In an era of rapid technological advancements and evolving patient expectations, marketing and branding have become essential tools for building trust in healthcare institutions.
The global healthcare sector is facing unprecedented challenges, including equitable access to care, workforce shortages and the burden of chronic diseases. At the same time, technology has enabled significant improvements and breakthroughs in healthcare delivery, and it continues to evolve rapidly.
In this dynamic landscape, healthcare providers and institutions must effectively communicate their value, build patient trust and enhance engagement, all while consistently delivering quality patient care. Successfully doing so is critical not just to building strong brands, but also to building sustainable health ecosystems for the future.
Like many countries around the world, Saudi Arabia faces a range of healthcare challenges, some of which are specific to its local context. The population has grown to more than 33 million, with expatriates accounting for approximately 40 per cent, which adds complexity to healthcare planning and delivery.
Non-communicable diseases such as diabetes and cardiovascular conditions account for 73 per cent of all premature deaths, underscoring the need for preventive care initiatives. To meet the nation’s growing healthcare needs, the Kingdom will require an additional 175,000 healthcare workers, including doctors, nurses and other professionals.
Recognising these challenges, Saudi Vision 2030 aims to drive a comprehensive transformation of the Kingdom’s healthcare sector, improving quality, accessibility and sustainability. Key initiatives include accelerating digital health adoption, expanding and upskilling the healthcare workforce, and fostering public-private partnerships to enhance service delivery diversity. These investments are essential, but their success will also depend on patient awareness and trust – a critical, yet often overlooked, component of healthcare transformation.
Strategic marketing and branding can help bridge the gap between technological advances and patient care. As healthcare systems introduce telemedicine, AI-driven diagnostics and digital health platforms, patients need reassurance that these innovations improve – not compromise – their care.
For instance, patient confidence in the quality and security of virtual care is essential for the adoption of telemedicine. Similarly, AI-powered diagnostics and robotic surgeries require clear communication about their safety, accuracy and patient benefits to demystify new technologies and build trust. This process must begin long before a patient enters the operating room.
Patients want to understand, trust and actively engage with the care available to them. Studies have shown that educating patients about their conditions and treatment options increases their likelihood of adhering to treatment plans, leading to reduced hospitalisations and improved health outcomes.
Empowerment also increases patient satisfaction. Without authentic, patient-centric storytelling and consistent messaging around standards, the most advanced health technologies may struggle to gain acceptance, challenging efforts to expand and improve access and ultimately transform health systems.
Yet, funding for healthcare communication lags behind other areas of the industry. In 2024, the global healthcare advertising market was valued at $42.28bn and is projected to reach $44.56bn by 2025 – a fraction of the worldwide healthcare services market, which reached $10.3 trillion in 2021 and is growing at a rate of almost 10 per cent annually.
Meanwhile, the healthcare IT market was valued at $663bn in 2023, growing at an annual rate of nearly 16 per cent. The medical technologies market is expected to reach $886bn by 2032. These figures highlight a disconnect. Investments in health technology and digital infrastructure should go hand in hand with health communications.
Patient care is always the top priority, alongside research and innovation; however, only with a commensurate focus on communication can we realise the actual benefits of technological advancements.
As healthcare undergoes rapid transformation globally, branding and marketing are no longer optional – they are strategic imperatives to building a more resilient and accessible global healthcare system.
By Muhannad A. Kadi, Chief Corporate Communications and Marketing Officer, King Faisal Specialist Hospital and Research Centre (KFSHRC)
