Digital Media Analytics Report on the Indian Health Care Industry


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This is our in house Digital Media Analytics report on the Indian Healthcare Industry. The report has been created using our proprietary tool, IncPot. It talks about how the Healthcare Industry in India can leverage the opportunity of using analytics to track relevant conversations happening across 500 million websites related to Healthcare, and how to cater to the needs of its customers, both existing and prospective, by identifying the necessary actionable insights.

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Digital Media Analytics Report on the Indian Health Care Industry

  1. 1. Indian Healthcare Industry June 2013
  2. 2. Internet Penetration in India The number of internet users in India equals the number of registered car vehicles owners in India. The number of people using social media are greater than the population of Italy. Source: WeAreSocial
  3. 3. Internet Users Growth Rate in India The number of internet users in India is growing by more than 1,500,000 every month. That’s like adding the population of the Netherlands every year. Source: WeAreSocial India adds a new internet user every 2 seconds.
  4. 4. Demographics of Internet in India 75% of the internet users are below the age of 35. 39% are Women. Source: Oneclickcustomers
  5. 5. Fastest growing sectors in India IT, 43% Telecom, 30% Healthcare, 18% Retail, 15% Infrastructure, 10% The above graph illustrates the growth rate of the top five sectors that are likely to hold the country in good stead in the future, in terms of employment generation and business growth. Information Technology leads the way with 43% followed by Telecom and Healthcare. Source: Business Today
  6. 6. Growth Drivers for Healthcare Rising health awareness Higher Credibility and success rate attracting Medical tourism Rising Affordability for better facilities Incremental Government spending Healthcare growing @ 18% Rising economic growth Source: Mediminds
  7. 7. Key Segments in the Healthcare Industry Healthcare Industry Pharmaceutical 12% Medical Equipments 15% Hospitals & Nursing Homes 20% Clinical Lab Diagnostic 30% Our area of focus will be Hospitals which are growing at a rate of 20%. Source: Mediminds Retail Pharmacy 40%
  8. 8. How digital affects the choice of a Hospital These results are based on a global study done by Google, but the behavior of patients is expected to remain same for India as well. Behavior was analyzed from start of the search to booking an appointment, finding a doctor or a hospital. Source:: 2012 Google/Compete Hospital Study Hospitals were tracked for an year from Q1’11 to Q1’12.
  9. 9. Digital plays an important role in the choice of a Hospital 84% of patients use both online and offline sources for research. 21% patients booked their appointment via non-traditional mediums, computers or mobiles. Source:: 2012 Google/Compete Hospital Study
  10. 10. Initial search criterion in the choice of a Hospital Treatment or Procedure E.g. Dialysis 6% Branded E.g. Apollo 19% Conditions or diseases E.g. Arthritis 37% Symptoms or Departments E.g. Cardiology Department 38% This is the search criterion that was used primarily while searching for healthcare information online Only 19% came to search with preconceived brand in their minds Source:: 2012 Google/Compete Hospital Study
  11. 11. “A brand is no longer what we tell customers it is – it is what consumers tell each other it is” - Scott Cook, Founder, Intuit
  12. 12. Word of mouth affects the choice of a Hospital Patients are using digital for everything XYZ hospital has the best facilities. Studies tell us that 51% of the prospective patients go for brands which are recommended by friends and family. 94% of prospective patients said reputation of facility is important in hospital selection. Source:: 2012 Google/Compete Hospital Study Pay attention to what people are saying about your healthcare organization online.
  13. 13. "We don't have a choice on whether we do social media, the question is how well we do it.” Erik Qualman, Author
  14. 14. Videos help in choosing a Hospital YouTube traffic to hospital sites has increased by 119% YoY. 30% of the patients who watched an online video, booked an appointment. Source:: 2012 Google/Compete Hospital Study
  15. 15. Hospitals in Social Media Understanding how social media is leveraged by top hospitals in India. Webenza’s Media Analytics Tool IncPot used for Analysis
  16. 16. Identification of hospitals to be tracked Based on the number of beds and geographical presence across the country, these five players were identified for social media channels analysis. All the five players were tracked for 10 days, using our in-house tool IncPot from June 4th to June 13th, 2013.
  17. 17. Tracking Methodology Duration Keywords Conversations Geography Channels
  18. 18. Demographic Analysis Age Based on the keywords tracked, the total number of conversations were segmented by gender and age using IncPot. It is observed that people of more than 40 years of age form the major chunk of the conversations tracked.
