RONITA MUKERJEE

Strategic brand & design: A smart prescription to drive growth in healthcare

- RONITA MUKERJEE Executive Director, Client Services Landor India

COVID was an inflection point for global health. A major shift we observed was consumer agency in their health decisions.

Good health is not just an outcome; it is an active and ongoing pursuit. Empowered by information and digital access, consumers expect holistic, personalised and preventive healthcare.

But in the Asia-Pacific region, this pursuit comes with many challenges, such as limited access, stigma around mental health, shortage of qualified health care professionals, and uneven digital adoption.

As healthcare brands ramp up their research and development (R&D) capabilities to adapt to new technology, shifting business models and regulatory changes; they must ask themselves first– “Are we truly leveraging all our business assets to create value?”

One of the most overlooked assets is brand.

Traditionally, healthcare has prioritised efficacy, compliance, and safety. They are essential, but not differentiating.