The Indian healthcare industry is experiencing explosive growth, and with it comes unprecedented advertising opportunities. Whether you’re a hospital chain expanding into new cities, a diagnostic center competing for patient volume, or an e-pharmacy fighting for digital supremacy, understanding the media landscape has never been more critical.
The ₹610 Billion Healthcare Opportunity: Why Brands Can’t Ignore This Market
India’s healthcare sector is projected to grow from $370 billion in 2022 to $610 billion by 2026, representing a compound annual growth rate that outpaces most traditional industries. This isn’t just about increasing hospital beds or pharmaceutical sales—it’s about a fundamental shift in how Indians access, consume, and pay for healthcare.
Several factors are driving this transformation:
Rising health awareness post-pandemic: COVID-19 permanently altered consumer behavior, making preventive healthcare, diagnostics, and telemedicine mainstream rather than niche services.
Digital-first healthcare access: E-commerce pharmaceuticals alone represent an ₹83 billion market, with platforms like PharmEasy and Tata 1mg becoming household names through aggressive digital advertising.
Tier 2 and Tier 3 city expansion: Healthcare is no longer confined to metros. Multispecialty hospitals and diagnostic chains are establishing footholds in cities like Jaipur, Chandigarh, and Ahmedabad, requiring localized media strategies.
Increased disposable income: The target demographic—mid to high-income urban families—is willing to pay premium prices for quality healthcare, making customer acquisition through advertising economically viable.
For marketers, this presents a unique challenge: How do you navigate advertising regulations (particularly around pharmaceuticals and medical claims) while capitalizing on one of India’s fastest-growing consumer sectors?
Macro Healthcare Trends in India (2025-26)
India’s healthcare sector is not only growing at an unprecedented rate but also evolving rapidly in scope and sophistication. Everyday campaigns at The Media Ant vividly reflect this changing landscape—what was once dominated by hospital and pathology branding now includes digital diagnostics, e-pharma, wellness platforms, and fertility tech.
India’s healthcare market was valued at $370 billion in 2022 and is expected to reach $610 billion by FY2026. This expansion highlights the sector’s transformative journey over the past decade.
1. Preventive Health Mainstreamed
Preventive and wellness services now account for 30–35% of total healthcare spending, versus just 10% a decade ago. Post-pandemic consumers see health maintenance as a daily habit, not just an illness-driven activity. The diagnostics and preventive health-tech sector is forecasted to grow rapidly and has been propelled by increased adoption of fitness trackers, regular screening, and teleconsultations. For marketers, this represents an opportunity to sustain brand engagement year-round, and not just at moments of crisis.
“Health has shifted from episodic need to ongoing lifestyle priority, welcoming brands to engage consumers in daily health choices.”
2. Medical Tourism: India’s Global Footprint Expands
India receives ≈ 6–7 lakh medical tourists annually; the medical-tourism market is valued around $8 billion (2024) and projected to reach $13 billion by 2028. The government’s “Heal in India” push and expanded e-visas have sparked a boom in cross-border branding, digital content, and multilingual campaigns.
Marketers must now tailor campaigns with currency localization, international funnel capture, and cross-cultural creative to attract global patients.
3. Insurance & Financing: Consumer Mindset Evolution
Ayushman Bharat and private insurance cover a fast-expanding slice of the population, with over 66 crore health accounts and more than 35 crore “Ayushman cards” issued by 2024. As high-value, cashless treatments become accessible, price sensitivity is giving way to a focus on value and transparency. Campaigns advertising “cashless facility” or “easy finance” consistently outperform those focused only on clinical expertise.
Today’s audience expects transparent, seamless, and affordable healthcare, making information-centric and reassurance-driven marketing more effective.
4. Surge in Digital-First Healthcare Startups
India hosts ~8,000 active health-tech startups (2024), up from ~1,500 in 2020 (Tracxn & NASSCOM HealthTech Pulse 2024). Giants like Tata 1mg, PharmEasy, and HealthifyMe anchor a marketplace that now spans teleconsultation, digital pharmacy, fitness, and chronic disease management. Conversion-optimized ad funnels—driving users from awareness to retention—are now the norm.
5. Rural & Tier-2/Tier-3 Markets: The Next Big Wave
Tier 2 and 3 markets saw 50% of new diagnostic chains launched in 2023–24. These regions rely on trust and local context—radio, vernacular print, and OOH—often supported by digital touchpoints like WhatsApp or voice bots for booking and queries. Success in these areas depends on building credibility and combining high-touch service with tech-enabled convenience.
Diagnostic chains have recorded up to 2x ROI when pairing local radio/print with WhatsApp-based scheduling.
6. Data, Privacy, and Regulation
The Digital Personal Data Protection Act (DPDP), 2023, has established new norms for healthcare marketers. Stricter consent requirements, sensitive data handling, and transparency now define campaign execution, particularly for remarketing or personalized creative around health products.
The age of “privacy by design” means brands must pivot to first-party data, ethical targeting, and fortified CRM remarketing.
7. Integrated Wellness & Expanded Narratives
Healthcare marketing in India now overlaps with mental health, holistic wellness, fitness, and lifestyle management. Campaigns effectively use content, storytelling, influencer collaborations, and an empathetic voice rather than a product-push approach. The broadening of both TG and messages fosters trust and repeated engagement.
Content-led, trust-driven narratives consistently outshine aggressive offer-driven campaigns in modern health media.
The Big Takeaway
India’s healthcare sector is no longer solely about offering treatments—it’s about inspiring trust, facilitating access, and ensuring a seamless experience. Brands that master comprehensive storytelling, broaden their TG, and create omnichannel journeys—spanning metro to rural, online to offline—will shape the sector’s future.
📊 Access the Full Healthcare Advertising Report 2025.
Industry Breakdown: Who’s Spending Where Across Healthcare Segments
Not all healthcare advertising is created equal. Understanding the market size and competitive intensity of each segment is crucial for strategic planning. Multispecialty hospitals dominate with ₹10,554 billion in market size, followed by diagnostic centers at ₹1,513 billion, maternity hospitals and IVF clinics at ₹251 billion, and e-commerce pharmaceuticals at ₹83 billion.
But market size doesn’t always correlate with advertising opportunity. Here’s how the advertising landscape actually breaks down:
Multispecialty Hospitals: The Television Powerhouse
Multispecialty hospitals command 86.3% of search popularity in the healthcare sector, with brands like Apollo Hospitals, Manipal Hospitals, and Cloudnine Hospital investing heavily in mass media to build trust and credibility.
Their advertising spend distribution shows a heavy television bias: 78% TV, 7% Digital, 13% Radio, and 2% Print. Why? Because hospital selection is a high-consideration decision. Families need emotional reassurance, doctor credentials, and facility showcases—all of which television delivers effectively.
