In a sector such as healthcare, the competition between existing and upcoming hospitals is palpable. This makes it mandatory for each of them to get innovative with their marketing and positioning.

Jasrita Dhir, Head – Branding and Marketing, Fortis Healthcare gives more insights into the marketing mind of a healthcare facility.

You’ve been in the sales and marketing roles for different sectors, right from the hotel and media industry to now a hospital. What are the differentiators of each sector? How does the role change in the healthcare sector?

Unlike media, in healthcare a brand can’t be built on communication or advertising alone. The brand promise gets delivered in our hospitals through patient experience and not just by brand communication.

Fortis’ attempt, therefore, is to have the brand promise come alive at every patient touch-point and not just in advertising messages.

Hospitality and healthcare are both parts of

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