Consumer-first marketing slowly making its way into healthcare’


Some of the most respected thought leaders and professionals from the healthcare industry gathered for the third e4m Health Communication Conference to discuss the dynamics and changing nature of health and wellness marketing. Technologies like artificial intelligence (AI), automation, and the Internet of Things (IoT) have permeated practically every facet of healthcare today as result of the online shift that occurred in the wake of the epidemic. An interesting session on “Health tech” took place at the conference, keeping this as the main topic of discussion.

Harbinder Narula, CEO of BW Healthcare World and BW Wellbeing World, presided over the panel. Head of Marketing Ashish Bajaj was one of the other speakers. Preetam Alex, Head of Marketing Communications at Apollo Proton Cancer Center; MediBuddy; Anuja Agarwal, Head of Marketing at Sanofi Pasteur; Sajeev Nair, Chairman and Founder of Vieroots Wellness Solutions. 

Narula began the discussion by pointing out how technological advancements have altered how most people view healthcare and how consumers are now better educated about their options. He asked the panellists to discuss how technology has helped healthcare advance to the point where today’s patients are largely provided with diagnosis and care at their doorstep.

In response to the query, Bajaj said, “The healthcare business over the decades has moved into a different orbit and it had to happen for it to move into consumer centricity/the patient centricity.” He expressed his opinion on how consumer-first marketing has been infiltrating the healthcare industry gradually. That trend was planned, but in the last two years there has been a significant shift, he continued. Agarwal responded, “Technology has allowed for much greater advancement and consumer awareness at their doorstep.

Second, a sizable and interesting ecosystem of IT and healthcare entrepreneurs has developed in India, bringing healthcare to the doorsteps of consumers. According to her, the expansion of the healthcare industry has made it possible for patients to take charge of their own care. In her final statement, she said that although healthcare solutions are significantly more accessible in large and small cities, “access is the next step for health tech.” According to Sajeev Nair, technology has played a major role in the evolution of preventative health and wellbeing. The ability to reach customers with goods or services that are really geared toward preventative health has been lacking.

Narula stated that in order to improve communication and comprehension of preventative health, it is necessary to look at data, tailor communications, engage with people, and concentrate on local languages.

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