Diagnostic Centers: The Balanced Spenders
Diagnostic centers take a more balanced approach with 60% TV, 18% Digital, 18% Radio, and 3% Print. Brands like Thyrocare and Apollo Diagnostics use this mix to drive both awareness and direct bookings.
The key difference? Diagnostics have shorter decision cycles. A doctor’s prescription or health concern triggers immediate action, making performance-driven digital channels more effective than for hospitals.
E-Commerce Pharmaceuticals: Digital-First Disruptors
E-pharmacy platforms allocate 55% to Digital, 18% to Television, 10% to Radio, and 17% to Print. This reflects their performance marketing DNA—every rupee spent must drive app downloads, first orders, or repeat purchases.
PharmEasy leads with 17.5% search popularity, followed by Tata 1mg at 14.3%, and their battle for market share plays out primarily in programmatic advertising, social media, and influencer partnerships.
Maternity Hospitals & IVF Clinics: The Niche Precision Players
This segment shows the most unique split: 34% Television, 9% Digital, 54% Radio, and 2% Print. The heavy radio investment reflects the need for frequency and intimacy—IVF and maternity care involve deeply personal decisions that benefit from repeated, trusted voice communication.
Brands like Indira IVF, Cloudnine Hospital, and Motherhood Hospital use radio to build emotional connections before directing prospects to consultation bookings.
📊 Access the Full Healthcare Advertising Report 2025.
Digital Healthcare Marketing: How It’s Different
Digital transformation hasn’t just influenced healthcare — it’s redefining it.
Unlike other industries, healthcare brands operate in a space where trust, empathy, and regulation intersect. Marketing a diagnostic chain, fertility clinic, or e-pharma brand isn’t about creating hype — it’s about creating confidence.
At The Media Ant, we’ve seen how tools once built for retail now shape health journeys — bridging the gap from symptom search to appointment booking. Here’s why healthcare digital marketing is distinctively complex, compliant, and high-stakes.
1️. Compliance Is King: Where Creativity Meets Regulation
Healthcare marketing is among the most rigorously regulated spaces in India. Every creative decision, keyword, and claim must align with ASCI, CDSCO, and health ministry codes.
As of 2025, ASCI’s updated healthcare guidelines and Google’s medical ad verification policies restrict misleading claims or unlicensed promotion of health services.
Key Compliance Realities:
- Prescription drugs can’t be directly advertised under the Drugs & Cosmetics Act, 1940 and E‑Pharmacy Rules, 2018.
- The Supreme Court (2024) tightened scrutiny of misleading ads, warning of penalties for “guaranteed cures” and “instant results”.
- Platforms like Meta and Google now require pre-verification and proof of authorization for all pharma promotions.
Best Practice: Focus messaging on education and awareness over claims.
Example: Instead of “Cure PCOS in 30 days,” use “Learn clinically effective ways to manage PCOS early.”
In healthcare, compliance is creative discipline — campaigns must simplify health, not sensationalize it.
2. From Awareness to Accessibility
Traditional hospital marketing stopped at branding. Digital marketing removes friction.
Now, accessibility defines success — letting users book checkups, consultations, or home tests instantly.
What’s Trending:
- Appointment APIs: “Book Now” buttons integrated into Google results, WhatsApp chatbots, or social ads.
- Local SEO: Dominating searches like “diagnostic centre near me” or “doctor open now.”
- Automated Chatbots: Guiding users through triage, prices, and availability before booking.
Visual Prompt: Workflow diagram — “From Search to Appointment: The Digital Patient Journey”
Digital healthcare isn’t just the marketing funnel — it’s the new reception desk.
3. Content and Credibility Walk Hand in Hand
With misinformation at historic highs, medical content credibility has become marketing currency. As per ASCI’s latest advisory, all health education content must cite either a recognized health authority or a licensed medical professional.
High-Performance Formats:
- Doctor-led content (Q&A reels, webinars, explainers) ranks higher in both reach and retention.
- Patient testimonials are permissible only with documented consent under ASCI’s guidelines.
- FAQ ads on Google and YouTube — “Is IVF painful?” “How do cholesterol tests work?” — attract 1.6× higher engagement rates.
The most effective brands sound like guides, not advertisers.
4️. Multi-Layered Digital Funnels for Long Decision Journeys
Healthcare purchases are rarely impulsive. The average patient journey includes multiple digital touchpoints before conversion.
A well-designed funnel nurtures education, consideration, and follow-up — not a hard sell.
TMA’s Proven Model:
- Awareness: CTV and video ads, blogs, influencer reels.
- Engagement: Lead magnets — health quizzes, free consultations, or report downloads.
- Conversion: Retargeting via Google, Meta, and Connected TV.
- Retention: CRM emails, loyalty offers, and automated WhatsApp reminders.
A healthcare funnel doesn’t just convert leads — it builds patient confidence.
5️. Personalization Within Ethical & Legal Limits
India’s Digital Personal Data Protection Act (DPDP, 2023) and the proposed DISHA Bill restrict disease-specific targeting or micro-segmentation using sensitive health data.
Do’s and Don’ts:
- ✅ Target by geography, language, device, or life stage.
- 🚫 Avoid targeting users based on medical symptoms or conditions.
- ✅ Use contextual signals — e.g., fitness content for preventive checkups.
Personalize the journey, not the diagnosis — that’s how healthcare brands earn loyalty without crossing the ethical line.
6️. Measuring What Matters: Performance + Purpose
While CTR and CPA still matter, true KPIs in healthcare combine trust and traction.
At TMA, we benchmark blended performance models that track both ROI and brand credibility.
| Performance Metrics | Purpose Metrics |
| CTR / Cost-per-lead | Brand search volume lift |
| App Installs | Patient reviews & ratings |
| Lead Conversion Rate | Repeat appointments, recall, loyalty |
A campaign that drives belief will always outperform one that only drives clicks.
7️. Digital Platforms, Reimagined for Trust
Each platform now serves a unique healthcare function:
- YouTube – Explainer content, webinars, awareness series
- Instagram Reels – Emotional storytelling, patient journeys
- LinkedIn – Thought leadership for hospital chains & health-tech CXOs
- WhatsApp Business – Real-time availability, booking, and trust-building messages
The most impactful healthcare brands act human — not corporate.
The New Rule of Thumb
Digital healthcare marketing isn’t about glorifying care — it’s about communicating it clearly, credibly, and compassionately.
Every click represents a health decision, and every impression should earn trust.
For marketers, this means building digital journeys that heal as much as they sell — transforming conversions into conversations.
