Narayana Health CMO Ashish Bajaj speaks on how healthcare brands can effectively leverage OOH for strengthening customer loyalty

Address the theme of ‘How OOH helps healthcare brands establish deep consumer connect’, Dr Ashish Bajaj, Chief Marketing Officer, Narayana Health, shared insights on the significance of storytelling in out-of-home advertising, shedding light on the challenges and opportunities in the healthcare industry. A PhD in marketing, Ashish approached the session theme from a unique perspective, discussing the evaluation process for marketers, the utilisation of OOH by physical stores, and the specific challenges faced by the healthcare sector.

Ashish began by highlighting the importance of capturing the audience’s attention within the first few seconds of their exposure to a campaign, citing examples from social media platforms like Facebook and YouTube. He emphasised the need for effective storytelling, especially in the healthcare industry, where building loyalty has been a historical challenge for corporate hospitals.

Addressing the issue of time spent by individuals on the road, Ashish drew attention to the congestion index, showcasing the potential of outdoor advertising to engage audiences during their commutes. He stressed upon the need for innovative storytelling that goes beyond merely distributing brochures, urging marketers to consider the emotional impact on consumers.

Moving on to the healthcare sector, Ashish acknowledged the industry’s struggle to create loyalty among patients. He highlighted the data indicating that, over the past decade, hospitals have primarily invested in print and outdoor advertising. However, he argued that the key to success lies not just in selecting the right medium but also in effective storytelling.

Ashish touched upon the challenge of incorporating creativity into out-of-home advertising, emphasising the shift from creating films to developing content. He highlighted the importance of collaboration between brands and creative agencies to ensure that content suits each medium effectively.

During the Q&A session, Ashish responded to queries about Narayana Health’s approach to integrating creative agencies and outdoor partners in the campaign rollout process. He stressed upon the importance of viewing content creation as a means of delivering a message tailored to each medium rather than a one-size-fits-all approach.