As adults, we tend to believe we are the sole architects of our health and wellness choices. From diet to doctors, the decisions feel entirely our own. But is that the full picture? According to Abhishek Mishra, the country head of brand and marketing for Narayana  Health, the reality of healthcare decision-making is far more complex and family-centric than most of us realise. 

In a chat with PRmoment India, Abhishek talks about the complexities of communicating to the Gen Z audience, the shift taking place from the traditional man of the house health comms, and the 'Think Before You Order'  aimed at Gen Z, using AI to nudge users towards healthier food choices, and why he admires Fernando Machado for his bold marketing strategies.

Here is a summary of the main points discussed:

The Mom as the CEO of family health 

1 08: Abhishek highlights the importance of understanding the end customer in healthcare, which is not just the patient but the entire family. The central role of mothers in families, even in urban areas, is as gatekeepers of nutritional values.

9 20: "We consciously took the protagonist who was a daughter of the house. So we really, really do believe that it's not just the male member. We have daughters, we are depending on them to provide new-age (health) information."

 "Think Before You Order" targeted Gen Z by leveraging ties up with OS, digital media and AI to create visual appeals of healthy food.

17 08: "When it comes to large traditional formats, like television commercials, AI still has to catch up in terms of, like, making emotions come truest to the form. And that is something which is very, very core in a healthcare category.  A campaign I am very fond of for Gen Z is  'Think Before You Order'. The campaign used push notifications to interrupt users when ordering unhealthy food, prompting them to think about their health."

Abhishek's Inspirations in Marketing

30: 43: He mentions Fernando Machado as a significant influence, admiring his courage and creativity in marketing.

• Abhishek discusses the importance of being brave in marketing and the challenges involved in creating impactful campaigns.
• He shares his interest in OTT medical fiction serials and the emotional journey of healthcare professionals, drawing parallels to real-life experiences.