stand ready to take over. It's a rare promise of efficiency in a system that often thrives on its own confusion S. Narayani, Business Head,Fortis Hospitals Maharashtra, talks to Arunima Rajan about the new unified emergency number launched by Fortis.
What was the inspiration behind this initiative, and why focus on Mumbai?
Our understanding comes from the insight that in times of medical emergencies, patients and their family members start looking for emergency contact numbers – and ending up wasting precious time. This inspired us to making emergency medical services more accessible and effective for those in urgent need by offering a single, easy-to-remember emergency contact number. We aim is to enhance access to advanced patient care when every second counts. We are re focusing on the Mumbai Metropolitan Region (MMR) for the #FirstCallFortis campaign because Fortis is Mumbai’s biggest and most comprehensive network of hospitals and is easily accessible across the length and breadth of the city. As healthcare providers, our 24/7 emergency helpline is our promise to every Mumbaikar that every call of distress will be addressed.
How does this helpline ensure seamless coordination between Fortis hospitals, ambulances, and trauma centres to deliver critical care?
Our easy-to-remember emergency helpline number is more than just a contact—it's a bridge that connects patients in urgent medical need to the nearest Fortis Hospital. When you call in, we assess the situation immediately and assign the right type of ambulance—Basic Life Support (BLS) or Advanced Life Support (ALS)—to take the patient to the closest Fortis hospital equipped with a Level 1 trauma centre. What sets our offering apart is the real-time communication of the patient's medical condition to the hospital, allowing the emergency team, to be fully prepared before the patient arrives. This approach ensures that patient’s emergency-related needs are met.
Mumbai’s traffic is often cited as a major barrier to emergency response. How does Fortis’ ambulatory network tackle this challenge to minimize delays?
We understand how tough traffic can be for Mumbaikars, often causing delays during daily commutes. That's why, when responding to an emergency, we consider both the patient's location and current traffic conditions before directing them to the nearest Fortis hospital. This helps ensure the patient is quickly taken to a Level 1 trauma center. With the largest network of hospitals across Mumbai, we are able to get patients get the care they need as quickly as possible.
What exactly does a “level 1 trauma centre” mean for patients in terms of facilities, expertise, and readiness?
Accidents (on-road, occupational, household, etc.), burns, fractures, etc., called traumatic injuries, require urgent care, making trauma centres crucial. Specialists at these centres are capable of handling even the most severe injuries. Our Level 1 trauma centre offers patients the best possible chance for recovery.
The #FirstCallFortis campaign uses India’s first CGI-based healthcare ads. What prompted this creative approach, and how do you gauge its effectiveness in raising awareness?
The #FirstCallFortis campaign’s use of CGI reflects our commitment to bringing together cutting-edge technology with the expectations of today’s tech-savvy audience. Understanding that the way people consume content has evolved; using CGI allows us to present our campaign in a visually compelling way. This creative approach not only captures their attention but also ensures the core message of the campaign—timely access to emergency healthcare—is tabled quickly and clearly. Ultimately, we want to make sure that every Mumbaikar knows that with just one call, help is on the way—fast, effective, and ready to take charge.
Fortis aims for a 5-7 km radius response time. How do you ensure such consistent coverage in a city as sprawling and dense as Mumbai?
Fortis Hospitals are strategically located across the Mumbai Metropolitan Region, ensuring swift and reliable care when it’s needed most. Each of our four units is a Level 1 trauma care centre. This allows us to respond quickly to emergencies within a 5-7 km radius, whether you’re in the heart of the city or a quieter neighbourhood.
Trust is crucial during emergencies. What steps is Fortis taking to ensure that this helpline builds confidence among residents across all demographics?
We’re taking well-thought steps to build trust, amongst the community, in our emergency helpline. Our easy-to-remember emergency helpline offers multi-lingual support to ensure that anyone can reach us when they need medical help. It is backed by a well-connected ambulance network designed to respond quickly and effectively. We’re also actively engaging with local communities of all ages through workshops to raise awareness about the importance of urgent medical care. Through our Fortis Family Clinics across the city, we are extending our campaign into the community, reinforcing the idea that having an easy-to-recall emergency number on hand can save valuable time and lives.
With campaigns spread across bus shelters, malls, theatres, and digital platforms, how do you ensure that this number becomes second nature for Mumbaikars?
To make this emergency helpline number second nature for Mumbaikars, we’ve adapted our approach to meet people where they are – on their screens. Screens have become an essential part of everyday life, so we’ve designed engaging and memorable content that people will see often, helping them easily recall the number when it matters most. By consistently exposing the number across different platforms, we aim to make it a familiar part of daily life. Our goal is to reach 10 lakh households by April 2025, ensuring that this unified emergency number is saved on speed dials, so it’s always just a call away when Mumbaikars need help.
What does success for #FirstCallFortis look like to you, both in terms of operational impact and human lives saved?
Success for the #FirstCallFortis campaign would be measured by both operational efficiency and the lives saved through timely medical intervention and exceptional clinical outcomes. It would also mean that the emergency number is easily memorable, with a high recall rate. Achieving our goal of reaching 10 lakh households (across Mumbai) with this simple, accessible number would be another key indicator of success.