Redefining Healthcare Marketing

The healthcare sector is evolving rapidly, and marketing plays a pivotal role in shaping patient experiences, building trust, and delivering value in this dynamic sector. To explore these themes, Strathmore University Business School recently hosted Jane Gaty, Head of Marketing Brand & Communications at M.P. Shah Hospital. Drawing from her 14 years of experience, Jane delivered a storytelling-driven discussion, emphasizing the importance of trust, connection, and a digital-first approach in healthcare marketing.

For Jane, Marketing is about telling your brand stories in a way that resonates deeply with your target audience. Understanding the individual behind the data means transforming statistics into meaningful connections.

She noted that healthcare marketing involves a series of activities designed to capture the attention of health consumers and guide them through their journey while keeping them connected to the health system. To achieve this, a marketer must understand the landscape they operate in—locally in Nairobi, Kenya, and globally. “You have to identify opportunities and threats,” she emphasized, “but above all, trust is the currency of connection.”

Jane highlighted that trust is built through value creation, effective communication, and evidence for claims. “Show social proof and ensure the experience matches what you promise,” she advised. Additionally, adopting a digital-first strategy is essential in today’s healthcare marketing landscape.

A key takeaway was her advocacy for a digital-first strategy, driven by the reality that 80% of patients search online before selecting a hospital. Jane encouraged leveraging optimized websites, active social media, and accessible content to establish a strong online presence. She also touched on emerging trends, including AI chatbots, sentiment analysis, and telehealth, which she described as essential tools for staying relevant. She also highlighted emerging trends shaping the industry, such as AI chatbots, sentiment analysis, and telehealth. These innovations, she noted, are no longer optional but essential tools for staying relevant.

Jane’s philosophy extended beyond marketing as a business function, positioning it as a tool for healing and serving lives. She emphasized the importance of follow-ups, particularly addressing negative feedback, and reminded the students that customer experience is central to marketing success.

As the session concluded, Jane left the audience with a powerful call to action: “Always define your target audience before launching your product. It smooths everything out.” Her approach serves as a vital reminder that in healthcare marketing, people—not just numbers—matter most.

The MBA Healthcare Management Programme at Strathmore University Business School aims to equip managers with relevant skills for leading and managing the various facets and challenges that confront professional hospital and clinic managers, managers of NGO and faith-based health providers, and professionals in the emerging insurance, pharmaceutical, biotechnology, and medical device industries.

The 2025 intake for the Programme is ongoing!

Learn more here

Article by Miriam Wafula & Juliet Hinga