Healthcare Communications Set To Take Off

After the telecom thunder and the retail rush inthe coming together of the tipping point
India, Healthcare seems to be the next biggest'influentials' - the big Indian conglomerates investing
bet for everyone. With promises of many billionsbig money in healthcare, are making the sector
of Indian Rupees, large diversified conglomeratesimpossible to ignore.
such as Reliance, Birlas, Tatas are all betting theirSo, the healthcare sector will grow at a frenetic
money in the Indian healthcare delivery space. Aspace - Quod Erat Demonstrandum!. Coming to the
has been with other high growth sectors in Indianeed for good communications companies in this
that witnessed a rapid meteoric rise, those whofield and why they will grow is as self-evident as
don't jump into the bandwagon quickly are likelyit is when we see the tree in a good seed after
to miss the speeding bus completely. Industryadding in the factors of the right conditions, right
experts promise that among other businessesnutrients and a little luck.
which will ride the crest of this healthcare deliveryThis need for specialized communications in the
boom will be the erstwhile non-starter business ofhealthcare field is particularly important in a
healthcare communications.country with a tropical climate profile as in India.
Many communication giants who were earlySadly the climate makes India a breeding ground
starters in healthcare communications (havingfor diseases. Therefore, as much as we don't
started two to three years ago) in India had towant it to happen, there will be many
face the embarrassing ignominy of theirmanifestations of many diseases(a few of them
businesses not taking off despite repeatedwhich have even been eradicated from the rest
attempts at survival. Some continue to struggle,of the world!)
but on the whole, it would be safe to say thatSecondly, we live in a country where traditionally
most have been decimated by being ahead ofwe have been taught not to question the medical
their time. Some continue to adorn the garb ofprofessional; where a question by the traditional
existing as healthcare communications agencies onpatient may even border on being branded as a
the face of it, but beneath the surface theirtaboo. The need for educating the huge and
survival instincts have taken the better of themmyriad Indian population in many ways will be an
and they are doing all but healthcareimperative difficult to ignore.
communications while waiting for the elusiveThen, the very nature of India's diversity calls for
critical mass of clients.an effective communications scenario. Last known
But today, after the many months of vacillationto have 1652 dialects of which 24 languages are
and intemperate behaviour, the healthcare sectorspoken by over a million people, a mosaic made
are finally going to go the way of the 'boom'of thousands of cultural nuances that necessitate
sectors. But before entering this field do notan intricate understanding of regional needs before
forget to read the warning sign which proclaims,communications can be effective. Also, healthcare
"Enter at your own risk. Blink and the race will beis an area of special interest and communicating
over".the needs, dispelling the myths and clearing the
Today's signs that show the glimpse of amisconceptions in this field will assume sigificant
different tomorrow. Lets take a look at the signsproportions.
- Reuters has projected 2007 to have the highestThe barometer signs all indicate towards a high
year-on-year earnings growth, medical tourismgrowth in the healthcare communications space,
has grown ten-fold from 2000 to have overand those who have an advantage of local
1,00,000 medical tourists touching the shores ofknowledge, understanding of healthcare and
India, private equity funding is finding its way intoefficacy of implementation, will benefit enormously
the healthcare sector, healthcare insurance hasby riding the current healthcare crest.
also taken off and finally the clincher probably is