Digital Marketing strategy - FFinal Final

www.globalhospitalsindia.comGLOBAL HOSPITALS GROUP Hyderabad | Chennai | Bengaluru | Mumbai

Health Care Companies

Digital Marketing strategy

Ram Natesan


Digital Marketing – Scope for Hospitals

Leveraging Social Media

Your brand’s online image is being shaped and interpreted as we speak…. Is the image “YOU”?


Social Media: Federated creation of content


Digital Marketing Program – Hybrid Model

Strategic Objective :- 1. More Enquiries , buzz around Global , start Doctors , clinical programs

based on program2. More footfalls into GHC IN 3 months using Social media by 10 %3. Global Hospitals on a high brand recallTactical Objective :-1. Based on specific themes we drive ( Awareness , Connecting ,Flashmobs)2. Campaigns to run ( speciality wise – Liver&HPB , Neuro , Onco)3. Tracking conversion rates and making improvements using a research tool

( java phantom , SSS software)Transactional Objective :-1. Design content , postings , managing , promoting on a daily basis2. Addressing complaints , enquiries 3. Orchestration of queries thru qualified specialists


Paradox for Brand Manager’s


Medium’s & Why ?

Consumers are wooed like never before due to E commerce , Social Media , MobilityFacebook :- • Short & sweet content with Pic representation which is a high impulsive impact• Most enquiries can be tracked using analytics• Target specific audience thru Visual medium & short text Linked in :-• An elaborate medium targeting corporates & professionals using write ups &

experiences • An ideal mode for affinity marketing using customised content & promotion• Mass affluent audience Twitter :-• Virality is far more effective in this medium ( # tag)• Ideal for cryptic , teaser campaigns .. Can be linked to FB & Linked in You Tube :-• The most appropriate medium for testimonials , clinical works , Flashmobs


Comparison of Healthcare providers on social media

Facebook Twitter

2 million likes 47k followers

143K likes 2.6K followers

154K likes 5.5K followers

57K likes 946 followers

29K likes 892 followers

Note: chasing the number of likes/followers should not be the end objective.


How social media is being leveraged


Engaging with micro-segments of target audience with an objective of creating awareness & connecting with people

• Apollo’s campaigns like “Blood connections” which is a social platform for blood requirement and “Ask the doctor” answers the FAQ’s based on health and medicine. Surprisingly, they have minimal promotions or advertisements on their Facebook page& has the maximum followers . Apollo Has set a benchmark in social media mktg

• Fortis has an amazing goodwill amongst all its patients. It gives quick responses to any feedback or query posted on its page. In its recent campaign of helping people from “Acid Attacks” the hospital gave it a very good reputation boost amongst followers.

• Kokilaben Hospitals has a very different approach in educating the crowd about health and fitness. Creating awareness about best food habits and exercises is their choice of updates. Their tie up with TOI on organ donation has catapulted them to the next level as a very socially responsible hospital generating a lot of credibility

• Max has a live chat & response platform on FB & web which generates around 100 enquiries everyday . It’s lively engagement tools on fb like health care sudoko creates a lot of interest

• With the uniqueness in their updates, Wockhardt aims to cover different sections of the health and fitness keeping their followers engaged. They also have a self explanatory apps for Back specialist, Knee specialist etc.

• NU Hospitals is among India’s leading nephro-urology care guide and their Facebook presence provides medical facts, brain teasers and important days to celebrate.

How Social media is being leveraged


How social media is being leveraged

• Better connect with consumers rather than the “scarier” aspects of hospitals: Everyday health tips, easy to follow advice and facts

• Build credibility and perception , position doctors as “humans” : Live chat conversations from specialized doctors on Facebook; or handout sessions

• Targeting the “sedentary generation” (IT, ITeS, BPO, Office going generation) Awareness about best food habits and exercises in their kind of updates

• Lifeline number, testimonials, Value added services etc• Flash mobs to promote awareness on - quit smoking , organ donation , life style

modifications , diabetes etc• Promote face to face consultations , second opinion etc


Outcomes of social media initiatives


Structuring a social media initiative• Not the sole responsibility of one

team, though a defined team must mandated and empowered to orchestrate the initiative

• Active participation of multiple departments is a must. Typical questions:

– What are the targeted outcomes of the social media initiative: as a Brand and by speciality say – Liver&HPB , Onco or Neuro

– What are the good things that we are doing that the target audience is not aware of

– What are the typical concerns that prospective patients have; which must be proactively addressed

• Structuring the above into coherent communication towards achieving the objectives as depicted on the right


Posted Content on Face book


Posted content on Twitter | Linked in

Case 1) Sample chatter to assess potential threat to brand

What may be done to discreetly neutralise any negative chatter?

Sentiment tagging for highlighting social conversations that may require specific attention

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Case 2) Sample healthcare related chatter for Diabetes

Insights based on Intelligent listening around specific terms

Tracking forums/sources used for discussions and reference. Participation here will increase a Hospital’s brand presence and credibility in that target group

Identifying top influencers for a topic: influencing these may increase


Case 4) Brand insighting for a Fashion Brand

• Customer and competitive insighting• What communication on social forums generates high engagement from

customers• Improvement areas

What specific areas are customers are unhappy about

20


Customer Lead Generation – Auto Industry Sample feed back

• Listen to social conversations across the sector including competition

• Identify potential customers based on their discussions and level of interest

• These details of potential customer are captured for the sales team to pursue opportunities


Cost effectiveness of Social Media (e.g. Facebook)

Define demographics

Specific Interest areas

Potential audience: 1.2

Crore

A spend of ~ Rs 2000 gets us in front of a minimum 41000

viewers. Assuming a 5% strike rate (awareness/ interest

generated): Rs 1 per consumer reached

This is far more cost effective than traditional media


Strategic outlay for social media initiative

Duration Deliverables and outcomesBudgetary

outlay

Month 1- Social media strategy with overall survey – Consumer insights,

current standing , competition analysis etc

₹

Month 2Revamping presence on FB, LinkedIn, Twitter and YouTube

- includes content creation, posting and response management- Monitor sector and Hospital as a brand

- insights on patient experiences to improve Hospital operations- focus on conveying specific messages for improving Global Hospital's

image as well as that of chosen super specialties- Increase reach and engagement level

- Selective paid target marketing (to FB, Twitter , linked in , You tube )

₹

Month 3 ₹

Month 4In addition to the above, using initial feedback and 360 degree view of the Hospital via technology based tracking, re-assess and recalibrate

online brand communication to meet objectives set out- Selective paid target marketing (to FB, Twitter etc)

- Run contests and promotions to increase community involvement- Plan promotions on specific super specialties

- Recommendations on social media based apps and mobile apps to be developed to improve patient experience and convenience

₹

Month 5 ₹

Month 6 ₹


Structuring a social media initiative


Thank You!

Digital Marketing strategy - FFinal Final

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