Engaging Patients in the Digital Era

The Evolution of Healthcare Marketing

Mar 14, 2025

Tara is new in town, juggling care for her aging parents and baby. She needs a healthcare provider with specialized doctors and lab facilities. She’s seen billboards for a big hospital but is apprehensive about them.

One night, she Googles “best pediatrician near me” and finds the same hospital at the top of the results. The next day, while scrolling Instagram, she sees an ad: “Join Our Health Camp – Free Checkup!” – a health camp being set up by the same hospital in her apartment complex.

At the camp, she chats with the staff, learns about the hospital’s services, and feels reassured by the friendly staff. She books appointments for her family.

After the visits, Tara received an email with doctor’s notes, personalized tips, and a link to the hospital’s app, where she could track treatment plans and message her provider. Over the next few months, she received wellness tips, reminders for follow-ups, and even a discount for physical therapy.

What started as a late-night Google search turned into a personalized healthcare journey — almost like it was designed with her in mind.

When you think of marketing, do hospitals and clinics come to mind? Probably not.

On the other hand, when we think of hospitals - billboards, flashy websites, social media campaigns are not exactly on our minds either.

But the global Healthcare Marketing & Communications Market grew from USD 49.08 billion in 2023 to USD 52.64 billion in 2024. It is expected to continue growing at a CAGR of 7.38%, reaching USD 80.80 billion by 2030 (as per the report by Research And Markets).

Let’s look at the data for some major Indian hospitals.

Apollo Hospitals, one of the largest hospital chains in India spent ₹658 Crores for “Advertisement, Marketing & Outreach expenses”. Their Operating revenue was ₹19,059 Crores.
Another large hospital chain - Fortis Healthcare, spent ₹270 Crores. Their Operating revenue was ₹6893 crores.

This translates to approximately 3-4% of the operating revenue that is being spent on advertising and marketing.

Looking at this data, clearly the amount spent on “Advertisement”, “Publicity”, “Business promotion”, “Marketing & Outreach expenses” has seen a steady increase.

So, is it about selling unnecessary packages and wooing customers with discounts on lab tests?

Or is it about connecting people to life-saving care, educating communities, and building trust?

Healthcare marketing can have a significant impact on patient care and organizational growth — when done right.

The Healthcare Marketing transtion

In today’s healthcare landscape, patient care isn’t just happening in clinics; they’re unfolding online. From SEO-driven content to CRM-powered follow-ups, digital marketing is transforming how patients discover, engage with, and stay connected to healthcare providers.

Dr. Uma never expected a smartphone app to change her entire approach to patient care. Twenty years ago, her medical practice ran like a well-oiled machine of paper files, waiting rooms filled with dog-eared magazines, and the occasional phone call from communication that moved at the speed of postal mail. Patients would call, schedule appointments weeks in advance, and arrive with a file full of health reports but with little understanding of their own health journey.

Today, those same patients text her health questions, schedule virtual consultations between work meetings, and arrive at her office armed with data from their personal health tracking devices.

How did we get here?

The transformation didn't happen overnight. Let’s have a look.

So it’s apparent - As the healthcare industry evolves and the way people communicate keeps changing, so does the way it’s marketed. What used to be a mix of brochures and one-size-fits-all messaging has turned into smart, data-driven engagement. But it’s not just about new tech—it’s about making sure healthcare providers connect with patients in a way that feels personal and genuinely supportive.

But wait…

Should hospitals really spend on marketing when they could buy another MRI machine?
Is it just about flashy billboards and awkward social media posts, or does it serve a deeper purpose?

Is it Really Needed?

Remember Tara from the opening of this post. In recent years, its increasingly common for a lot of us take the route that Tara took – we Google for our health!

Patients today don’t just walk into the nearest hospital. They Google symptoms, read reviews, check doctor ratings, and even book appointments online. If healthcare providers don’t show up in those searches or engage patients digitally, they’re invisible.

And let’s not forget: healthcare is now a highly competitive field. So, in an era where patients are increasingly empowered to make choices about their care, hospitals, clinics, and other providers also need to ensure that they are “visible” to the customer.

So, when a hospital shares reliable health advice on social media, sends appointment reminders via SMS, or uses AI chatbots to answer patient queries 24/7, that’s them trying to be visible and available to their patients.

Does it Deserve Resources?

Isn’t great medical care enough to be “visible”?
Why spend resources on marketing instead of better medical equipment or stuff?

It’s a common argument in all fields but more so in healthcare. Hospitals and clinics exist to treat patients, not sell products—so why allocate budget to marketing?

So, first, whether we like it or not, hospitals, clinics are all essentially also a business. They need to make money.

And secondly, because healthcare is more than just treatment; it's about access, awareness, and engagement.

Imagine a state-of-the-art hospital with top specialists and cutting-edge treatments—but no one knows about it. Patients, instead, visit a less-equipped hospital just because it's more visible. Marketing ensures that the right people find the right care at the right time.

But investing in marketing isn’t just about attracting new patients, at least it shouldn't be in its true sense. It is about building sustainable healthcare ecosystems - improving patient retention, building trust, and educating communities about preventive care.

