Ashish Bajaj, the 38-year-old Group Chief Marketing Officer of Narayana Health, considers medical documentary series InsiDER, produced by his company, the best work he has personally done in his career so far. With over 120 million views across OTT platforms, the viral 10-episode series reveals the behind-the-scenes efforts of medical professionals to save the lives of trauma, accident, stroke, and heart patients in emergency rooms across Narayana Health hospitals.

“We took 10 case studies across our group and created 10-minute content, trying to say it’s not just life at stake (in emergency rooms), but our teams are also giving everything possible in terms of making them (patients and their families) win the situation. It was launched at the time of IPL last year and even during matches we saw people tuning in,” says Bajaj.

He is driving a paradigm shift in how the organisation engages with patients and communities—elevating brand trust, empathy, and visibility across the board through campaigns such as Take Care and the InsiDER docuseries, to bring empathy-driven storytelling into healthcare, humanising the brand and building deeper connections with audiences.

In the first three quarters of FY25, Narayana Health reported consistent year-on-year revenue growth of 8–13%. Average revenue per occupied bed—an indicator of improved patient throughput and service value—rose to ₹1.49 crore.