The India Digital Health Report 2017 captures the online footprint of 160 organizations across 12 platforms in healthcare space providing a road map for digital evolvement in the sector. The India Digital Health Report 2017 incorporates regional healthcare industry snapshots as well as the market’s current digital stature, combining it with research data, to provide a reliable diagnosis of the digital health of healthcare companies operating across three key markets of India, Singapore, and Dubai.

2. Contributors
Aman Gupta
Managing Director
Dorelle Kulkarni
Vice President
Chandni Dalal
Lead, Digital Strategy & Brand Experience
Sonal Mahajan
Associate Account Director
Rohit Joshi, Arpit Joshi, Chandni Ahlawat,
Divya Agarwal, Jincy Roy, Astha Varshney
Research and Content Development
Shradha Kulkarni, Monica Parmar,
Drashya Gohil, Manoj Kumar
Design Team
Inder Dev
Web Developer
This publication has been prepared for general guidance on matters of interest only, and does not constitute professional advice. You should not act upon the information contained in this publication without obtaining special professional advice. No representation or warranty
(express or implied) is given as to the accuracy or completeness of the information contained in this publication, and, to the extent permitted by law, D Yellow Elephant does not accept or assume any liability, responsibility or duty of care for any consequences of you or anyone
else acting, or refraining to act, in reliance on the information contained in this publication or for any decision based on it.
‘D Yellow Elephant’ is, and shall always remain, the sole owner of all intellectual property and other rights (whether proprietary or otherwise) subsisting in, or used in connection with, the report. The trademarks and logos featured in the report are trademarks or registered
trademarks of D Yellow Elephant in India and other countries. Third party trademarks, trade names, images, product names, and logos featured in the report may be the trademarks or registered trademarks of their respective owners.
All the information has been sourced from freely available sources available on the World Wide Web (www), any changes which have happened during the research are out of the context of this report.
© 2017 D Yellow Elephant. All Rights Reserved. Not for further distribution without the permission of D Yellow Elephant.

3. Index
Executive Summary
About DYE
What’s new in IDHR 2017
a. Inclusion of new industry areas
b. Increase in research sample size and geographic expansion
c. Patient and HCP Modules
Healthcare in India
a. A detailed analysis of the market potential of Indian Pharmaceuticals, Med Devices, Hospitals and Diagnostics industry
b. Projected Industry growth figures
c. Key Government/healthcare initiatives and investment patterns
All Connected consumer
a. The digital snapshot of India
b. Online audience volumes and access patterns across demographic and geographic divides
Research Methodology
a. DYE Health Points assessment system
b. Focus on the new additions to the metric system
c. 3 Buckets ranking
Research Snapshots
Report Insights
a. LinkedIn
b. Facebook
c. YouTube
d. Twitter
Patient Module
HCP Module
1
2
3
4
6
7
12
19
23
25

4. Executive Summary
160
Healthcare Firms
12
Platforms
4
Industries
3
Markets
Digital Healthcare is the ‘healthcare of the future’. Like many other markets, India too is at the cusp of
a ‘digital health’ revolution. The time is ripe for healthcare companies to embrace innovation and
emerging trends to successfully steer new age technologically driven business strategies by capturing
consumer interest.
The India Digital Health Report 2017 is a unique and thorough digital scrutiny of 160 healthcare
companies spread across the four primary segments of healthcare namely; pharmaceuticals,
diagnostics, medical devices & equipment, and hospitals.
Launched in 2015, the Indian Pharma Digital Health Report has set benchmarks for digital presence
across pharmaceuticals sector in India. Now in its second edition, The India Digital Health Report 2017
captures the online footprint of 160 organizations across 12 platforms in healthcare space providing a
road map for digital evolvement in the sector.
Using a H- Health point based scoring system that analyzes as many as 12 online platforms on several
digital parameters, the report examines the companies based on their online presence, engagement
levels, as well as relevancy. Based on overall digital performance, it then segregates these companies
into three key buckets; Digital Primes, Digital Aspirants, and Digital Onlookers.
The India Digital Health Report 2017 incorporates regional healthcare industry snapshots as well as
the market’s current digital stature, combining it with research data, to provide a reliable diagnosis of
the digital health of healthcare companies operational across three key markets of India, Singapore
and Dubai.
1

