We are in a new era of Public Relations. In the last few years, the importance of reputation management has taken a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive weekly column ?Çô PR Conversation ?Çô Adgully interacts with leading business leaders and obtains their exclusive views and insights on the various trends in the PR and communications industry.In conversation with Adgully, Tanushree Roy Chowdhury, Head of Corporate Communications, Novo Nordisk India, shares her insights into the evolving landscape of healthcare communication. The landscape of healthcare communication has undergone a significant transformation in recent years, with the industry shifting towards a more consumer-driven and patient-centric approach. This change has been driven by the need for meaningful dialogue among key stakeholders, including pharmaceutical companies, medical research institutes, hospitals, and patients. According to Tanushree Roy Chowdhury, fostering such dialogue is crucial in today?ÇÖs healthcare ecosystem.With an extensive background as a journalist with leading publications like The Times of India and The Indian Express, she has witnessed this shift firsthand. Reflecting on her career, she noted that healthcare was not a primary focus in the media during her early years as a journalist. However, the COVID-19 pandemic has changed that, bringing healthcare to the forefront of public and professional discourse.?Ç£The pandemic disrupted the entire healthcare ecosystem,?Ç¥ she pointed out, adding, ?Ç£It highlighted the ongoing need for patient care and brought telemedicine to the forefront as a critical tool for ensuring that patients received the attention they needed.?Ç¥ This shift to virtual care also accelerated the integration of technology in healthcare, with innovations like machine learning becoming integral to the sector.The expansion of India?ÇÖs healthcare ecosystem beyond metro cities into Tier 2 and Tier 3 regions has further underscored the country?ÇÖs commitment to improving patient access. Initiatives like Ayushman Bharat and Pradhan Mantri Jan Arogya Yojana (PMJAY) have played a pivotal role in this expansion, bringing healthcare services closer to people?ÇÖs doorsteps.She highlighted that the pandemic created a clear division in how healthcare is perceived ?Çô there is now a distinct pre-COVID and post-COVID era. ?Ç£Disruption in routine brings innovation,?Ç¥ she said, adding that it is the responsibility of healthcare communicators to ensure that accurate information reaches the masses through appropriate channels. The role of communication professionals has become even more critical as they navigate this evolving landscape.In recent years, social media has emerged as a vital tool for healthcare communication. She noted that the pandemic revealed the potential of social media not only as a platform for information dissemination, but also as a tool for social listening. ?Ç£Social media helps us understand the needs of the hour,?Ç¥ she explained, pointing out its role in shaping communication strategies that are responsive to real-time concerns.She stressed on the importance of engaging healthcare providers ?Çô clinicians and doctors ?Çô who are key stakeholders in the pharmaceutical industry. ?Ç£It is essential to keep healthcare providers engaged and to train them in new drugs and therapies,?Ç¥ she said. ?Ç£By empowering them with better research and better outcomes, we can ensure that these advancements reach the masses, ultimately supporting last-mile healthcare delivery,?Ç¥ she added.Communication plays a crucial role in the ongoing evolution of the healthcare sector. As the industry continues to adapt to new challenges, communicators must remain vigilant in their efforts to provide clear, accurate, and relevant information to all stakeholders.