Healthcare Marketing, Branding & Communications in a VUCA World

Panelist Moderator
Slide 1 www.qurhealth.com info@qurhealth.com +91 95662 00555

Mr. Joshua T I
General Manager – International Services,Yashoda Hospitals, Hyderabad
 24 years of experience in Healthcare industry. Started with Operations and transitioned into International
Business and Operations
 Previously, he was managing International Services at Global Health City, Chennai & Fortis Malar Hospitals,
Chennai and also had a stint in Apollo Hospitals in the area of Operations.
 Had been a part of Front Enders Healthcare Pvt Ltd, managing International Business and the operations in
four 50 bedded Hospitals in different cities of TN and a group of Hospitals at Kenya
 Has good working relations and networks in East Africa, West Africa, Botswana, Kurdistan(Iraq), Bahrain,
Srilanka & Bangladesh.
 Academics : Completed PG in Science followed by Masters In Business Administration
www.qurhealth.com info@qurhealth.com +91 95662 00555

Mr. M S Guru Prasad MA, M.Phil, MFT, DEM, PGDIB(IIFT)
Group Head – International Marketing, Narayana Health, Bengaluru
 Guru is a seasoned Professional, he has been associated with Medical Value Travel industry for the last
13+ years and been with NH for about 8 years.
 He had earlier worked with Fortis Healthcare for about 5 years and prior to that about 8 years with
Automobile, Diagnostics and Surgical areas
 He is an avid academician which is evident in the academic credentials that follow his name
 He Looks to emerge as the architect of the MVT industry with like minded people and bring many of the
International associations together.
 He likes to focus on industry events, leveraging through L&D in MVT and above all highlight that “India is
ready to heal the world”.

Mr. Yogendra Rawat
Vice President – International Business, Cytecare Cancer Hospitals, Bengaluru
 Experienced professional with strong domain knowledge with proven team management skills.
 Worked as Vice President - International Business at Healthcare Global
 Head of Sales & Marketing at Pacific International Hospitals, Papua New Guinea
 Chief Commercial Officer at PathCare, Nigeria
 Vice President of International division at Narayana Health Group of Hospitals, Bengaluru
 An optimist with a lot of interest in building business network and leveraging to provide
healthcare for those in need.

Ms. Shaanti Shamdasani
President & CEO, S.ASEAN International Advocacy & Consultancy
Founder of Shanaika MEDconsult, Jakarta
 20 years of experience in policies, negotiations, government partnerships, project collaborations, NGO’s
management and other trade and investment driven agenda.
 15 years in Fortune 500 pharmaceutical, healthcare device, healthcare consumer goods industry (Pfizer & Johnson
& Johnson), at a regional role with focus on managing Thailand, Indonesia, Indo-China region and India.
 Ms Shaanti Shamsadani known for in-depth experience in ASEAN-China, IA-CEPA, EU-CEPA, RCEP and other PTA’s
and international trade, including cross border, customs, eCommerce, market access & technology-based industry.
 Her experience also covers working on a project base with the office of the President of Indonesia and She is
actively leading various industry associations, locally and regionally.
 Board member – East Asia Business Council
 Chairwoman – Asean India Business Council
 Vice chair – Kadin – Indonesian Chambers of Commerce & Industry
 Vice chair – International trade – Apindo

Dr. Bhupendra Yadav
Director – Clinical Sales Intuitive, Bengaluru
 A student of business and Medical doctor by training with 15 years of health care experience in
clinical practice and Medtech commercial roles (marketing and sales team management)
 Worked across multiple clinical therapy areas such Cardiac, Neuro, Ortho, Urology, Gynecology,
ENT etc and extensive experience in launching and developing highly specialized therapies
such Deep Brain Stimulation and Robotic surgery
 Currently serving as Director, Clinical Sales with Intuitive which is the pioneer of Da Vinci
robotic surgery system.
 Academics:
 M.B.B.S. from S.M.S. Medical College, Jaipur
 M.B.A. from Vanderbilt University, USA

Mr. Prabhat Kumar Sinha
Head – Communications Policy & Patient Advocacy, Novartis Oncology, Mumbai
 Learning professional with over 19 years of progressive experience of managing large scale
program portfolio with Corporate, International non profits and government sectors.
 Presently associated with Novartis Oncology, innovation driven global pharma group and as part
of Leadership member leading the patient advocacy, Policy and communication portfolio for
India business unit.
 Expertise includes extensive experience in the domain of Corporate social responsibility, patient
assistance program, market access, engagement with patient advocacy groups, industry
associations and government, corporate communication.