📊 Access the Full Healthcare Advertising Report 2025.
Top Media Channels by Segment: Real Spend Data and Efficiency Metrics
Understanding where competitors spend is valuable. Understanding why they spend there—and whether it actually works—is transformative. Let’s break down each major media channel’s role, efficiency, and effectiveness across healthcare segments.
Television: Still the Trust Builder
Television’s target audience for healthcare spans ages 16-60 with low, mid, and high income levels, representing 900 million potential viewers. This makes it unmatched for mass awareness.
Best for: Multispecialty hospitals, diagnostic centers establishing credibility Efficiency metric: Cost Per Rating Point (CPRP) Effectiveness metric: Brand lift and organic traffic increases
Television remains dominant because healthcare decisions often involve entire families. A 30-second hospital commercial during prime time reaches decision-makers (35-50 age group) and influencers (elderly parents, young adults researching for family members) simultaneously.
Digital: The Performance Marketing Engine
Digital channels target ages 20-50 with mid and high income, reaching 0.3 billion consumers for e-commerce pharmaceuticals—a more defined, action-ready audience.
Best for: E-pharmacies, diagnostic centers driving bookings, IVF clinics with consultation funnels Efficiency metrics: Cost Per Mille (CPM), Cost Per Click (CPC), Customer Acquisition Cost (CAC) Effectiveness metrics: Organic traffic, increase in keyword searches, Click Through Rate (CTR), View Through Rate (VTR)
Digital’s power lies in its measurability and targeting precision. Programmatic advertising allows healthcare brands to reach women aged 28-35 in Bangalore researching IVF options, or senior citizens in Mumbai searching for diabetes care—with creatives and offers tailored to each micro-segment.
Radio: The Frequency Champion
Radio often gets overlooked in digital-obsessed marketing discussions, but in healthcare, it punches above its weight. Maternity hospitals and IVF clinics allocate 54% of their budget to radio—the highest of any segment.
Best for: Building familiarity for recurring-need services (diagnostics, pharmacies), emotional storytelling for IVF/maternity Efficiency metrics: Cost Per Spot Effectiveness metrics: Quality of leads, organic traffic, number of calls received
Radio’s intimacy—heard during commutes, at home, in moments of reflection—makes it ideal for sensitive healthcare topics. A well-produced radio campaign can deliver 7-9 frequency touches at a fraction of television’s cost.
Print: The Credibility Anchor
Despite digital’s rise, print maintains relevance in healthcare through sheer credibility. A full-page hospital advertisement in Times of India signals permanence and investment in a way that banner ads cannot.
Best for: Hospital launches, specialist doctor announcements, health camp promotions Efficiency metric: Cost Per Insert Effectiveness metrics: Organic traffic, number of QR code scans from print ads
Print also serves a tactical role: Newspaper inserts with health packages, coupons, or booking offers drive immediate action, particularly among older demographics less active online.
Outdoor & BTL: The Local Activation Tools
Outdoor advertising efficiency is measured by Cost Per Unit, while effectiveness comes from organic traffic and QR code scans. For healthcare, this translates into hyperlocal dominance.
Best for: New clinic/hospital launches, driving awareness within 5-10km radius, building top-of-mind recall in specific neighborhoods
A diagnostic center opening in Bangalore’s Koramangala area might deploy bus shelter ads, digital hoardings near corporate parks, and metro pillar branding—ensuring every commuter in the catchment area sees the brand daily.
📊 Access the Full Healthcare Advertising Report 2025.
Challenges in Healthcare Advertising: Navigating the Fine Line Between Trust and Promotion
Healthcare advertising is unique in that it must sell not just products or services but reassurance and credibility. At The Media Ant, we’ve learned across campaigns for hospitals, diagnostics, fertility, and e-pharma that the fundamental challenge is balancing hope and honesty without compromising ethics or policy.
1️. Balancing Empathy with Evidence
Healthcare ads need to strike a delicate balance—too technical may disengage, while too emotional risks manipulation. Research shows audiences prefer relatable storytelling grounded in medically validated claims. Terms like “best,” “guaranteed,” or “permanent cure” can trigger ASCI penalties. Testimonials require disclaimers like “results may vary.”
2️. Privacy, Data, and the DPDP Act
The Digital Personal Data Protection Act (DPDP) imposes stringent restrictions on using sensitive health data for targeting or remarketing. Marketers must rely on consent-based remarketing, anonymize tracking data, and emphasize contextual targeting rather than behavioral or condition-based targeting.
3️. Measuring ROI in a Non-Linear Patient Journey
Healthcare consumer journeys are rarely linear; decisions can span months with offline influence from family or physicians. This complexity makes precise attribution and offline conversion tracking difficult. Techniques like call tracking, QR-coded outdoor ads, and unique landing pages help close the loop.
Example: One IVF campaign saw 38% of conversions via WhatsApp and phone calls, not forms.
4️. Platform Restrictions & Policy Complexity
Advertising policies vary widely across platforms: Google limits prescription drug ads, Meta restricts health condition targeting, and YouTube mandates disclaimers for medical topics. This inconsistency complicates pan-India or multi-language campaign rollout. Creative reframing into education or wellness narratives is often required.
| Platform | Allowed | Restricted | Compliance Tip |
| Teleconsultation, Hospital ads | Prescription drugs | Use Google Health Certification | |
| Meta | Wellness & lifestyle | Disease targeting | Focus on awareness language |
| YouTube | Health education | Unverified claims | Add verified source links |
5️. The Credibility Gap: Fighting Misinformation
The proliferation of pseudo-medical content online challenges legitimate advertisers. Trusted healthcare brands collaborate with verified experts, run myth-busting campaigns, and cite authoritative sources (e.g., WHO or CDC) in creatives to build trust.
6️. Limited Creative Freedom
Due to tight regulations, creative teams must innovate within constraints. The best outcomes emphasize clarity and empathy rather than exaggeration. Preferred formats include explainer videos with minimal claims, patient journey stories, and doctor-led content in vernacular languages.
7️. Building Trust Across Fragmented Media
Patient attention is spread thinly — they might hear a radio jingle one day, see a Google ad later, and catch a billboard weeks after. Consistency across all media touchpoints under an integrated media plan strengthens trust and brand recall.
The Bottom Line
Healthcare advertising success depends on credibility, transparency, and empathy. In today’s India, where healthcare is deeply personal, campaigns must promise care, clarity, and commitment — not miracles.
📊 Access the Full Healthcare Advertising Report 2025.
