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Anandan Pillai
Associate Director (Paid Media)
Performics.Resultrix (Publicis Media)
 Healthcare Industry in India
 Media Spends in India
 Digital Marketing Landscape
 Digital Advertising Spends in India...
$100 $160
$280
$8.76
$9.92
$16.70
$0.00
$2.00
$4.00
$6.00
$8.00
$10.00
$12.00
$14.00
$16.00
$18.00
$0
$50
$100
$150
$200
$...
Healthcare
Hospitals Pharmaceuticals Diagnostics Medical
Equipment &
Supplies
Medical
Insurance
Research &
Analytics
Telem...
TV, 41%
Print, 36%
Digital, 12%
OOH, 6%
Radio, 4%
Cinema, 1%
Source: Exchange4Media Digital Report, 2017
Product / Brand
Awareness
Build Community
Seed Sales
Drive
Word of Mouth
Build
Consideration
Search Engine
Optimization (S...
SEO
What?
•Organic listing on Search Engines
Why?
•To drive and maintain brand awareness
How?
•Effort – High & Consistent
...
SEM
What?
•Paid ads on Search Engines
Why?
•To drive visibility and consideration
How?
•Effort – Medium & Consistent
When?...
DISPLAY ADVERTISING
What?
•Visually appealing static / rich media images that drive
traffic to desired destination
Why?
•I...
SOCIAL MEDIA
What?
•Create presence on major & RELEVANT social media
channels
Why?
•It helps in creating community, drivin...
VIDEO ADVERTISING
What?
•Create presence on major & RELEVANT social media
channels
Why?
•It helps in creating community, d...
ONLINE CLASSIFIEDSWhat?
•Online Classifieds could help in the form of paid
listings or Display Advertising on them
Why?
•C...
BLOGGING
What?
•Long form content on varied topics that users are
concerned about
Why?
•It helps in educating users, estab...
Social Media, 28%
SEM, 27%
Video, 18%
Display, 20%
Classifieds, 7%
Source: Exchange4Media Digital Report, 2017
Display
Video
Social Media
Classifieds
Search
Source: Exchange4Media Digital Report, 2017
Display Video Classifieds Search...
Source: Exchange4Media Digital Report, 2017
Display Video Classifieds Social MediaSearch
What?
Who?
Where?
How?
Objectives
Target Audience
Channels
Messaging
Awareness
Share of Voice
Top of the Mind recall
Brand Equity
Engagement
Usage
Average Time Spent
View Rates
Engagement/Rea...
Healthcare
Segment
Awareness Acquisition Engagement
Hospitals Patients
Doctors
Non-Medical Staff
Patients Patients
Doctors
SEM/PPC
SEO
Social
Display
Mobile
Email
Blogging
Affiliate
How many
saw?
•Impressions
•Opens
How many
Clicked? • Clicks
How many
landed? • Website Visits
How many
interacted /
showe...
Source: India Digital health Report, 2017 by Digital Yellow Elephant
 Hospitals
 Apollo
 Fortis
 Manipal
 Kokilaben Dhirubhai
Ambani
 Medanta
Apollo Hospitals
Fortis
Manipal
KDAH
Medanta
Source: SimilarWeb
Source: SimilarWeb
Apollo Hospitals Fortis Manipal
KDAHMedanta
Source: SimilarWeb
Apollo Hospitals Fortis Manipal
KDAHMedanta
Source: SimilarWeb
Hospital Visits Direct Referrals Organic
Search
Paid
Search
Social Email Display
Apollo 417.97
K
7.61% ...
Source: FanPageKarma
Source: FanPageKarma
Source: FanPageKarma
anandanp22@gmail.com
9980293326
@anandan22
www.anandanpillai.com
Digital Marketing for Healthcare Industry
Digital Marketing for Healthcare Industry
Digital Marketing for Healthcare Industry
Digital Marketing for Healthcare Industry
Digital Marketing for Healthcare Industry
Digital Marketing for Healthcare Industry
Digital Marketing for Healthcare Industry
Digital Marketing for Healthcare Industry
Digital Marketing for Healthcare Industry
Digital Marketing for Healthcare Industry
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Digital Marketing for Healthcare Industry

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Presentation on Digital Marketing for Healthcare Industry, that I delivered at Goa Institute of Management.