  19. 19. Digital Media Channel Breakout Discussions Blogs 2% 1% YouTube Post 1% Facebook 14% Twitter 35% Customsite 18% News 29% n=608 The total number of conversations were classified based on their sources. The most popular sources of earned media engagement are Twitter with 35%, followed by News with 29% and Facebook with 14%. Custom sites also constituted a large chunk(18%) of the conversations.
  20. 20. Share-of-Voice Analysis Others(Columbia Asia, Sagar Hospitals etc.) 6% Narayana Hrudayalaya 10% NIMHANS 11% Apollo 20% Fortis 31% Manipal 22% n=608 “Share-of-Voice” measures how a company is performing relative to its competitors and communication methods. Based on the keywords tracked, the total number of conversations were segregated by the players that are being tracked. Fortis tops the list with 31% closely followed by Manipal at 22% Apollo at 20%.
  21. 21. How all the five players have leveraged their own Social Media Channels? A case of owned media
  22. 22. Social Media Quotient (SMQ) A methodology for calculating a cumulative score by analysing how the hospitals are leveraging social media channels like YouTube, Twitter, Facebook, LinkedIn, Google+ and Pinterest (Includes blogs, Wikipedia and the official website)
  23. 23. Social Media Quotient (SMQ) – Building Brand SMQ 87.26 65.76 35.12 32.89 16.96 Narayana Hrudayalaya Fortis Apollo Nimhans Manipal SMQ is affected by a hospital’s social media practices, engagement level, content, popularity, and reach against the industry’s benchmark. Apollo Hospitals leads the way in SMQ with 87.26%, but it could have fared even better with its presence on Pinterest and high number of views on YouTube. Fortis and Manipal Hospitals lag because of their insignificant presence on all other popular channels like Wikipedia, Pinterest and LinkedIn.
  24. 24. Consolidated Analysis of Hospitals Here the Social Media Quotient across all the channels like Twitter, Facebook, YouTube, LinkedIn, SlideShare for all the five players have been represented in a single chart and a median value is plotted to identify the industry benchmark for each of the channels
  25. 25. SMQ Scores vis-à-vis Median SMQ Score Narayana Hrudayalaya Fortis Hospital Apollo Hospital NIMHANS 70.0 Manipal Hospital Median Score for a Channel 50.0 50.0 40.0 37.5 30.3 30.3 11.7 10.6 34.0 34.0 30.0 30.0 30.0 10.3 0.0 Twitter 40.0 30.0 10.0 30.0 40.0 30.0 30.0 Facebook Website 0.0 Blog 30.0 28.3 11.3 0.0 0.0 30.0 34.4 30.0 30.0 11.3 0.0 0.4 YouTube 0.0 LinkedIn 20.0 21.3 15.5 30.0 20.0 11.3 11.3 0.0 0.0 Slideshare 30.0 20.0 20.0 0.0 0.0 Wikipedia 0.0 0.0 0.0 Google+ Median is better than the average value as it nullifies the effect of outliers in that category. NIMHANS has a scored zero on Twitter, while the median score is 30.3. It implies that NIMHANS is doing worse than at least two out of the five hospitals that are being considered. Narayana Hrudayalaya has scored less than or equal to median value in 8 out 9 channels.
  26. 26. Points of Difference Apollo hospitals leads the way in adopting unique ways of engagement with customers in social media channels. One such initiative was to celebrate most important days that are relevant to Healthcare in the calendar year.
  27. 27. Official Website Website 30.00 30.00 20.00 10.00 0.00 Narayana Hrudayalaya Fortis Apollo Nimhans Manipal It is the first point of contact for a digital user, making it social friendly and plays a very important role in success of a hospital. The best practice for every hospital in the industry, is to have a social plugin. Manipal Hospitals website has no active plugins for Twitter, LinkedIn and other channels.
  28. 28. Points of Difference Apollo & Fortis hospitals leads the way as they have various social plugins in their official website. Apollo has more than 300 plugins on its official website.
  29. 29. YouTube Analysis 30.00 28.30 11.30 0.00 Narayana Hrudayalaya Fortis Apollo 0.40 Nimhans Manipal YouTube is the second largest search engine in the world The number of subscribers and upload views is very less for most of the players. The video subscription or views can also be increased by sharing them on Facebook and Twitter pages.
