I mean especially on the digital sort of space where you have the opportunity to look at different formats, experiment a lot with content and directly reach out to customers as well because targeting is far more easier.
Three takeaways worth carrying forward.
- 01
So the rest of the process is being taken care of digitally and they are more focused on that more transparent a more simpler process is something which is the future of you know hospitals in India.
- 02
Do you use storytelling to sort of build your brand and for the education aspect how what are maybe maybe some example of a campaign that you did that has sort of shown good results for you?
- 03
In fact from a communication perspective we are actively looking at engaging digital on that front to reach out to these you know to these markets.
Connected to the DMAasia operating frame.
Proof
This episode connects privacy-first marketing to credible evidence, leadership archives and field-tested marketing practice.
Access
This episode connects privacy-first marketing to routes into communities, councils, juries and senior conversations.
Ascent
This episode connects privacy-first marketing to learning, recognition and the next generation of marketing leadership.
AdChoices / DAA
This episode connects privacy-first marketing to privacy-first marketing, consumer trust and responsible data use.
Unfinished Business
This episode connects privacy-first marketing to open industry problems that still need senior participation.
Durable lessons from the record.
- Start with the consumer problem, not the channel.
- Treat digital transformation as a behaviour change, not a software purchase.
- Measure effectiveness without losing the brand story.
If privacy-first marketing is now table stakes, what will make the brand genuinely harder to ignore?
Take it into Unfinished Business →READABLE TRANSCRIPT1,085 words
So we are making active efforts in terms of outreach to these smaller cities with smaller OP centers. What does the hospital of the future look like in the Indian context where there are a lot of challenges in the space as well? You know a hospital of the future definitely very very technology driven where you know the caregiver or doctor and nurse are more focused around the care delivery rather than you know being challenged by technology or the delivery model. So the rest of
the process is being taken care of digitally and they are more focused on that more transparent a more simpler process is something which is the future of you know hospitals in India. What are these India specific challenges that the private healthcare sort of space deals with? Do we operate on a much lower sort of different margin level then I mean because a higher margin level it gives you some comfort to experiment and try out new things right if you don't have that
you're really pressed all the time. So how does it overall sort of affect this industry? In terms of market comparisons if you see you know UK or the US or other developed countries a large part of the population is already insured and its healthcare is government funded while as in India a large part of the population is still paying out of pocket and that is what adds to this whole lack of trust and when it comes to costs it comes you know in the way of transparency in terms of the trust
on the hospital so that's a huge challenge that you know private healthcare is facing. How can a healthcare brand build trust? What are the essentials so to say or the right things to do in order to build long-time trust because without that this business will cannot work? I mean so in terms of healthcare trust the way you know we picked it up really was we reworked almost the brand's positioning to make it eager to get you home which was really anti-thesis of what the
customer believes that really you know yeah you want to stay longer in the hospital while as the hospital here is gunning towards getting you back home faster. We really had all processes all functions clinical and non-clinical really rally around this whole you know positioning with their initiatives to deliver this thing deliver this positioning and deliver this promise you know which was signaling this whole effort on speed on efficiency on transparency on this whole integrated
approach and that is what the consumer really wants. What is the opportunity in semi-arbon smaller towns and rural India as well if you say is there as not only in terms of demand but also in terms of running a viable business is there an opportunity there and if so does MAC see it does the industry see it how does it? So we are making active efforts in terms of outreach to these smaller cities with smaller OP centres you know with getting our specialists out there in those cities so that people there have
you know access in their city to an OP consult and then obviously from an IP perspective from an hospitalisation perspective or a treatment perspective they need to come to. So this is a hub and spoke model? It's a hub and spoke model that that is going to work. So you might have a hub and sort of Mohali and then there are smaller centres? Absolutely smaller centres that we tie up with smaller hospitals that we tie up with smaller nursing homes that we tie up with.
In fact from a communication perspective we are actively looking at engaging digital on that front to reach out to these you know to these markets. How do you look at communication? I mean outside communication consumer communication around the healthcare space. What are the things that you keep in mind on top that you must sort of follow as a golden rule and what are your broad sort of thoughts around it? So in terms of communication we work on building awareness around symptoms around diseases around treatment modules which are available.
A lot of times people don't know that a treatment is available for a certain disease and they are going on with alternate medicine and you know other medical you know solutions that may not be viable in the long term. So the onus of simplifying you know medical knowledge making people aware of symptoms of diseases treatments that really lies with us.
Lies with us. Do you storytelling content as a route? I mean especially on the digital sort of space where you have the opportunity to look at different formats, experiment a lot with content and directly reach out to customers as well because targeting is far more easier. Yeah. Do you use storytelling to sort of build your brand and for the education aspect how what are maybe maybe some example of a campaign that you did that has sort of shown good results for you?
Sure. So we actively use storytelling. Actively use storytelling both from creating awareness so we have patient journeys, patient stories of courage you know where patients have gone beyond and overcome a particular disease, overcome cancer or other diseases. And where our hospital and doctors have played a part but it's largely been the patient's courage. So we use a lot of patient stories to bring out this whole you know communication on treatments available.
So patient advocates in a way. Patient advocates in a way. The other is to clear out perception employee stories. So we pick up employee stories where employees have gone beyond their you know duty. duty. Yeah. Beyond their duty and call of duty and delivered a particular you know care or a certain you know example that they've you know played out for the values of the organization. So we pick up stories like that and we amplify that. So storytelling is a very important part you know in our communication.
I think this works both ways right not only for customers but also for employee morale. Absolutely. Because they feel that their extra effort is recognized both internally. Absolutely. And that's a big help in internalizing the organization's values. Right.