In this episode of #MarketerLeads Talk, We have someone who has worked on softening the image of ‘commercial only’ perception of hospitals through private healthcare’s biggest public awareness and sensitization award-winning campaign – #MORETOGIVE. Profiled as one of the six Future Game-changers of Healthcare, in 2014 by Healthcare Magazine,
Jasrita Dhir leads Brand, Marketing, Digital Marketing, and CSR for Fortis Healthcare group presently as an Associate Vice President. Her Forte is strategic Brand-management, Marketing, Digital Marketing, Digital Transformation & Adoption, Corporate Communication & Public Relations.
In her current role, She is upscaling the digital footprint of Fortis Healthcare leveraging digital assets as revenue generator function not just cost center. Leading this transformation along with CIO, She consolidates and standardizes ‘ONE FORTIS’ digital experience for consumers.
Her most famous campaign ‘More to Give’ an organ donation campaign is the winner of more than 15 prestigious awards including Effies India and APAC finalist. She had been nominated as a popular Digital Marketer in IAMAI & Moneycontrol’s Digital Marketer Award 2018.
Ms. Jasrita Dhir, an industry stalwart of branding and marketing, took out time for us to share her worthy experience for our readers.
Q: Digital Marketing has become more complex now, From generating leads to its shift to consumer behavior tracking, It is yet to explore much? Your Views
JASRITA: The possibilities are limitless. With the medium having a provision for real-time intervention and being immensely trackable, it allows Marketers to not only fulfill consumer needs as and when they arise but also predict them. Remarketing is successfully employed by many sectors to convert fence-sitters. For digital marketing to reach its full potential, it has to break out of the ‘Digital Vs. Offline’ silos, be integrated with other forms of marketing and be harnessed for the entire consumer journey.
Q: Tell us about your role in Fortis Healthcare?
JASRITA: I lead Brand, Marketing, Digital Marketing, and CSR functions for the Fortis Healthcare group as an Associate Vice-President. Currently, I m upscaling the digital footprint of Fortis Healthcare leveraging digital assets as revenue generator function not just cost center. We are focusing on consolidating and standardizing ‘ONE FORTIS’ digital experience.
Q: Do you use Data-Driven Technologies to arrive at consumer insights?
JASRITA: Yes. We were one of the early users of predictive disease modeling in the healthcare sector, to custom-design communication to existing customers on their future needs based on their risk profile and other decisive parameters. In the last year, we have successfully used marketing automation tools to reach out to our varied customer segments with health solutions tailored to their health needs. A/B testing of creatives, images, Ads etc is a regular practice as well.
Q: As Bill Gates said – CONTENT is KING. How would you recommend using this strategy understanding that it is not an overnight performance card?
JASRITA: I agree. Good content is the cornerstone of every successful communication strategy. An effective content and content marketing strategy entails the following elements: i) Topical content relevant to the consumer lifecycle and corresponding to the stage of the marketing funnel
(ii) Use of vernacular – think vernacular as many things are lost in translation
(iii) Video content – language agnostic and suited to the TG that you are targeting
(iv) Social being the new SEO: Update social channels regularly and don’t just syndicate content across all channels, use platform native content
Q: Covid-19 has changed everything, the Importance of Healthcare is more predominant, What’s your view on Hospital Marketing?
JASRITA: As per a recent McKinsey report tabled in Jul’2020, there’s a marked consumer shift towards a rise in consumption of health and fitness supplements, health content and health apps, etc. With the concerns around contagiousness of COVID19 and the peak of the pandemic nowhere in sight; sanitizers, masks, and social distancing is here to stay for some time.
Hospitals will have to continue engaging with their customers through social media platforms and providing continuity of care through virtual consults as well as home isolation, home care, home vaccinations services etc. Importance of Mental Health helplines, webinars, online support groups will only grow.
- Healthcare segment is yet to reach its true potential in Indian market. What are the obstacles you see in hospital marketing.
- Bridging the gap between brand promise and brand experience / Patient Experience: Healthcare is not a category that can be propped on communication alone. While communication has an important role to play in articulating the brand promise, the brand comes alive in the hospital across various delivery touch-points, many of which are beyond the direct sphere of control of a Marketer.
- Digital Transformation: Most hospitals in India can currently be plotted to be somewhere on the ‘digitalization’ or more precisely the automation graph. Most hospitals are approaching this from the perspective of cost and time efficiencies, however, the industries that have successfully pulled off digital transformation are the ones that have kept the consumer at the core of their transformation. Hospitals will truly benefit from digital transformation when the lens for the transformation is the patient’s not the hospital’s, in other words, when OP & IP journeys or critical care pathways or emergency first-aid treatment before reaching Hospital ER are transformed using the power of digital not just an alteration in the digital consumer’s journey or the in-hospital processes such as Finance, Supply Chain etc.
- The variable factors are the highest across any industry and therefore outcomes can not be guaranteed
JASRITA: Acquire skills in both sales as well as marketing. Marketers should take up a sales assignment and vice-versa. That will ensure a better appreciation for what either brings to the table.
Always be the consumer’s voice in the organization. That’s who you should represent, always – Jasrita DhirTweet
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