The COVID-19 pandemic has changed the way brands communicate to their potential and current custo... more The COVID-19 pandemic has changed the way brands communicate to their potential and current customers. This paper uses a multimethod approach to specifically study nine corporate Indian chain hospital brands and their online social media presence during COVID-19. The authors sought to decipher the implicit information gained from Facebook pages and conducted a qualitative study with NVivo 12.3. to understand online branding activity over a year, which was for six months pre-COVID-19 and the first six months during COVID-19. This study corroborated these findings through qualitative interviews with six marketing managers from these brands and thus triangulated the findings. The objective of this paper is to understand these changes, and this will pave the way for the country's smaller hospitals that are yet to delve into Social Media Marketing.
Background The Pradhan Mantri Jan Arogya Yojana (PMJAY), a publicly funded health insurance schem... more Background The Pradhan Mantri Jan Arogya Yojana (PMJAY), a publicly funded health insurance scheme for the poor in India, was launched in 2018. Early experiences of states with various purchasing arrangements can provide valuable insights for its future performance. We sought to understand the institutional agencies and performance of the trust and insurance models of purchasing with respect to; a) Provider contracting b) Claim management c) Implementation costs. Methods A mixed methods case study design was adopted. Two states, Uttar Pradesh (representing a trust model) and Jharkhand (representing the insurance model) were purposively selected. Data sources included document reviews, key informant interviews, quantitative scheme data from the provider empanelment and claims database, and primary data on costs. Descriptive statistics were reported for quantitative data, content analysis was used for thematic reporting of qualitative data. Results In both models, the state was the fi...
The incidence and prevalence of non-communicable diseases are on the rise. Such diseases require ... more The incidence and prevalence of non-communicable diseases are on the rise. Such diseases require prolonged treatment and it is of utmost importance to be compliant to treatment. Pharmaceutical companies are moving from traditional marketing to “beyond the pill” marketing to foster patient centricity. These companies also have a motive to conduct sustained sales of their products for the prolonged treatment tenures. For this reason, pharmaceutical companies have come up with support programs to promote treatment adherence. In India, support programs are also conducted by the Government, peer support groups, home healthcare and animal-assisted therapy. Detailed primary research and its analysis have been conducted to look at different parameters discussed in the study. A model for an ideal patient support program has been provided.
The Journal of the Royal College of General Practitioners, 1989
This chapter describes how there are three major stakeholders in a patient’s hospitalization: the... more This chapter describes how there are three major stakeholders in a patient’s hospitalization: the patient, the healthcare providers, and the hospital. Satisfaction with the care and hospital experience is important to the patient because evidence suggests satisfied patients are more likely to adhere to self-care instructions and have better clinical outcomes. Hospitals have aimed to provide care and service that is highly satisfying to patients because it is the right thing to do and because reputation affects volume and revenues which in turn impacts the fiscal bottom line. Unfortunately, not all patients enjoy equal levels of satisfaction in the health care system. To succeed amongst today’s competition; healthcare organizations must be patient-centered and win the loyalty of their patients by providing an outstanding patient experience, then retaining these patients, increasing the number of patients through positive word of mouth and continually delivering greater value.
Although there has been a tremendous change in the way diseases are diagnosed and treated, the wa... more Although there has been a tremendous change in the way diseases are diagnosed and treated, the ways in which health care delivery has been managed has seen very little change. Several academic studies have arisen in the area of service design, but an amalgamation of this research, especially in the area of healthcare services is not available. The aim of this systematic review is to evaluate the published research on service design in healthcare and accordingly identify the gaps and scope of future research. After analyzing the articles and reviewing the Service design in healthcare literature, the following are our main contributions: (i) clarification of the service design concept and the developments that appears in the literature review of service design in the healthcare sector; (ii) classification of the service design tools and techniques that are most commonly used in the healthcare sector; (iii) demonstration of the service design as the preponderant construct that is used ...
The incidence and prevalence of non-communicable diseases are on the rise. Such diseases require ... more The incidence and prevalence of non-communicable diseases are on the rise. Such diseases require prolonged treatment and it is of utmost importance to be compliant to treatment. Pharmaceutical companies are moving from traditional marketing to “beyond the pill” marketing to foster patient centricity. These companies also have a motive to conduct sustained sales of their products for the prolonged treatment tenures. For this reason, pharmaceutical companies have come up with support programs to promote treatment adherence. In India, support programs are also conducted by the Government, peer support groups, home healthcare and animal-assisted therapy. Detailed primary research and its analysis have been conducted to look at different parameters discussed in the study. A model for an ideal patient support program has been provided.
New Techniques for Brand Management in the Healthcare Sector
The pharmaceutical industry is at a phase where the need to embrace marketing and branding strate... more The pharmaceutical industry is at a phase where the need to embrace marketing and branding strategies on a larger scale has increased as compared to the past. In this chapter, the authors address the trends in which pharmaceutical branding has evolved over the years into something very different in today's world. The pharmaceutical products can be broken down into four types, which include the patented products, generics, branded generics, and the OTC market. This chapter looks at the branding activities that are carried out by each of these. The chapter highlights the learnings from the consumer marketing industry, the complexities involved in building a brand strategy, global challenges faced in branding in the pharma domain, some of the successful strategies that have been implemented in the pharmaceutical industry (success stories), and the future trends in this area.
