1.
ANDALUSIA MARKETING PLAN
2018
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2.
Healthcare Marketing
What is healthcare marketing
Health care marketing is about creating trust between the us direct consumer.
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3.
Healthcare Marketing
What is healthcare marketing
Health care marketing is about creating trust between the us direct consumer.
Building trust Core elements
Technology:
building on our CAPEX
Professional:
building on our doctors,
exclusive and VD
Knowledge:
by knowledge transfer,
awareness campaign and
education
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4.
Health care
patient journey
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5.
Lead journey
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6.
Marketing MIX
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Product:
multiple specialty
healthcare service and
hiring the best doctors
and communicated the
VD programs. Focusing
on critical specialty as
cardiology and
transplantation.
Price:
busy market makes it
harder to use
penetrating pricing
strategy, using value
based pricing building on
aftercare service and
premium treatment.
People:
Internal and external,
organization culture,
customer service
orientation. All should
match the bench mark in
to match our positioning
as a premium healthcare
provider
Physical evidence:
CAPEX and internal
branding
Process:
service delivery quality,
introducing loyalty and
care programs to elevate
the image.
Promotion:
targeting consumer
perception about our
services/brand
maintaining top of
consumer mind with
consistence
communication.

7.
INTERNALANALYSIS

8.
Current Online Voice and Reviews
400K Likes and
Followers

9.
Current Online Voice and Reviews
Speedy Response Rates

10.
EXTERNALANALYSIS

11.
Target Audience
Patients of Class A/B
• 32% of total internet users in Egypt use connection to get
information related to health issues .
• 95% of Egyptians prefer Arabic as the language of choice when
browsing online material.

12.
Our TA at a glance
Ages 18 - 29 Ages 30 - 49 Ages 50 - 64 Ages 65+
On Facebook, 87% of this age
group is present, which grew by a
modest 3% from 2013. When it
comes time to tweet and
#hashtageverything,
They are the
leader on
LinkedIn at 31%,
up 4% from 2013
Instagram trends are interesting as
usage increased significantly over
the past year and is especially
popular with this group
The age group of 50 to 64 year olds
are coming around to social media
and technology, with some platforms
reflecting this more quickly than
others. For example, they only make
up 12% of Twitter users, and 12% of
Instagram users however, 63% are
active on Facebook.
Similar to the other age
groups, those 65 and older
are participating most often
on Facebook with a 56%
usage rate. What is different
is they had the largest
increase in Facebook usage
at 11%. While the lower aged
groups have slowed or
dropped off Facebook, this
group is growing in usage.
This age group also uses
social media at high rates
as well, coming in second
behind the 18-29 age
groups in all areas except
LinkedIn.
Younger age groups are more likely to Post or
Share content than to Like or Comment,
whereas the reverse is true for older cohorts
— on the basis of both daily and weekly reach.

13.
Healthcare benchmarking
According to Hubspot’s 2015
Report:
The average number
of posts published per
week on all platforms
in the healthcare
industry is 7.68 posts.
Currently we post about 70
post/ month
Hence we should
never do less than
8 to achieve a
strong online presence.

14.
What Others Do - Cairo
• Al – Salam Hospital: No online presence.
• Dar Al- Fouad Hospital:
100K Likes and
Followers

15.
What Others Do - Cairo
• Saudi German Hospital:
130K Likes and
Followers

16.
Digital marketing situation
0
20
40
60
80
100
Fans
Own Posts
Interactions TotalInteraction Rate
Fans Change Rate
Vezeeta.com ‫ﺃﻧﺩﻟﺳﻳﺔ‬ ‫ﻣﺳﺗﺷﻔﻳﺎﺕ‬- Andalusia Hospitals
Saudi German Hospital - Cairo Dar Al Fouad Hospital
name
interactionR
ate
Vezeeta.com 0.002248
‫ﺃﻧﺩﻟﺳﻳﺔ‬ ‫ﻣﺳﺗﺷﻔﻳﺎﺕ‬-Andalusia
Hospitals 0.00084
Saudi German Hospital - Cairo 0.001012
Dar Al Fouad Hospital 0.01414
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17.
Conversation status
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BU Reach Spent $ Spent L.E Social Leads Web/app Total Leads Web/app
Total 4,307,971.00 4,920.69 88,572.42 1257 7186 8443 7186
CPL 70.46 10.49
Visiting Program Total Received Data Waiting Leads Outbound Calls Conversion rate % Total Revenue Revenue / Call
Actual 2397 0 2397 7% 5,475 2
Target 2,100 0 2,100 15% 157,500 75
Achevement 114% 0% 114% 43% 3% 3%
social Actual 798 0 798 5.2% 10,535 17
Target 1,548 0 1,548 10% 37,062 24
Achevement 52% 0% 52% 52% 28% 71%
Digital Marketing
Mobile App &
Website
Total Received Data Waiting Leads Outbound Calls Conversion rate % Total Revenue Revenue / Call
Actual 3223 0 3223 33% 372,062 120
Target 3,879 0 3,879 35% 325,047 84
Achevement 83% 0% 83% 93% 114% 144%
Community
Marketing Leads
Total Received Data Waiting Leads Outbound Calls Conversion rate % Total Revenue Revenue / Call
Actual 236 0 236 0.5% 70 0
Target 2,000 0 2,000 1% 6,900 3
Achevement 12% 0% 12% 45% 1% 9%