Target Audience Profiling: Beyond Demographics to Behavioral Insights
Healthcare isn’t a monolithic audience. The person booking an IVF consultation has vastly different media consumption patterns than someone ordering medicines online or choosing a hospital for surgery. Here’s how the segments break down:
E-Commerce Pharmaceuticals
Target: Ages 20-50, mid & high income, representing 0.3 billion consumers
Behavioral insight: This audience is digitally native, price-conscious, and convenience-driven. They compare prices across apps, use discount codes aggressively, and expect same-day delivery. Media strategy should prioritize app-based advertising, performance marketing, and loyalty-driven communication.
Multispecialty Hospitals
Target: Ages 25-50, mid & high income, representing 0.31 billion consumers
Behavioral insight: Hospital selection involves extensive research, family consultations, and trust-building. The decision cycle can span weeks or months. Media strategy needs sustained presence across television, digital content marketing, and doctor testimonials to build credibility over time.
Maternity Hospitals & IVF Clinics
Target: Ages 25-45, mid & high income, representing 0.29 billion consumers
Behavioral insight: This is an emotionally charged, privacy-sensitive audience. They seek reassurance, success stories, and empathetic communication. Radio’s intimacy, targeted digital campaigns, and influencer partnerships with parenting communities work particularly well.
Diagnostic Centers
Target: Ages 16-60, low, mid & high income, representing 1 billion consumers
Behavioral insight: The broadest audience with the shortest decision cycle. Someone with a doctor’s prescription needs a convenient location, quick turnaround, and competitive pricing. Hyperlocal targeting, Google search ads, and frequency-driven radio campaigns convert effectively.
📊 Access the Full Healthcare Advertising Report 2025.
Healthcare Audience Funnel: From Search to Appointment
Modern healthcare journeys are non-linear, emotionally driven, and shaped by a blend of education, trust, and convenience. The four key funnel stages reflect the real-world decision pathway of most patients.
1. Awareness: The Moment of Curiosity
- Trigger: Patient recognizes a symptom or concern and searches for information.
- Touchpoints: Google/YouTube (“What causes joint pain?”), medical blogs, explainer videos, influencer content.
- Goal: Educate and capture attention, not sell.
- Messaging: “Learn about…,” “Understand your options.”
2. Validation: The Moment of Consideration
- Trigger: Patient actively compares providers, reads reviews, and looks for social proof.
- Touchpoints: Google My Business, hospital/clinic websites, review platforms, regional ads, radio, programmatic retargeting.
- Goal: Build trust, demonstrate credentials, and show real patient outcomes.
- Messaging: “Accredited care,” “Trusted by 10,000+ families,” “NABH-certified.”
3. Decision: The Moment of Action
- Trigger: User is ready to book an appointment, test, or consultation.
- Touchpoints: Search ads (“Book X near me”), WhatsApp and SMS, BTL & outdoor (billboards, bus shelters), call tracking.
- Goal: Make appointment or purchase frictionless and reassuring.
- Messaging: “Book Appointment,” “Same-day reports,” “24×7 helpline,” “Cashless accepted.”
4. Retention & Advocacy: The Moment of Trust
- Trigger: Patient has used the service and may return, refer, or review.
- Touchpoints: Email/SMS followups, patient communities, referral programs, review requests, loyalty offers.
- Goal: Create long-term engagement, encourage referrals.
- Messaging: “Health tips,” “Refer a friend,” “Share your feedback.”
Takeaway:
A successful healthcare funnel prioritizes patient comfort and understanding at each step—turning clicks into care and leads into loyal advocates.
📊 Access the Full Healthcare Advertising Report 2025.
City-Level Media Insights: Where to Invest Your Budget
National campaigns rarely make sense in healthcare. A hospital chain expanding from Mumbai to Pune faces entirely different media landscapes, audience behaviors, and competitive pressures. Understanding city-level media penetration and consumer behavior is essential for optimizing reach and engagement.
Delhi: The Digital + Television Stronghold
Delhi shows high target group index scores for Television (91.45) and Digital (64.97), making it ideal for integrated campaigns that build awareness via TV and drive conversions through digital.
Recommended mix for e-pharma: Digital (Rank 1), Print (Rank 2), Radio (Rank 3), Television (Rank 4), Cinema (Rank 5) Recommended mix for hospitals: Print (Rank 1), Digital (Rank 2), Radio (Rank 3), Television (Rank 4), Outdoor (Rank 5)
Delhi’s affluent, educated population responds well to content-driven digital campaigns while still consuming traditional media heavily.
Mumbai: The Balanced Powerhouse
Mumbai demonstrates strong performance across Television (94.21), Digital (81.61), and Radio (48.79), offering media planners maximum flexibility.
Mumbai’s media landscape supports aggressive multi-channel campaigns. A hospital launch here benefits from television for credibility, digital for targeting specific neighborhoods, and radio for frequency during long commutes.
Bangalore: The Digital-First Tech Hub
Bangalore leads in Digital (89.54) and Television (94.73) penetration, reflecting its young, tech-savvy, high-income demographic.
E-pharmacies and diagnostic centers see particularly strong performance here with programmatic advertising, social media campaigns, and partnerships with tech platforms like Swiggy and Zomato for health products.
Chennai: The Radio & Print Market
Chennai shows exceptional Radio penetration (54.19) and strong Print presence, making it ideal for diagnostic centers and maternity hospitals that benefit from frequency and local credibility.
Chennai’s audience trusts established media. A new hospital entering this market should invest heavily in The Hindu and Tamil newspapers alongside sustained radio presence on Mirchi 95 and Red FM.
Tier 2 Cities: Pune, Jaipur, Chandigarh
Cities like Pune show strong Radio (57.82) and Digital (87.53) indices, while Jaipur demonstrates high Television (94.64) consumption.
Tier 2 cities offer lower competition and media costs but require cultural sensitivity. A Hindi-language radio campaign in Jaipur or Marathi print inserts in Pune dramatically outperform generic English creatives.
Hyperlocal Budget Benchmarks
Campaign budget estimation varies significantly by city scale. A hyperlocal campaign (targeting areas within 5-10km radius) costs ₹2-10 lakhs, while pan-city campaigns range from ₹5-40 lakhs across major metros.
Delhi: ₹10L (hyperlocal) | ₹40L (pan-city) Mumbai: ₹10L (hyperlocal) | ₹38L (pan-city) Bangalore: ₹9L (hyperlocal) | ₹24L (pan-city) Chennai: ₹8L (hyperlocal) | ₹21L (pan-city)
These benchmarks assume a 6-week campaign duration and include television, print, radio, digital, and outdoor media in optimal proportions for healthcare brands.
📊 Access the Full Healthcare Advertising Report 2025.
Campaign Benchmarks & Case Studies: What Actually Works
Theory and data matter, but nothing beats real-world proof. Here are three healthcare campaigns that demonstrate different strategic approaches, media mixes, and measurable outcomes.
