digital strategy presentation june 2012 healthcare market analysis about narayana hospital analysis...

Digital Strategy PresentationJune 2012

• HealthCare Market Analysis

• About Narayana hospital

• Analysis of consumer behaviour

• Digital Marketing strategy

• SEO

• SEM

• Website

• SMO

• Media

• Engagement Concepts

• Lead Generation

Index

Source: www.ibef.org/industry/healthcare.aspx

Healthcare industry in India is worth $17 billion and is anticipated to grow by 13% every year

Healthcare Market

Notable Trends in the Indian Healthcare Sector

Recent trends: GIS tracking system on ambulances, 24x7 emergency number, Air Ambulance service, tie-ups with Insurance companies for Cashless facility

Quality of Service

Lack of Healthcare Infrastructure

• The healthcare infrastructure especially in the smaller cites is still poor and needs to be improved

Availability Of Able Doctors

• Availability of able doctors and treatment is still absent in smaller cities

Emergency Care & Attention

• One of the major concerns is immediate attention by doctors and minimum formalities prior to treatment

Blood Bank and In-house Test Facilities

• There is a need for a clear projection and assurance of quality

Key Issues of Concerns- Consumer Perceptions

Background• Narayana Hrudayalaya, headquartered in Bangalore, is one of

India's largest multi-specialty hospital chains.

• The Bangalore cardiac unit of Narayana Hrudayalaya is one of the world's largest paediatric heart hospitals.

• It is the brainchild of the renowned cardiac surgeon, Dr. Devi Shetty. Narayana Hrudayalaya also receives patients from outside India, and it has created a record of performing nearly 15,000 surgeries on patients from 25 foreign countries

• It is also a renowned centre for telemedicine and it offers this service free of cost

• It is building large hospitals across India totalling 30,000 beds, to enable it to gain large economies of scale and bargain down the cost of supplies to the hospitals.

• No brand cohesiveness between the main website and the other hospitals websites

• Information and Navigation not user friendly

• Lack of interactivity

• Look and feel not at par with international standards

Current challenges faced on the Website

• In today’s word of increasing internet penetration and globalization, digital presence is gaining a lot of significance in defining preferences

• The medium if leveraged well can be highly beneficial.

• NH’s current digital presence is inadequate and this presentation will detail recommendations for the same

Online visibility

Digital Marketing Objective

Make Narayana Hospital available for discovery on search engines, relevant sites for relevant keyword

searches and context.

Position Narayana as a leading healthcare brand and help it become a national player

Make us the first choice for specialized medical needs( Cancer, Cardio, Dental , etc)

Highlight our differentiators and generate preference

To communicate a differentiated positioning through Strategic Marketing Communication

Become a success story in healthcare marketing

Current

Strategic

Digital Marketing Strategy

Through a variety of digital tools including

• Interactive Websites• Search Engine Optimization/Marketing • Online Reputation Management • Social Media • Relevant digital media visibility like emailers, news portals,

and portals with medical content

Ensure relevant visibility on active and passive searches for NH and its hospitals

Website• Design a website that caters to different needs of

different stakeholders

• Make the website easy to navigate

• Integrate all branches of Narayana Hospital under one roof

• Build a brand synergy among the main website and all the microsites

• Showcase features and differentiators of the hospital

• Aid evaluation through experience like videos, gallery, Dr Profiles, data relevant to international patients, etc

• Give option to people to set appointments online

Advertising Objectives

SEO and SEM• Be available for discovery for relevant searches

• Branding through Google ads, SEO listings

• Integrate all digital platforms under SEO with relevant back links

• Have all blog posts, patient testimonials, information on the hospital, website, social media pages and online PRs appear for relevant keyword searches

• Run promotions through text ads

• Improve brand recall through contextual ads

• SEM shall have ad visibility for search terms that do not show SEO results

Advertising Objectives

SMO

• Build a platform for participation through social media and apps

• Engage fan base with contests, polls, information, trivia

• Create Preference through SMO activities and build brand loyalty

• Allow word of mouth publicity through sharing of content, pictures etc

Advertising Objectives

ORM

• Seed positive posts about Narayana Hospitals, its credentials, success stories, Doctors, etc on various forums and relevant sites

• Address all enquiries about the hospital on forums

• Neutralize negative comments on review portals and prevent spread of bad word of mouth

Website

Visitor Profile to the Website & What They Seek

Employees • Patient care Education• Updates/ Notifications

Patients• Doctor Profiles• Medication• Information on ailments, treatments• Posts by fellow patients

Students • Following Doctors, Surgeries• Future employment

Consulting Doctors • Clinical trials• Foray in research

Family/ Friend • Testimonials • Doctor profiles

SEO (Search Engine Optimization)

• What is SEO (Search Engine Optimization)?– It is the process of improving the visibility of a

website or a web page in search engines' "natural," or un-paid ("organic" or "algorithmic"), search results.

