Marketing The Healthcare Marketer

The Healthcare Marketer is always struggling to make his presence felt. In many hospitals and some very large ones at that he still continues to be a shadowy presence, someone who gets the job done, which may mean getting an ad developed, a brochure designed or an event organised and little else. The Healthcare Marketer’s role in most Indian Healthcare organisations remains a passive one, more of a messenger than anything else. This honestly need not be so and the blame for this sorry state of affairs also rests squarely with the marketers.

Healthcare Marketers need to emerge out of their self restricting cocoons. They need to take fresh initiatives, bring new ideas to the table and be seen and heard more often. It is time that the Healthcare Marketers turned their skills inwards and got busy with marketing themselves. They need to establish their own equity with the medical folks and make them understand the value that they bring to the table.

Healthcare Marketers must be active participants in the life of their hospitals. They need to be at the hospital floors more often, observing and gleaning insights from customer interactions. I have come across many marketers, who seem to operate more in the realm of woolly ideas, mostly suggested by their advertising agencies, who themselves have very little understanding of life in a hospital. This is the surest recipe for disaster because these are precisely the ideas that are likely to be shot down as the people running hospital operations will instinctively know how impractical these are. Thus the healthcare marketer along with his Teflon coated agency, would emerge looking completely out of touch with reality, reinforcing the existing belief that these guys know nothing and work out of their ivory towers, located at some 30000 ft.

Healthcare Marketers also need to forge win-win partnerships with the medical folks. I have come across marketers, who believe that the medical folks should stay confined to their OT’s and consult rooms and they  have scant understanding of marketing. This is as far from the truth as it gets. I have learnt over many hard years that medical folks and hospital operations people, who interact with customers know a lot more about customers and their real issues than any marketer can really hope to. It is always wise to spend time with the doctors talking with them about customer insights, about what might work in the market place and about their daily challenges. I have always made a great deal of effort to befriend doctors, particularly who have a keen sense of patient handling, good understanding of marketing communication and who themselves are exceptionally articulate people, well read and with wide-ranging interests. They are the ones, who will support new ideas, set up new medical programs, drive experiments with customer experiences and help bail out a marketer, when some day he will inevitably find himself in a corner.

Here is a word of caution as well. While, it is good to get suggestions and ideas from many sources, a healthcare marketer should have the wisdom and discretion to sift through those ideas and incorporate those, which add to the campaign and discretely drop those, which must not be accommodated. Many a times healthcare marketers make the serious error of letting the medical folks literally dictate the ad copy and the content as well, which causes a lot of heart burn and shoddy communication. This helps no one as when the communication fails to achieve the desired results, the marketing guy cops all the blame and comes under unnecessary pressure.

A Healthcare Marketer must be totally honest and transparent in his work.The campaigns that go out in the media, must first debut internally. Put them out on the hospital intranet, mail it to key stake-holders, put up the posters in the hospital cafeteria and come up with innovative ways of internal selling. It is important that the Healthcare Marketer is seen in action by those who matter with in the hospital. An invisible marketer, however brilliant he may be, will always be something of an oddity in the hospital.

And finally, sometimes it is good to do a bit of chest thumping and the good old-fashioned boasting. Thus celebrate a campaign that delivered a great return on investment, talk about the 10000th guy enrolled in that CRM program, which now in an year’s time contributes 20% of the top-line and bring the house down with that innovation that won the big award.

Let folks sit up and take notice, and come to you for that next break-through idea that only you can conjure!!!

PS: Well, a little chest thumping from me as well. This is the 150th post on this blog. Cliched as it may sound, when I started writing this, I of course had no idea that one day we will reach this landmark. Over a period of time, I guess the blog acquired a life of its own.My most sincere thanks to all those who read my stuff and provide me feedback, support and encouragement.

And special thanks to my friend Syamant Sandhir, for starting me off.