In an era where healthcare is rapidly transforming, the integration of data analytics, personalised communication, and ethical marketing has become essential. Industry leaders are focusing on these elements to revolutionise patient care, particularly in managing chronic conditions and improving patient outcomes. With advanced data tools and tailored communication strategies, healthcare providers are not only enhancing patient safety but also building stronger, trust-based relationships with the communities they serve.
Data Analytics: The Backbone of Personalised Healthcare
Alok Khettry, COO of India Business BSV, kicked off the discussion by explaining the transformative role of data analytics in healthcare. "Data is available for a long time, but nobody analyses the data in the way it should be," he noted. Khettry highlighted how advanced data analytics have revolutionised decision-making processes, especially in managing chronic diseases like diabetes. By leveraging longitudinal data, healthcare providers can develop personalised treatment protocols tailored to specific patient segments, enhancing both patient outcomes and safety. "Analytics helps in making the life of the patient better," Khettry affirmed, underscoring the speed and efficiency with which data-driven decisions can be implemented.
Authentic Communication: Building Trust and Consistency
Dr. Charu Dutt Arora shifted the focus to communication strategies, stressing the importance of consistency across various touchpoints. "When you're creating communication and reaching out to the patients, one of the basics is to ensure consistency," she explained. Arora advocated for understanding the community's literacy levels, demographics, and socioeconomic status to tailor messages effectively. "Talk to them in their medium, their language," she advised, highlighting that meaningful and relatable communication builds patient confidence and trust in the healthcare system.
Community Building: Educate and Empower
Dimple Jangda shared her insights on building a successful online community, emphasising education as the cornerstone of effective patient outreach. "The best marketing tool that you have in the healthcare industry is education," she stated. Jangda recounted her journey of consistently providing valuable health information through daily videos, which not only educated her audience but also fostered trust and loyalty. "Education has to be a daily process. It cannot be overnight," she emphasised, illustrating how sustained educational efforts can transform community members into key opinion leaders within their families and networks.
Patient Feedback: Central to Patient-Centric Approaches
While Highlighting the critical role of patient feedback in refining marketing strategies and enhancing patient-centric care, Diva Kant Mishra, Director of SwarnJyoti Eye Hospital said, "Patient feedback is probably the cornerstone of what we do," By systematically collecting and addressing feedback, his hospital ensures continuous improvement in patient services. "We treat our patients' families like our own," he added, underscoring the importance of building strong, familial relationships to foster trust and loyalty.
Ethical Marketing: Balancing Segmentation and Compliance
The complexities of marketing within the pharmaceutical sector, where ethical considerations are paramount Ashish Bajaj, Chief Marketing Officer at Narayana Hospital said, "Doctors become like customers. The communication has to be customised from a disease perspective, attitude perspective, and style perspective". He discussed the importance of segmenting doctors based on their treatment preferences and communication styles to ensure that marketing efforts are both effective and compliant with regulatory standards. "All these communications are validated by the medical team," he assured, highlighting the commitment to ethical practices in healthcare marketing.
Balancing Strategy with Intent: The Human Element in Digital Outreach
Dr Akshat Chadha and his colleague Diva Kant Mishra shared their experiences in leveraging social media to build credible and engaging online communities. Dr. Chadha pointed out the importance of authenticity and responsiveness in digital interactions. "When you have a clear, honest intent, even if someone doesn't consume your content, you're still putting it out there," he remarked. Similarly, Diva Kant Mishra highlighted the role of relatability and personal connection in fostering trust. "I realised that making health information fun and relatable made it easier for people to engage and trust the information I was providing," Kant explained.
A Unified Approach for Sustainable Healthcare
The panel concluded that the future of healthcare lies in a unified approach that combines data-driven insights, authentic and consistent communication, community building through education, diligent patient feedback mechanisms, and ethical marketing practices. Harbinder Narula, the session chair, aptly summarised the discussion by highlighting the necessity of integrating these elements to create a sustainable and patient-centric healthcare system. "Building credibility among patients requires a balanced and multifaceted strategy that respects ethics and fosters trust," Narula concluded.
As the healthcare landscape continues to evolve, the insights shared by these industry leaders provide a roadmap for leveraging technology and strategic communication to enhance patient outreach and ensure the integrity of healthcare services. The recent panel discussion hosted by BW Healthcare World brought together leading experts from diverse sectors of the healthcare industry to explore how data analytics, authentic communication, community building, and ethical marketing can synergistically enhance patient outreach and ensure patient safety.
BW Reporters
The author is a trainee correspondent with BW Businessworld