5. D Yellow Elephant says Healthcare Future is
DIGITAL!
Social Media Platform Management
Creative Content
Design and development
Legal counsel
About D Yellow Elephant:
Services:
D Yellow Elephant is a Full service Digital & Social media
firm, with a specialized focus on pharmaceuticals, medical
technology, healthcare and wellness. Spread across key
verticals of Digital & Social Analytics, Strategy, Design,
Development and marketing.
of experience in Pharma and
Healthcare20
Years
DYE offers customized solutions to achieve business goals that
can range from disease awareness, market shaping, market access,
message amplification, brand development and digital marketing
across an ecosystem that comprises of patient, HCP, caregivers,
general population, policymakers, payers, and any other specific
stakeholder using social and content strategy.
Team D Yellow Elephant boasts a global footprint
and is operational in Delhi, Mumbai, Singapore,
London, and New York
Analytics
Social listening for insight mapping
Campaign reports and impact
assessment
Consumer behavior data
Big data analytics
Social Media Marketing
Paid campaigns across all platforms
Media buying and optimization
Campaign Management, tracking
and reporting
Content Marketing
Influencer programs
SEO and SMO services
Google Adwords and display/banner
campaigns
Blogger outreach
Websites
Content and design
UX/UI designs
Site management, optimization and
assessment
2

6. 3 new healthcare industry segments have been added to this
year’s India Digital Health Report to provide a more
wholesome digital analysis of healthcare companies in India.
With the end consumers getting more evolved
and engaged with their health, we’ve taken it a
step further this year by interviewing patients
and interacting with healthcare professionals
(HCPs) to gauge their understanding and
approach towards digital healthcare. The
valuable insights drawn help track as well as
contemplate changing consumer behaviour in
the digital landscape.
Keeping up with the ever growing digital
pace, the research methodology has also been
updated to incorporate new and relevant
social media platforms making a mark in the
digital health of each market.
What’s New in IDHR 2017
The India Digital Health report has expanded its reach and
expanse. It now covers digital performance of 321 healthcare
companies from:
Pharmaceuticals
Medical Devices &
Equipments
India Dubai Singapore
Hospitals
Diagnostics
Increase in research sample size and
geographic expanse
Patient and HCP ModulesNew Industry Areas
New Platforms
3

7. Healthcare in India is growing at a rapid pace, currently valued at US$ 100 billion, and expected to touch US$ 280 billion by 2020.
Digital intervention in healthcare is expected to drive the industry at a CAGR of 23% by 2020.
Between public and private healthcare, India triumphs in terms of affordability, and carries a competitive advantage due to its large pool
of trained medical professionals.
Pipeline investments and dedicated government initiatives are likely to contribute towards a more robust healthcare system in India.
Healthcare in India – Overview:
The Indian pharmaceuticals market is the
3rd
largest in terms of volume, and the
13th
largest in terms of overall value.
The forecast for 2025 stands at an impressive
US$ 100 billion.
Pharmaceuticals
India’s medical devices & equipment segment
is currently valued at US$ 10 billion and is
expected to reach US$ 25 billion by 2025.
It is also the 4th
largest medical device
industry in Asia.
Medical Devices & Equipment
India is home to over 800 manufacturers
of medical devices & equipment and exports to
over 150 countries.
Currently, India is home to over 1,00,000
laboratories, with 70% catering to pathology
services, and 30% offering services in radiology
and imaging requirements.
Valued at US$ 5 billion, the diagnostics
segment is likely to touch $32 billion by
2022, a growth forecast of 20% CAGR.
Diagnostics
With more than 35,000 government hospitals
and close to 12,000 private hospitals, India
boasts a massive network of hospitals.
However, India needs to add 6,00,000 to
7,00,000 beds over the next five to six years
in lieu of growing domestic demand, as well as
expected influx of medical tourism that is likely
to double in the next four years.
Hospitals
4

8. Healthcare in India – Investments & Government Initiatives
The Indian healthcare industry has been witnessing some stupendous growth in terms of investments.
Private equity and venture capital funding in healthcare sector has gone up by 13 times, from US$ 94 million in 2011 to US$1,275 in
2016.
Increase in overall health budget, where healthcare has been allocated 2.27% of the total budget, against the 1.97% previously.
Other important initiatives include:-
Landmark agreements and reforms at the state level
E-health initiative
Ministry of AYUSH
Sehat (Social Endeavour for Health and Telemedicine) among others.
In a nutshell, swelling investments as well as sincere public initiatives are likely to converge in near future, leaving India with
one of the most affordable, wholesome, as well as accessible healthcare systems in the region.
5