• Why is it important?– 85% of all traffic on the internet is referred to

by Search Engines.– 90% of all users don’t look past the first 30

results (most only view top 10).– 59% adults use internet for health and

wellness information. – Improving on Search result indexing, it helps in

reaching out to people who are specifically seeking for our information and products.

– Regular listings on search results for relevant searches improves Brand Recall and establishes an online reputation.

SEOWhat & Why?

• Online activity revolves around treatment, symptoms and diseases.

• 84% of health searchers turning to online social spaces to educate themselves about a disease or a condition.

• Customer feedback is on of the main factors that influence people on the choice of hospitals. Therefore- to have blogs and patient testimonial videos appear in the top ranks for relevant keywords searches will help bring forth the hospital and its benefits.

Search Trends

Therefore, all keywords related to health care, symptoms, cures, lifestyle tips etc shall be used to showcase the corresponding Narayana hospital website pages

BlogsTestimo

nials

Online PR

ORM

Social Media

Website

SEO

We will integrate all activities across various digital platforms under SEO

Homepage

Our USPs, Accreditations, News & Events

Cardiology

Cancer

Dental

Research Page

Social media Pages

Jamshedpur

www.narayanahospitals.com

www.narayanahospitals.com/about.html

www.narayanahospitals.com/cardiology.html

www.narayanahospitals.com/mscc.html

www.narayanahospitals.com/ hrudayalayadental.html

www.Narayanahospitals.com/research.html

http://Narayanahospitalindia.blogspot.in

Bangalore

www.narayanahospitals.com/brahmananda.html

www.narayanahospitals.com/majumdarshawcancer.html

Testimonial Pagewww.Narayanahospitals.com/testimonials.html

SEO Keyword Strategy Diagram

for website

International patients pagewww.Narayanahospitals.com/International%20Patient.html

Generic Keywords(Hospitals, Top, Best, Location

etc.) keywords

Specialities Related Keywords

Brand Keywords

Disease-Cure related keywords

Search for hospitals location wise

Searches by International Patients

SEO Keyword Strategy Diagram

for Online PR, Blogs, Social Media

Disease & treatment related keywords

Blogs by patients undergoing treatment for corresponding ailment

Success stories of people who have survived Chemotherapy, etc

Searches about maintaining good health, living life with

diabetes, etc

Posts made by in-house Doctors , Expert speak blogs on related topicsSearches for best hospital for

cancer treatment, etc

Video testimonials by patients about Narayana

Articles about successful heart surgeries undergone at Narayana, etc

Facebook page- posts/ discussion on the same

Blogs

Online PR

Social Media

Website- blogs

Website- testimonials

Article about Narayana wining the Best hospital award, or winning maximum votes

for “ Favourite Hospital”

Online PR

Blogs

Blog topics related to Research on popular ailments like Arthritis, etc, Health and lifestyle diet tips, etc all will be integrated with SEO for relevant keywords.

Example: Refer blog posts on varied range of topics by Cleveland Clinic

Testimonials • Video blogs of patients who have had or know a loved one who has had successful surgeries in the hospital, review

• Written reviews of the same: Testimonials can speak favorably about certain doctors, the smooth sailing during treatment and surgeries, facilities, service etc

Integrate all blogs and testimonials with relevant keywords through SEO

• What is Online PR? – Broadcast of articles, pictures about the hospital,

cures found for certain diseases, etc across a network of websites.

– Depending on the relevancy of the content and potential – other website and news portals pick up the PR and post the same on their platform.

• Why is it important?– Improves brand recall – Reader is able to connect stories of technological

advancement in healthcare, cure, prevention, CSR activities, etc with the hospital brand.

Online PRWhat & Why?

• Trivia or little known facts about diseases, their prevention, etc. These online PRs can be released with comments made by expert doctors from Narayana Hospital

Eg:-PR mentioning Fortis Hospital in the article- ”iPhone helps in knee surgeries”, “Blood test predicts heart attacks.”

Content for Online PR

• Successful surgeries, operations made in Narayana Hospitals Eg: A press article released by Fortis: “3 time failed hip replacement successfully corrected by Fortis Hospital..”

• Advancement in technology –” Minimal invasive ( keyhole) heart surgery”Eg: PR of an Oklahoma Heart surgeon in the Houston Chronicle

SEO results will be made to appear with relevant site links to different pages on the website, and social media pages

This will increase brand recall, probability of clicks, and improve quality score of SEO results

SEM (Search Engine Marketing)

Keyword Searched

SEM results- text ads

Contextual ads- text ads

Banner ads that run contextually

Contextual Text and Banner ads help in brand awareness, brand recall

Google Search: Online Behavior

Mapping

Direct Competition

Indirect Competition

Searches for Competitor hospitals like Apollo Hospital, Fortis,

Cleveland Clinic, etc.

