Dr. Medha Wadhwa,
Lead, Centre for Quality Improvement and Patient Safety, Indian Institute of Public Health Gandhinagar.
Dr. Apurvakumar Pandya,
Co-Lead, Centre for Quality Improvement and Patient Safety, Indian Institute of Public Health Gandhinagar.
Introduction
Post-pandemic, if anything has seen significant growth, it’s telehealth. Research indicates that the use of telehealth has increased 38 times since the COVID-19 pandemic. The comprehensive utilisation of various healthcare services witnessed a boom followed by a stable trend. People’s perception of telehealth services changed, and trust developed toward healthcare providers they had never met in person. This shift calls for telehealth providers to develop sustainable marketing strategies to strengthen their reach. Let’s explore how telehealth providers can achieve this.
Different Strategies for Strengthening Telehealth Services
- Frequent Visits: Video consultations by healthcare providers can help reach patients at their doorstep. Adopting different models, including hybrid approaches, can be key to building a strong connection with service seekers. These video visits should have a clear objective and be structured to sustain patient interest.
- Creating Informative Content: Utilize marketing analytics to understand patient expectations by monitoring your data or third-party data. This will aid in recognizing patient concerns more deeply, enabling the creation of educational and informative content that answers their questions even before they ask.
- Showcasing Telehealth as the Norm: Develop patient success stories to help potential patients relate to others with similar conditions. This can be achieved by leveraging social media platforms effectively.
- Creating a Smooth User Experience: A seamless user experience on your telehealth platform enhances confidence among already stressed patients, encouraging them to trust your services.
- Integrating Telehealth with On-Site Visits: Establish a new normal where patients only need to visit in person when absolutely necessary. This integration reassures patients that they can access care remotely while still having the option of in-person visits when needed.
Regardless of the strategies used, the crux remains in being empathetic and understanding the patient’s pain—even virtually.
Lessons from Successful Telehealth Providers in India
Successful telehealth providers in India, such as Practo, Mfine, Tata Health, DocsApp (MediBuddy), 1mg, Apollo 24|7, Portea, Lybrate, CallHealth, and Medlife (PharmEasy), have employed various strategies to sustain and grow their services:
- These platforms have effectively integrated technology and machine learning to personalise services and enhance service delivery.
- Diversification is key—offering a one-stop solution builds trust and encourages long-term engagement.
- Vertical and horizontal collaborations with hospitals, clinics, pharmacies, and corporations help expand their reach.
- Personalisation of services bridges the gap that would otherwise be difficult to address in virtual healthcare.
- Enhanced user experience and accessibility through user-friendly interfaces, multilingual support, and localised services ensure inclusivity.
These strategies collectively ensure the sustainability and success of telehealth providers in India, enabling them to offer accessible, efficient, and high-quality healthcare services to a vast population. The key takeaway is to learn from existing players and build an ecosystem powered by technology but driven by human values—which still remain essential.