Mr. Mohammed Ilias
Founder & Director, BCC Healthcare Branding & Marketing, Chennai
 Mohammed Ilias is an International Branding and Marketing Strategist
 His company - BCC Healthcare Branding & Marketing Communication Agency is an integrated
branding and marketing agency with presence in India & UAE.
 He is well known for his in-depth knowledge and innovative thinking in digital marketing.
 He is a speaker, mentor, author of “Ethical Hospital Branding & Marketing” & he is a digital
marketing trainer.

Mr. Vinayak Chakravartti
Chief Operating Officer, HCG, Bengaluru
 Over 22 years of global and multi-regional direct & channel sales, product management, marketing,
Operations/ Business - management results in the intensely competitive Telecom, IT, Healthcare IT and
Software Services industry.
 Recognized for possessing skills that range from being a visionary to analytical thinker, a strong operational
leader with a track record of building high- performance teams.
 Good knowledge of technologies and processes such as AI, Machine Learning, Process Change Management
Systems, Governance Risk & Compliance and Data Analytics.
 His success in client relationship building and management positions has helped him to make a significant
impact on organizations that he has worked for.

Rajarajan S
Sr. Vice President - QurHealth
 A seasoned Healthcare Management Professional, Rajarajan is a powerful blend of a visionary leader with a global perspective
and strong business acumen
 He has been associated with various successful ventures in India and abroad especially in areas of Multi-specialty Hospitals,
Oncology, Cardiology, Diagnostics and in his penultimate assignment in Bengaluru, India - he was the COO of a flagship unit of an
Oncology giant
 He is a member of American College of Healthcare Executives (ACHE), Life Member of Consortium of Accredited Healthcare
Organizations(CAHO), The Research Foundation for Hospitals and Healthcare Administration (RFHHA) & Telemedicine Society of
India
 Industry Advisory Council Member for NITTE – School of Management, Bengaluru and Visiting Faculty – Innovations & Design
Thinking, SRIHER – Faculty of Management Studies, Chennai
 At Global Mantra Innovations, he leads QurHealth, India from Bengaluru as their Sr. Vice President for Health-Tech solutions and
partnerships like Family Health Book Suite, Telehealth.

QurHealth, India is a Division of GMI
Empower Healthcare Ecosystem
to generate value through their data
Bio-Statistics, Data Analytics, Natural Language Processing, Deep
Neural Network, Artificial Intelligence and Machine Learning
Scalable Multi-layer
Architecture Platform
150 mil. USD Company
Managing 800k Providers in US + 800 Dialysis
Centres + 43 Peta Bytes of HealthCare Data
Strong Leadership
700+ Team Members in US + India
Global Mantra Innovations – Research & Innovations centre for Ventech Solution Inc., USA

 Client Traction and Travel Patterns (From and To Countries)
before COVID-19
Slide 12
Medical Value Travel – From Here to Where & How?

 What is the % drop in Business through MVT?
Effect on Management and Team?
Slide 13

 Government Outlook and measures that has been taken or that
which needs to be taken?
Slide 14

 Resumption of Airline and Hospitality on the cards –
How to alleviate Fear of Travel?
Slide 15

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 As an Individual, what are the counter-measures for VUCA affecting MVT?
Slide 17

 Patients & Attendants – Stranded Pts. during lockdown – Stranded Team
member in foreign soil – How was assistance provided?
Slide 18

 Teleconsultations and Second Opinion – The growing Impact
Slide 19

 Organizational measures to restart MVT?
Slide 20

 Future Outlook of MVT?