  30. 30. Points of Difference Fortis hospitals leads the way as they have maximum views(160,898). Apollo has maximum subscribers(245).
  31. 31. Twitter Analysis 50.0 40.0 30.3 11.7 0.0 Narayana Hrudayalaya Fortis Apollo Nimhans Manipal A place for sharing information as it happens, and for connecting with others in real time. Fortis here tops the list by total 3200+ tweets with tweeting at the rate of 5 tweets a day and having 2594 followers. This is above the industry tweet count of 2800 and 1592 followers. Manipal Hospitals is a great contender in this category with the number of tweets equalling 6 tweets a day.
  32. 32. Facebook Analysis 70.0 37.5 34.0 10.6 Narayana Hrudayalaya 10.3 Fortis Apollo Nimhans Manipal There are 44% users lying in the bracket of 25-65 years on FB. Hospitals have a lot of scope to go viral on Facebook. An average user on FB has 130 friends. One bad sentiment is more damaging than what it seems at one glance. Apollo Hospitals has a Million Facebook Fans and 8907 likes on their last seven posts. Fortis and Manipal Hospitals need to have more engaging content on their pages, so that users can feel more engaged and spend more time.
  33. 33. Points of Difference Apollo hospitals shares it happiest moments with their customers on Facebook. It is important for other players to share their milestones, awards and accolades which can increase their engagement with their customers in a much better way.
  34. 34. Wikipedia and Blogs Analysis Wikipedia 40 30 20 Blogs 40 30 30 30 20 0 Narayana Hrudayalaya Fortis Apollo Nimhans 0 Manipal A lot can be learnt from Wikipedia and Blogs when people are trying to learn about their diagnosis or treatment options. Apollo Hospitals, NIMHANS, Fortis Healthcare and Narayana Hrudalaya have effectively leveraged their wikipedia and blog pages. Manipal Hospitals has no presence on wikipedia and blog channels. As the information available on these channels is critical, every player should leverage these channels..
  35. 35. Situation of a hospital with a low SMQ How can I get better? How can I show that I care for my patients? How to improve my online reputation? How can I improve the engagement on social media?
  36. 36. Social CRM – The Future of Relationship with Customer Social CRM builds upon CRM by leveraging a social element which enables a business to connect with its customer conversations, and relationships from social networking sites in the CRM process. Every player should have a good platform and right resources for conducting social CRM. Source:: Webopedia, CIO/Jennifer Lonoff Schiff
  37. 37. Evolution of Social CRM Source:: Blog/CustomerContactApp
  38. 38. Need for Social Care Center Doctors Reputation Emergency services not prompt Money Sucking Issues/ Problems Unqualified & Rude Staff Bad HR practices Called as murderers A hospital needs to look at every aspect of the possible platform of conversation. IncPot equips the hospital to track these conversations and also assigns it to its customer care executive for timely addressal . This improves the overall customer satisfaction and experience .
  39. 39. Start from Listening
  40. 40. Listening & Monitoring Implementation * IncPot is our proprietary analytical tool
  41. 41. Key Features of IncPot For Customer Support Track conversations from all over the web: Twitter, Facebook, Blogs, Discussion Forums and more One stop monitoring dashboard for all the complaints with key metrics. Setup e-mail alerts to track any sudden change in the volume of conversation. Cloud-based hosted solution and easy enterprise system integration. Effective response and complaints reporting structure.
  42. 42. What people really talk about hospital ? Career & Job Awards & CSR Research & Technology Complaints & Consultation 3% 4% 9% 10% 19% Social Engagement 23% Admissions & Treatments 25% Stocks Prices & Finance Others 13% Based on the keywords tracked, the total number of conversations were clubbed into categories based on the nature of the content. Initially 18 categories were identified and for the sake of simplicity, relevant categories were clubbed. The above graph represents the final set of categories. Accidents, diseases, stocks and finance formed the major chunk of online conversations.
  43. 43. Key Features of IncPot For Customer Support Analyse data in order to understand the conversations, and convert them into relevant information. Sentiment and Demographic details. Advance conversation tagging to route messages to the correct service agents.
