In an era where communication is no longer just about information but about influence, credibility, and trust, few professionals embody this shift as seamlessly as Ajey Maharaj, Senior Vice President & Head of Corporate Communications & PR at Fortis Healthcare. With a career spanning diverse sectors like power, telecom, and healthcare, Maharaj’s journey reflects the evolution of corporate communications from a support function to a strategic powerhouse.
From Messaging to Meaning
For Maharaj, the entry into corporate communications was not accidental; it was driven by a deeper fascination with how perception shapes reality. What began as an interest in storytelling gradually transformed into a purpose-led career centred on influencing outcomes and managing reputations.
“Communication is not just about messaging,” he reflects. “It’s about enabling organisations to navigate both growth and crisis with credibility.”
This perspective has been shaped by years of working across industries with vastly different stakeholder dynamics. Each sector brought its own challenges, but also reinforced one constant: trust is the most valuable currency in communication.
At the Helm of Healthcare Communication
In his current role at Fortis Healthcare, Maharaj operates at the intersection of strategy, sensitivity, and storytelling. His responsibilities span corporate and internal communications, media relations, leadership positioning, and crisis management, all while ensuring alignment with the organisation’s broader business goals.
A defining focus of his role lies in what he calls “outcome-led storytelling.” Instead of abstract narratives, the emphasis is on real clinical impact, complex medical cases, patient success stories, and doctors’ expertise. This approach not only builds credibility but also humanises healthcare in a way that resonates deeply with audiences.
His day-to-day work reflects this balance by engaging with leadership, refining messaging, and ensuring that every communication is consistent, timely, and grounded in reality.
The Unique Sensitivity of Healthcare
Having worked in multiple industries, Maharaj is clear about one thing: healthcare communication stands apart.
Unlike other sectors, it deals directly with human lives, making it inherently sensitive. Here, communication cannot afford to be transactional. It must be empathetic, precise, and responsible.
“Even a small miscommunication can have far-reaching implications,” he notes, underscoring the importance of fact-based and clinically aligned messaging.
This heightened responsibility demands not just skill, but discipline and integrity, qualities that define effective communication in healthcare.
Aligning Words with Vision
One of the most critical aspects of Maharaj’s role is working closely with leadership and the board. For him, communication is not an afterthought layered onto strategy; it is embedded within it.
By deeply understanding business priorities, whether it’s growth, clinical excellence, or stakeholder confidence, he ensures that communication becomes a natural extension of organisational vision.
But alignment goes beyond messaging. It requires authenticity.
“In today’s environment, stakeholders can quickly differentiate between messaging and actual performance,” he explains. “What we communicate must be firmly backed by on-ground realities.”
This philosophy reinforces the idea that communication, at its core, is about clarity and trust, not just visibility.
Navigating the Storm: Crisis Communication
Crisis, in Maharaj’s view, is not a matter of “if” but “when.” And the key to handling it lies in preparation.
“Frameworks, processes, and teams must be in place before a crisis hits,” he emphasises.
In the healthcare sector, crises often involve emotional, regulatory, and reputational complexities. Managing them requires a delicate balance, responding quickly while maintaining accuracy, and being transparent while remaining empathetic.
Yet, what truly determines the outcome is the trust built over time. In moments of scrutiny, that trust becomes the foundation for navigating uncertainty.
Lessons from the Frontlines
Maharaj’s tenure at Tata Power Delhi Distribution Limited was a defining chapter in his career. Operating in a politically sensitive and highly scrutinised environment, he dealt with issues ranging from power tariffs to public activism.
These experiences instilled enduring principles:
- Stay grounded in facts and regulatory clarity
- Be proactive, not just reactive
- Engage continuously with all stakeholders
- Understand the nuances of stakeholder expectations
“Reputation is built over time but tested in moments of scrutiny,” he reflects, a lesson that continues to guide his approach today.
The Challenge of the Unknown
Among the many challenges in his career, one stands out: managing high-pressure situations with incomplete information.
This is particularly critical in healthcare, where early-stage information may be limited, but public and media scrutiny is intense.
In such moments, Maharaj relies on discipline, prioritising facts, aligning with clinical teams, and ensuring consistency in messaging. The balance between speed and accuracy becomes crucial, as premature communication can have serious consequences.
The Digital Shift: From Control to Conversation
The digital revolution has fundamentally reshaped corporate communication. What was once a controlled, one-way flow of information is now a dynamic, real-time conversation.
Maharaj has witnessed this transformation firsthand, from early digital engagement in telecom and power sectors to today’s integrated communication ecosystems.
“Digital is no longer a support channel, it’s a core pillar of brand building,” he says.
In healthcare, digital platforms amplify clinical expertise, patient stories, and preventive awareness. From video storytelling to influencer collaborations, the scope of engagement has expanded significantly.
Looking ahead, he emphasises the need for integration, where PR, digital, content, and ORM work seamlessly, guided by data-driven insights.
Building Teams, Shaping Culture
As a leader, Maharaj believes that building a strong communication team goes beyond hiring talent; it’s about fostering the right culture.
Empowerment, accountability, and clarity of direction form the foundation. Equally important is ensuring that team members understand the business context, not just the content they create.
In a rapidly evolving landscape, adaptability and continuous learning are essential. For Maharaj, a strong team is one that can think strategically while executing creatively.
A Message to the Next Generation
For aspiring professionals, Maharaj offers advice that reflects both realism and inspiration.
Corporate communication, he believes, should be seen as a strategic business enabler rather than a functional role. Success in this field requires a blend of communication skills, business understanding, and stakeholder management.
Equally important is the ability to remain calm under pressure and navigate complexity with clarity.
But above all, he highlights one fundamental principle: credibility and trust are everything.
“In this profession, your reputation is built over time through consistency, integrity, and responsible communication.”
Ajey Maharaj’s journey is a testament to how communication, when done right, transcends messaging. It becomes a force that shapes perception, builds trust, and ultimately defines how organisations are seen and remembered.
-Interview Conducted By Shivani Solanki
