Recently I read an interesting quote from Jamie Dimond, Head of Sales and Marketing at CBF Labels, USA, about marketing and branding, “Marketing is the spark, branding is the flame. Marketing is like asking someone on a date. Branding is the reason they say yes.” This analogy engaged me in thinking about how the Indian healthcare industry has branded itself and ethically marketed its services, and what small hosptials can learn from them. Hence, I am digressing from McKinsey 7S strategies for the survival of small Indian hospitals today to write about this topic.
Trust and reliability are two essential factors in winning over patients and creating a lifelong relationship with them. Branding and marketing help build trust and reliability in the rapidly changing Indian healthcare sector. While both these elements do work in a silent partnership, they are also separate in their individual roles; however, together, they create a synergy. As Jamie Dimond aptly puts it, “Marketing is the spark, branding is the flame.” This statement not only encapsulates the meaning of these two crucial functions but also shows their interdependence, particularly in the context of healthcare, where the risk is high and the competition is tough.
Marketing: The Spark that Starts Trust
In healthcare, marketing is basically an engagement with someone for the first time to create interest and a sense of initial trust. It is more or less like asking someone out on a date: it is a deliberate engagement meant to open up channels of communication. The essence of marketing in the healthcare industry is to create awareness and a positive perception, giving compelling reasons for patients to choose a given hospital, clinic, or healthcare service.
Consider, for example, Apollo Hospitals as one of the leading healthcare providers in India. Apollo’s marketing strategy has really made the group a household name in healthcare. With campaigns like “Tender Loving Care” and “Touching Lives,” Apollo has conveyed its message of people-centric health care. The campaigns have created a level of confidence among the patients that, besides high technology, the skill of the doctors and caring staff are among the most important factors that go into deciding the choice of hospital.
Another worthy mention is the campaign “Your Care is Our Passion” by Fortis Healthcare. The hospital chain has incorporated the message of world-class treatment that the hospital offers and has brought to the forefront elements such as state-of-the-art facilities and experts in different fields. They have used patient narratives and real testimonies to good effect – these developed a bond with prospective patients, assuring them that their care would be the best in the world. In healthcare, however, the spark by itself isn’t enough to carry the relationship. If marketing can bring patients in, branding is what’s going to bring them back. Once the spark is kindled, how do you make the relationship last?
Branding: The Flame that Keeps Patient Loyalty
Healthcare branding is about more than just marketing campaigns; it is about building a reputation that the patient learns to trust and rely on. This is the only reason a patient nods—not once but recurrently. Branding creates an emotional bond, engenders trust, and makes an impact to convert first-time patients into lifelong advocates.
For example, Tata Memorial Hospital has come to be identified with cancer care. Tata Memorial has, over the years, become more than just a hospital; it is now a beacon of hope for cancer patients across India. The hospital’s brand is unflinchingly committed to quality care, cutting-edge research, and service with compassion. Tata Memorial is a trusted facility for patients and their families, not because of its reputation but because of its values: integrity, dedication, and a relentless quest for excellence in oncology.
Similarly, Narayana Health, under the leadership of Dr. Devi Shetty, has managed to build a brand around providing low-cost yet high-quality hospital-based services. The branding of Narayana Health has been based on the core objective of providing healthcare at an affordable cost, irrespective of economic status.
This has struck a deep chord with the Indian masses, especially those who were earlier out of reach of specialized treatment for various ailments. The brand of Narayana Health is a flame that is kept afire in each patient’s heart and mind, making them not only go back there again and again but also recommend it to others.
Healthcare branding is not about logos and taglines; it is about the values, the stories, and the experiences that make a healthcare provider. When people think of AIIMS, they do not think just of a premier medical institution but of trust, excellence, and a legacy of healthcare leadership. In the process, AIIMS created a brand that stands for the best in medical education, research, and patient care; hence, millions of patients all over India find this institute as their preference. All this has ensured that when patients choose AIIMS, they are not selecting the particular facilities there but instead are choosing to have faith in an institution that has, over the years, built itself a reputation for delivering its best in terms of care.
The Interplay Between Marketing and Branding in Healthcare
In many ways, the relationship between marketing and branding in healthcare is very similar to the relationship between attraction and love in human relationships. Marketing can get someone through the door, but branding is what keeps them long-term. Much in the same way that a spark can light a flame, a good marketing campaign may make one take notice of a healthcare provider. However, without the substance of branding, initial trust and interest may quickly fade. A brand well publicized and marketed in the Indian health sector—Manipal Hospitals. In fact, regarding marketing under the “Lifeline for Life” slogan, Manipal is able to advertise its services and get patients due to the wide variety of patient care exhibited within its facility. That ensures patients return and refer Manipal Hospitals to others: a potent brand built over decades based on trust, patient satisfaction, and commitment to medical excellence.
Final words: Building a Sustainable Flame in Healthcare
As healthcare providers in India find their way through a complicated market, it is helpful to understand the distinct but complementary roles of marketing and branding. Marketing creates opportunity; it’s what arouses the first interest in the world and what opens the door to patient engagement. Branding builds the relationship that will sustain long-term success. It is the same flame that keeps consumers coming back for more of your healthcare services, not just because of an ad but because of the trust, values, and experiences that your brand represents. Marketing is the spark; branding is the flame. It is a guiding principle for Indian healthcare providers to build a patient base: not just patients but a community of loyal patients and advocates. As in any relationship, the initial attraction is important, but the deeper connection truly counts. Invest in your brand, nurture it, and let that become the flame which will show the way to enduring success in India’s vibrant and competitive healthcare sector.
Dr. Prahlada N. B
MBBS (JJMMC), MS (PGIMER, Chandigarh).
MBA (BITS, Pilani), MHA,
Executive Programme in Strategic Management (IIM, Lucknow)
Senior Management Programme in Healthcare Management (IIM, Kozhikode)
Postgraduate Certificate in Technology Leadership and Innovation (MIT, USA)
Advanced Certificate in AI for Digital Health and Imaging Program (IISc, Bengaluru).
True Prahlada Sir,
Marketing is like a spark, igniting interest and attention, while branding is like a flame, nurturing trust and loyalty. In the Indian healthcare sector, building trust and loyalty requires a sustained flame of excellence, empathy, and consistency.
Just as a spark can fade quickly, marketing efforts can be short-lived if not fueled by a deeper brand purpose. But a flame, once lit, can warm and illuminate, symbolizing the enduring relationships built on trust and loyalty.
To build trust and loyalty, healthcare providers can focus on:
1. Consistency: Like a steady flame, consistently deliver high-quality care and services.
2. Empathy: Understand patients' needs and concerns, just as a flame adapts to the shape of its container.
3. Excellence: Strive for exceptional care, like a flame that burns brightly and efficiently.
4. Communication: Keep patients informed and engaged, like a flame that provides warmth and light.
A patient, like a traveler, seeks a comforting flame of trust and care during his healthcare journey. A healthcare provider who offers consistent, empathetic, and excellent care is like a warm flame that guides and reassures, fostering loyalty and trust.
Building trust and loyalty in healthcare is like tending to a flame – it requires gentle care, attention, and nurturing to grow strong and steady.
Just as a flame can be fueled by different sources, a strong healthcare brand can be built by combining various elements, such as patient-centric care, innovative treatments, and compassionate staff, to create a warm and enduring flame of trust and loyalty.
ReplyGood morning sir. It is really amazing. T Go to such inspiring articles about marketing and branding Medical practice, which so far. We have not done because of innovation from many factors and lack of knowledge. But it will be great if it is done under limits will definitely benefit the institute and the patient. Keep guiding in future, thank you, sir.
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