Category Archives: Marketing Creativity


Quality Healthcare.

This word is such a misnomer. But how often have you heard it bandied about by providers of clinical care and solutions? Far too many times for this to even register as an anomaly, correct?

Why is this word so overused in communication by healthcare providers in India?

It reflects a rather weak understanding of patient perception. It’s just like those pesky ads that you see and smirk at! The ones shouting “FREE OFFER” or “BEST PRICES” or “SALE”.

When patients approach a healthcare provider, it is because they know they will be betting the best treatment, hopefully within their budget. Spelling it out as “QUALITY HEALTHCARE” reeks of either condescension or ignorance on the part of healthcare marketers.

In the competitive market for clinical services and solutions in India, what sells is proven competence, a consistent success rate, best in-class treatment facilities, patient-centric care and transparent billing. All else is just noise. Or like we Indians like to call it, garam hawa (hot air).

At Cobblestones Consulting, we help providers of healthcare solutions and services deliver consistently profitable and sought-after programs by following our advice E.A.R.L.Y.©. We tailor these programs around how clients consider and choose a healthcare provider.

At the most generic level, we get our clients to highlight the following in their brand communication and healthcare delivery:

E – Easily accessible healthcare facility

A – Affordable care – insurance-friendly, practical (need-based, not billing-based) and care-driven (not caregiver-driven)

R – Rigorous clinical protocol followed in every case

L – Legal in terms of compliance with norms of the government, local area corporation, statute and insurance

Y –  Yearly cost-benefit organizational review of performance, processes and people centred around patient satisfaction criteria

The key to succeeding in the healthcare market in india is simple. Keep your communication direct, keep your healthcare delivery low-cost and world-class, keep your billings transparent and don’t underestimate the native understanding and jugaad-tendency of your target audience.

Sure, you offer ‘QUALITY HEALTHCARE”. Got that. But if you need to say it out loud, then you’ve already lost the war for the client’s consideration even before you sounded out the battle cry!

Sounds like something you’d like to do for your organization?

Reach out to us.

You will be helped to move away from a supply-driven health care system organized around what physicians do and toward a patient-centered system organized around what patients need. We will help you shift the focus from the volume of services provided—physician visits, hospitalizations, procedures, and tests—to the patient outcomes achieved.  Our final goal is to help you become a leading local health care provider with a system in which services are concentrated in your health-delivery organization, in the right location with the necessary conditions to deliver high-value care.

– Priya Ramachandran, Founder & Principal Consultant


Mugdha Gulavni Nirmal,
Partner & Consultant



Rise & Slay

Retaining customers in the digital age is literally a walk in the P.A.R.K.

Its actually that simple! 

At Cobblestones Consulting, we work with clients in fields as diverse as healthcare, B2B, nanotechnology and B2C to offer them strategy insights based on robust market research.

Our P.A.R.K. model of customer engagement helps our clients leverage their business strengths to attract-retain-monitor-measure and amplify carefully selected customer segments.

The model in a nutshell is as follows:


If you want to be a resource to your customers instead of a sales pitch, reach out to us in the comments section to this post. We’d be glad to serve  you!

**A satisfied customer is the best business strategy of all **

PM Modi’s Third Marketing Mantra – CREATE

You have decided to enter the Indian market, much encouraged by the initiatives of Prime Minister Narendra Modi’s government. You have engaged the consumer, segmented the and market and now stand poised to take the next step, when media gets buzzing with the GST bill. In the fast changing Indian markets, this is just a reminder to you.

GST = Get your Strategy Together!

A very important third step in Modi’s Marketing Manual is CREATE. Read about it more at

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Case in Point:

The Prime Minister is a firm believer in the power of technology. Since taking office in May 2014 the Prime Minister has sought to increase the usage of technology in the working of the Government. He launched the Digital India initiative, an all-encompassing programme, to invigorate the working of the government with latest technology and provide solutions to people’s problems through the power of technology. The Prime Minister has started a unique initiative PRAGATI, a technology based multi-purpose and multi-nodal platform where projects are monitored and people’s problems are addressed. On the last Wednesday of every month, the Prime Minister himself sits down with top officials during the PRAGATI sessions and covers substantial ground in a wide range of sectors. This has made a very positive difference in the lives of many Indians.

Like PM Modi, do you have an  Automation, Technology & Engagement Strategy (A.T.E. Strategy) in place to capture a large market share?

Here are a couple of pointers to get you started:

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It is common knowledge that the proven channels that helps businesses top the ranks in digital marketing ROI and which offer them a cost-effective way of reaching out to customers are, email marketing, closely followed by social media listening. Automation technologies for data storage and sharing as well as for measurement & analytics can help businesses perform better and deliver results no one expected.

Do you have an integration mechanism ready for this in your marketing strategy?

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Navroz Mubarak, peeps. May this New Year be filled with success, prosperity & happiness.


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