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Reasons Why We Need Healthcare Marketing!

India is on the cusp of witnessing a huge change. We have seen accelerated growth of the healthcare industry with hospitals coming up, at a pace so rapid, that it is hard to fathom. The world of healthcare here is seeing both private as well as foreign investments as the Indian healthcare sector is expected to grow at a rate of 15% in the next 5 years. However, the challenges lie in Healthcare Marketing.

Marketing and advertising have largely been uncharted territory in the realms of healthcare, at least in this part of the world. We are primarily accustomed to marketing in sectors like FMCG, Automotive, Technology, Finance and Insurance but not in Healthcare.

The advent of this major shift in healthcare calls for effective marketing strategies to ensure the right message reaches to the right target audience.

When it comes to making decisions that are as complex & personal as healthcare attitudes & behaviours, it is challenging to identify the precise role of advertising. Not only consumers seldom admit that advertising convinces them to change, they rarely recognize the role played by sponsored messages in how their attitudes & behaviours have been shaped.

We know that when the messages are right and the creative executions are on point, advertising does produce significant changes in both relatively trivial actions like deciding which brand of painkiller to buy and, more importantly, in attitudes and behaviours that affect public health. As in any category, the impact rarely occurs through exposure to one single ad. Rather, true changes result from several exposures via different communication platforms and multiple complementary messages that build up over a period of time to bring about changes in consumer behaviour.

With all the above in mind, it is imperative to have a focused and targeted approach to Healthcare Marketing with experienced industry experts from healthcare providing the underpinnings based on facts and insights.

With experts from healthcare at the helm at Aarohan Healthcare, we aim at providing customized products and services for domestic & international markets. The portfolio ranges from Advisory and Execution to 360` Marketing Solutions, Nursing Management & Solutions to Wellness Services and e-Health.

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