Marketing of Preventive Healthcare Programs in hospitals is a tough call. While one would expect consumers to grasp the importance of Prevention and thus the need for regular health checks, in my experience as a healthcare marketer in India, this is one of the most difficult products to sell.
Hospitals have spent money by the bucketful to understand the underlying consumer psyche and device products, which the consumers may find meaningful, but rarely have they succeeded in attracting customers for Preventive Programs. They have resorted to gimmicks like the Max Platinum Healthcare Program, but nothing really seems to be working. Continue reading