18.
Feb digital ROI
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Targeted Audience
Targeted
Leads Cost / Lead Budget
Targeted
Confirmed
Conversion
Rate Value
3,025,000.00 9,598.00 7.00 140,000.00 2,939.51 30% 719,850
social Digital Total
Actual CPL 70 12 10.00
convertion rate 6% 33% 28.95%
contribution 15% 85% 100%
volume 2100 11900 14000
Value 31,500 981,750 1,013,250
CPV 7.2375
cost % 14%
Very expensive post per
one

19.
Conclusion
• Andalusia Hospitals have the strongest online presence among other
more well known hospitals.
• However, Andalusia name is not well known, the reviews are mostly
negative about the healthcare service and the campaigns is almost
done in the same informative way.

20.
OBJECTIVES
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21.
Andalusia Strategic Objectives
This image cannot currently be displayed.
As mentioned on the
corporate’s website

22.
2018 Objectives
• Raise Andalusia Brand Awareness.
• Elevate brand image
• Raise Educational Awareness in an entertaining and engaging way.
• Achieve higher conversion rates – higher number of FB page visitors convert
to patients.
• Increase engagement through increased shares and tags.
• Increase Recommendations and referrals
We need to position Andalusia Group as the healthcare awareness online
ambassador to its patients.

23.
2018 Objectives
Aligning business goals with Marketing Goals
Business goals Social Goals
Brand awareness Reach
Positing Consumption
word of mouth Share, like, re-tweets
Leads Actions
Sales Conversation

24.
STRATEGY

25.
Campaign type
Branding
campaigns
Awareness
campaigns
Specialty
campaigns
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Outdoors
Radio
Social
Digital
Radio
Social
Digital
Blogs
events
Social
Events
Communicationchannel

26.
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27.
Brand architecture
Andalusia Group
Healthcare
General
Hospitals
Clinic
Specialized
Dental
Derma (women
health)
Kids
Health related
Pharmacy
Laps
Non health
related
Events
IT
HR
Restaurants
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28.
Content
• Content types as below:
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Branding content
• (descripting the main trust
pillars)
Awareness content:
• depends ion seasonality and
international days to create
awareness campaign
matches the specialty we
are focusing on
Specialty campaign
• based on specialty situation
needs

29.
2018 Tactics - Branding
• In addition to Andalusia Group Logo there has to be an Andalusia
Group Slogan.
• Each healthcare utility (hospital/Polyclinic/Dental clinic) will have its
own color code to be implemented in design in order to facilitate use
experience.

30.
2018 Tactics - Posts
• In addition to our existing posts types we need to add the following:
1. Teasing and Revealing Posts.
2. GIFs.
3. Online Games competitions with offers to increase engagement.
4. Successful Case Studies/Success Stories.
5. Someone was in your shoes (‫ﻣﻛﺎﻧﻙ‬ ‫ﺣﺩ‬ ‫ﻓﻰ‬ ‫.)ﻛﺎﻥ‬ Where previously treated
patients offer tips and advices and share experiences with new
patients.
6. Connect with the experts. Every month the medical experts offer 1 hr
every 2 weeks of live chat with the visitors to answer their questions.
7. “A day in the life of Dr. “ – sneak peek into the Dr’s hospital routine.

31.
2018 Tactics - Posts
• In addition to our existing posts types we need to add the following:
8. Info graphics
9. Graphics
10. Quote Cards
11. How Tos – eat healthy, stay fit, etc.. In simple easy ways.
12. We dare you/ Andalusia Betet7adak Photo competition with a different
theme every month based on a different specialty.
13. Blog with articles written weekly to educate patients.
• In the beginning we could start by topics of our choosing.
• Then we could ask the audience what do they need to know more and we
write about it in a creative and engaging way.
14. Online Community.

