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Rethinking Healthcare Marketing During India’s Festival Season: A Balanced Approach for Hospitals and Clinics

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Published on

October 30, 2024

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As the festive season in India sweeps through the months of October to January, with celebrations like Navratri, Dussehra, Diwali, Christmas, New Year, and Makar Sankranti, it’s a time when everyone is deeply absorbed in a spirit of joy, family gatherings, and cultural events. This period is also marked by a significant increase in consumer spending across industries. But for healthcare marketing professionals, it brings a unique challenge: How do we engage with our target audience without disrupting the festive spirit?

In this article, we’ll explore the importance of healthcare marketing during the festival season while questioning whether current approaches align with the true essence of healthcare and community well-being. Are healthcare marketers focusing on the correct messaging? Are we creating a positive brand association without invoking anxiety about health issues? Let’s take a closer look.

Why Healthcare Marketing During the Festival Season Matters

Increased consumer engagement and awareness during the festive season can be a valuable opportunity for healthcare providers. This is a time when families gather, communities engage, and people reflect on their lives. For many, it’s also a time to consider health, even subtly. From preventive care check-ups to wellness packages, hospitals and clinics can strategically position themselves as a part of the holistic well-being that festivals celebrate.

However, the real question arises: Are we approaching this period with the right messaging?

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Are Healthcare Marketers Taking the Right Approach During Festivities?

During the festival season, we see a surge in marketing efforts across the healthcare sector. Hospitals and clinics offer discounts on services, free health camps, and even promotions on specific procedures. But is this approach resonating with audiences who are currently immersed in festive vibes, family celebrations, and happiness?

Festivals are traditionally a time of joy and positivity. Constant reminders about illnesses, diseases, or health complications can feel out of place. While good health is a blessing worth celebrating, healthcare marketers may need to think carefully about how they approach audiences during this period. Instead of reminding people about health concerns, could we focus more on wellness and preventive care or even subtly position our brand as the go-to provider in case of unforeseen health needs?

The Digital Marketing Approach: Are Wishes Enough?

As digital marketing gains traction, many healthcare businesses and professionals are quick to post festive greetings on social media platforms, extending best wishes on behalf of their hospitals or clinics. While this gesture is warm and festive, it lacks the depth and connection that thoughtful, value-driven marketing content could provide.

Simply wishing “Happy Diwali” or “Merry Christmas” may not be enough to leave a lasting impact. Instead, consider crafting messages that align healthcare with wellness, prevention, and community. For instance, a well-placed message on managing stress during the holidays or a reminder about safety in festivities can create an authentic connection without overshadowing the celebration.

The goal should be to gently remind people of the healthcare provider’s presence in a way that aligns with the festive theme but doesn’t evoke negative emotions.

Free Health Camps and Discounts: Are They Always Appropriate?

Many healthcare providers conduct free health camps, screenings, and discounted services during festivals. While the intent is to encourage people to take charge of their health, this approach can feel intrusive, especially when people are not in a mindset to worry about medical issues.

As a healthcare marketer, it’s essential to ask: Do we want our patients to associate the joy of festivals with health concerns?

Instead of focusing on illnesses, healthcare marketers could pivot the messaging to encourage a healthy, vibrant lifestyle in a festive context. Rather than free check-ups, why not offer wellness packages or stress management workshops? The message here should be supportive, not suggestive of looming health risks. It’s about positioning healthcare providers as promoters of holistic wellness, without dampening the festive spirit.

Responsible Healthcare Marketing: Balancing Festival Vibes and Brand Recall

As responsible healthcare marketers, it’s our duty to ensure that our messaging during the festival season is subtle, supportive, and celebratory. Content should be crafted thoughtfully to promote brand recall without creating anxiety or overshadowing the festive cheer.

Consider wellness tips, safety reminders, or simple advice on managing festival season indulgences. For example:

  • A reminder to stay hydrated during Diwali celebrations
  • Tips for managing sugar intake during Christmas and New Year
  • Suggestions on taking preventive measures to avoid seasonal flu during winter vacations

 

Such content not only engages the audience but also keeps the healthcare provider’s brand in the background as a supportive presence. This way, when someone thinks of healthcare, your brand is already top of mind, without disrupting their celebration.

 

Enhancing Brand Recall in a Festival-Friendly Manner

The festive season does not have to be a time to ignore healthcare marketing. Instead, it’s an opportunity to create content that:

  • Builds Trust: By offering genuine tips for safe celebrations, you position the healthcare provider as a caring and community-focused brand.
  • Encourages Preventive Care: Highlight general wellness tips that don’t necessarily focus on illness but rather on preventive measures.
  • Promotes Emergency Readiness: Let people know that your clinic or hospital is ready to handle emergencies, making them feel secure during the festivities.
  • Resonates with the Festive Spirit: Use festive motifs in visuals and themes in your content, aligning your brand with the celebratory spirit of the season.

Time to Rethink and Realign

Festivals are a time of joy, and healthcare marketing during this period should respect and align with this sentiment. Instead of focusing on illness or health problems, we should aim to build a positive, supportive presence. Thoughtfully crafted messages that align with well-being, safety, and holistic health can connect deeply with audiences during the festive season.

As healthcare marketers, it’s time to rethink our approach. Let’s move away from hard-sell tactics and focus on creating value-based connections that keep healthcare brands top of mind, not as a reminder of potential illnesses, but as pillars of support, wellness, and care.

This approach to healthcare marketing can create a unique impact, fostering trust and positivity around your brand. With careful planning and thoughtful execution, we can ensure that healthcare marketing during festival seasons respects the festive atmosphere while keeping your services relevant in a supportive, positive way. Let’s make the festival season a time of celebration, not just of festivals but of holistic health and well-being.

"Knowing is Knowing, Doing is Doing"

is something we strongly believe in, which means ‘Knowledge without application is the same as having no knowledge at all

Akhil Dave

Principle Consultant

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