Team Name: $!NN3Rs
Name of first member: Ashutosh Singh
College Name: IIM Calcutta
Name of second member: Ajay Kumar
College Name: IIM Calcutta
acquire and retain
To design a
•Word of Mouth
• Satisfaction level
•cover success in
MedCare wants to carry out major 3 months campaign on rebranding and reaching out to the local
Social Media Exercise – MedCare
Revigorate brand among city dwellers
The Challenge Customer Insight Solution
◦ Doctors (and patients) needed
to be shown the added value
that the Medcare brand could
◦ Differentiated strategy
◦ Demonstrate augmented/value-added
So what needs to be done
in development of
Marketing, Brand &
Understand the Customer !
Best Possible Cancer Care
Rebranding = “The Best Possible Cancer Care”
o Cancer = death in India. A life
o Indian patients are often not
told of condition
o Patients & families lack
o Patients need support during
various stages of ‘emotional
o Patients & Caretaker have a lot
of questions and concerns.
◦ Redefine the Cancer Care
“The Best Possible Cancer Care”
Columbia Asia International
News & Public Events ✓ ✓ ✓ ✓ ✓ ✓ ✓
Blogging ✓ ✓ ✓ ✓ X X ✓
Social Media ✓ ✓ ✓ ✓ ✓ ✓ ✓
YouTube ✓ ✓ ✓ ✓ ✓ ✓ ✓
Articles, Books, Case
Articles Articles Articles,
SEO ✓ ✓ ✓ ✓ ✓ ✓ ✓
Marketing Analytics ✓ ✓ ✓ ✓ ✓ ✓ ✓
Testimonials ✓ ✓ ✓ ✓ ✓ ✓ ✓
Awards & Recognition ✓ ✓ ✓ ✓ ✓ ✓ ✓
✓ ✓ ✓ X X X X
1. SEO, SMM is done by each firm, which increases their search engine discoverability. Analytics is also incorporated.
2. Testimonials, featuring in News, Articles, Blogs helps building in firms credibility and increases Word of Mouth(WOM).
Make the data available Educate employees on
Social media policies
Implement privacy settings Avoid using social media
channels to communicate
with patients on sensitive
Enlist at least one author,
editor, or reviewer on every
piece of content that you
Include an “About Us” & Ask
for audience feedback
through surveys and
Current Media & its impact on Healthcare
◦ Physicians spend time on online resources. 3 hours per week
watching online videos (On Medscape, YouTube etc.) for
◦ With the increasing use of smartphones, followed by
tablets, the demand for mobile health information has
increased. Smartphones enable patients to access and
contribute online information, and comment anywhere.
Physicians are the major source of recommending MedCare to the patients.
Can highly used technologies be made more effective?
Type 1 :
the firm, &
Type 3: Know
firm, but are
Type 2 : Don't
the firm, but
are in the
Stepwise targeted promotional plan
Define Your Audience
Find out what news you
need to share
Website should be well
designed with all
necessary information on
Place the URL of your
website on all company
Convince others to
increase your visibility on
their Web sites
Write articles & get them
Network on any
opportunities that you
Link to a Form in Your
Sponsor a project that
caters to some
Video Marketing Inbound Marketing Set up analytics
Word of mouth (WOM)
A detailed approach for promoting online.
And connecting them to the homepage of the
Regular updates to be posted through these
An engaging presence on these social platforms helps in driving interest, increases customer service and visibility.
Set up a
Set up an
Link to your
Social media encompasses social networking sites, collaborative services, blogs, content hosting sites and virtual
communities. It builds reputation, monetary income and increases reach.
