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HEALTHCARE INDUSTRY
DIGITAL MEDIA STRATEGY
HEALTHCARE INDUSTRY OVERVIEW
One of India’s largest sectors both in terms of revenue and
employment.
India has competitive advantage in terms of talented well-trained
medical staff
India has cost advantage because the cost of medical help is almost
1/3 the cost anywhere else in the world.
Indian medical tourism is growing at 18% and is expected to touch
$2billion by the end of 2015.
Need for 1.8 million beds by the end of 2025. Huge opportunity
for the industry.
Market Break-Up By
Revenues
3%
4%
9%
13%
71%
Hospitals
Pharmaceuticals
Medical Equipment & Supplies
Medical Insurance
Diagnostics
Share in Healthcare
Spending
30%
11%
40%
19%
Government Hospitals
Top Tier
Mid Tier
Nursing Home
WHY SOCIAL MEDIA?
High Growth Categories
41%43%43%43%43%
54%
60%
Games News Search Retail Health SN Travel
Unprecedented growth in news,
search and social networks is
the main reason why people
are more connected, aware
and active.
SCOPE FOR SOCIAL MEDIA IN
HEALTHCARE
Social Media is
changing the nature of
healthcare interactions,
and health organisations
that ignore the virtual
environment may be
missing opportunities to
engage customers
Customer Usage Of Social
Media
12%
14%
43%
38%
Facebook Twitter
YouTube Others
One-Third Customers use
these networking sites
for health-related
matters
Leverage Social Media to increase interaction
with existent and potential customers
CUSTOMER BEHAVIOUR
on Social Media
Seeking
Information
Sharing
Information
Tracking
Information
Broadcasting
Information
Social Media
Why should YOU do it?
I tend to trust comments about health insurance
brands on social media sites by people i don’t know
I tend to trust comments about health insurance
brands on social media sites by people i know
(family, friends etc)
Comments posted on social media sites influence
my opinions about health insurance brands in
general
The use of social media sites has increased my
overall awareness about products and services from
healthcare companies
The use of social media sites has increased my
overall engagement with the company
Disagree Agree
%% of Respondents Agreeing
% of Respondents Disagreeing
Growth of Digital Spending in Healthcare
Top 5 Marketing Spends in 2013
24%
25%
29%
31%
35%Paid Digital Advertising
Social Media
Websites/ Microsites
Direct Marketing
Professional Marketing
85% experts say that
Digital marketing has
changed the face of the
industry forever
Social Media for professional networking
Social Media can enhance quality of patient care
Social Media for professional reasons
Social Media for seeking medical answers
31%
Healthcare
Professionals
60%
Doctors
66%
Doctors
22%
Parents
Social
Media
Impact
COMPETITIVE LANDSCAPE
TOP PLAYERS IN SOCIAL MEDIA
OVERVIEW
Publicly available information on the Web is captured and analysed to create a comprehensive
report about a brands Social Media presence and 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 behaviour 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
SOCIAL MEDIA QUOTIENT (SMQ)
‘Social Media Quotient’ measures
a brands’ performance on social
channels. It is calculated 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.
The following channels have been
covered under SMQ Analysis
Competitor Channel
Analysis
Relative Performance
Facebook
Apollo Fortis Nimhans Manipal Narayana
49.7
27.3
0
41.9
45.3
Twitter
Apollo Fortis Nimhans Manipal Narayana
32
38
10
34
50
Apollo here tops the list with a total of 24,000
tweets with tweeting at the rate of 10-12 tweets
a day and having 70,000 followers.
Manipal Hospitals is an emerging contender
with 3621 tweets tweeting at the rate of 5-6
tweets a day and having 3353 followers.
Narayana here tops the list with 290,000
Facebook Fans and 1530 likes on their last
seven posts.
Apollo and Fortis are close players with 549
and 702 likes on their last seven posts
respectively.
Best Practices
Apollo follows a more interactive approach on Twitter by engaging customers
through short quizzes. On Facebook, Narayana and Apollo follow a more informative
approach to educate customers.
Relative Performance
Website
Apollo Fortis Nimhans Manipal Narayana
0
3030
0
30
Blogs
Apollo Fortis Nimhans Manipal Narayana
3435
10
3940
A Website is the most important online asset
of all.
It should reflect the brand personality and the
core business of the company.
Apollo, Nimhans and Manipal all have good
websites.
Blogs are the most interactive part of any
website. Companies use blogs to establish
Thought leadership. Blogs are now also being
used for CSR activities. Apollo has almost 27
posts every month, followed by Fortis which
has 5 each month.
Best Practices
Manipal, Apollo and Fortis increase customer engagement through a
well-designed website, informational videos and personalised patient
stories respectively.
Relative Performance
YouTube
Apollo Fortis Nimhans Manipal Narayana
32
38
10
34
50
Companies are becoming more and more
creative as they realise that videos are the
most powerful way to connect with the
audience. YouTube is the second largest search
engine in the world but the number of
subscribers and upload views are still very
less for most players.
Groups on LinkedIn help in discovering like-
minded professionals and participating in
fruitful discussions. Apollo Hospitals tops the
list with 22,105 followers and 6273 employees.
Nimhans is the only one without a Custom
Group and, only 88 followers and 3
employees.
LinkedIn
Apollo Fortis Nimhans Manipal Narayana
34
30
10
3940
SMQ
Apollo Fortis Nimhans Manipal Narayana
44.56
36.47
7.5
31.76
37.16
SMQ	
  is	
  affected	
  by	
  a	
  hospital’s	
  social	
  media	
  prac6ces,	
  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	
  44.56	
  but	
  it	
  could	
  have	
  fared	
  even	
  beHer	
  with	
  its	
  presence	
  
