Market Research Society of India (MRSI) recently conducted a webinar that shed light on effective marketing strategies in the healthcare industry. The webinar featured a panel of experts including Amitabh Mishra from Dr. Reddy’s Laboratories, Sanjoy Mitra from SMSRC, Praful Akali from Medulla Communications, and Gauri Pathak from Ipsos. The discussion revolved around the importance of patient journey mapping in understanding patient needs and preferences to enhance product development and lifecycle management.
Mitra began the webinar by presenting statistics on the current pharma market, which is estimated to be around 5.4 lakh crore in size as of FY 24. He emphasized the significance of analyzing prescription data and conducting research to gain insights into the healthcare segment. Mitra highlighted the importance of studying brand life cycles from prescription data threads and leveraging product portfolio management solutions to develop strong brand identities that align with market requirements.
Pathak introduced a new perspective by focusing on the patient experience within the healthcare landscape. She noted a shift towards preventive healthcare practices and highlighted the role of technology in empowering patients to manage their health more effectively. Pathak discussed the two key types of research for marketers – patient journey research and treatment flow research, which help in understanding patient experiences and identifying gaps in the treatment process.
Pathak also delved into the decision-making process of doctors, emphasizing the need to understand brand perceptions and utilize sales reps as opinion leaders to drive branding efforts. Mishra shared insights from his experience at Dr. Reddy’s Laboratories, emphasizing the importance of data mining and research into opinion leaders who influence decision-making in healthcare.
Mishra introduced the concept of “knowledge, attitude, and practice survey” in healthcare marketing, highlighting the importance of understanding real-world practices of doctors. He shared a case study where a campaign was developed to raise awareness about the connection between diabetes and itching, based on insights from the survey. The campaign was successful in creating awareness among patients and was noted in scientific journals for its effectiveness.
Akali focused on the advertising aspect of healthcare, emphasizing the need for market research and insights into consumer experiences to create impactful campaigns. He highlighted the importance of understanding consumer needs and experiences to develop compelling advertising content that resonates with the audience.
Overall, the webinar provided valuable insights into effective marketing strategies in the healthcare industry, emphasizing the importance of patient-centric approaches, data-driven decision-making, and leveraging insights to drive successful marketing campaigns. The panel of experts shared practical examples and case studies to illustrate the impact of strategic marketing initiatives in the healthcare landscape.