Prescription for success: How marketing is revolutionising India's healthcare industry

The healthcare industry in India is experiencing a quiet, yet impactful, transformation, driven by innovative marketing and research strategies. The Market Research Society of India (MRSI) recently held a webinar titled ‘Popping the insights pill: How does marketing and research work in the healthcare sector?’, exploring how these strategies are shaping the sector.

Hosted by Sunder Muthuraman, executive vice president of Ipsos MMA, the session featured insights from industry stakeholders, including Dr. Reddy’s Laboratories head-insights and analytics Amitabh Mishra, SMSRC’s founder and managing director Dr. Sanjoy Mitra, Medulla Communications founder Praful Akali, and Ipsos country service line leader-healthcare Gauri Pathak. Together, they shed light on how marketing is evolving within the healthcare landscape.

Setting the tone for the session, Muthuraman highlighted the scale of the pharmaceutical industry, stating, “The pharmaceutical industry size stands at INR 5.4 lakh crores and spends about INR 2,000 crores on marketing research.” He pointed out that while medicines are not used daily by everyone, the industry is substantial, with the Indian healthcare market being twice as large as the FMCG market, comprising 70% hospitals, 20% pharmaceuticals, and 10% medtech and other industries.

Dr Mitra emphasised the critical role of prescription data-based research. He explained, “In India, the healthcare industry is defined as a branded generics market.” This market, dominated by branded generic formulations, has brands commanding over 30-40% of prescription volume.

Prescriptions are the primary drivers of demand, with revenue determined by the volume of prescriptions and the treatment's duration and cost. Dr Mitra noted the industry’s transition from manual data analysis to electronic medical records (EMR), which significantly enhanced the accuracy and insights into physician prescribing behaviours.

A shift from symptom-relief approach to a more holistic, prevention-focused model is now underway in the healthcare sector. Gauri Pathak, country service line leader—healthcare at Ipsos, said, “There is a shifting focus from cure to prevention, with a growing role of technology in managing health.” Understanding patient journeys and treatment flows helps pharmaceutical companies support healthcare professionals (HCPs) in having more effective conversations with patients, thereby enhancing brand positioning and communication.

Busting myths about healthcare

India is often called the world’s diabetes capital with approximately 10-13 crore diabetes patients in the country. Yet awareness about the illness and its management remains low, giving rise to challenges in HCPs.

Amitabh Mishra, head of insights and analytics at Dr. Reddy’s Laboratories, pointed out that only 10% of healthcare providers recognise the link between diabetes and itching, while 60% see no connection, and 30% are uncertain. He mentioned a campaign for Atarax that increased prescriber engagement, demonstrating the impact of targeted marketing on patient care.

Praful Akali illustrated the power of insights-driven campaigns by showcasing the ‘Last Words’ and #Tumnahisamjhoge campaigns. The ‘Last Words’ campaign, based on real conversations with nurses about palliative care, aimed to raise awareness and increase access to care.

Akali explained that using genuine insights from those involved added authenticity to the campaign, which was recognised as one of the world’s top 15 campaigns in the Gunn Report 2016. Similarly, the #Tumnahisamjhoge’ campaign for MuscleBlaze utilised insights from gym-goers to create a message that resonated with its target audience, emphasising personal well-being over superficial stereotypes.

Marketing in the healthcare sector is not just about selling products; it’s about understanding the intricate relationships between healthcare professionals, patients, and the wider community. By leveraging research and insights, healthcare companies can create more meaningful and effective campaigns that not only promote their products but also enhance patient care and awareness.

As the industry continues to evolve, the integration of market research with creative communication will play a crucial role in shaping the future of healthcare marketing.