on	
  Pinterest	
  and	
  high	
  number	
  of	
  views	
  on	
  YouTube.	
  	
  
Nimhans	
  lags	
  because	
  of	
  its	
  insignicant	
  presence	
  in	
  important	
  channels	
  like	
  Facebook,	
  linkedIn	
  etc.	
  
Moreover	
  it	
  does	
  not	
  have	
  a	
  website	
  which	
  has	
  signicantly	
  brought	
  down	
  its	
  score.	
  
SMQ
WAY FORWARD
CRAWL WALK RUN FLY
Aggregation & Branding Community Building Thought Leadership Technology
Online Listening & Monitoring
Establish Online Credibility and Trust through a stepped approach
•  Content optimization
•  Organized content hubs
•  Creatives’ revamp
•  Snackable content
•  More engagement
•  Track & Monitor real
time conversations
•  External seeding
•  Go mobile: Style in
your pocket – An
App
•  Dedicated website :
Responsiveness &
playability are must
haves
Month 1-2 Month 3 Month 4 Month 5-6
•  Blogs
•  Presentation
•  Inforgraphics
•  Digital PR
•  Community outreach
•  Identify promotional
avenues
We will Follow The Crawl, Walk, Run Methodology for Social MediaFollow a Crawl, Walk, Run Approach for Social Media
DEMONSTRATE THOUGHT LEADERSHIP
Intelligence Content Venue
Promotional
Platforms KPIs
Your Brands

Your Competition

Industry Trends
Listen	
  for	
  
Listen	
  in	
  
Twitter, Facebook,
Blogs, News, Forums,
Suggestion Sites
Market Research,
Public Relations,
Customer Service,
Branding
Digital Marketing,
Public Relations
Digital Marketing :
Community Building
which can be leveraged
for several functions
Social Enterprise
Metrics : CEO – CFO –
CMO ‘s Office
• Size of the community
• Level of Engagement
• Number of App
downloads
• Number of queries
resolved
• Content Curated
SOCIAL MEDIA IMPLEMENTATION PLAN
SEO & SEM
SEARCH ENGINE OPTIMIZATION
Keyword Research
On Page SEO Off Page SEO
Create Blog PostsCreate Presentations Create Videos
Create content using researched keywords for websites like
slideshare, YouTube etc. These sites have highest page ranks and
thus help your website show up on the 1st page of search engines
SEARCH ENGINE MARKETING
Meet your customers when they
are actively looking for your
products on a search engine.
Advertising via the search engine
is cost effective.
Statistics can be gathered from
web logs to determine the efcacy
of an ad campaign.
ABOUT ITTISA
WHO ARE WE?
Founded in June of 2014, we are the first ever only girls Digital Media
Agency.
The name Ittisa in Sanskrit means 'The Ruler' and we aim to rule the creative
world with our highly creative and passionate team..
At Ittisa, we are a unique captivating mix of innovative ideas, diligence and
the right sprinkle of creativity!
We love the work we do here because one - we adore the Digital world and two
- we know that our ideas & strategy make a difference.
Our objective is simple - To make our clients create a mark in the Digital space
with crisp strategy, excellent designs & great content.
Super glad to announce that we have recently partnered with LeanIn.org and
look forward to changing the trajectory of women workers and create a better
world for everyone.
WHAT DO WE DO?
WHAT WE CAN DO FOR YOU!
BRAND BUILDING
&
SOCIAL MEDIA
MARKETING
SEARCH ENGINE
OPTIMISATION

