By Chandra Ramakrishnan
The healthcare sector in India has been witnessing a fascinating metamorphosis driven by a dynamic fusion of innovation, technology, system strengthening and more. The recent interim budget announcement around encouraging cervical cancer vaccination among girls aged 9-14 demonstrates a proactive approach to preventive healthcare. Strengthening healthcare infrastructure by establishing additional medical colleges addresses the critical shortage of healthcare professionals. The Government has announced that 10 new cancer hospitals are underway in addition to 30 cancer hospitals built in the last 10 years. Further, in a major advancement for the pharma-medtech sector, the Government announced the “Promotion of Research and Innovation in Pharma-MedTech” (PRIP) initiative last month. This long-term scheme with allocation of Rs 5,000 crore, aims to strengthen pharmaceutical infrastructure and boost research across six key areas: new drugs, complex generics, medical devices, stem cell therapy, orphan drugs, and anti-microbial resistance.
Additionally, the G20 Leaders’ Summit held under India’s presidency in 2023 added several important elements in the healthcare storyline for India for 2024. The G20 Declaration emphasised building resilient, equitable, and sustainable health systems, focusing on universal health coverage and pandemic preparedness. India’s three health priorities—strengthening primary healthcare, health workforce, and essential health services—were integral to this declaration. The focus on a “one health” approach, tracking diseases across animals, plants, and humans, further emphasised the urgency of tackling antimicrobial resistance.
Digital Health Innovation and Global Collaboration
India’s commitment to digital health innovation was evident in the launch of the Global Initiative on Digital Health (GIDH) during its G20 presidency. The GIDH, featuring components such as an investment tracker, a repository of existing digital health solutions, knowledge sharing, and an ask tracker, aligns seamlessly with India’s existing platforms like CoWIN and e-Sanjeevani. Despite challenges facing the proposed $200-million fund, the involvement of non-profits signifies a collaborative effort to address and scale up successful initiatives, steering away from the “epidemic of pilots.”
Five Guiding Themes for Healthcare Communication
Building on the Alma Ata declaration, five key themes provide a comprehensive framework for healthcare communication in 2024. The first theme emphasises the centrality of health to development, incorporating the “one health” approach for antimicrobial resistance, planetary health, and pandemic preparedness. The second theme focuses on strengthening health systems, specifically designing Primary Healthcare (PHC)-with-Universal Health Coverage (UHC) for diverse contexts. The third theme advocates for the adoption of appropriate technologies, including health technology assessment, ensuring equitable access to pharmaceutical products, and fostering integrative health systems. The fourth theme addresses marginalised perspectives, encompassing gendered healthcare needs, indigenous health, occupational health, mental health, and healthy ageing. The final theme emphasises the decolonization and democratisation of health knowledge, prioritising low-middle-income countries’ interests and promoting prevention and patient-centred healthcare.
Building on the G20 momentum, a call for a global conference to draft PHC-with-UHC (PHC 2.0) with a broad consensus becomes crucial. This initiative should embrace a sustainable, cost-effective, inclusive, and people-empowering health system. The G20’s diverse membership and robust think-tank structures position it well to drive this transformative agenda.
Transformative Growth in 2024: A Vision for Indian Healthcare
Healthcare experts foresee transformative growth in 2024, highlighting digital transformation, increased investments in technology and R&D, addressing Non-Communicable Diseases (NCDs), reducing import dependence, and fostering strong partnerships between government, industry, and academia. Industry bodies such as NATHEALTH have underlines the sector’s continued recovery since 2022 and its trajectory toward becoming a global medical tourism hub.
AI-Powered Healthcare: Breaking Barriers and Transforming Lives
Artificial Intelligence (AI) is a game-changer in healthcare, projected to reach a market value of $188 billion by 2030. Its impact on diagnostics, administrative tasks, and patient care is profound, with AI-powered telehealth expected to expand by 24% globally between 2023 and 2030. AI and machine learning are already bridging critical gaps in medical education, training and upskilling in the health and pharma sectors, paving the way for a more humane, patient-centred approach to healthcare.
Communication Strategies Amid Public Health Emergencies
Effective communication during public health emergencies remains paramount to India with our experience during the pandemic. Analysing the content on coronavirus disease on National Television in India underscores the importance of timed, clear, and hierarchical messages tailored to cultural understanding and community-specific needs. Social media, while presenting opportunities for information dissemination and health campaigns, also poses challenges such as misinformation, patient confidentiality, and commercial interests in Non-Communicable Diseases (NCDs) communication.
Augmenting Healthcare Infrastructure for Future Demands
India’s diverse healthcare infrastructure, ranging from primary healthcare centres to tertiary care hospitals, is expected to grow to USD 50 billion by 2033. With a large pool of well-trained medical professionals, India is poised to be a health and wellness hub in this decade. The country’s cost-competitive medical services and focus on innovation and research contribute to its attractiveness. However, our growing population and demand for quality healthcare necessitate a robust infrastructure. Collaborations between real estate developers and healthcare providers are driving the development of modern, well-equipped healthcare facilities across the country.
HEALTH Framework: The Way Forward
The way forward for healthcare communications in India involves embracing a holistic approach encapsulated by the HEALTH framework: Harnessing Digital Innovation, Empowering Global Collaboration, Advancing Comprehensive Healthcare Themes, Leveraging AI for Transformative Healthcare, Targeting Sustainable Healthcare Systems. This multifaceted strategy can address the complexities of healthcare communication in the near future. As India aims for economic milestones, strategic initiatives, collaborations, and technological advancements propel the healthcare sector toward a resilient and promising future. The commitment to global collaboration, digital innovation, and transformative healthcare underscores India’s role in shaping a healthier world in 2024.
“May the strides we take in healthcare communication echo not just in policies but in the hearts and lives of the people we serve, reflecting a commitment to their well-being.”
(The author is the Group Business Director, Healthcare Practice, Avian WE. Views expressed are personal and do not reflect the official position or policy of the FinancialExpress.com.)
