Manipal Hospital EM Bypass has expanded its healthcare outreach in eastern India by hosting another edition of its flagship media engagement initiative, Anveshana, in Malda, highlighting advances in cancer care while introducing a Media Privilege Card to strengthen collaboration with the media and promote evidence-based healthcare communication.
The initiative comes as India’s cancer burden continues to rise. According to the Indian Council of Medical Research (ICMR), the country is projected to report nearly 15.7 lakh new cancer cases by 2025, up from around 14.6 lakh in 2022. Oncology specialists at the event said delayed diagnosis, poor awareness and misconceptions remain key barriers despite rapid progress in treatment technologies. Experts discussed innovations including immunotherapy, targeted therapy, precision medicine, minimally invasive and robotic-assisted surgeries, and advanced radiation technologies such as IGRT, IMRT, VMAT and SBRT, while stressing the importance of early screening and multidisciplinary care to improve survival rates.
In Malda, the initiative highlights the growing demand for specialised oncology services across north Bengal. Rising health awareness, coupled with improved access to advanced cancer treatment, is expected to strengthen healthcare referrals from Malda and neighbouring districts to tertiary-care centres. Industry observers say such outreach programmes also create opportunities for the regional healthcare ecosystem by encouraging preventive health check-ups, expanding specialist consultations and supporting the long-term growth of organised healthcare services. The programme also enabled direct interaction between journalists and leading oncology experts, while the newly launched Media Privilege Card aims to facilitate continued medical education, expert access and the dissemination of credible healthcare information, reinforcing Manipal Hospitals’ strategy of building informed public engagement alongside expanding its healthcare footprint.