Proposed plan for Social Media
◦ All of the assessed channels have capabilities, advantages and disadvantages that need to be considered before
utilization. Blogs, forums, physician networks and patient support websites are also an important part of social
Channel Uses Advantages Disadvantages
Wikipedia • Comprehensive online encyclopedia
• Editor-moderated content from user
• Trusted by patients and many physicians
• Comprehensive and free online information
• Emphasis on self-regulation resulting in higher
quality control than other social networks
• Vulnerable to misinformation, though most content is to a
• The combination of trust in Wikipedia and its vulnerability
to both mistakes and author bias has caused concern
within the academic and medical community
Twitter • 140 character user-generated
comments or ‘tweets’
• Following other users Sharing links
• Commenting on personal and
• Effective broadcasting platform, high viral
• Strong for news and live events such as
• Small message size is easily digestible
• Character limit makes it difficult to have any depth
• Hard to generate meaningful engagement
• Requires regular updating
• Very small window for meaningful engagement
• No central content control
Facebook • Add friends to create a peer network
• A plethora of services including groups,
events, games and personal
• Sharing links
• The largest social network based on numbers of
monthly active users
• The most diverse social network
• Capable of detailed and engaging interactions
• Enhanced word-of-mouth effect from friends’
• Regulatory adherence is more difficult and varies
according to geographic region
• Small window for meaningful engagement
• Privacy concerns
• Very little central content control
YouTube • Sharing video content
• Commenting on videos
• Following content creators
• Favored by physicians for highly informative,
• Engagement correlates to emotive patient
• Can be linked to other social networks
• Videos often require a large time investment
• Capability to share videos within the social network is
• Filming and editing video to a suitable standard is
expensive and requires specialist skills
Assessing Social Media Channels
Long Term Communication Strategy
Over the 3 months…..
To build strong long term relationship, MedCare needs to have a concrete communication strategy supported by
consistent social media strategy.
Website and Relationship Management Solution –
Oncology Professional Website for patients & doctors.
Medcare RMS developed to build & manage multiple relationships – with doctors, patients, families,
CCAs, distributors, hospitals, etc.
CRM with all stakeholders through a common Medcare Relationship Management Centre.
Facebook page (Daily Health Tips, Health System being used, About page should talk about services and Timeline should talk
about milestones achieved till now, MedCare replying on posts that receive like, shares and comments )
Chat Service (3 times a week) where city doctors will handle customer’s issue one at a time.
MedCare Health Quiz(and other educational events) on Facebook page to bolster health awareness and reward those who
fare well – Answer just 10 questions and know your Health quotient. Win a hamper of goodies.
You Tube video shared – Doctor advising on Health issues and offering tips ,covering success stories of patients, Patient
testimonials, MedCare’s initiatives ,Chairman speaks.
Creating Facebook informative Ads – MedCare Community (Looking for Health tips, support local MedCare Clinic and
become a fan of MedCare community page)
To increase its visibility and for attracting the patients, MedCare can create a community for those
affected by cancer to share knowledge and tips for how to deal with, and even overcome, the daily
pains of the disease. From insurance loopholes to dealing with nausea, the community “Decoding
Cancer” delivers tried and true, bite-sized solutions to help make each day with cancer a little less
Together we fight,
Together we live
The Specific Campaigns target the right customer segment, help in creating awareness as well as establishing the Brand.
Campaign will help
in filling lives with
hopes and optimism
“To fight, To win, To survive, To be informed, To effectively communicate with doctors, family and the closest ones during
the ongoing tough time, To embrace life with joy, purpose and happiness.”
numbers for different
(Mental State Help)
series of talks by
By providing an
WOM takes place in 2 forms –
• When someone directly refers a friend to you for business.
• A long term WOM approach. Here you stay in touch with your
customer base through email and social, not asking them for
business, but giving them the chance to promote you
indirectly. For example, forwarding emails and sharing things
you’ve posted to social networks.
Word Of Mouth
Word of Mouth
Word of mouth marketing happens through good service, takes time but benefits the firm over the long term.
• To feature on the top when a user searches for
some specific industry related keywords.
• SEO creates a better visibility of a firm on web.
• Make online Directory Listings.