SEM
BIG DATA ANALYTICS

ORM

SOCIAL CRM
UI & UX Design
HAPPY CLIENTS
Thank You
Connect With Us

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Digital Media Strategy for Healthcare Industry

  • 2. HEALTHCARE INDUSTRY OVERVIEW One of India’s largest sectors both in terms of revenue and employment. India has competitive advantage in terms of talented well-trained medical staff India has cost advantage because the cost of medical help is almost 1/3 the cost anywhere else in the world. Indian medical tourism is growing at 18% and is expected to touch $2billion by the end of 2015. Need for 1.8 million beds by the end of 2025. Huge opportunity for the industry.
  • 3. Market Break-Up By Revenues 3% 4% 9% 13% 71% Hospitals Pharmaceuticals Medical Equipment & Supplies Medical Insurance Diagnostics Share in Healthcare Spending 30% 11% 40% 19% Government Hospitals Top Tier Mid Tier Nursing Home
  • 4. WHY SOCIAL MEDIA? High Growth Categories 41%43%43%43%43% 54% 60% Games News Search Retail Health SN Travel Unprecedented growth in news, search and social networks is the main reason why people are more connected, aware and active.
  • 5. SCOPE FOR SOCIAL MEDIA IN HEALTHCARE Social Media is changing the nature of healthcare interactions, and health organisations that ignore the virtual environment may be missing opportunities to engage customers
  • 6. Customer Usage Of Social Media 12% 14% 43% 38% Facebook Twitter YouTube Others One-Third Customers use these networking sites for health-related matters Leverage Social Media to increase interaction with existent and potential customers
  • 7. CUSTOMER BEHAVIOUR on Social Media Seeking Information Sharing Information Tracking Information Broadcasting Information Social Media
  • 8. Why should YOU do it? I tend to trust comments about health insurance brands on social media sites by people i don’t know I tend to trust comments about health insurance brands on social media sites by people i know (family, friends etc) Comments posted on social media sites influence my opinions about health insurance brands in general The use of social media sites has increased my overall awareness about products and services from healthcare companies The use of social media sites has increased my overall engagement with the company Disagree Agree %% of Respondents Agreeing % of Respondents Disagreeing
  • 9. Growth of Digital Spending in Healthcare Top 5 Marketing Spends in 2013 24% 25% 29% 31% 35%Paid Digital Advertising Social Media Websites/ Microsites Direct Marketing Professional Marketing 85% experts say that Digital marketing has changed the face of the industry forever
  • 10. Social Media for professional networking Social Media can enhance quality of patient care Social Media for professional reasons Social Media for seeking medical answers 31% Healthcare Professionals 60% Doctors 66% Doctors 22% Parents Social Media Impact
  • 12. TOP PLAYERS IN SOCIAL MEDIA
  • 13. OVERVIEW Publicly available information on the Web is captured and analysed to create a comprehensive report about a brands Social Media presence and 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 behaviour is mapped and classied 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
  • 14. SOCIAL MEDIA QUOTIENT (SMQ) ‘Social Media Quotient’ measures a brands’ performance on social channels. It is calculated 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. The following channels have been covered under SMQ Analysis
  • 16. Relative Performance Facebook Apollo Fortis Nimhans Manipal Narayana 49.7 27.3 0 41.9 45.3 Twitter Apollo Fortis Nimhans Manipal Narayana 32 38 10 34 50 Apollo here tops the list with a total of 24,000 tweets with tweeting at the rate of 10-12 tweets a day and having 70,000 followers. Manipal Hospitals is an emerging contender with 3621 tweets tweeting at the rate of 5-6 tweets a day and having 3353 followers. Narayana here tops the list with 290,000 Facebook Fans and 1530 likes on their last seven posts. Apollo and Fortis are close players with 549 and 702 likes on their last seven posts respectively.
  • 17. Best Practices Apollo follows a more interactive approach on Twitter by engaging customers through short quizzes. On Facebook, Narayana and Apollo follow a more informative approach to educate customers.
