Unlike most consumer-facing sectors, healthcare marketing begins not with desire but with necessity, where trust becomes more critical than choice. This fundamental distinction reshapes how hospitals communicate, establish credibility, and define the patient experience.

In conversation with Praful Akali, founder and MD, Medulla Communications, Rajiv Himmat, director – marketing, PD Hinduja Hospital and Medical Research Centre, reflects on the unique challenges of healthcare marketing and outlines the importance of patient-centricity, empathy, and clinical excellence.

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