By Arunima Rajan
In a conversation with Arunima Rajan, Dr. Pavan Kumar Gorukanti, Director of Yashoda Hospitals, explains how digital platforms are no longer just tools for outreach but a critical part of healthcare branding. He underscores the role of social media, digital patient engagement, and online reputation management in shaping how hospitals connect with patients and build trust in an era where healthcare decisions are increasingly influenced by what people see and read online.
In a sector where the reputation of both individual doctors and entire hospitals can influence patient decisions, how do you balance the hospital’s brand identity with that of your leading physicians?
At Yashoda Hospitals, we see our doctors as healthcare heroes and the pillars of our brand. While we emphasise our hospital’s collective excellence, we also acknowledge and promote the achievements of individual doctors in all the specialities. Our branding efforts ensure that our specialists are recognised for their expertise, while also aligning their contributions with Yashoda’s overarching mission of delivering world-class healthcare. This synergy helps build credibility both for the hospital and the doctors.
What role does the hospital’s brand play in building trust with patients, especially in an era when healthcare choices are more informed and competitive than ever?
A hospital’s brand is more than just a name, it is a promise of care, expertise, and patient-centered service. Trust is built through consistent quality, successful patient outcomes, and ethical medical practices. In an era where patients are more informed and discerning, Yashoda Hospitals ensures transparency, patient education, and superior care to reinforce trust.
Dr. Pavan Kumar Gorukanti, Director of Yashoda Hospitals
Considering that some institutions like HN Reliance have built strong, recognisable brands, what key strategies have you adopted at Yashoda to cultivate and maintain your brand’s credibility?
At Yashoda Hospitals, we are committed to delivering world-class healthcare by integrating medical excellence, innovation, advanced and state-of-the art technologies, community engagement, and a patient-centric approach. Our team of highly skilled specialists ensures superior treatment outcomes through advanced medical expertise and cutting-edge technology, including robotic surgeries, AI-driven diagnostics, and next-generation radiation therapies. Beyond clinical care, we actively engage with communities through health awareness programmes, outreach camps, and digital initiatives to educate and empower individuals about their well-being. Above all, we prioritise personalised, compassionate care, making high-quality treatment affordable and accessible without compromising on excellence.
How do you measure the impact of branding on patient loyalty and overall market share in the healthcare sector?
At Yashoda Hospitals, we continuously evaluate the effectiveness of our branding strategies through a data-driven approach. Our success is reflected in high patient retention rates and an increasing number of referrals, showcasing the trust we have built over the years. We closely monitor digital engagement metrics, including website traffic, social media interactions, and online reviews, to gauge patient sentiment and outreach effectiveness. Additionally, our expanding patient base from newer geographies, particularly Northeast India and international regions, highlights the growing impact of our brand beyond Hyderabad.
With healthcare consumers increasingly using digital platforms to make decisions, what digital branding strategies are most effective in reinforcing your hospital’s reputation?
At Yashoda Hospitals, we leverage digital platforms to strengthen our healthcare branding and connect with a wider audience. Our SEO and content marketing strategies ensure that patients have access to medically accurate and informative content through blogs, expert articles, and videos. A strong social media presence allows us to engage with patients through success stories, live Q&A sessions, and awareness campaigns, fostering a sense of trust and transparency. We prioritise reputation management by actively addressing patient queries and feedback on platforms like Google My Business, ensuring a positive patient experience. Additionally, our telemedicine and online consultation services enhance accessibility, making quality healthcare available anytime, anywhere.
Can you discuss a time when the strength of your hospital’s brand helped mitigate a crisis or challenge, particularly in relation to public trust and patient confidence?
During the COVID-19 pandemic, our brand played a vital role in reassuring the public. We provided timely communication, transparent updates, and 24/7 teleconsultations, ensuring uninterrupted patient care. During the second wave of COVID, we operated over 100 air ambulances and managed 25 ECMO cases simultaneously. Our commitment to safety and innovation strengthened patient confidence even in challenging times.
How do you ensure that your hospital’s brand reflects not just medical excellence but also compassion, innovation, and accessibility for a diverse patient base?
At Yashoda Hospitals, we believe branding is not just about medical excellence but also about human values that shape patient trust and loyalty. Our commitment to compassionate care ensures that every patient receives a personalised, empathetic experience, with our staff trained to prioritize patient comfort and well-being. We continuously drive innovation, integrating cutting-edge treatments and technologies to enhance outcomes. To make quality healthcare more accessible, we are expanding outreach clinics in underserved areas and fostering affordable treatment options through strategic partnerships and health initiatives, ensuring that world-class healthcare remains within everyone’s reach.
In an environment where doctors can also be seen as personal brands, what collaborative strategies do you employ to align their individual reputations with Yashoda’s broader brand vision?
At Yashoda Hospitals, we recognise that doctors today are not just healthcare providers but also thought leaders with strong individual reputations. We actively encourage our specialists to share their expertise through media interactions, and patient education initiatives, reinforcing trust within the community. By featuring them in hospital-led awareness campaigns, blogs and media, we highlight their expertise while strengthening our brand’s credibility. Additionally, we promote their online presence through our various social media channels, while ensuring that it aligns with Yashoda’s core values of integrity, excellence, and compassionate care.
How do you foresee the evolution of branding in healthcare over the next decade, and what emerging trends should hospital leaders be prepared to adopt?
Over the next decade, healthcare branding will evolve to become more tech-driven, patient-centric, and socially responsible. AI-powered engagement will personalise patient interactions, offering data-driven healthcare experiences that enhance trust and convenience. Virtual and augmented reality will revolutionise medical training and patient education, making complex procedures easier to understand. As sustainability becomes a global priority, hospitals will integrate eco-friendly practices and community healthcare initiatives into their brand identity. Additionally, global outreach will be a key focus, with institutions like Yashoda Hospitals expanding their international patient base through strategic digital marketing and cross-border partnerships, positioning India as a premier destination for advanced medical care.
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