LinkedIn giving a strong push to healthcare communications: SPAG

The world is keenly looking at Asia’s healthcare market, which has been growing sustainably, 12 per cent faster than the rest of the world. The rising burden of non-communicable diseases and rising incomes are offering a significant scope for growth in this market.

Injecting the industry with much-needed impetus, India’s healthcare industry has seen a dramatic shift, especially now, with India becoming home to the world’s largest healthcare scheme – Ayushman Bharat.

In India, the duty of a healthcare communicator’s job is multilayered – a communicator is expected to influence the policymakers and yet retain the local insights for the narrative to find resonance among the target audience. No company today can afford to ignore the role of regional media, where specific campaigns in Indian languages can be designed always with an eye on the cultural and social context in that region. This will more often than not lead to communications strategies that impactful.

Healthcare specialised independent communications and advocacy firm, SPAG, recently revealed its inaugural report, ‘Pave the Wave: APAC Healthcare Communications Outlook’, unveiled a new communications framework for healthcare industry, called the ‘VET Model’. Through this report, SPAG highlights the dire need to build narrative that considers Value, Expertise & Trust as three key drivers and a cohesive proposition for each stakeholder. The report also talks about the changing dynamics of different stakeholders in the ecosystem as well as how communications is gradually moving from the periphery and taking a centre stage in the business strategy.

5 Key Trends

• Think Global, Act Local – Seeking the highest common denominator in a language that resonates with the end consumer cutting across geographical and cultural barrier
• LinkedIn, Healthcare Communications on Steroids! – Leveraging LinkedIn, a strong resource centre for knowledge, expertise and a pool of new ideas and fresh thinking
• Understanding the local policy environment – Sifting carefully through changing policy and finding a common ground for healthcare professionals, industry, stakeholders and the patients
• Integrated Communications – Offering integrated and multi-channel communication campaigns with the capability to consistently engage and address multiple stakeholders
• Rise of e-patients – Keeping abreast with the new digital tools and optimally leverage them to enable effective patient interactions.

“We are extremely delighted to share this special report that analyses the ongoing changes in the ever-evolving healthcare communications, especially in the Asia Pacific region, focusing on its maturity and integration with the business strategy and how Value, Expertise and Trust are gradually defining the framework of communications in the healthcare sector. We believe that the next decade will be even more exciting for the healthcare industry and healthcare communicators alike compared to all that we have witnessed so far,” said Aman Gupta, Co-Founder & Managing Partner of SPAG.

The report showcases the radical changes in the healthcare industry and consumer behaviour. It acknowledges that how healthcare has gone beyond ‘pill’, which has led to paving path for newer ways of treating people. Communication around treatments has also seen a dynamic shift, leaving a huge task at the hands of healthcare communicators in the Asia Pacific region.

Data show that healthcare sector is currently growing at12 per cent (more) than the rest of the world. From the developed markets of Singapore to emerging medical hubs of Indonesia and Vietnam and others, and rapidly prospering economies complimented by increasingly sensitive public policy environments and its aging population, Asia is witnessing a transformation in the scope of healthcare in the region.

“Within the transforming dynamics of healthcare communications, the role of communicators is no longer restricted within the confines of an advisory. They are now strategic partners, who not only create narratives to drive the business agendas but also protect, build and enhance business reputations. From a counsellor to a business partner, it has been a long journey for healthcare communicator. Today, healthcare comms experts are becoming drivers of sustainable business,” said Ritika Jauhari, Senior Director, SPAG.

The APAC Healthcare Communications Outlook report aims to present the paradigm shift in perception of the healthcare communications, thereby helping bridge the gap between medicine and public health in a manner that facilitates large-scale healthcare interventions. The one-of-its-kind report also discloses the increasing influential role of healthcare communicators to help develop more engaging and clear communication steeped in domain expertise to help deliver greater value for patients.