Data can be an internal guide to make informed decisions: Ajey Maharaj

As we bid adieu to 2023, let’s take a moment to reflect on the efforts of the outstanding PR leaders whose efforts have created a new wave of transformations and growth in the dynamic PR industry. 
 
In the Epilogue-2023, a year-ender series from e4m PR & Corp Comm, we explore the contributions and visionary perspective of Ajey Maharaj, Head - Corporate Communications & PR, Fortis. In conversation with exchange4media, Ajey Maharaj talks about notable shifts in the PR and communications in the healthcare industry, new trends and strategies he implemented to promote growth in Fortis’ healthcare services, successful campaigns, and much more.
 
Can you highlight some key trends or shifts you observed in the PR and communications industry this year?
 
This year, notable shifts have been observed in the PR and communications industry. Firstly, there's a departure from the traditional approach of drafting press releases for every minor update, with a greater emphasis on crafting compelling narratives. Releases now revolve around significant announcements or initiatives, enhancing their impact. Particularly in healthcare, there's ample opportunity to create impactful stories around case studies, life-saving surgeries, or innovative technologies that improve patient outcomes and reduce hospital stays.
 
Moreover, the PR landscape in India is experiencing an intriguing transformation, fuelled by a dynamic blend of digital innovation, heightened societal awareness, and a growing demand for data-driven information from the media. This evolution has led to an expansion of the digital space, encompassing platforms like YouTube, Instagram, and X (formerly Twitter). Journalists now prioritize quick responses from experts, such as doctors, and prefer visually engaging content.
 
Lastly, the post-pandemic world has witnessed a notable surge in health-related stories across various mediums, including print, online, and digital platforms. This underscores the growing importance of health communication and the role it plays in shaping public discourse and understanding in today's society.
 
How have you adapted your PR strategies to effectively reach and engage target audiences? Can you share a specific campaign or initiative that highlights this adaptability and its success?
 
Today, data is king. A data-driven strategy not only empowers PR teams but also enables them to intricately craft targeted campaigns, measure success with numbers, and prepare for potential challenges before they manifest. Data can be our internal guide, steering us towards informed decisions and nurturing impactful communication.
 
As Fortis is spread across India, we often utilize regional data and themes to resonate with the local public and our target consumers. We have also executed partnership campaigns -

Some examples –
 
During COVID-19, we implemented Mental Health and Counselling Services through two special campaigns - #TogetherWeCan and #WorkfromHome.
 
The COVID-19 vaccination drive in 2021 is a great example of where the Government and private sector joined hands for last-mile delivery. Nationally, Fortis supported the Government through a public campaign on vaccination with the help of RWA across cities. 24 Fortis Hospitals across India supported the Government.
 
Fortis has run several pioneering campaigns on mental health. The Fortis Psych-Ed quiz program is a widely recognized initiative to popularize psychology and encourage schools across India to participate in our annual quiz contest.
 
As a leader, how do you prioritize and integrate digital communication channels into your overall strategy? 
 
To prioritize and integrate digital communication channels into our overall strategy, we implement diverse strategies such as:
 
We use the Fortis digital and social media channels extensively to engage with our audiences, our patients, and consumers.
 
Many of our senior clinicians are active on social media and post successful outcomes of surgeries.
 
Some of our ongoing campaign hashtags on social media (X supported by Fortis units across the country are - #mindspace, #AtFortisWeCare, #DetectToProtect, and #ReviveTheRed among others. The latest is the #RideForCancer where Fortis Cancer Institute and Harley Owners Delhi Chapter collaborated for a bike rally from Gurugram to Amritsar on 3 Feb to raise cancer awareness and support cancer survivors.
 
An example is - The Department of Mental Health and Behavioural Sciences, Fortis Healthcare launched a 24 x 7 helpline in view of the numerous suicides and agonizing experiences among youngsters and teenagers who participated in the Blue Whale challenge, reported in the media in 2018-19. This helpline was available for anyone directly undergoing undue mental stress and anxiety and counselling offered via the Fortis Helpline (8376804102) was for both crisis intervention and psycho-education, imparting skills to young people to be able to deal with challenges effectively.
 
Have there been any notable shifts in the importance of traditional vs. digital channels for your organization in the past year?
 
Our focus on traditional channels for visibility continues as we place a lot of importance on regional media. But in the last couple of years, as mentioned earlier, our clinicians and teams have used digital mediums equally well to enhance engagement and drive conversations on significant days such as World Heart Day, World Cancer Day, World Health Day, Diabetes Day, and so on.
 
We have been leveraging digital media extensively for internal (employee) communications. For instance, we have launched an audio-visual employee bulletin, which is published through digital and social channels. The bulletin produced in-house largely, is presented in television news format with employees as news anchors. The medium aims to share updates from across our network in a crisp, catchy, and easily accessible manner enabling teams across our multi-location environment to stay connected and updated.
 
What steps have your PR and communications team worked to ensure diversity and inclusion in messaging and campaigns?
 
In 2021, Fortis became the first healthcare provider to organize a special vaccination drive for transgender persons at the SL Raheja Hospital, which is one of our associate hospitals located in Mumbai. To support this initiative, we collaborated with Zainab Javid Patel, a Diversity and Inclusion activist and advocate, who shared her thoughts on various social media channels to create awareness and encourage participation.
 
At Fortis, we believe in promoting an inclusive work culture that values diversity and welcomes women and differently-abled candidates to apply for job opportunities in their organization. In this view, we have also taken measures to provide disabled-friendly facilities in their hospital infrastructure to help them adapt and perform effectively in their daily work environment. By taking such initiatives, we aim to set a positive example for the healthcare industry and the society at large.
 
What are your key priorities and goals for your PR team in the coming year?
 
Our PR team has identified several key priorities and goals for the upcoming year. These objectives have been carefully selected to ensure that we continue to improve our services and enhance our reputation as a leading healthcare organization.

• We will work on increasing our digital engagement and leveraging a range of digital channels and platforms to promote our brand and message.
• We will focus on getting our clinician case studies placed on varied digital platforms to showcase our expertise and thought leadership in the healthcare industry while building trust and credibility with our target audience.
• We recognize the importance of regional media in building relationships with key stakeholders and local communities to connect with diverse audiences effectively.
• We will also be driving data-centric stories across units, collaborating closely with our data analytics team to identify key trends and insights that can be used to create compelling and informative stories. 
• We aim to establish ourselves as thought leaders in the healthcare industry. This will involve developing and sharing expert insights and opinions on key industry topics and trends.
• We are planning to launch a national campaign on Non-Communicable Diseases (NCDs) that resonates across all units. This comprehensive campaign will raise awareness of the risks and impacts of NCDs, and promote healthy living and preventative measures.