Case Study 1: Orange Health—Diagnostic Center Launch with Digital-First Strategy
Brand: Orange Health, a diagnostic center Objective: Brand awareness in Delhi & Bangalore Target Audience: Male and female, ages 25-50, mid and high income
Media Mix: Digital (Programmatic Advertising, Sonyliv, Hotstar, Samsung TV), Radio (Mirchi 95, Red FM, Radio Mirchi), Outdoor (Hoardings, Skywalks, Bus Shelters, Metro Pillars), Cinema (PVR, INOX, Cinepolis), BTL (Newspaper Inserts)
Results: 71% reach with 6+ frequency
Key Takeaway: Orange Health’s success came from saturating both digital and physical touchpoints simultaneously. Their programmatic campaigns targeted health-conscious urban professionals during work hours, while outdoor media built top-of-mind recall during daily commutes. The 6+ frequency ensured that by the time someone needed diagnostic services, Orange Health was the first brand they thought of.
The cinema and OTT platform integrations were particularly clever—reaching audiences during leisure moments when they’re receptive to health and wellness messaging, rather than interrupting them with intrusive ads.
Case Study 2: Tata 1mg—E-Pharmacy Building National Presence
Brand: Tata 1mg, e-commerce/pharmaceuticals Objective: Brand awareness pan-India Target Audience: Male and female, ages 25-50, mid and high income
Media Mix: Print (Times of India, Hindustan Times), Radio (Red FM, Big FM, Radio Mirchi, Fever 104 FM, Radio City), BTL (Newspaper Inserts, No Parking Boards, Auto Branding)
Results: 42% reach with 3+ frequency
Key Takeaway: Despite being a digital-first brand, Tata 1mg invested heavily in traditional media for national awareness. Their strategy recognized a crucial insight: E-pharmacy adoption requires trust-building before performance marketing can succeed.
By combining newspaper credibility with radio frequency and hyperlocal BTL activations (auto branding in residential areas, no-parking boards near clinics), they built familiarity with older demographics and non-metro audiences—segments that might never see their Facebook ads but represent massive untapped markets.
The 3+ frequency was sufficient because the campaign focused on awareness rather than immediate conversion. Once aware, consumers would naturally discover the app through search or word-of-mouth.
Case Study 3: Motherhood—Maternity Hospital with Emotion-Driven Storytelling
Brand: Motherhood, a maternity hospital and IVF clinic Objective: Brand awareness in Bangalore, Chennai, and Gurgaon Target Audience: Male and female, ages 25-45, mid and high income
Media Mix: Print (Times of India, Dainik Bhaskar, Daily Thanthi, Hindustan Times), Digital (Programmatic Advertising, Quora), Outdoor (Hoardings, Skywalks, Digital Hoardings), Radio (Mirchi 95, Red FM, My FM), BTL (Apartment buildings, IT Parks, Mobile Vans)
Results: 62% reach with 7+ frequency
Key Takeaway: Motherhood’s campaign demonstrates the power of sustained, multi-touchpoint storytelling for high-consideration healthcare services. The 7+ frequency reflects the emotional journey of IVF and maternity care—decisions that require repeated reassurance, social proof, and trust-building.
Their BTL strategy was particularly sophisticated: targeting apartment buildings and IT parks in affluent neighborhoods ensured they reached dual-income couples (the primary IVF demographic) in their daily environments. Mobile vans with health camp promotions added a tangible, community-focused element that pure digital advertising cannot replicate.
The Quora investment is noteworthy—a platform where anxious couples research IVF success rates, costs, and experiences. By appearing as helpful, authoritative content rather than intrusive ads, Motherhood captured audiences at the peak of their consideration phase.
Strategic Takeaways: How to Build Your Healthcare Media Plan
Based on the market data, case studies, and segment insights, here are five strategic principles every healthcare marketer should apply:
1. Match frequency to decision cycle Low-consideration services (diagnostics, e-pharma) need 3-5 frequency for awareness, while high-consideration services (hospitals, IVF) require 7-9 frequency for trial and conversion. Don’t waste budget on excessive frequency for diagnostic centers, and don’t expect IVF leads with minimal touches.
2. Prioritize trust before performance Healthcare advertising must clear a credibility hurdle that e-commerce or entertainment brands don’t face. Invest in trust-building channels (TV, print, radio) before scaling performance marketing. A Facebook ad works better when the brand is already familiar.
3. Hyperlocal beats national for most healthcare brands Unless you’re a pan-India e-pharmacy, most healthcare businesses serve defined geographies. A hyperlocal campaign targeting populations within 5-10km of a facility costs ₹2-10 lakhs versus ₹5-40 lakhs for pan-city reach. Start local, dominate, then expand.
4. Layer digital precision over traditional reach The winning formula combines television or radio for awareness with digital for targeting and conversion. Use traditional media to make your brand familiar, then retarget that aware audience with specific offers, doctor profiles, or booking CTAs via programmatic advertising.
5. Measure effectiveness, not just efficiency Efficiency metrics like CPM and CPC matter, but effectiveness metrics—organic traffic growth, quality of leads, increase in branded keyword searches—determine actual business impact. A radio campaign with high cost per spot but exceptional lead quality beats a cheap digital campaign generating junk traffic.
📊 Access the Full Healthcare Advertising Report 2025.
Attribution and ROI in Healthcare Campaigns
Measuring success in healthcare advertising is as complex as the human body itself.
Unlike e-commerce, where clicks and carts define ROI, healthcare journeys move across multiple platforms, devices, and emotions before a final decision is made.
At The Media Ant, we believe ROI in healthcare is not just about “Return on Investment” — it’s also about “Return on Integrity.”
Here’s how we break it down for marketers trying to decode what’s really working.
1️. Why Attribution Is Harder in Healthcare
Healthcare campaigns face three core measurement challenges:
a. Offline Conversions:
Patients often call or walk in instead of filling online forms, breaking the digital traceability loop.
b. Multiple Decision-Makers:
For family healthcare, one person researches, another decides, and a third pays — splitting attribution across profiles.
c. Delayed Action:
Someone might see your campaign today but book after 15 days, once a doctor or friend validates the choice.
💬 That’s why pure digital metrics like CTR or CPC don’t tell the full story — you need to track influence, not just interaction.
