An Introduction to Healthcare Marketing: A CEOs Guide2Basics

Every marketing head would think that he/she is the most effective and efficient in the way resources pledged towards marketing is planned and utilized. Some of the hospital CEOs also think they are masters at the game of marketing. And then you have many CEOs who are always apprehensive about marketing because of their functional strengths being finance and/or operations. Doctors are always heard saying that your marketing teams are useless – they are never satisfied lot! However, some are very rational in their expectations and approach to marketing teams (they are the minority brigade).

What do we do uniquely to have satisfied patients, happy influencers, admiring doctors, supportive CEOs, and CFOs?! Is there a magic solution?! Is there a way to settle this forever?! Can we rise as marketing flocks and stand tall with respect and admiration?

I personally think, doing what's right in marketing can yield results within a short timeframe. In the series that follows, I have identified a few important topics and in each outing, I will take one topic at a time and share light on what is to be done operationally to win this game of perception that many marketing heads have to live with and looked down upon as not performing up to mark versus expectations.

We will discuss the traditional approach, the omnichannel approach, and the futuristic approach. Most importantly, I will also highlight the support that needs to come from CEOs and CFOs to get the best out of their marketing teams and their efforts/investments.

We will discuss the importance of knowing, planning, doing and proving. I will also share enough light on the importance of communication and action, both. The opportunities to market at various stages, from acquisition to advocacy. How deliberately is the word strategy abused by many for a sincere lack of understanding of the depth of the word? And many such interesting facets to marketing.

I have worked for the past 10 years in the healthcare space covering a part of the healthcare delivery module – mainly hospitals and clinics. Hence, will restrict my contributions to a deep dive on topics that have relevance to Indian hospital marketing space. This could also have learnings for major brands planning to enter India or consultancy firms to understand marketing options in the India marketplace.

Next Week: The first topic that I will take for discussion in this series is how to deal with ‘Assessing Internal Capabilities’. Your first task could prove your worth as a leader to your CEO. This task, if done rightly can serve you well in the planning phase.