News and Insights
Impact of consumer behavior on health marketing strategies in India
June 24, 2024
Today’s modern consumer is far more knowledgeable than a few years ago. They want more than just a product and they know the right questions to ask. Consumer behavior has undergone several changes in terms of expectation and consumption patterns, as a result of which healthcare companies have to continuously change and adapt, constantly formulating new strategies to reach a wider audience while rolling with the ups and downs of the Indian market.
India’s health industry is among the fastest growing in the world due to growing population of more than 1.4 billion, rapid economic growth, rising middle-class incomes, and an elderly population of over 100 million, along with the rising prevalence of communicable and non-communicable diseases.1
As a result, healthcare-integrated marketing agencies face multifold challenges such as tapping into the diverse segments of this market, understanding their target audience’s needs, and adapting to keep up. For them to be truly successful, they must be able to keep pace with the changes in consumer behavior. Several factors that influence consumer behavior in the country are:
- Cultural nuances: The ideas and perceptions of the population about healthcare are often influenced by culture and traditions. This can lead to an intersection between modern health and diverse cultural influences. As a result, healthcare integrated marketing agencies need to understand the diversity of their target audience and tailor messages that take these cultural nuances into account without diluting the core narrative.
- Diverse demography: Consumer behavior in the country is strongly influenced by demographic diversity. Age, education, income, and gender, all play a role when consumers choose a healthcare provider and hence, marketing services for the health and healthcare industry need to take these factors into account while creating campaigns.
- Socioeconomic factors: The stark urban-rural divide in India is visible when it comes to consumption patterns, as individuals in urban areas have greater access to specialized and diverse healthcare services as compared to their rural counterparts, who continue to face challenges in terms of affordability and accessibility. Healthcare marketing services must strategically build on narratives that are insight-driven and resonates with varied consumers by embracing localization and focusing on affordability to boost equity.
- Rapid digitalization: The health industry is undergoing a shift thanks to technology and digitalization. More and more people choose the digital route when it comes to their healthcare needs due to the amount of health and wellness information available digitally. They are no longer passive recipients. Rather, they take on an active role right from choosing a doctor to treatment. Furthermore, digital health solutions such as telemedicine have been witnessing widespread usage. Hence, healthcare marketing services need to make the most of this shift by embracing digital marketing strategies that leverage social media and digital platforms to empower and engage consumers. Moreover, these agencies are well-versed in customizing messages for a variety of audiences across different platforms and channels.
Consumer behavior has a profound impact on how healthcare-integrated marketing agencies are evolving and adapting to cater to the needs of today’s informed consumer. The agencies looking to change with the changing times must choose a more focused thinking, insights-driven, technology-based, and patient-centric approach rather than traditional methods. Healthcare marketing services need to evolve in alignment with the industry to overcome the unique challenges posed by technological advancements, culture, and socioeconomic diversity. To be successful, healthcare-integrated marketing agencies must be able to understand the diverse needs of consumers, thereby fostering trust and building relationships that can withstand time.
1. https://www.trade.gov/country-commercial-guides/india-healthcare-and-life-science
TAGS: Health, Technology