Event Marketing in the Healthcare Industry: Opportunities, Practices and Challenges: Fid-Bau Portal

Event Marketing in the Healthcare Industry: Opportunities, Practices and Challenges

Khan, Shahzia / Kulshreshtha, Rishab

Healthcare Industry is expanding rapidly in various economic markets around the globe with an essential objective of rendering better customer service coupled with a commercial need for delivering effective medical services and products for curing health related diseases. With the changing healthcare landscape, leading pharmaceutical companies and hospitals must tap in the ways to retain their target audience in relevant and successful proportions for better revenue generation opportunities thus taking value oriented services into consideration. The emerging technology shifts in healthcare practices demands for innovative ideas to enrich the human life in order to transform and reface the human healthcare altogether. A growing concern for the healthcare organizations is to shape their marketing strategies to serve better by educating patients to draw their attention towards health related systems in order to retain them within the loop. This requires a shift from traditional techniques of mass marketing to more digital and creative approaches. Marketing itself is entering into an insurgent era to bridge the gap between audiences and marketing professionals over a product or service. This is where event marketing can play a radical role to help organizations to effectively deliver value added information and service to enhance customer experience in order to retain engagement with the brand and community. Event marketing in one way has initiated a possibility for end consumers to engage in a two folded communication with leading healthcare brands and services to interpret the information being shared. Tactful experiences can help to elevate the reputation and credibility of brands in healthcare sphere in order to humanize brands or strengthen the relationship with consumers, all of which are pivotal for healthcare brands. The study highlights to the opportunities, practices and the challenges faced while marketing healthcare company through event through participant observation. It was found that event marketing combined with venue sourcing strategies has been a pivotal thread for the company to display their innovative life care solutions thus delivering cost effective healthcare services at the footstep. Further, it is imperative to engage the consumers via use of interactive activities such as AI based interactive sessions along with forging relationships with community partners.