In the vast world of healthcare marketing, there exists a labyrinth of jargons that often leave us scratching our heads. But fear not, for we are here to decode these baffling terms using  the magic of Bollywood! So, grab your popcorn and get ready for a hilarious journey through the land of healthcare marketing.

1. ROI (Return on Investment): Imagine you’re the director of a blockbuster Bollywood film. Your investment in casting the right stars, promoting the movie, and booking the best theatres all boils down to one thing – the box office collection. Similarly, in healthcare marketing, ROI measures the success of your campaigns in terms of the returns generated.

2. Engagement: Just like in a Bollywood masala film where the hero engages in gravity-defying stunts to win the audience’s hearts, engagement in healthcare marketing refers to capturing the attention and interest of the target audience. Think of it as the hook step of a catchy Bollywood song that gets everyone grooving.

3. Conversion Rate: Picture this – a shy hero finally mustering the courage to profess his love to the heroine, resulting in her reciprocating his feelings. That, my friend, is conversion – turning a prospect into a customer. In healthcare marketing, it’s about convincing potential patients to choose your services.

4. KPIs (Key Performance Indicator): Just like the awards nights where actors eagerly await to see if they’ve won a trophy, KPIs are the metrics healthcare marketers use to gauge the success of their campaigns. Whether it’s the number of appointments scheduled or the increase in website traffic, these indicators are the Oscars of the marketing world.

5. Brand Awareness: Remember the iconic “Don ko pakadna mushkil hi nahi, namumkin hai” dialogue? That’s brand awareness in a nutshell – creating a memorable presence in the minds of the audience. In healthcare marketing, it’s about ensuring that when people think of healthcare, your brand is the first thing that comes to mind.
6. Influencer Marketing: Just like silver screen stars endorsing products, influencer marketing in healthcare involves leveraging the credibility and reach of influential figures to promote healthcare services or products. It’s like having Amitabh Bachchan endorse your hospital – instantly elevating your brand’s reputation.

7. Content Marketing: Think of content marketing as the script of a box office blockbuster – it’s the storytelling that captivates the audience. From informative blog posts to engaging social media videos, content marketing in healthcare aims to educate, entertain, and ultimately, attract patients.

8. Lead Generation: Imagine you’re a Bollywood producer scouting for fresh talent. Lead generation in healthcare marketing is like finding potential patients who have shown interest in your services – they’re the newcomers waiting to make their debut in your hospital’s waiting room.

9. Customer Persona: Just like Bollywood directors create detailed character sketches for their protagonists, healthcare marketers develop customer personas to understand their target audience better. Whether it’s the young urban professional or the doting grandmother, these personas help tailor marketing strategies to specific demographics.

10. Call-to-Action (CTA): Picture a peppy dance number where the hero beckons the audience to join in the fun – that’s a call-to-action! In healthcare marketing, it’s about prompting potential patients to take the next step, whether it’s scheduling an appointment, subscribing to a newsletter, or downloading a health guide.

11. SEO (Search Engine Optimization): Think of SEO as the behind-the-scenes magic that ensures your healthcare website ranks high on search engine results, just like how Bollywood celebrities strive to stay at the top of trending lists. It’s all about making sure your hospital’s website is easily discoverable by patients searching for healthcare services online.

12. PPC (Pay-Per-Click): Ever noticed those flashy item numbers that pop up during commercial breaks? PPC in healthcare marketing is similar – it’s a paid advertising model where advertisers pay a fee each time their ad is clicked. Whether it’s Google Ads or social media sponsored posts, PPC ensures your healthcare campaigns get noticed.

13. A/B Testing: Just like how Bollywood directors shoot multiple takes of a scene to see which one resonates with the audience, A/B testing in healthcare marketing involves experimenting with different versions of a campaign to determine which one performs better.

Whether it’s testing different email subject lines or website layouts, it’s all about finding what clicks with your audience.

14. Retention Rate: Imagine a hit movie that leaves the audience wanting more, eagerly anticipating the sequel. That’s what retention rate is all about – it measures the percentage of patients who continue to choose your hospital’s services over time. From follow-up appointments to loyalty programs, retaining patients is key to long-term success.
15. Viral Marketing: Just like a catchy Bollywood song that spreads like wildfire, viral marketing in healthcare involves creating content that captures the attention of the masses and spreads rapidly through word of mouth or social media shares. Whether it’s a heartwarming patient success story or a quirky health challenge, going viral can skyrocket your hospital’s visibility overnight. So, the next time you find yourself lost in the maze of healthcare marketing jargons, just think of your favourite Bollywood movie and you’ll find yourself navigating through with ease. After all, who knew healthcare marketing could be so entertaining?

Rajarajan S

Healthcare Management Consultant

Mentor at Insightlyst