2. www.globalhospitalsindia.comGLOBAL HOSPITALS GROUP Hyderabad | Chennai | Bengaluru | Mumbai
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”?
4. www.globalhospitalsindia.comGLOBAL HOSPITALS GROUP Hyderabad | Chennai | Bengaluru | Mumbai
Digital Marketing Program – Hybrid Model
Strategic Objective :-
1. More Enquiries , buzz around Global , start Doctors , clinical programs
based on program
2. More footfalls into GHC IN 3 months using Social media by 10 %
3. Global Hospitals on a high brand recall
Tactical 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 basis
2. Addressing complaints , enquiries
3. Orchestration of queries thru qualified specialists
6. www.globalhospitalsindia.comGLOBAL HOSPITALS GROUP Hyderabad | Chennai | Bengaluru | Mumbai
Medium’s & Why ?
Consumers are wooed like never before due to E commerce , Social Media ,
Mobility
Facebook :-
• 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
7. www.globalhospitalsindia.comGLOBAL HOSPITALS GROUP Hyderabad | Chennai | Bengaluru | Mumbai
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.
9. www.globalhospitalsindia.comGLOBAL HOSPITALS GROUP Hyderabad | Chennai | Bengaluru | Mumbai
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
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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
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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
17. 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
17
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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
19. www.globalhospitalsindia.comGLOBAL HOSPITALS GROUP Hyderabad | Chennai | Bengaluru | Mumbai
Case 4) Brand insighting for a Fashion Brand
• Customer and competitive insighting
• What communication on social forums generates high engagement from
customers
• Improvement areas
21. www.globalhospitalsindia.comGLOBAL HOSPITALS GROUP Hyderabad | Chennai | Bengaluru | Mumbai
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
22. www.globalhospitalsindia.comGLOBAL HOSPITALS GROUP Hyderabad | Chennai | Bengaluru | Mumbai
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
23. www.globalhospitalsindia.comGLOBAL HOSPITALS GROUP Hyderabad | Chennai | Bengaluru | Mumbai
Strategic outlay for social media initiative
Duration Deliverables and outcomes
Budgetary
outlay
Month 1
- Social media strategy with overall survey – Consumer insights,
current standing , competition analysis etc ₹
Month 2
Revamping 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 4
In 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 ₹
