India is the fastest growing online market, with unprecedented growth in news, search, and social networks. Unowned media analysis found Apollo Hospitals leads in social media quotient but could improve presence on other channels. Social listening found most healthcare conversations occur on Twitter, with topics like quality, costs and doctors. Sentiment was mostly neutral but Manipal had the most negative comments. A strategic social media approach includes establishing thought leadership, creating brand awareness and recall, building customer communities, and making the brand searchable.

1. Use of social media In healthcare

2. Overview
Online Market Growth
Online Growth Categories
Daily Digital Diet
Understanding Healthcare Industry
Trend
Customers
Behavior
Need
Are Brands embracing the change: The S
Competitive Landscape
Owned Media Analysis
Social Listening & Monitoring Analysis
Building a Brand: Webenza Strategy
Engagement Strategy
IncPot for CRM/ORM
Contents

3. Brazil Russia China India
62.6
336
5952 44.5
322
49.148.9
Jul 11 Jul 12
6% 20%
41%
5%UniqueVisitors (in millions)
15+ Age,Home andWork users
India
62.6
44.5
• Indiais the fastest growingonline market in the last 12 months
• Russiaand China have added over 10 million users in the last 12 months and
continue to grow
• India’s explosive online growth to continue,as most online categories show
below average penetration compared to global averages
Online Market
growth comparison
India is the fastest growing online market in the last 12 months.
Data source: ComScore

4. Games
News
Search
Retail
Health
SN
Travel 41
43
43
43
43
54
60
44
95.5
21.1
59.9
91.5
80.3
40
YoY Growth % Jul’12 Reach %
21.1
41
59.9
• Unprecedented growth inTravel,Search,SN and News,surpassingWW averages
• Growth to continue in Retail,Games and Health,as they are below WW averages
• Key drivers being content and accessibility
• Coupons category has de-grown by 38%as players have moved to allied verticals
.
.
Unprecedented growth in News, Search and Social Networks(SN), surpassing
worldwide averages; it is the main reason why people are more connected, aware
and active
Growth Rate
High growth categories

5. Total Daily
Intake
GAMING
1h
SOCIAL
NETWORKING
1.25h
NEWS &
REVIEWS
2.5h
ENTERTAINMENT
3.5h
MICROBLOGGING
.75h
DDD
Daily Digital Diet
What Makes social media Powerful?
Technology
+
Emotions
II
Revolution

6. "Social media is changing the nature of
healthcare interaction, and health
organizations that ignore this virtual
environment may be missing
opportunities to engage consumers.”
Understanding the healthcare industry:
Trend

7. "One-third of consumers now
use social media sites such as
Facebook, Twitter, YouTube and
online forums for health-related
matters”
Others
43 %
38%
14%
12%
Understanding the healthcare industry:
customers
sproutsocial

8. Understanding the healthcare industry:
behavior
What on social
media
Seeking medical information
Sharing symptoms
Tracking Symptoms
Broadcasting
Doctors
Services
Treatments

9. Understanding the healthcare industry: need
The ability to send and retrieve
Information
from everywhere has
Changed
the way we
work and live.
Customerserviceviasocialmedia
Socialcare
Hence Brands need to
Change
the way they
Think.

10. Social care
When customers choose when and where they voice their questions and complaints
When the line between Marketing and Customer service gets blurred
When Brands get ready to react on all the channels

11. .
.
Frequency of social care use among users
9% Daily
21% Weekly
70% Monthly
On average 47% of social media Users engage in
social care
Customerserviceviasocialmedia
Socialcare
Social care has become an immediate imperative for global brands

12. Are Brands embracing the
change?

14. mediabistro

15. Competitive Landscape:
Healthcare India

16. Top players In social media

17.  Publicly available information on the Web is captured and analyzed to
create a comprehensive report about a brands’ Social Media presence
& Online activities.
 The intent is to help a company better understand the performance of
and reaction towards the brand on Digital media and turn social media
into strategic insights to help them develop operational intelligence
and situational awareness.
 The Brands’ online behavior is mapped and classified based on :
 Presence on Social Networks
 Engagement level on social media
 Impact on their sphere of Influence
 Popularity and reach
 Activity Patterns
 Sentiments associated with the conversations
Overview

18. SMQ : Social Media Quotient
‘Social Media Quotient measures a Brand’s performance on social channels. It is calculated based on
the analysis of “Presence & Performance” of various social media assets; it takes into account-
Connections/Followers/Public posts, engagement level, influence, technology adoption etc.’
Following Channels have been covered under SMQ Analysis:

19. COMPETITOR CHANNEL
ANALYSIS

20. 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 tweets count of 2800 and 1592
followers.
Manipal Hospitals is a great contender in this
category with the rate of tweet equal to 6
tweets a day.
Apollo Hospitals has 1 Million Facebook Fans
and 8907 likes on their last seven posts
Fortis and Manipal Hospitals needs to have
more engaging content on their pages, so that
users can feel more connected and spend
more time.
Relative Performance
11.7
50.0
40.0
0.0
30.3
Twitter
10.6
37.5
70.0
10.3
34.0
Facebook

21. Insights
Appolo utilizes Facebook cutom tab
as contact centre for
direct, honest, actionable customer
feedback.
Marketing through facts : Apollo’s
engagement strategy.
Sharing the joy:
Emotional
connect, make people
feel valued

22. Website is the most important online asset of all.
Website should reflect the Brand Personality and
core business of the company.
Apollo has tried to connect with the people
emotionally using its website.
Blogs are the most interactive part of any
website.
Companies use Blogs to establish Thought
Leadership.
Blogs are also now being used for CSR
initiatives.
Relative Performance
20.00
30.00 30.00
0.00
10.00
Website
20 20
30 30
0
30
40 40
30
0
Wikipedia Blogs

23. Apollo has a very social friendly website with more than
200 plugins. This option makes it easier for users to share
information across various channels
Manipal allows customers to
book appointment online
through its website and
through its social media
channels.
Insights

25. 35.12
65.76
87.26
16.96
32.89
Narayana
Hrudayalaya
Fortis Apollo Nimhans Manipal
SMQ
SMQ is affected by a hospital’s social media practices, engagement level, content, popularity and reach
against industry’s benchmark
Social Media plays a pivotal role in ‘Healthcare’ & ‘Brand Building’
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 at all other popular channels
like Wikipedia, Pinterest and LinkedIn

26. SOCIAL
LISTENING
&
ANALYTICS

27. PROCESS
Track online conversations based on an identified set of relevant keywords. Analyze the
conversations, identify patterns and provide actionable insights.

