With over 20 years of experience in the marketing industry, Shamik Banerjee has worked with various prominent brands such as IFFCO Tokio General Insurance, Planman Marcom, Reliance Capital, Aegon Life Insurance Company Limited, and Apollo Munich Health Insurance Company Ltd.
He is currently the Chief Marketing Officer (CMO) at Apollo 24/7 where he is responsible for marketing and customer acquisition. He is also the Founding Member of Argon Life Insurance Company Limited, Apollo 24/7, and Apollo Munich Health Insurance Company Ltd.
Shamik Banerjee has over 20 years of experience in the marketing space. He started his first job in market research where he realized the importance and role of content in solving corporate and market issues.
Shamik joined IFFCO Tokio in 2006 where he was responsible for product distribution. According to Shamik, he saw a leap in content marketing after 2005 when de-trafficking took place and insurance companies were given the liberty to decide their products and prices, This gave rise to the need to build content strategies in brands.
When we go hunting, content is like that water bowl that will draw in the prey. They will spend time in that water bowl. That is the way to engage with them. If you add value to their lives, they are more likely to come back to you.
Healthcare content post-pandemic
Shamik Banerjee believes that several gaps in healthcare such as distance, credible resources, etc. have been bridged by digitalization. Just like any other industry, the pandemic also affected healthcare and content underwent some changes as well. Now, more emphasis is paid to reliable content and health-related searches on digital platforms.
Along with making content informative, marketers are working towards making the content engaging. Apart from striving for goals and profits, marketers are also focusing on making healthcare accessible. Furthermore, a spike in personalized healthcare content has also been witnessed.
How to push quality content
Pushing quality content in the market can help brands achieve their marketing and business goals. According to Shamik, this can be done by producing relevant content that adds value and focusing on quality. He also talked about backing content with data to make it credible.
Furthermore, content should be communicated effectively, marketers should pay attention to digital marketing trends, and work on personalized content.
We have to design it in bite-sized sizes so that people can relate and use it, and it becomes a part of their lifestyle. People want to get what is important to them. Only if you do that, you will be able to get their time. We, as marketers, want only their time.
The future of content in healthcare
According to Shamik, the core of content won't change in the future. The importance of relevant content will grow significantly and authenticity will be quintessential. Spam will no longer be acceptable and low-quality content will have no place in the market. He also highlighted that content will become more personalized in the future.
Data, customer, and quality of content - these thing things are crucial. I don’t think that it will ever change. It is an unending process. It will only get more and more important as we go on.
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