  • 18. Relative Performance Website Apollo Fortis Nimhans Manipal Narayana 0 3030 0 30 Blogs Apollo Fortis Nimhans Manipal Narayana 3435 10 3940 A Website is the most important online asset of all. It should reflect the brand personality and the core business of the company. Apollo, Nimhans and Manipal all have good websites. Blogs are the most interactive part of any website. Companies use blogs to establish Thought leadership. Blogs are now also being used for CSR activities. Apollo has almost 27 posts every month, followed by Fortis which has 5 each month.
  • 19. Best Practices Manipal, Apollo and Fortis increase customer engagement through a well-designed website, informational videos and personalised patient stories respectively.
  • 20. Relative Performance YouTube Apollo Fortis Nimhans Manipal Narayana 32 38 10 34 50 Companies are becoming more and more creative as they realise that videos are the most powerful way to connect with the audience. YouTube is the second largest search engine in the world but the number of subscribers and upload views are still very less for most players. Groups on LinkedIn help in discovering like- minded professionals and participating in fruitful discussions. Apollo Hospitals tops the list with 22,105 followers and 6273 employees. Nimhans is the only one without a Custom Group and, only 88 followers and 3 employees. LinkedIn Apollo Fortis Nimhans Manipal Narayana 34 30 10 3940
  • 21. SMQ Apollo Fortis Nimhans Manipal Narayana 44.56 36.47 7.5 31.76 37.16 SMQ  is  affected  by  a  hospital’s  social  media  prac6ces,  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  44.56  but  it  could  have  fared  even  beHer  with  its  presence   on  Pinterest  and  high  number  of  views  on  YouTube.     Nimhans  lags  because  of  its  insignicant  presence  in  important  channels  like  Facebook,  linkedIn  etc.   Moreover  it  does  not  have  a  website  which  has  signicantly  brought  down  its  score.   SMQ
  • 23. CRAWL WALK RUN FLY Aggregation & Branding Community Building Thought Leadership Technology Online Listening & Monitoring Establish Online Credibility and Trust through a stepped approach •  Content optimization •  Organized content hubs •  Creatives’ revamp •  Snackable content •  More engagement •  Track & Monitor real time conversations •  External seeding •  Go mobile: Style in your pocket – An App •  Dedicated website : Responsiveness & playability are must haves Month 1-2 Month 3 Month 4 Month 5-6 •  Blogs •  Presentation •  Inforgraphics •  Digital PR •  Community outreach •  Identify promotional avenues We will Follow The Crawl, Walk, Run Methodology for Social MediaFollow a Crawl, Walk, Run Approach for Social Media
  • 25. Intelligence Content Venue Promotional Platforms KPIs Your Brands
 Your Competition
 Industry Trends Listen  for   Listen  in   Twitter, Facebook, Blogs, News, Forums, Suggestion Sites Market Research, Public Relations, Customer Service, Branding Digital Marketing, Public Relations Digital Marketing : Community Building which can be leveraged for several functions Social Enterprise Metrics : CEO – CFO – CMO ‘s Ofce • Size of the community • Level of Engagement • Number of App downloads • Number of queries resolved • Content Curated SOCIAL MEDIA IMPLEMENTATION PLAN
  • 27. SEARCH ENGINE OPTIMIZATION Keyword Research On Page SEO Off Page SEO Create Blog PostsCreate Presentations Create Videos Create content using researched keywords for websites like slideshare, YouTube etc. These sites have highest page ranks and thus help your website show up on the 1st page of search engines
  • 28. SEARCH ENGINE MARKETING Meet your customers when they are actively looking for your products on a search engine. Advertising via the search engine is cost effective. Statistics can be gathered from web logs to determine the efcacy of an ad campaign.
  • 30. WHO ARE WE? Founded in June of 2014, we are the first ever only girls Digital Media Agency. The name Ittisa in Sanskrit means 'The Ruler' and we aim to rule the creative world with our highly creative and passionate team.. At Ittisa, we are a unique captivating mix of innovative ideas, diligence and the right sprinkle of creativity! We love the work we do here because one - we adore the Digital world and two - we know that our ideas & strategy make a difference. Our objective is simple - To make our clients create a mark in the Digital space with crisp strategy, excellent designs & great content. Super glad to announce that we have recently partnered with LeanIn.org and look forward to changing the trajectory of women workers and create a better world for everyone.
  • 31. WHAT DO WE DO?
  • 32. WHAT WE CAN DO FOR YOU! BRAND BUILDING & SOCIAL MEDIA MARKETING SEARCH ENGINE OPTIMISATION
 SEM BIG DATA ANALYTICS
 ORM
 SOCIAL CRM UI & UX Design