28. Tracking Duration
Keywords
Conversations Tracked
Online Sources
Geographies Tracked
One
Week
India
358
Manipal Hospital, Fortis Healthcare, Fortis Hospital, Apollo
Hospital, Narayana Hrudayalaya, Columbia Asia Hospital, Sagar
Hospital, NIMHANS
Time Period considered: June 4-June
7, 2013
Methodology
Only India based coverage were analyzed across
competitors.
All the 358 conversations were analyzed.

29. .5%
14% 29%
32%
Channel-wise breakdown of conversations
TWITTER IS THE MOST PREFFERED NETWORK TO INTERACT WITH BRANDS
Twitter
Facebook
News
Discussion
Blogs
Youtube Post
n = 358
Based on the
keywords
tracked, the total
number of
conversations were
classified based
on their sources
using our tool
The most popular
source of earned
media engagement
is Twitter with
32%, followed by
News with 29% and
Facebook with 14%.

30. Gender
Age
Location
Language
67%
They are 40+
66%
Are males
99%
Speak English
33%
Likely to happen in Karnataka
Males of age 40+ are likely to talk about HOSPITALS and their services on
Social Networking sites
Demographic Analysis: Who is talking?
0 50 100
13-20
21-30
31-40
40+
0 50 100 150
ENGLISH
Others
0 10 20 30 40
KARNATAKA
MAHARASHTRA
NCT
TAMIL NADU
TAMILNADU
0 50 100
MALE
FEMALE

31. Conversation Sentiments
Out of 358
conversations 20% are
negative;
Amount of negative
chatter is an alarm for
the brands and they
should immediately tap
the opportunity of social
CRM.
POSITIVE
NEGATIVE
NEUTRAL

32. Apollo
Fortis
Manipal
NIMHANS
Others
61
86
64
41
21
23
11
5
4
10
3
5
20
6
1
Negative Positive Neutral
• 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.
Customer sentiments by players

33. 12 things you must know about Rohan Murty We tell you somethings which
are out in the open yet unnoticed about the Jr. Murthy, who is em... Fortis
Healthcare gains over 1% o
Most talked about Topics
Quality
Customer
Support
Doctors/Staff
Apollo Hospital offers senior citizens only OPD Noida, June 16 : An exclusive OPD
service, complimentary pick up and drop facility and discounted consultation fee
are among the latest offerings for senior citizens by the Apollo
Hospital, Noida, an official said Sunday.
Fortis Healthcare: Install Whiteboards in hospital rooms to list drug allergies &
avoid deaths http://t.co/2g1BHQFYUy
Costs/Prices
.Bangalore Mirror www.bangaloremirror.com/printarticle.as... Dr
Dinesh Banur, paediatric gastroenterologist, Columbia Asia
Hospital, who treated ...
#Fortis Hospital tks pymt fr blood test aftr 8am. Gawd help us if like me, you've
arrived 7 am fr a fasting test! #Wockhardt was different.

34. Competetive Share of Voice Analysis
26%
35%
16%
1%
13%
3%
6% Apollo
Fortis
Manipal
Columbia Asia
NIMHANS
Narayana Hrudayalaya
Unknown
• ‘’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 35% closely followed by Apollo and Manipal Hospitals
n= 358

35. Building a Successful
Brand: Webenza Strategy

36. DEVELOP
BRAND IDENTITY EXPRESS BRAND PROTECT BRAND
Inspired by
 A Target market
 A Superiority Claim
 A Reason Why
 Engage
 Interact
 Involve
 Scandals and Criticism
 Associations with
undesirable corporations
 Misuse of funds
Brands can easily be destroyed and brands in Healthcare which rely heavily on trust are
particularly vulnerable

37. Social Media Analytical Centre
How can Webenza IncPot help Customer
Support Team take control of social media?

38. We give Meaning to the
conversations and Enhance
them With meaningful Insights

39. We Bridge the Gap
Between Brands and Customers.
Through our engagement console
we let you connect and talk to the
Customers thereby improving
Dialogue & Participation

40. We Measure & Compare
the
Performance
Our Account Analytics lets you
measure the performance of your
Facebook, Twitter profile and
Google analytics at one place.
It also allows you to compare
Your performance against your
Competitor.

41. Know what you want
to accomplish -
Identify the most
valuable knowledge
you have, and
develop a 90-day
messaging plan
around sharing that
knowledge.
Create interesting
videos and let people
spend time watching
them on your channel.
Videos create strong
brand recall.
Interaction with
customers on social
channels is important
as Happy customers
will generate +WOM
for your brand on
review sites.
Make your brand
searchable on all
social platforms;
enhance discovery
through SEO,
Make people come to
you through their
searches and
generate leads.
Establish
Thought
Leadership
Create brand
presence and
awareness
Build Happy
customer
community
Create top of
mind recall
Social Media engagement strategy

42. For more information contact sneh@webenza.com
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