Healthcare marketing has always required a specialized skill-set considering healthcare is a ‘Grudge-Category’. However, never has healthcare marketing been under the kind of pressure that it has been, in the last couple of years. The paradigm is shifting irrevocably with increasing Government regulation putting huge pressures on private healthcare’s business model on one side and increasing patient vigilantism and trial by social media on the other. Amidst these, private healthcare seems to be caught between a rock and a hard place.
To stay relevant in a milieu rendered further difficult by COVID, the rules of engagement between healthcare marketers and their target groups have to undergo some broad level changes.