The COVID-19 pandemic has changed the way brands communicate to their potential and current custo... more The COVID-19 pandemic has changed the way brands communicate to their potential and current customers. This paper uses a multimethod approach to specifically study nine corporate Indian chain hospital brands and their online social media presence during COVID-19. The authors sought to decipher the implicit information gained from Facebook pages and conducted a qualitative study with NVivo 12.3. to understand online branding activity over a year, which was for six months pre-COVID-19 and the first six months during COVID-19. This study corroborated these findings through qualitative interviews with six marketing managers from these brands and thus triangulated the findings. The objective of this paper is to understand these changes, and this will pave the way for the country's smaller hospitals that are yet to delve into Social Media Marketing.
Background The Pradhan Mantri Jan Arogya Yojana (PMJAY), a publicly funded health insurance schem... more Background The Pradhan Mantri Jan Arogya Yojana (PMJAY), a publicly funded health insurance scheme for the poor in India, was launched in 2018. Early experiences of states with various purchasing arrangements can provide valuable insights for its future performance. We sought to understand the institutional agencies and performance of the trust and insurance models of purchasing with respect to; a) Provider contracting b) Claim management c) Implementation costs. Methods A mixed methods case study design was adopted. Two states, Uttar Pradesh (representing a trust model) and Jharkhand (representing the insurance model) were purposively selected. Data sources included document reviews, key informant interviews, quantitative scheme data from the provider empanelment and claims database, and primary data on costs. Descriptive statistics were reported for quantitative data, content analysis was used for thematic reporting of qualitative data. Results In both models, the state was the fi...
The incidence and prevalence of non-communicable diseases are on the rise. Such diseases require ... more The incidence and prevalence of non-communicable diseases are on the rise. Such diseases require prolonged treatment and it is of utmost importance to be compliant to treatment. Pharmaceutical companies are moving from traditional marketing to “beyond the pill” marketing to foster patient centricity. These companies also have a motive to conduct sustained sales of their products for the prolonged treatment tenures. For this reason, pharmaceutical companies have come up with support programs to promote treatment adherence. In India, support programs are also conducted by the Government, peer support groups, home healthcare and animal-assisted therapy. Detailed primary research and its analysis have been conducted to look at different parameters discussed in the study. A model for an ideal patient support program has been provided.
The Journal of the Royal College of General Practitioners, 1989
This chapter describes how there are three major stakeholders in a patient’s hospitalization: the... more This chapter describes how there are three major stakeholders in a patient’s hospitalization: the patient, the healthcare providers, and the hospital. Satisfaction with the care and hospital experience is important to the patient because evidence suggests satisfied patients are more likely to adhere to self-care instructions and have better clinical outcomes. Hospitals have aimed to provide care and service that is highly satisfying to patients because it is the right thing to do and because reputation affects volume and revenues which in turn impacts the fiscal bottom line. Unfortunately, not all patients enjoy equal levels of satisfaction in the health care system. To succeed amongst today’s competition; healthcare organizations must be patient-centered and win the loyalty of their patients by providing an outstanding patient experience, then retaining these patients, increasing the number of patients through positive word of mouth and continually delivering greater value.
Although there has been a tremendous change in the way diseases are diagnosed and treated, the wa... more Although there has been a tremendous change in the way diseases are diagnosed and treated, the ways in which health care delivery has been managed has seen very little change. Several academic studies have arisen in the area of service design, but an amalgamation of this research, especially in the area of healthcare services is not available. The aim of this systematic review is to evaluate the published research on service design in healthcare and accordingly identify the gaps and scope of future research. After analyzing the articles and reviewing the Service design in healthcare literature, the following are our main contributions: (i) clarification of the service design concept and the developments that appears in the literature review of service design in the healthcare sector; (ii) classification of the service design tools and techniques that are most commonly used in the healthcare sector; (iii) demonstration of the service design as the preponderant construct that is used ...
The incidence and prevalence of non-communicable diseases are on the rise. Such diseases require ... more The incidence and prevalence of non-communicable diseases are on the rise. Such diseases require prolonged treatment and it is of utmost importance to be compliant to treatment. Pharmaceutical companies are moving from traditional marketing to “beyond the pill” marketing to foster patient centricity. These companies also have a motive to conduct sustained sales of their products for the prolonged treatment tenures. For this reason, pharmaceutical companies have come up with support programs to promote treatment adherence. In India, support programs are also conducted by the Government, peer support groups, home healthcare and animal-assisted therapy. Detailed primary research and its analysis have been conducted to look at different parameters discussed in the study. A model for an ideal patient support program has been provided.
New Techniques for Brand Management in the Healthcare Sector
The pharmaceutical industry is at a phase where the need to embrace marketing and branding strate... more The pharmaceutical industry is at a phase where the need to embrace marketing and branding strategies on a larger scale has increased as compared to the past. In this chapter, the authors address the trends in which pharmaceutical branding has evolved over the years into something very different in today's world. The pharmaceutical products can be broken down into four types, which include the patented products, generics, branded generics, and the OTC market. This chapter looks at the branding activities that are carried out by each of these. The chapter highlights the learnings from the consumer marketing industry, the complexities involved in building a brand strategy, global challenges faced in branding in the pharma domain, some of the successful strategies that have been implemented in the pharmaceutical industry (success stories), and the future trends in this area.
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Papers by Nafisa Vaz