Searches for tips on lifestyle, diets, weight loss, ayurvedic treatment, health insurance

Category Keywords

Brand Keywords Keywords related to hospitals, doctors

Keywords related to techniques of cure (chemotherapy)

Keywords related to the symptoms, diseases, cures

All the traffic generated through

reaching the website ,will be

retargeted through the Re-

Marketing Strategy

Remarketing through banners

and mailers

Landing page/ Website visitors

Submits a lead/ enquiry

Mailer: About the hospital, specialized centers, patient services

Leaves the page

Banners: Contextually targeted across various websites

It is important to maintain a constant presence in the mind of the TG to improve brand recall and ROI

Through Google Remarketing strategy All visitors to the website shall be re-targeted through banner ads on all sites covered under the Google Network

ORM ( Online Reputation Management)

Objective of ORM

• To Seed positive posts and information on various sites

• To improve brand awareness and visibility through the above

• To neutralize any negative comments made against Narayana Hospitals

Positive comment and seeding:

We will make posts and plant relevant links to the website and other social media pages and blogs of Narayana in answer to queries about “ most suitable hospital for cancer treatment in India”, etc

Positive comment and seeding:

On review portals, we will also make posts posing as patients who have undergone treatment at the hospital and make recommendations with respect to certain doctors, etc

Neutralizing negative comments and addressing :

Few negative reviews floating in the digital space will be tackled with appropriate responses, post consultation with Narayana hospital team. Addressal of such posts helps to mitigate further domino effect and shows people that the hospital is proactive with regard to engagement with old patients.

Negative review on Mouth shut about rude staff at the hospital

SMO ( Social Media Optimization)

Fringe: Audience

who join

during a campaign, contest etc. A small percentage of them may

join the

Observer and

Patron

Category

Observers: Have heard of

the hospital, and

would like to be in touch

for future references. May

include

students

, doctors, patient

relatives

, vendors etc.

Patrons: Employees, Doctors, Vendors, friends /fa

mily

who

have benefitted

Who will be with us on Social Media?

Social Media Strategy

Take a cause and promote it

•Healthy Heart•Cancer week•Sparkly Teeth

Informative, yet engaging page for

the masses

•Healthy Living: Eating right, exercise, tips, a series on keeping all parts of your body fit

Trivia •Fun facts about health, treatments, home made remedies, cures, etc

Milestones •Achievements, successful surgeries, testimonials , doctor’s blogs

Social Media Platforms

Reach, Listen, Learn, Respond, Engage, Entertain, Influence

Listen, Respond, Engage, Share, Influence

Share videos, reviews, testimonials

Share Content, PRs, posts by Doctors and Experts, information on technological advancements, etc

Generic posts to engage fans with lifestyle, diet tips for healthy living

Run polls and “ Did you Know” series to improve interactivity and discussion with fan base

Social Media : CSR

Use NGOs as a driver of this

medium

We can also use social media to

generate a lot of good will for the Hospital

Use ‘Cause of equitable distribution of healthcare for all’ and invite NGOs to participate in discussions on Facebook and Blogs

Use Online PR to complement

this activity

To improve engagement with Patrons and build a strong Brand Loyalty and Word of Mouth, we recommend broadcasting regular round of Newsletters to all subscribers: Employees, Corporates, Patients, Family and Friends of patients, Doctors, Consulting Doctors, Students, etc.

The newsletter should encompass news, technological advancements in healthcare, Narayana Hospital’s success stories, etc.

Newsletter

A good example is the DLF Foundation newsletter that throws light upon their CSR initiatives in various spheres.

The Newsletters can be integrated in a sleek Flip Book Format

Media Usage

• Emailer activity to • Corporates• Students• Health conscious individuals on health & lifestyle portals

• Banners • Horizontal Portals• Business and News portals• Finance Portals

Engagement Ideas

CONCEPT # 1

• Build virtual community of people with similar ailments ( Community of Cancer survivors)

• Example- Vikram hospital- Blogs by epileptic patients( “ I am 34 years old- have epilepsy since 5 years)”

• International hospitals have Virtual Alcoholic Anonymous communities

Concept #1

Medication Reminder App

Walgreens has a medication app which provides patients with a number of tools for medication adherence. It's estimated that about half of their patients aren’t able to stick to their medication regimens. This feature currently generates more than 40% of all Walgreens online refills and accounts for more transactions than any other feature within the app.

A similar app can be developed for Narayana hospital patients

Concept #2

Symptom calculator

• Have an app that allows people to input their symptoms and problems to diagnosis the disease.

• They can call the doctor or make an appointment for further information and advice.

• Have “cancer” week and other theme based weeks- Webinars by Doctors on the various subjects.

• Webinar can be streamed live on YouTube- integrate the same on facebook .

Concept #3

Concept #4

Process of Lead Collection

SUBMIT

The user details are captured

A monthly newsletter will be sent to all the leads collected with updates and the new features of the hospital

Media Mughal

• All leads are captured through our

proprietary tool

• This tool helps analyze the number of

enquiries received from the various portals,

thus helping us optimize the campaign

dynamically

• Narayana Hospitals has complete access to

the tool to be able to view and address the

enquiries on a real time basis

Thus, Online Precision Marketing leads to Branding amongst the right audience resulting in a higher recall value

Thank You!