32.
Digital Media type
Own media Earn media
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Website
Blogs
articals
Social media

33.
MARKETING PLAN
1. Business Objectives
What company want to achieve
2. Marketing Priorities
The top area of focus for marketing leadership
3. Marketing Goals
What marketing will contribute to business objectives
4. Key Actions
How the marketing strategy will be executed
5. Dependencies and Risks
What must be addressed for the strategy to work.
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34.
1. Business Objectives
Brand equity Market Penetration Specialty focus
Elevate brand equity
and become in the top
of consumer mind as
a leading heath care
organization. Fixing
the current image
Using our diversified
services, aim to
penetrate the market
using our core trust
factors
Targeting the right
consumer using the
right channels
generating an effective
lead generating tools.
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35.
2. Marketing Priorities
Brand equity Market Penetration Speciality focus
Marketing task Priorities Marketing task Priorities Marketing task Priorities
brand development high Care program medium Speciality campaings medium
Welcome Program high Recruitment of new users high loyality program medium
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36.
MARKETING GOALS
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37.
3. Marketing Goals
Objective Marketing task Impact Output Activity Readiness
Brand equity brand
development
improve brand image and
perception in consumer
mind, recruiting new
consumer from current
target segment
OPD rate increase
positive perception
- Brand Identity
- Positioning (TRUST)
- Branding campaign
ready: Strategy,
plan
Not ready: creative
Welcome
Program
organization awareness
directed to new and
current customer, clarify or
heritage and core trust
elements
custamized (PER
SPECIALITY) welcome
program to be shared with
targeted users via CRM and
throw marketing campaign
- CRM awarness campaign
- recorded massage
- videos and inforgraphs
Ready: platforms
not ready;
materials, specialty
welcome program
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38.
3. Marketing Goals
Objective Marketing task Impact Output Activity Readiness
Market
Penetration
Care program increase consumer loyality
and ensue the appropriate
follow up in post care
phase
- cross sales
- create advocate
- increase retention
- follow up card
- follow up by speciality
ready: patient
journey
Recruitment of
new users
as a health care service,
experience is the most
effective way to recruit
new users.
improve sales, recruit new
consumers, speciality
awarness, elevate brand
image.
- Road Show activity
- internal and external
event
Ready: event
teams, activity plan
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39.
3. Marketing Goals
Objective Marketing task Impact Output Activity Readiness
Speciality
focus
Speciality
campaings
increase our chances to
reach effective leads by
targeting the consumer in
the right place
- OPD volume
- referrals
- recruite new users
- speciality analysis
- speciality campaigns
- digital CRM
- pro-concertion team
Ready; cairo
proconverstion
team.
Not ready;
speciality analysis,
speciality campaign
loyality
program
maintaing the current
consumer in the care loop
by continmasly
communicating the
sercives and extra value
per visit ( cash discout in
not recommended)
value added program and
communication platform,
creating +vs word of
mouth, cross selling
- CRM platform
- engaging channnls
(blogs)
- Ready; CRM
team. Loyalty
program
- not ready:
communication
platform
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40.
KEY CAMPAIGNS
Branding campaign ( mass comm.)
Awareness campaigns (events / training based)
Specialty campaign (digital monitoring)
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41.
ACTION PLAN

42.
2018 Plan Phases/Quarter
Jan DecFeb Mar Apr May Jun Jul Aug Sept Oct Nov
Q1
Q2
Q3
Q4Phase I
Phase II
Phase III
Phase IV
Branding /awarness
• Outdoor Teasing and Revealing Campaign.
• On ground Service Improvement in all hospital
facilities.
• Online Teasing and Revealing Campaign
matching with the Outdoor Campaign
Re-inforcing and Retaining
• Building brand loyalty from old customers through
offers and sharing with them the feel of partnership.
• Maintain online content with on-going amendments.
• Driving online users to on ground hospitals and
retaining current customers.
Word-of-mouth driven customer
acquisition
• Building customer trust through sharing
customers reviews and successful treatment
journeys with Andalusia.
Informing & Engaging
• Informative and Engaging content in a creative way
regarding many medical topics.
• Competitions.
• Driving online users to on ground hospitals and
retaining current customers.

43.
Branding campaign
Campaign name your trus in its place
Type branding campaign
objective organization branding
Duration Q1 Q3
Q2 Q4
Main Specialty Segment channel Task Definition Message Venue Budget
OPD all Digital Ad word targeting healthcare heywords your trus in its place All unit 80,000.00
IPD Social hospital recognition, service awareness your trus in its place 200,000.00
Lap Roadshows awarness about health your trus in its place 40,000.00
Event awarness about health your trus in its place 60,000.00
Outdoors branding your trus in its place 1,400,000.00
Radio branding your trus in its place 360,000.00
SMS branding your trus in its place 1,200.00
2,141,200.00
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44.
DEPENDENCIES
AND RISKS
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45.
Dependencies and Risks
Dependencies:
- Specialty analysis
- Cross departmental cooperation
Risks
- Competitors actions
- Team misplace
- Unqualified caliber
- Subjective evaluation and KPI
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46.
THANKS
Tantawy
Special thanks to digital and content team
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