• Can be outsourced – Project duration lasts
between 3-6 months, and from then on a
• Costing depends on the number of keywords.
Email Template Designs
Email messages designed to
re-engage, nurture, and
keep in touch with Physicians
SEO is the most effective tool for increasing the firm’s visibility.
Email Scheduling and
Email Marketing can be targeted at Physicians who then can recommend Medcare.
Brand Awareness – Duration of activity by customers, Degree of
Involvement/Amplification/Talking about Brand(whether negative or positive)
Engagement & Interaction with Customers – Measured by Retweet Rates, Social clicks,
Social Page Views, Video/SlideShare Views, Time spent, Amount of information,
Facebook Reach, Landing Page Conversion Rates, Amplification rate, Applause rate
and Engagement Rate.
((the amount of money gained from the campaign) – (the cost of the campaign))/(the
cost of the campaign)
Gross profit – revenue per lead or per campaign
Web traffic analytics through Google Analytics, Hubspot incorporated on website.
Broadly into 2 parameters
Reach is a measure of the absolute number of listeners and
the index is based on the number of people reached by
each channel through likes, shares and re-tweets.
Relevance measures whether people found posts or content
relevant and/or useful, and the index is based on the extent
to which content is being shared and forwarded across social
Relationship is a measure of interaction - the back and forth
of conversation - and a measure of company and consumer
or patient integration.
•A company can have the most
interesting and engaging content but
without reach they will not be heard.
A categorization of measuring the Social media performance.
•Relevance increases reach and
relationship and is an indicator that a
social media platform is growing.
•The relationship index measures the level
of interaction between a company and
those who post, reply or otherwise
interact with the company’s postings.
Channel Measure Health
D = Denominator, N =
Facebook No. of posts D D D
Facebook No. of posts from others
Facebook No. of likes of posts N N
Facebook No. of shares of posts N N
Facebook No. of comments N N
Facebook No. of replies N
Twitter No. of company tweets D D D
Twitter No. of re-tweets of companies tweets N N
Twitter No. of favorites of company tweets N
Twitter No. of replies of a company to other tweets N
YouTube No. of videos posted D D D
YouTube No. of comments by others N N
YouTube No. of comments from company N
YouTube No. of views N N
Social media index definitions
E-marketing plan : What to do matrix?
Place URL on company
material, Form in your
signature, Get others to
increase your visibility
(SMM), Video, Articles
What to do?
Website, SEO, E-mail
An Impact v/s Effort graph showing which activities lie where.
Task Description Estimated Time
Place your URL on all company
No business card, letterhead, email signature, literature,
signs, company vehicle, promotional gifts, etc. should go
without your Web domain name.
e-newsletter template 1 day
Twitter, Facebook, LinkedIn page Fb, Twitter – Daily wellness tips, seminars, discoveries, links
back to website. LinkedIn – Recruitment, Professional
Link to a Form in Your Signature Simply include a link to your hosted web form in your email
signature, and your prospects can sign up to receive your
emails without even closing your personal message.
Video - YouTube Content, diseases and conditions, discoveries and patient
SEO To get the company among top searches based on some
3-6 months with monthly
SMM Regular updates from the social media accounts Continuous activity
Get others to increase your
Write articles & Blogs Write articles, get them published, display that on your
website’s homepage. Link your blog to the homepage.
Email Marketing Getting the relevant email addresses, making a standard
email template, sending emails.
Getting emails – continuous
process to increase the list,
template – 1 day.
Increasing Word of Mouth Continuous process
The rough time interval that the activities will take. The specific campaigns will carry on for the stipulated 3
A rough timeline
Weekly Performance Report
Blog Post Views?
RSS Subscribers CTA% of each
Growth this week Average Growth Accounts – wise
Sent Delivered Opened Clicked
Bounce Rate Forwarded Abuse reports Subscribers with
(compared to last)
Visits Leads Customers