Published in: Marketing
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Digital Marketing for Healthcare Industry

  1. 1. Anandan Pillai Associate Director (Paid Media) Performics.Resultrix (Publicis Media)
  2. 2.  Healthcare Industry in India  Media Spends in India  Digital Marketing Landscape  Digital Advertising Spends in India  Digital Marketing Strategy  Indian Healthcare Companies on Digital Channels  Case Studies  Exposure to Digital Marketing Tools  Open House
  3. 3. $100 $160 $280 $8.76 $9.92 $16.70 $0.00 $2.00 $4.00 $6.00 $8.00 $10.00 $12.00 $14.00 $16.00 $18.00 $0 $50 $100 $150 $200 $250 $300 2016 2017 2020 (All figures in billions) Healthcare Market Size Advertising Spends in India Source: IBEF,2017 & Exchange4Media Digital Report, 2017
  4. 4. Healthcare Hospitals Pharmaceuticals Diagnostics Medical Equipment & Supplies Medical Insurance Research & Analytics Telemedicine 70% 15% 15% Source: IBEF,2017
  5. 5. TV, 41% Print, 36% Digital, 12% OOH, 6% Radio, 4% Cinema, 1% Source: Exchange4Media Digital Report, 2017
  6. 6. Product / Brand Awareness Build Community Seed Sales Drive Word of Mouth Build Consideration Search Engine Optimization (SEO) Display Advertising Social Media Affiliate Marketing Search Engine Marketing (SEM) Video Advertising Online Classifieds Blogging LHS – We are Aware & Know VS RHS – What are these jargons?
  7. 7. SEO What? •Organic listing on Search Engines Why? •To drive and maintain brand awareness How? •Effort – High & Consistent When? •Long term
  8. 8. SEM What? •Paid ads on Search Engines Why? •To drive visibility and consideration How? •Effort – Medium & Consistent When? •Short to medium term (can be consistent)
  9. 9. DISPLAY ADVERTISING What? •Visually appealing static / rich media images that drive traffic to desired destination Why? •It helps in driving consideration, leads How? •Effort – High & Sporadic When? •Short term
  10. 10. SOCIAL MEDIA What? •Create presence on major & RELEVANT social media channels Why? •It helps in creating community, driving word of mouth, leads etc. How? •Effort – High & Consistent (requires lot of creative content thought process) When? •Long term and consistent
  11. 11. VIDEO ADVERTISING What? •Create presence on major & RELEVANT social media channels Why? •It helps in creating community, driving word of mouth, leads etc. How? •Effort – High, Sporadic (requires lot creative content thought process) When? •Long term and consistent
  12. 12. ONLINE CLASSIFIEDSWhat? •Online Classifieds could help in the form of paid listings or Display Advertising on them Why? •Capitalize the in-market audience who is in search of the solution How? •Effort – Less & Sporadic When? •Short term
  13. 13. BLOGGING What? •Long form content on varied topics that users are concerned about Why? •It helps in educating users, establishing thought leadership. Also it boosts the SEO efforts How? •Effort – High & Consistent When •Long term
  14. 14. Social Media, 28% SEM, 27% Video, 18% Display, 20% Classifieds, 7% Source: Exchange4Media Digital Report, 2017
  15. 15. Display Video Social Media Classifieds Search Source: Exchange4Media Digital Report, 2017 Display Video Classifieds SearchSocial Media
  16. 16. Source: Exchange4Media Digital Report, 2017 Display Video Classifieds Social MediaSearch
  17. 17. What? Who? Where? How? Objectives Target Audience Channels Messaging
  18. 18. Awareness Share of Voice Top of the Mind recall Brand Equity Engagement Usage Average Time Spent View Rates Engagement/Reach Acquisition Leads (MQLs / SQLs) Sales / Revenue Market Share
  19. 19. Healthcare Segment Awareness Acquisition Engagement Hospitals Patients Doctors Non-Medical Staff Patients Patients Doctors
  20. 20. SEM/PPC SEO Social Display Mobile Email Blogging Affiliate
  21. 21. How many saw? •Impressions •Opens How many Clicked? • Clicks How many landed? • Website Visits How many interacted / showed interest? •Leads / Appointments •App engagement •Video views How many converted? • Sales / Revenue • Downloads
  22. 22. Source: India Digital health Report, 2017 by Digital Yellow Elephant
  23. 23.  Hospitals  Apollo  Fortis  Manipal  Kokilaben Dhirubhai Ambani  Medanta
  24. 24. Apollo Hospitals Fortis Manipal KDAH Medanta Source: SimilarWeb
  25. 25. Source: SimilarWeb Apollo Hospitals Fortis Manipal KDAHMedanta
  26. 26. Source: SimilarWeb Apollo Hospitals Fortis Manipal KDAHMedanta
  27. 27. Source: SimilarWeb Hospital Visits Direct Referrals Organic Search Paid Search Social Email Display Apollo 417.97 K 7.61% 8.54% 72.39% 0.41% 3.56% 3.90% 3.59% Fortis 264.56 K 7.05% 10.53% 80.32% 0.05% 1.33% 0.72% 0.00% Manipal 166.53 K 10.49% 23.04% 60.32% 1.21% 2.69% 2.25% 0.00% Medanta 97.72K 21.84% 8.15% 68.33% 0.00% 1.68% 0.00% 0.00% KDAH 113.94K 12.53% 6.28% 73.96% 7.22% 0.00% 0.00% 0.00%
  28. 28. Source: FanPageKarma
  29. 29. Source: FanPageKarma
  30. 30. Source: FanPageKarma
  31. 31. anandanp22@gmail.com 9980293326 @anandan22 www.anandanpillai.com

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