2️. The Right KPIs for Healthcare Campaigns
Every healthcare advertiser should look beyond vanity metrics and focus on intent-based KPIs.
| Funnel Stage | Goal | Core KPIs | Tools / Tracking Methods |
| Awareness | Reach & Recall | Impressions, Brand Lift | CTV Analytics, Brand Lift Surveys |
| Consideration | Engagement & Trust | CTR, Avg. Session Duration, Review Ratings | GA4, Hotjar, GMB Insights |
| Conversion | Leads & Appointments | Form Fills, Calls, WhatsApp Chats | UTM Tracking, CallRail, WA APIs |
| Retention | Loyalty & Referrals | Repeat Visits, Review Count, NPS | CRM, Email Analytics, SurveyMonkey |
💬 A campaign without patient intent data is like a diagnosis without tests — incomplete and misleading.
| Funnel Stage | Goal | Core KPIs | Tools / Tracking Methods |
| Awareness | Reach & Recall | Impressions, Brand Lift | CTV Analytics, Brand Surveys |
| Consideration | Engagement & Trust | Click-through Rate (CTR), Session Duration, Review Ratings | Google Analytics 4 (GA4), Hotjar, Google My Business (GMB) Insights |
| Conversion | Leads & Appointments | Form Submissions, Calls, WhatsApp Chats | UTM Tracking, CallRail, WhatsApp APIs |
| Retention | Loyalty & Referrals | Repeat Visits, Review Count, Net Promoter Score (NPS) | Customer Relationship Management (CRM), Email Analytics, SurveyMonkey |
3️. Tools That Connect Online to Offline
To close the attribution loop, we recommend an O2O (Online-to-Offline) framework:
1. Dynamic Call Tracking:
Assign unique phone numbers to each ad channel (e.g., Google, Meta, Radio).
You’ll know which medium drove the highest-quality calls.
2. QR Code Integration:
Each outdoor hoarding or print ad gets a unique QR code leading to a trackable landing page.
3. CRM Integration:
Sync CRM (like Zoho, Salesforce, or Practo Pro) with campaign data to link leads with actual appointments.
4. Offline Conversion Uploads:
Platforms like Google Ads now allow you to upload offline conversion data (calls or visits) for full-funnel attribution.
💬 In our Orange Health campaign, 27% of total conversions came through QR scans from hoardings — something that wouldn’t show up in standard digital reports.
4️. Choosing the Right Attribution Model
Most healthcare brands rely on last-click attribution — but that undervalues awareness channels like YouTube or print that spark early intent.
For holistic insight, we recommend combining models:
| Model | How It Works | Best For | Limitation |
| Last Click | Credit goes to final channel | Quick conversions (e.g., e-pharma) | Ignores discovery touchpoints |
| Linear | Equal credit to all touchpoints | Multi-city awareness campaigns | Dilutes key drivers |
| Time Decay | Later interactions get more weight | 2–3 week decision cycles | Misses early-stage influence |
| Position-Based (40-20-40) | Mix of first and last + middle touches | Hospitals, IVF, Diagnostics | Requires strong tracking setup |
💬 Healthcare journeys aren’t linear — your attribution model shouldn’t be either.
| Model | How It Works | Best For | Limitations |
| Last Click | Gives 100% credit to the final touchpoint before conversion | Quick conversions (e.g., e-pharma) | Ignores early discovery and awareness touchpoints |
| First Click | Gives 100% credit to the first interaction | Awareness-focused campaigns | Ignores influence of later touchpoints |
| Linear | Distributes credit equally across all touchpoints | Campaigns with multiple customer interactions | Fails to identify key drivers or most impactful touchpoints |
| Position-Based (U-shaped) | Assigns 40% credit to first and last touchpoints, 20% split among middle touches | Longer decision journeys like hospitals, IVF, diagnostics | Requires strong tracking setup; complexity in interpreting partial credit |
| Time Decay | Gives more credit to touchpoints closer to conversion | Sales with typical 2–3 week decision cycles | May undervalue early-stage touchpoints that build awareness |
| Marketing Mix Modeling | Analyzes overall media impact including offline channels through statistical modeling | Optimizing channel mix for multi-channel campaigns | Requires large data volume; less granular for individual touchpoints |
5️. Measuring ROI Beyond Cost and Clicks
ROI in healthcare is multi-dimensional — it includes brand trust, engagement longevity, and patient retention.
A campaign with lower CTR but higher organic search lift may actually outperform a cheaper one.
ROI Layers to Track:
- Financial ROI: Leads, bookings, revenue generated.
- Trust ROI: Increase in brand searches or reviews post-campaign.
- Social ROI: Word-of-mouth mentions, UGC, and social shares.
- Retention ROI: Repeat appointments or subscription renewals.
💬 In Motherhood Hospital’s 2024 campaign, organic search for the brand name rose 33% even after paid media ended — a classic sign of Trust ROI.
6️. The Media Ant ROI Scorecard (Framework)
We use a simplified but powerful evaluation sheet to measure healthcare campaigns across platforms:
| Metric | Description | Ideal Range |
| Reach Efficiency | Cost per 1,000 qualified impressions | ₹60–₹120 (Digital), ₹180–₹220 (Radio) |
| Engagement Rate | % users interacting with ad | 1.5–3% (Display), 15–25% (Video) |
| Call Conversion | Calls per 100 leads | 20–35% |
| Appointment Conversion | Bookings per 100 calls | 10–18% |
| Retention Rate | Repeat visits within 6 months | 25–40% |
💬 The key isn’t just to spend smarter — it’s to learn faster from every campaign cycle.
7️. Turning ROI Insights into Action
Once you’ve mapped what’s working, the next step is optimization — reallocating budgets based on ROI strength:
| If You See This… | Do This… | Expected Outcome |
| High reach, low conversion | Revisit messaging / landing page | +20% conversion improvement |
| High digital ROI, low offline | Add BTL activation layer | Better lead quality |
| High offline conversions, low trackability | Add QR or call tracking | Full-funnel visibility |
| High CTR, poor retention | Launch email / WhatsApp remarketing | +30% repeat appointments |
💬 At The Media Ant, we combine campaign data with our planning tools to recommend these shifts in real-time.
The Bottom Line
Healthcare ROI isn’t about proving that advertising works — it’s about proving that responsible advertising works better.
When you measure trust alongside traffic and conversions, you don’t just optimize campaigns — you humanize them.
💬 “The best healthcare metrics don’t just count patients — they count relationships.”
Access the Full Healthcare Advertising Report 2025
This article covers the essential insights, but the complete Healthcare Advertising Report 2025 includes:
- Detailed media penetration scores for 10+ cities across all healthcare segments
- Campaign planning templates with pre-calculated media mixes
- Budget calculators for different business objectives (brand launch, store launch, appointment bookings)
- Consumer behavior heatmaps showing which media your exact target audience engages with most
- Regulatory compliance guidelines for pharmaceutical and medical advertising
- 150+ healthcare brand advertising spends and strategic patterns
Whether you’re planning a Q1 hospital launch, scaling your diagnostic chain, or competing in the brutal e-pharmacy wars, this report gives you the data-driven foundation to outspend competitors intelligently, not just heavily.