 Impact of VUCA factors in each of your industry – Medical Eq,
Pharma, Branding Agency, Healthcare Provider?
Slide 23
Domestic Healthcare – It’s time for Transition

 % drop and expected increase of business and expectation
timelines for normalcy?
Slide 24

 COVID-19 effect on Team, Management and Health Seeker?
Slide 25

 Traditional Marketing Roles and the future?
Slide 26

 Trends in hospital branding & marketing
Slide 28

 Branding & Communications as drivers?
Slide 29

 Health-Tech implementations which are going to be key?
Slide 30

 How do we counter Fear, anxiety, Trust Deficit amongst patients
through better communications?
Slide 31

SHEELA – Your Personalized Healthcare Assistant Features
Device
Recordings
Prescription Reminder
Appointments Reminder
Sleep Work
Flow
Water Intake
Workflow
BMI
Calculations

 Expectation of Change in Cash and Credit? Corp/ Govt/ Others Post
recovery?
Slide 33

 Best Practices Before in your industry and Best Practices
to be taken Now?
Slide 34

 As an Individual, what are the counter-measures for VUCA affecting
your industry?
Slide 35

 Future Outlook in your Industry
Slide 36

Q&A, Closing Comments

Thank You
"
"
Never doubt that a small group of thoughtful,
committed citizens can change the world;
Indeed, it’s the only thing that ever has.
-Margaret Mead

Medical 2nd Opinion
Company Background
The first to pioneer 2nd
Opinion non-prescription
Medical Online
Consultation
The first to recruit close
to 1000 specialists/ GPs
across 5 countries
worldwide.
The first to trademark 2nd
opinion as patients' rights
and to win the recognition
from several medical
associations.
S. ASEAN International Advocacy & Consultancy (SAIAC) is a strategic business, government, public affairs, public
policy, corporate legal consultancy and research firm, established in 2010. The firm started as a strategic partner
to ASEAN Secretariat in managing the implementations of ASEAN Economic Community (AEC) roadmap. The
company today has evolved to successfully providing strategic counsel to CEO’s of MNC’s, government & public
policy affairs, marketing & business development team as well as project management. We also work on several
Embassy related projects.
Shanaika MEDconsult is a subsidiary of SAIAC, we started working on JCI accreditations on for hospitals in
Indonesia by working with Conclave Quality, a company based out of Dubai and JCI Singapore. Thereon, Shanaika
MEDconsult embark on hospital management projects overseeing the marketing, branding and patient access
side. We were the one who pioneered the regulations in Indonesia, Philippines and Laos on “patients rights”
Shanaika MEDconsult expands across countries in Southeast Asia where the company maintained its affiliations.

Healthcare Business Resillience

Market Ressillience

15 Strategies to Sustain Healthcare Brand
 Use consistent healthcare branding
 Evaluate the online patient experience
 Build a responsive healthcare website
 Test site speeds
 Optimize for prospective patients search engine results
 Utilize PPC and display ads for Healthcare Marketing
 Leverage social media (the right way)
 Ask for reviews from patients
 Follow up with patient feedback in your marketing efforts
 Look into traditional media options
 Build doctor referrals into your marketing plans
 Check in with your current patients

 Become an authority in your specific field on medicine
 Track your marketing strategy
There are many ways to do this type of patient marketing tracking:
•Use a CRM (customer relationship management system) like HubSpot to track how patients engage with your campaigns,
via emails, call centers, or targeted landing pages.
•Use Google Analytics to find out what terms you rank for in the search engines, and which terms you’re missing out on.
•Track your pay-per-click campaigns by setting up Google AdWords.
•Use a HIPAA-compliant call-tracking system to see how paid advertising is paying off and to monitor your front desk.
 Audit your front desk’s response to your healthcare marketing initiatives
•Long hold times for potential patients
•Confusion or patient misinformation
•A slow patient scheduling system
•An inability on the part of your staff to discuss, or “sell”, your healthcare services
•No strategy in place to get patients to book an appointment
15 Strategies to Sustain Healthcare Brand

Healthcare Marketing, Branding & Communications in a VUCA World

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