  44. 44. Overall Customer Sentiments Sentiment Analysis of the Conversations 15% 10% Neutral 75% Negative Positive “Knowing just what they are talking about is not enough, until you know if it is positive or negative” Based on the keywords tracked, the total number of conversations were classified into positive, negative and neutral respectively. The total number of positive conversations outnumbered the total number of negative conversations largely due to the positive word of mouth about Apollo hospitals
  45. 45. Customer Sentiments by Players Negative Others NIMHANS 1 10 4 5 Fortis Apollo 3 Neutral 21 6 41 20 5 Manipal Positive 64 11 86 23 61 Manipal has the highest number of negative conversations (20) in the digital space (only past four days are considered). The sources of these negative sentiments are from Twitter, News and custom sites.
  46. 46. Who are the key influencers? Based on the keywords tracked and the total number of conversations the top five key influencers were identified by our social media tool. These influencers have been most actively engaged in the digital space, and they have a huge follower base. It is important for Manipal hospitals to engage with these key influencers to manage their brand on the online media more effectively.
  47. 47. Engage Online reputation management through social contact centre
  48. 48. Key Features of IncPot For Customer Support Effective response system to execute your customer service . Pre-defined support message which allows you to handle repetitive responses. Effective complaint routing mechanism and feedback system.
  49. 49. Key Features of IncPot For Customer Support Professional Social Media execution capability. Skilled social media resources to support online engagement. Timely support and training sessions.
  50. 50. Minimize response time Maximize outbound responses Maximise response editing Improve Customer Satisfaction • IncPot tracks complaints over the web and brings them to your customer service agents with minimum delay, allowing the team to respond quickly • With the availability of multiple customer service agent access levels and pre-defined response set-up, you can increase the number of outbound responses and attend every complaint • The response tracking system of Webenza IncPot allows agents to make a note on every issue for seamless future auditing and reporting • Track your customers response and keep the engagement levels high, thereby increasing the satisfaction levels
  51. 51. Act How to use various social media channel?
  52. 52. Find a suitable platform – Indian Perspective 18-24 years : 48% 25-35 years : 28% 78 million Monthly Active Users as on March’ 13 = Population of Turkey Your Facebook page has all the information about your brand or your company in one place. Blog posts, videos, photos, questions and answers can be shared through Facebook. Source:: SocialBakers, Business Today, Wikipedia, Zintro blog
  53. 53. Find a suitable platform – Indian Perspective India ranks 6th in terms of Twitter Accounts 16 million Users as on June’ 13 > Population of Netherlands Twitter demands a more dynamic and well-tuned approach limited to 140 characters, with an inherited strong message. It can be used to monitor conversations, to find potential customers, and resolve any customer service queries or issues. Attach links which are relevant to your audience, follow hashtags to find people who follow a related topic. Source:: Business Today, Wikipedia, DazeInfo, Royalpingdom, Zintro
  54. 54. Find a suitable platform – Indian Perspective India ranks 2nd in terms of total number of visitors on LinkedIn 20 million Users as on June’ 13 > Population of Madagascar The audience is skewed with more male members. Can be used to show - off professional accomplishments and networks. Create a group to discuss about your industry. Share relevant content with all followers or just other members from your group. Source:: SocialBakers, WatConslutantSlideshare Today, Wikipedia, DazeInfo, Zintro
  55. 55. Find a suitable platform – Indian Perspective 150,000 Users ; Bangalore has more number of users than New York India ranks 2nd in terms of G+ Users Types of users : Engineers, Students, Web designers, Software developers. Circle the people to organize them into groups and target them separately. By putting + before the names you can alert them of your conversations. Offer insights, blog posts, post questions and answers related to your industry. Source:: SocialBakers, WatConslutantSlideshare, Gozoop, Zintro
  56. 56. Webenza – World Without Boundaries Technology Design Analytics Strategy E-commerce Microsites Business Social Media Websites Websites Entertainment SEO Web Application Digital Banners Politics SEM Mobile Application Custom Tabs Sports Content Creation Social media Apps Logos Social Influencers Email Marketing Services Digital Media CMS Affiliate Marketing IncPot How What Why Who Listen Engagement Console Crises Management Companies Measure Social Dashboard CRM Integration Celebrities Engage Channel Analytics Competitor Analysis Political Parties Analyze Campaign Management Social Broadcasting Agencies
  57. 57. Contact Us : #207, Regent Prime, Whitefield Main Road, Whitefield Bangalore, Karnataka 560066 PH : (+91) 9686308877 Email : Website :