Case study by i-engage on how a super specialty hospital leveraged the power of social media to mark presence in targeted audience and ran a measurable ROI based digital campaign.

1. CASE STUDY
Digital media management
and content marketing

2. BACKGROUND
• Mohak Bariatrics and Robotics are the pioneers of weight
loss surgery in asia pacific.
• Their weight-loss procedure are metabolic in nature and
not cosmetic.
• Dr. Mohit Bhandari is the chief surgeon who is well known
as youngest surgeon with highest volume of surgeries
performed.
• The surgeon and the team together takes care of the
patient from beginning to end of his weight loss journey.

3. OBJETIVES
• Establishing brand image of surgery center.
• Recognizing the right target audience and connecting with
them.
• Applying innovating ideas to keep the audience engaged.
• Educating people about the surgery and its benefits.
• Building trust worthy image of the surgeon and team.
• Ensuring to increase leads and enquiries from all digital
mediums.

4. WHOM ARE WE TALKING TO?
People with
overweight
problems
(With BMI > 40)
People with
type-2
diabetes
Target
Audience
Their relatives/
friends and family

5. WHAT DID WE DO?
• Educate-
Putting more and more information about
obesity, its conseqences, related diseases.
Posting about surgery and its benefits.
• Engage-
Sharing videos of previous patients and
their transformation stories. Talking with
them about diseases and consequences.
• Excite-
Informing the audience about upcoming
camps/ events to participate. Encouraging
them to consult with experts online and
share their problems.
• Convert-
Deploying best possible measure to
convert the visitors into leads using live
chat, enquiry forms and landing pages.

6. WEBSITE DESIGNING

7. MAJOR ASPECTS OF WEBSITE
• Informative content
• Dense sitemap
• SEO friendly
• Social media sharing ready
• Engaging layout
• Call to action driven
• Scalable backend
• Accelerate mobile pages
• Trackable and traceable

8. MULTIPLE WEBSITES
• www.indiaobesity.in
Official website containing all necessary
information about the hospital/ team/
bariatric treatments and patient
testimonials.
• www.drmohitbhandari.com
Website and personal blog of chief
surgeon Dr. Mohit Bhandari showing his
achievements, camps and travel
schedules.
• www.en-lighten.in
Special dedicated website for ESG
(endoscopic sleeve gastroplasty)
treatment with content addressing non-
surgical way of reducing weight.
• www.mohakbariatrics.com
A website containing mesh of landing
pages, each designed to attract audience
coming from different demographics and
clicking from different ad banners.

9. FIGURES AND NUMBERS
53
Inter-connected pages
129
Landing pages Secured backend
9
Lead capturing forms
2.31 Sec
Average load time Spam protected

10. SOCIAL MEDIA MARKETING

11. OUR PLAN AND PROCESS
Devised social
media strategy
Identifying the
talk points
Content creation
and compilation
Seeding the
content

12. WHERE WILL WE SPEAK

13. CONTENT DEVELOPMENT
• Re-search and compilation of obesity and its
hazardous effects
• Social media post in form of image/ gif/ videos
• Surgeon’s Achievements and team specialization
• Positive aspects of choosing bariatric surgery
• Event and camps announcements
• Video testimonials and life transformation stories
• Blogs/ Articles/ presentations and infographs about
relevant topics.

14. EDUCATING CONTENT

15. ENGAGING CONTENT

16. EXCITING CONTENT

17. NEWS/ UPDATES & OCCASSIONS

18. CAMPAIGNS
The campaign was
planned a week before
11th October where the
team went on streets of
different cities and asked
people to sign a pledge
which add one healthy
habit in their daily routine
to fight against obesity.

19. BLOGS SUBMISSIONS

20. OUTCOMES Facebook page likes progression chart

21. OUTCOMES Twitter quarterly impressions chart

22. OUTCOMES Quarterly unique visitors on website

23. CONSULTATION
CAMP PROMOTION

27. ADVOCATE
MARKETING

30. DEMOGRAPHIC
TARGETING

31. FROMTARGETING
TOLEADGENERATION

32. DIFFERENT AD PLACEMENTS
• Facebook timeline ads
• Facebook story inserts
• Facebook auto-play videos
• Retargetted click banners
• Google Display Ads
• Youtube skippable ads
• Google search result ads
• Mobile interactive ads (motion sensored)

33. AVERAGE LEAD CAPTURED
0
50
100
150
200
250
300
Apr-18 May-18 Jun-18 Jul-18 Aug-18 Sep-18 Oct-18 Nov-18 Dec-18 Jan-19 Feb-19 Mar-19
Leads per month Average

34. THANK YOU
www.i-engage.in
Mail us on: enquire@i-engage.in
Call: 0731-426 6662