Interesting to note, the healthcare industry works in reverse manner, coz of restrictions on advertising in this industry. While it has also been argued that the Indian consumers hardly get influenced by Pharma Drug/ Product advertisements, doctors promoting advts, etc.
With the advent of mass media and information age, the consumer has become knowledgeable enough to decide. Now the consumer is the king coz they take their own decisions. In such scenario promoting products becomes very difficult, add to it the launch of more products in the same category creates a very competitive environment for the products/brands to survive.
So then what can be the right medium to promote/publicize Healthcare products?
These products are often managed by Product Managers more experienced in marketing and armed with MBAs. They think only on Rol, exceptional think about MAR-COM (Marketing & Communication).
It is important to promote the disease category. Brand the diseases and inform the masses/ consumers about the disease. Some of the important diseases who enjoy Brand status in the market are listed below:
- Breast Cancer
- AIDS
- Bird Flu
- Headache
- Sore eyes (Conjunctivitis)
- Heart Attack
- Dog bite (Rabies)
- Diabetes Day
Consumers are aware about these mentioned diseases. They are empowered with knowledge to fight against these diseases. Mass media gets the credit to promote among the patients/ consumers. Patients often debate with Doctors on possible treatments for these diseases.
The media informs consumers/ patients and doctor answers queries, it is a two way process, which creates a lasting impact in the minds of consumers. Branding diseases also helps to create awareness resulting in more patients and diagnosis. Early diagnosis helps to provide early treatment, saving the patients.
Now the time has come for ICMR to soften of restrictions which they had laid.
I won't be surprised if tomorrow patients start performing diagnosis on themselves and consult with a doctor online for help...