In an era where patients research their options, compare providers, and expect seamless digital experiences, marketing is not an expense—it’s an investment in better healthcare delivery.

So, is it all rosy now?

Beyond the Hype

Meet Aparna, a proactive patient who diligently uses her hospital's patient app to manage her Type 2 diabetes, a condition that requires regular monitoring and lifestyle adjustments. She gets timely reminders for checkups, pre-test instructions, and links to past results, making it easier to track her sugar levels and stay on top of her health.
Across town, Peter, who has COPD, receives multiple messages from the hospital promoting health packages and requesting feedback on services. Focused on managing his condition, he finds the messages intrusive and bothersome —more like a sales pitch than meaningful support—making him consider leaving the app and disengaging altogether.
Meanwhile, Usha, a CKD patient, distrusts anything online. She schedules her dialysis sessions in person and avoids all online tools. Yet, she keeps getting messages reminding her of appointments and asking for feedback after every visit. While well-intended, the constant follow-ups and details of her health condition in these messages feel invasive, leaving her annoyed and wary. The messages asking her to book her appointment with different payment options also make her suspicious.

While digital marketing has revolutionized patient engagement and accessibility, it is not without its challenges.

Aparna’s story highlights how well-targeted communication can enhance patient experience, providing valuable reminders and support. However, Peter’s frustration with irrelevant promotions and Usha’s annoyance with unsolicited and excessive messaging reveal the pitfalls of over-automation and impersonal outreach.

Marketing fatigue is real.

Patients don’t want to be bombarded with reminders, survey requests, and promotions for wellness programs. To keep patients engaged, hospitals risk overwhelming them with excessive notifications, impersonal messaging, or even privacy concerns. Too much communication or the wrong kind can make it seem dishonest and drive patients away rather than fostering loyalty.

Misleading Advertising

In the race to attract patients, some providers overpromise results, using exaggerated claims about treatments and outcomes. This not only raises ethical issues but can also lead to unrealistic patient expectations and disappointment.

Data Privacy

As we have seen, the current scene with digital marketing thrives on patient data — EMR data, search histories, appointment records and daily updated readings with wearable devices. While personalization enhances engagement, excessive tracking or poorly secured data raises concerns about breaches, misuse, and patient confidentiality violations.

Last but not least, there is that constant complaint we all have heard…

Commercialization of healthcare

We understand that hospitals and healthcare institutions are businesses like any other. But businesses can be ethical. Right?

If marketing priorities shift from patient well-being to revenue generation, then aggressive advertising overshadows genuine medical needs. Instead of being guided solely by clinical necessity, patients may be influenced by persuasive ad campaigns, leading to unnecessary treatments, overdiagnosis, or medical debt.

There is quite a thick line between educating & engaging patients and exploiting them.

Just another marketing strategy?

And lastly and most importantly, is the patient-first based marketing also just another “marketing strategy”?

Do the hospitals which attract patients with lofty promises of fast and quick consultations as part of their advertising, still welcome them instead with crowded waiting rooms and long queues?
Do those discounted packages end up bloated during billing with a lot of other charges?
While the health apps and messages from the hospital ask for feedback and inputs after every visit, ignore the complaints and pleas of a patient who is at the hospital help desk requesting information?

You see what I am getting at…

Promising better patient experience as part of marketing but not delivering is possibly more detrimental. Patient engagement should not become a token gesture for marketing.

Can Hospitals advertise?

The answer is NOT a striaght forward Yes.

Healthcare marketing in India operates under a tight regulatory framework. The idea is to protect patients from misleading claims and ensure ethical practices.

Some of the regulations that govern this:

Consumer Protection Act, 2019 prevent deceptive advertisements

Cable Television Network Regulation Act, 1995 monitors health-related content on TV, ensuring health-related ads are not misleading or unethical

Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954 and the Drugs and Cosmetics Act and Rules, 1940 regulate the promotion of medicines, prohibiting advertisement of certain drugs, advertisement of magic remedies and exaggerated health claims.

For medical professionals,

Medical Council of India (MCI) Professional Conduct, Etiquette, and Ethics Regulations, 2002 and National Medical Commission (NMC) Registered Medical Practitioner (Professional Conduct) Regulations, 2023 strictly prohibit self-promotion, false claims, testimonials, or inducements to attract patients, ensuring that patient trust isn’t exploited for commercial gain.

Conclusion

In the end, effective healthcare marketing isn’t about selling services — it’s about building trust, supporting patients, and easing their care journey.

Healthcare marketing can have a significant impact on patient care and organizational growth — again, when done right.

Hospitals have for long been considered patients as just that - patients.

But the recent trend to look at patients with a wider sphere - as customers, data points and even as a return on investment is actually better, if this translates to improved patient experiences.

And here is the beautiful irony:

In all this, technology is enabling healthcare to become more human by creating systems that don't just treat symptoms but understand stories, emotions, and individual journeys. But technology is the tool, it cannot be the answer.

Vijetha’s Substack

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