Healthcare and wellness have always been industries where trust, credibility, and science play central roles. But over the past decade, these sectors have also been disrupted by digital transformation – where marketing no longer stops at awareness, but extends across the full funnel to measurable outcomes like doctor engagement, patient education, appointments booked, and product sales.
At Amura Marketing Technologies, we’ve had the privilege of being at the forefront of this change for more than 10 years, working with leading pharma, healthcare, diagnostics, and Ayurveda brands to deliver campaigns that combine creativity, technology, and analytics for real business impact.
Reimagining Pharma Marketing
1. Doctor & HCP Engagement
Our early breakthrough came with Glenmark’s dermatology division, where we digitized doctor and HCP engagement campaigns. Instead of relying only on in-person medical rep interactions, we used targeted digital campaigns to drive appointments and awareness among practitioners.
From there, we expanded into:
- OTX (Over-the-Counter by Prescription) campaigns bridging Rx trust and OTC accessibility.
- Patient awareness campaigns educating people on dermatological health.
- A landmark BP awareness campaign in Glenmark’s cardio division, where we highlighted that 1 in 3 Indians suffer from hypertension but 50% don’t even know it. This led to the launch of a global icon for BP awareness – creating not just awareness, but a cultural symbol for preventive care.
2. Human-Centric Campaigns
For Cipla Health’s immunobooster, we went beyond digital ads to add a human intervention layer. Nutritionists engaged with parents directly, educating them on immunity-building for children. This mix of digital reach + human trust boosted awareness, validation, and sales.
3. Expanding Across Pharma Leaders
Over the years, we’ve worked on diverse use cases with:
- Sun Pharma
- Eskag Pharma Pvt Ltd
- Strides
- Meridian Pharmaceuticals
From doctor engagement to patient programs to OTX awareness, our campaigns have consistently blended creative storytelling with technology-driven insights. This approach has won us multiple awards in content, HCP engagement, and brand-building.
Ayurveda & Nutraceuticals: Blending Tradition with Digital Innovation
Ayurveda and herbal wellness have seen exponential growth globally, but the marketing challenges are unique – bridging traditional credibility with modern consumer behavior.
Amarantha & Aimil Pharma
We’ve partnered with leading Ayurveda and herbal brands like Amarantha and Aimil Pharma, helping them:
- Position Ayurveda products in a scientifically validated yet consumer-friendly way.
- Build awareness campaigns highlighting natural wellness and preventive care.
- Run OTC campaigns that build trust with both modern consumers and traditional practitioners.
- Leverage digital channels like social, influencer marketing, and content hubs to educate audiences who are curious about natural remedies but need authenticity.
Our Ayurveda work demonstrates that evidence-led content, digital trust-building, and community engagement are as important as media spends.
Diagnostics Marketing: From Awareness to Full Funnel ROI
Three years ago, Amura expanded into diagnostics marketing, starting with Metropolis Healthcare. Diagnostics marketing requires a precise, e-commerce-like full-funnel approach, where awareness campaigns must be tracked all the way down to appointment bookings, test completions, and report deliveries.
For Metropolis, we built a full-funnel analytics system that tracked patient journeys in detail. Within just six months, our optimizations helped take the ROAS from 2 to 4.
This work not only improved revenue outcomes but also won us an ET Brand Equity Award for excellence in diagnostics marketing.
Key Principles for Healthcare, Diagnostics & Ayurveda Marketing
Based on our 10+ years of experience, here’s what works:
1. Patient & Consumer-Centric Communication
- Pharma: Educational content for doctors and HCPs, with patient trust-building at the core.
- Diagnostics: Simple, empathetic communication on test importance, results, and follow-ups.
- Ayurveda: Storytelling around tradition + science; building trust with evidence and real testimonials.
2. Full-Funnel Visibility
- Awareness → Lead → Appointment → Test → Report → Repeat Purchase.
- Diagnostics and Ayurveda must adopt e-commerce style dashboards with clear ROAS measurement.
3. Multichannel Engagement
- Google Search, Meta, LinkedIn (for HCPs), WhatsApp, IVR, influencer campaigns, patient portals.
- Consistent brand narrative across digital + offline touchpoints.
4. Tech + Analytics as Growth Enablers
- Use GA4, MoEngage, CRM integrations for journey tracking.
- Set up impact-led reporting templates (target vs achieved vs ROI).
5. OTX & Preventive Health Campaigns
- Bridging Rx and OTC for pharma.
- Lifestyle and preventive positioning for Ayurveda and nutraceuticals.
- Awareness campaigns that focus on long-term health outcomes.
Conclusion
Healthcare marketing is no longer about “reach” alone – it’s about measurable outcomes across the patient and consumer journey.
Amura’s work with Glenmark, Cipla, Sun Pharma, Amarantha, Aimil Pharma, Metropolis, and many others shows how digital-first strategies backed by technology and analytics can deliver not just visibility but real business growth.
Whether it’s creating a global BP awareness icon, running nutritionist-led immunobooster campaigns, promoting Ayurveda with authenticity, or doubling ROAS for diagnostics, our decade-long journey proves that when done right, healthcare marketing builds trust, drives growth, and improves lives.