Download the complete report now and turn India’s ₹610 billion healthcare opportunity into measurable marketing ROI.
📊 Access the Full Healthcare Advertising Report 2025.
Frequently Asked Questions
1. What is healthcare advertising in India and how is it different from other industries?
Healthcare advertising in India refers to the promotion of hospitals, diagnostics centres, IVF/maternity clinics, tele-consultation, e-pharmacy and related services to patients, caregivers and high-intent audiences. Unlike consumer goods, it is highly regulated, emotionally charged and trust-centric—marketers must balance emotional storytelling (hope, reassurance) with scientific accuracy and ethical compliance. For example, claims cannot promise guaranteed cures, and messages must be sensitive and clear.
Additionally, the purchase decision often involves family, doctors, and multi-channel journeys (offline + online), unlike impulse trades typical in FMCG.
2. What are the legal and regulatory requirements for healthcare marketing in India?
Healthcare advertising in India must navigate multiple laws and codes:
- The Digital Personal Data Protection Act, 2023 (DPDP Act) requires consent, data protection, purpose-limitation and audit logs for personal data usage.
- The Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954 prohibits misleading claims about drugs and remedies.
- Medical establishments must adhere to ethical guidelines regarding testimonials, claims, influencer marketing and data collection.
Marketers must ensure their campaigns use verified content, obtain informed consent for data usage, avoid exaggerated claims and retain audit trails. Non-compliance can lead to penalties, reputational loss, and regulatory action.
3. Who is the target audience for healthcare advertising in India?
Healthcare target audiences in India vary significantly by segment. E-commerce pharmaceuticals target ages 20-50, mid & high income (0.3 billion consumers)—digitally native, price-conscious, convenience-driven. Multispecialty hospitals target ages 25-50, mid & high income (0.31 billion)—high-consideration decision-makers involving family consultations. Maternity hospitals & IVF clinics target ages 25-45, mid & high income (0.29 billion)—emotionally charged, privacy-sensitive, seeking reassurance. Diagnostic centers target ages 16-60, low, mid & high income (1 billion)—broadest audience with shortest decision cycles. Urban Tier 1 and Tier 2 cities dominate, with Delhi, Mumbai, Bangalore, Chennai, and Hyderabad showing highest target group concentrations. Key insight: Healthcare decisions often involve multiple stakeholders—patients, family decision-makers, and influencers—requiring media strategies that reach entire family units.
4. How do I choose the right media mix for my healthcare brand in India?
Choose your healthcare media mix based on four factors: (1) Business objective: Brand launch requires maximum reach (focus TV, Digital, Outdoor within 5-10km radius); appointments/bookings require frequency (focus Digital, Radio); sales require trial (focus Digital performance marketing). (2) Healthcare segment: Hospitals need trust-building (TV, Print); diagnostics need balanced reach and frequency (TV, Digital, Radio); e-pharma needs performance (Digital-first); IVF/maternity needs intimacy (Radio-heavy). (3) City-level media penetration: Delhi favors TV (91.45) & Digital (64.97); Bangalore excels in Digital (89.54); Chennai responds to Radio (54.19) & Print; Tier 2 cities still rely on TV credibility. (4) Marketing objective frequency: Awareness needs 3-5 frequency, consideration 5-7, trial 7-9. Start with the recommended media rankings for your segment (provided in the full report), then customize based on your specific city targets and business goals.
5. How much should healthcare companies spend on advertising in India?
Healthcare organizations in India should allocate 7-10% of their total revenue to marketing, with at least 50% directed toward digital channels. This benchmark varies by sector: medical practices typically spend 1-5% of annual revenue, while pharmaceutical companies invest 18-21%. For campaign-specific budgets, a hyperlocal campaign (targeting 5-10km radius) in major metros costs ₹2-10 lakhs for 6 weeks, while pan-city campaigns range from ₹5-40 lakhs depending on the city. Delhi requires ₹40L for pan-city reach, Mumbai ₹38L, Bangalore ₹24L, and Chennai ₹21L. Growth-focused organizations or private equity-backed practices may need to invest 8-12% of revenue to meet aggressive expansion targets.
6. Which media channels work best for healthcare advertising in India?
The optimal media mix for healthcare advertising in India depends on your segment. For multispecialty hospitals: Television (78% of spend), Digital (7%), Radio (13%), Print (2%)—TV builds trust for high-consideration decisions. For diagnostic centers: Television (60%), Digital (18%), Radio (18%), Print (3%)—balanced approach for shorter decision cycles. For e-commerce pharmaceuticals: Digital (55%), Television (18%), Radio (10%), Print (17%)—digital-first for performance marketing. For maternity hospitals & IVF clinics: Radio (54%), Television (34%), Digital (9%), Print (2%)—radio’s intimacy suits sensitive topics. Television dominates because healthcare decisions involve families and require credibility. Digital excels at targeting and conversion. Radio delivers frequency cost-effectively. Print provides credibility for older demographics.
7. Should hospitals invest in digital or traditional media in India?
Hospitals should invest in both, with at least 50% allocated to digital channels. Television remains critical for mass awareness—it reaches 900 million Indians (ages 16-60) and delivers the trust needed for high-consideration healthcare decisions. A hospital launch benefits from TV’s credibility building. However, digital channels (programmatic advertising, search, social media) enable precise targeting of specific demographics and measurable performance tracking. The winning strategy layers digital precision over traditional reach: use TV/Print/Radio to make your brand familiar, then retarget that aware audience with specific offers, doctor profiles, or booking CTAs via digital channels. Cities like Bangalore (Digital penetration: 89.54) and Delhi (64.97) show higher digital responsiveness, while Tier 2 cities still rely heavily on television and print for credibility.
8. How effective is radio advertising for healthcare in India?
Radio advertising is highly effective for specific healthcare segments in India, particularly maternity hospitals and IVF clinics (54% of their ad spend), diagnostic centers (18%), and e-pharmacies (10%). Radio excels because it delivers high frequency at lower costs compared to television, reaches commuters during decision-making moments, and creates intimacy suitable for sensitive health topics. Cities like Chennai (Radio penetration: 54.19), Pune (57.82), and Jaipur (58.3) show particularly strong radio engagement. Radio works best for recurring-need services (diagnostics, pharmacies) and emotional storytelling (IVF, maternity care). Successful campaigns like Tata 1mg’s pan-India awareness drive used radio across Red FM, Big FM, Radio Mirchi, Fever 104 FM, and Radio City to achieve 42% reach with 3+ frequency, demonstrating radio’s power for building familiarity before driving digital conversions.
