If advertising is all about the big idea and challenges, then extending that idea across the health and wellness platform in the right way is a different game. Nick Colucci, President & CEO, Publicis Healthcare Communications, spoke to Varada Bhat on the company’s plans on the opportunities that Healthcare Communication offers in India. Edited excerpts.
You have been in India for over a year now. How has the Indian market been so far?
It has been great. We had no presence in India and now we have 100 people here in our team. We are working with Johnson & Johnson and some brands of Cipla. The Indian healthcare industry is a $35-billion industry and is anticipated to touch the $75-billion mark by 2012. Increasing consumer awareness and rising lifestyle diseases are some of the main reasons for the boom in this segment. Apart from consumers, the large medical community comprising physicians, specialists and doctors also need to be constantly updated with information.
How do you see healthcare advertising in the Indian market going ahead compared to other markets?
Advertising in the classic sense may not have a large impact on healthcare in India, but it will be communication as a whole that will get the message across to consumers. We see the industry growing at 20 per cent for the next several years; we hope to grow faster than that. The healthcare industry is huge. Most healthcare companies have their portfolio within the larger consumer agencies. Although we are part of the larger agency, in 2004, we put all the wellness and healthcare brands under one management structure.
How do you see emerging markets different from Europe and the US in terms of healthcare advertising?
Countries like India and China are growing rapidly. Although a little behind in technology, the pace of growth is huge, as there is a huge demand. Europe and the US are more mature markets — the challenge lies in the way we communicate using different techniques and methods. In emerging markets we just have to communicate.
What are the challenges in healthcare advertising?
Advertising in healthcare is a different ball game. Over-the-counter drugs are the only products that we can advertise, the rest is prescription based. There is a huge amount of communication that happens to healthcare professionals. So far, medical representatives have had more impact on how information was exchanged.
However, in the future there will be less sales representatives, and more other channels to get information. This started happening in the US about 25 years ago and now the same trend will be seen in emerging markets. Their space has been taken by advertising, communication, PR and digital. This is where we think we are unique because we understand the regulatory nature of the business and the science, than other agencies who just think from a consumer point of view. We have to provide balanced information to healthcare professionals and consumers. We are trying to create awareness and see that the information reaches through the correct medium. The greatest use of advertising in this country could be for vaccines, as this could help save lives. It’s good for business and people.
How has social media revolutionised healthcare?
Internet is a very powerful tool. Besides information gathering, various communities on social media sites exchange information in a big way. Its greatest power is that it allows people to connect with other like-minded people. For example, breast cancer patients are the biggest group online. When you interact with them, there is a lot of support, information exchange and people feel good. We help patients find these communities and start discussions. We also help people with the same conditions connect with each other.