Ariful Hoque
Manager, Public Relations and Event
United Hospital Limited
Ariful Hoque, Manager of Public Relations and Events at United Hospital Limited, excels in strategic communication and event management. With a robust background in healthcare PR, Ariful has a proven track record of enhancing corporate image and stakeholder engagement. His expertise drives impactful initiatives, positioning United Hospital as a leader in the industry.
Let’s learn about his journey.
Mr. Ariful Hoque, please share your professional and academic peregrination for our readers!
I began my career early, while still a university student, securing a part-time position at an advertising agency where I worked with several FMCG brands. This experience allowed me to discover my strengths across diverse portfolios. After graduating from Jagannath University, I continued at the agency until I transitioned to the entertainment industry, gaining experience in show production.
In 2011, at ATN Events, I played a key role in one of the country’s largest and most celebrated entertainment shows, the Tri-Nation Big Show, featuring Bollywood stars like Salman Khan, Katrina Kaif, Akshay Kumar, and Anushka Sharma in Dhaka.
Pursuing my masters solidified my academic standing and fueled my desire to understand global strategies and structures. This led me to join ULAB, where I furthered my education with an MBA in Marketing from Bangladesh University of Professionals. At ULAB, I managed a communications team of seven, significantly boosting admission numbers during my tenure.
The COVID-19 pandemic prompted me to pivot to the healthcare industry, leveraging e-learning courses from international universities. I joined Praava Health, a rapidly growing healthcare brand, which offered me a platform to apply my structured knowledge and adaptability, focusing on business understanding, branding, and empathy.
After a year and a half, I was privileged to join United Hospital Limited, a leading healthcare institution with 17 years of excellence and JCI accreditation. Here, I continue to contribute to specialized and tertiary healthcare, driven by my diverse background and commitment to professional growth.
Can you describe your role as Manager of Public Relations and Events at United Hospital Limited, and how it contributes to the organization’s overall brand reputation and community engagement?
As a Public Relations Manager, I am responsible for all media communications concerning our brand, a particularly challenging task in the healthcare sector. At our JCI-accredited hospital, we ensure the highest quality service, but occasionally, patients and visitors may have legitimate concerns. My proactive approach involves understanding and resolving these issues promptly to earn satisfaction and enhance our brand value.
As the hospital’s spokesperson, I engage with the media, emphasizing that while satisfaction is intangible and empathy unseen, politeness can heal. I meticulously gather all relevant information, review documents, and understand the causes of incidents with precise facts and figures. This thorough preparation gives me the confidence to communicate effectively with journalists and maintain our brand’s reputation.
Our campaigns and events are designed to educate the public, as we strongly believe in preventative healthcare. By delivering accurate information and fostering understanding, I contribute to our mission of providing true healthcare services.
How do you leverage public relations initiatives to support United Hospital’s marketing objectives and patient outreach efforts?
We often engage with mainstream media through the participation of our doctors, aiming to promote preventative healthcare across the country. Participating in talk shows and publishing articles in leading newspapers are key strategies. We also maintain regular relationships with key stakeholders, ensuring alignment of values and support during critical times.
Our proactive approach includes staying in touch with our patient pool through public events, campaigns, and engagement activities. From providing basic healthcare support to ensuring emergency assistance, these interactions allow us to demonstrate empathy and reinforce our brand’s commitment to quality healthcare.
In the realm of event management, what approaches do you adopt to plan and execute successful healthcare-related events and campaigns?
Visualization is crucial in event execution. As a planner, you must envision what attendees will experience. Setting clear objectives is the first step, followed by ensuring tangible benefits for participants. I frequently ask my team “why” during planning and execution to ensure clarity and purpose. With my expertise in managing mega events and collaborating with top government agencies, we meticulously plan the journey of potential visitors, buyers, or patients, ensuring a seamless and impactful experience.
Can you share a noteworthy PR or event success story during your tenure at United Hospital that demonstrates the impact of your strategic efforts?
A noteworthy PR success story during my tenure at United Hospital highlights the impact of our strategic efforts. One of our significant achievements was the rise in outpatient department (OPD) numbers following a successful 360-degree JCI accreditation campaign. This campaign, which engaged employees and their families as major stakeholders, emphasized our commitment to excellence. Achieving 1271 parameters with zero non-compliance is a rare feat both in Bangladesh and globally.
In healthcare PR, timely response is crucial, especially during crises. When an unusual death occurs at our hospital, we have a dedicated team to investigate thoroughly. My role involves presenting these findings to the media with confidence, supported by detailed information. This approach ensures successful media briefings and maintains our credibility.
The JCI accreditation celebration was a particularly rewarding experience. Over four days at the United Convention Center, we celebrated this achievement with our team, whose hard work and dedication made it possible. This event not only recognized their efforts but also demonstrated the power of effective communication and strategic planning in achieving significant milestones.
Can you share a significant life experience or challenge that has influenced your career path and approach to public relations and event management?
I am always up for challenges that many might refuse. Handling public relations in the healthcare industry is undoubtedly one of the most demanding PR roles. After a successful career as a Communications Manager in the education sector, I sought a more challenging role and transitioned to healthcare. Given the close alignment between public relations and brand communication, I embraced this opportunity.
Event management, to me, is like producing a TV show. I pride myself on my ability to see the tiny details of a mega event at a glance, a core competency for any event organizer. As an event manager, my focus is on delivering the best experience to viewers and engaging them memorably. This commitment to detail and excellence ensures that our events leave a lasting impression.
Mr. Ariful Hoque, please say something to the readers!
Follow your passion wherever you are and whatever you are doing. Before doing that, you must figure out who you really are and what your passion is. Despite achieving solid results in Accounting & Information Systems and enrolling in ICMA, I chose to follow my passion for Brand Communication. Despite suggestions to secure a stable career in banking or finance, I knew I couldn’t dedicate my life to something I didn’t enjoy.
The math was simple: if I don’t enjoy it, how can I take it as a profession for the rest of my life? Do your math, choose what you are good at, and know how you are going to make that place. Passion and enjoyment in your work are key to a fulfilling and successful career.
Quick Chat with Ariful Hoque
The most outstanding achievement of your life as of now:
Among many, I will mention the most recent successful planning and rollout of a 360-degree JCI accreditation campaign for United Hospital, resulting in a significant increase in OPD footfall.
The greatest philosopher in your view:
Immanuel Kant
Name the most influential books you have read:
To Kill a Mockingbird
Your greatest fear:
Drowing in to the sea
Best piece of advice you’ve received:
Earn patience, that’s what remains with you
You in only three words:
Goal Oriented Doer
Skill Set:
● Hard Skills:
Communication skills, event management skills, content writing, Graphics Design
● Soft Skills:
Delivering presentations, public speaking, mindset to take challenges, eagerness to crack data, never-ending thrust to knowledge
Prayer For The Human Civilization:
Let’s be open to feel other people’s suffering.
The InCAP: Thank you, Mr. Ariful Hoque! It’s a glittering conversation with you!
Mr. Ariful Hoque: My pleasure! Wish you all the best! Thank you.
To read more about Professional’s stories, Please Click Here!
