Rajarajan S
Group COO of ASRAM Hospitals, is a seasoned healthcare leader specializing in hospital management, digital transformation, and strategic expansion. He oversees multi-specialty and super-specialty facilities, including a 1300-bed teaching hospital and a cancer care institute, driving healthcare excellence through quality accreditation and health tech innovation.
Introduction
A touching moment transpired before me when I walked down the corridors of my busy hospital lobby one day, watching people (Ethnography). A young couple were hand in hand while a nurse compassionately described their child’s treatment plan, her voice soothed and gentle. It struck me that this interaction spoke so much more than mere patient care—it was an authentic picture of the hospital’s brand alive: empathy, trust, and connection. This quiet yet powerful moment was a turning point in my understanding that healthcare branding has to centre around one primary pillar: the patient.
In a time when patient expectations are higher than ever, healthcare organisations need to adapt to the change and transition from institutional marketing to patient marketing. This is not only a strategy; it’s a necessity. Deloitte’s 2023 Global Healthcare Outlook states that 82% of patients want healthcare providers who provide personalised care and smooth digital experiences. This is the new frontier of healthcare branding—where marketing meets the actual patient experience.
The Evolution of Healthcare Branding:
Traditional healthcare marketing is typically built on credentials, facilities, and technology. Those are important, but they’re not enough to stand out anymore. Now, patients want to find themselves in your narrative. They’re saying, “Do you get me? Will you care for me as an individual, not a case number?” Look at the development of Mayo Clinic’s international reputation. As great as its medical prowess is, much of its brand value comes from its patient-first culture. Mayo’s content marketing platform involves patient anecdotes, expert blogging, and videos aimed at educating and comforting. These components personalise the brand, creating trust and emotional bonds.
Patient-Centric Marketing Strategies
1. Listening to the Voice of the Patient: Patient feedback isn’t merely data; it’s a goldmine for developing authentic and effective marketing campaigns. Patient satisfaction surveys and Net Promoter Scores (NPS) can provide useful insights. For example, Cleveland Clinic’s use of patient satisfaction metrics guided its “Empathy: The Human Connection to Patient Care” campaign. The campaign’s emotional video earned more than 7.7 million views and counting on YouTube, making empathy a viral conversation topic
2. Personalised Digital Engagement: Patients are becoming interested in obtaining healthcare solutions online/ digitally. Indeed, 60% of patients utilise digital channels to research healthcare, according to McKinsey. Using CRM tools and AI-based platforms can assist healthcare organisations in providing personalised messages, reminders for appointments, and health advice based on specific needs.
Apollo Hospitals in India is a case in point with its AI chatbot, which helps patients book appointments, answer health questions, and even post-treatment care plans. This not only improves patient experience but also reinforces brand loyalty.
3. Storytelling as a Branding Tool: Storytelling shifts healthcare marketing from transactional to emotional. Telling real patient stories—with permission—can inspire and connect with your audience. For instance, Johns Hopkins Medicine’s “A Woman’s Journey“ campaign uses resilience stories to reach out to women who need specialised care.
Technology, AI, Big Data and Innovation in Patient-Centric Branding:
Increasing Personalization Artificial intelligence supports hyper-personalized patient interactions. For instance, Mount Sinai Health System leverages AI to anticipate patient need and suggest preventative care, enhancing outcomes and satisfaction.
Telemedicine Amplifying Reach:
As the pandemic sped up the development of telemedicine, brands such as Teladoc Health, eSanjeevani, Practo, Apollo 24/7 have seized the moment to become leaders in digital care. Their marketing campaigns emphasise accessibility and convenience, bringing especially true care for patients experiencing post-pandemic realities.
Real-World Success Stories:
In our country, Narayana Health’s effort to provide low-cost heart surgeries was a worldwide case study in patient-focused branding. Founder Dr. Devi Shetty’s vision—”healthcare for all”—was not a slogan but a mission. By providing advanced cardiac care to the underserved, Narayana Health created a brand that was all about compassion and inclusivity. They have taken a similar route by launching ‘ADITI’ insurance plan with a coverage of Rs. 10,000 for a family of four with a sum assured of Rs. 1 Crore for Surgeries and also 5 Lakhs for treatment costs in Narayana Health.
Internationally, Kaiser Permanente’s “Thrive” campaign is another shining example. This campaign, highlighting whole-person well-being and preventive medicine, struck a chord with millions, solidifying Kaiser’s reputation as a patient-centred healthcare provider.
The Future of Patient-Centric Marketing:
The future is about value-based healthcare with sustainability, inclusivity, and greater individualisation (Personalized Health). Healthcare organisations that adopt Environmental, Social, and Governance (ESG) practices in their branding—such as carbon-neutral hospitals or community health programs (CSR) – will gain patient allegiance and industry admiration. In a study by PwC’s Health Research Institute, 67% of patients prefer healthcare organisations that emphasise sustainability.
Make them feel it!
As health leaders, our purpose extends beyond healing disease; it’s about establishing trust, developing relationships, and providing experiences that patients treasure. Let us redefine healthcare branding as not a monologue regarding our successes, but a conversation that positions patients at the centre of our narrative. After all, as Maya Angelou once said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Let’s let them feel, seen, heard, and cared for.