9. How can hospitals use social media to attract new patients?
Hospitals leverage social channels such as Facebook, Instagram, and LinkedIn to share health tips, patient stories, and wellness campaigns. Community engagement, influencers, and interactive posts build trust and expand reach, while timely responses increase conversion rates.
10. What are the best digital marketing strategies for healthcare in India?
Top strategies include local SEO, influencer partnerships, video marketing, WhatsApp communication, targeted Google Ads, and patient review management. Regional language creatives and hyperlocal campaigns drive higher engagement and conversions in Tier 2/3 cities.
11. What is the ROI of healthcare advertising in India?
Healthcare advertising ROI in India varies by channel and objective, but strategic campaigns typically generate 3:1 to 5:1 returns. Digital channels offer the most measurable ROI through metrics like Cost Per Acquisition (CPA), with successful campaigns achieving ₹2,000-5,000 CPA for appointment bookings. Television delivers strong brand lift (15-30% increase in brand searches) but requires sustained investment. Radio excels at frequency-driven awareness with lower costs. Case studies show: Orange Health achieved 71% reach with 6+ frequency through integrated digital-outdoor campaigns; Tata 1mg reached 42% of pan-India target audience with print-radio mix; Motherhood Hospitals achieved 62% reach with 7+ frequency using multi-channel approach. The key is matching frequency to decision cycles—low-consideration services (diagnostics) need 3-5 frequency, while high-consideration services (IVF, surgery) require 7-9 frequency.
12. How can healthcare brands measure the effectiveness of their advertising campaigns?
Effectiveness measurement in healthcare requires a blend of digital metrics and offline tracking, because many conversions happen offline (calls, visits). Key best practices include:
- Set KPIs by funnel stage: Reach % and frequency for awareness, CTR/engagement for consideration, leads/bookings for conversion, repeat visits/patient satisfaction for retention.
- Use tools such as dynamic call tracking, unique QR codes on outdoor/print, CRM integration, offline conversion uploads to Google/Meta.
- Choose appropriate attribution models (position-based, time-decay) instead of relying solely on last-click.
- Capture trust-metrics (brand search lift, review growth, repeat visits) which often reflect deeper ROI.
These methods address the non-linear patient journey and ensure you’re not optimizing only for clicks but for outcomes.
13. How much does healthcare advertising cost in Delhi vs Mumbai vs Bangalore?
Healthcare advertising costs vary significantly by city based on media rates and market competition. For a 6-week campaign, hyperlocal budgets (5-10km radius): Delhi ₹10L, Mumbai ₹10L, Bangalore ₹9L, Chennai ₹8L, Hyderabad ₹7L, Pune ₹5L, Kolkata ₹8L, Ahmedabad ₹6L, Jaipur ₹3L, Chandigarh ₹2L. For pan-city campaigns: Delhi ₹40L, Mumbai ₹38L, Bangalore ₹24L, Chennai ₹21L, Hyderabad ₹19L, Pune ₹13L, Kolkata ₹27L, Ahmedabad ₹15L, Jaipur ₹7L, Chandigarh ₹5L. Delhi and Mumbai command premium rates due to market size and competition, while Tier 2 cities like Jaipur and Chandigarh offer cost-effective reach. These estimates include optimal media mixes for healthcare (TV, Digital, Radio, Print, Outdoor).
14. Which cities in India have the highest demand for healthcare services?
The top healthcare markets in India by target audience concentration are: Delhi (high TG for all segments; strong TV 91.45, Digital 64.97 penetration), Mumbai (balanced strength across TV 94.21, Digital 81.61, Radio 48.79), Bangalore (highest Digital 89.54, strong TV 94.73; tech-savvy population), Chennai (exceptional Radio 54.19, Print strength; trusted media preference), Hyderabad (strong Digital 81.99, TV 98.25 penetration). For e-commerce pharmaceuticals, Bangalore leads due to digital adoption. For multispecialty hospitals, all metros show strong demand but Mumbai’s media balance offers flexibility. For IVF/maternity services, metros with high dual-income populations (Bangalore, Delhi, Mumbai) show highest demand. Tier 2 cities like Pune, Jaipur, and Chandigarh are emerging markets with lower competition and advertising costs.
15. How do top healthcare brands in India advertise?
Top healthcare brands in India employ sophisticated multi-channel strategies. Apollo Hospitals (21.4% search popularity) uses heavy television for trust-building, digital for appointment bookings, and outdoor for hyperlocal dominance. PharmEasy (17.5% popularity) and Tata 1mg (14.3%) lead e-pharmacy advertising with digital-first approaches (55% budget) complemented by traditional media for awareness—Tata 1mg’s pan-India campaign used Times of India, Hindustan Times, radio networks, and BTL activations achieving 42% reach. Manipal Hospitals (11.8%) balances TV, digital, and print for multi-city presence. Indira IVF (5.3%) and Cloudnine Hospital (3.5%) invest heavily in radio (54%) for intimate maternity/IVF messaging. Thyrocare (7.8%) and Apollo Diagnostics (4.3%) use balanced TV-Digital-Radio mix. Success pattern: Establish credibility through TV/Print, drive performance through Digital, maintain frequency through Radio.
16. How should healthcare brands target audiences in Tier-2 and Tier-3 cities in India?
Tier-2/3 targeting requires localisation in media, messaging and media mix:
- Use local media such as vernacular print, radio, regional OTT, outdoor in residential zones.
- Emphasise trust cues: regional testimonials, nearby clinic mentions, price transparency, cashless facility.
- Combine digital discovery (search, YouTube) with offline touchpoints (radio, outdoor).
- Measure cost-effectively: local radio spots often deliver strong recall; performance digital CPMs are lower.
By tailoring both media and messaging to local sensibilities, healthcare brands unlock growth beyond metros and often higher ROI.
The data in this article is sourced from The Media Ant’s proprietary Healthcare Advertising Report 2023-2024, which analyzes advertising spends, media penetration, and consumer behavior across India’s healthcare sector using BARC, Aircheck, AdEX, Adclarity, IRS, and GWI data.
Other Sources:
https://ibef.org/industry/healthcare-india
https://www.bajajamc.com/sites/default/files/amcfiles/Press%20report_Indian_Healthcare_Market_projected_to_reach_$638_billion_by_2025.pdf
https://www.bain.com/insights/healthcare-innovation-in-india/
https://www.futuremarketinsights.com/reports/india-medical-tourism-market
https://ddnews.gov.in/en/india-sees-surge-in-medical-tourism-with-1-31-lakh-foreign-arrivals-in-2025/