9. India’s digital revolution is underway and corresponding numbers are encouraging, to say the least. Let’s have a look!
All Connected Consumer
Internet penetration in India currently stands at 35%with a 23% year-on-year growth in internet users. The country has also recorded second highest growth rate (44%)in terms of
mobile active users. With an average internet speed of 4.1 Mbps, social media penetration in India currently settles at 14%.However, India projects an impressive third highest
year-on-year growth in social media users globally. By 2020, India is expected to be home to 730 million internet users with as many as 175 million online shoppers.
In addition to this, since internet penetration in Tier 1 cities of the country is already near saturation point, about 75-80% new users are expected to come from rural India. A deeper look into
the demographics of internet users in India reveals that about 71% of internet users in rural India are male while 21% are female. The gap is not so wide in urban India where 62% users are
male while 38% users are female. Another interesting observation is that 75% users in rural India fall in the age-bracket of 18-30 years while in urban India 32% of internet users are college
going students.
Simply speaking, new businesses as well as consumers in India are getting online every day, paving the way for a sustainable digital
ecosystem in the country. Through key policy initiatives and impactful infrastructure reforms, improvements in digital adoption are
sure to drive growth of internet users in India. In a nutshell, India’s digital juggernaut is only getting started.
A SNAPSHOT OF THE COUNTRY’S KEY DIGITAL INDICATORS
ANNUAL DIGITAL GROWTH - Year on year changes in key statistical indicators
Total Population
1,335 Million,
Urbanisation: 33%
Internet Users
462 Million,
Penetration: 35%
Active Social Media
users 191 Million,
Penetration: 14%
Mobile Subscriptions
1,059 Million,
vs Population: 79%
Active Mobile Social
Users 167 Million,
Penetration: 13%
Internet Users: +23%
Since Jan 2016
+87 Million
Active Socila Media Users: +40%
Since Jan 2016
+ 55Million
Mobile Subscriptions: +5%
Since Jan 2016
+47Million
Active Mobile Social Users: +44%
Since Jan 2016
+51Million
6

10. The sheer vastness and complexities of the digital world usually result in hugely varying performance levels for different companies. To keep the report
findings precise and useful, we’ve adopted a quantitative research analysis method to gauge the digital health status of companies.
Different parameters have been set for each digital platform. These
parameters have been assigned certain weightage quantified as ‘H’
points. The companies are then divided into three cohorts as per the
total number of ‘H’ points scored.
Research Methodology
DYE Health Points Assessment System:
The segregation of companies based on their total health score or ‘H’
score allows for an easy initial assessment of how well the companies
are doing in the digital sphere. Let’s try to understand the three
cohorts in brief.
They are the torch-bearers, leading the ‘digital’ way. These are
companies that maintain good presence across various digital
platforms and are driving engagement while milking relevant
conversations online.
Digital
Primes
(H points: 50H+)
The Three Buckets:
H
Unit: ‘H’
H: Health Point
Total Points: 100H
Each parameter has been assigned certain weightage,
quantified as H
They are companies that are gradually moving up the ‘digital
health’ curve and maintain a decent presence across different
online platforms. These are keen observers and quick-learners
with consistently improving engagement levels.
Digital
Aspirants
(H points:
20H-25H)
They are your silent observers, biting their time, pondering
over the thought of being actively and visibly digital. Limited
to official websites (majorly) for now, the ‘onlookers’ is the
cohort for companies that are currently planning and prepping
for the imminent digitally oriented future.
Digital
Onlookers
(H points: <20H)
7

11. To keep report findings relevant, a few adjustments have been made this year. We’ve tweaked a few parameters and
added fresh ones for a more accurate study of digital platforms. In addition to this, we’ve also included two new online
portals in this year’s India Digital Health Report.
We’ve included microblogging site
Tumblr this year. Tumblr hosts a
variety of multimedia content with
customizable settings.
What’s New?
Apart from this, SlideShare
(that was earlier a separate
platform) has been drafted in
parameters under LinkedIn.
Also, Vine makes way
for image & video
hosting portal Flickr.
8

12. Grading Parameters
TWITTER
8H
www
www
WEBSITES
20H
International page 7.5H
Country centric
page
7.5H
Cross device
compatibility
5H
APPS
10H
Presence 3H
Availability 3H
HCP Utility
Patient Utility
1H
1H
Research/
Informative utility
1H
If rated more
than 3 stars
1H
FACEBOOK
8H
Page Present
and Verified
2H
1H
More than 10k likes
More than 50k likes
1H
1H
1H
1H
1H
More than 7
updates per week
Country centric page
Blog updates
Use of Facebook
integrated apps
Presence and Verified 2H
More than 10k followers
More than 75k followers
1H
1H
1H
1H
1H
Use of 50% visual
content (GIF/Images)
Country centric page
1HMore than 7
tweets/day
More than 3
tweets/day
This suggests that the specific
platform recognises the authenticity of
the ownership of the page by the
respective company.
9

13. LINKEDIN
7H
YOUTUBE
7H
Page Present
Career Channel
Subscribers more than 2k
Subscribers more than 10k
More than
1update/2weeks
Country centric channel
At least
1update/2weeks
GOOGLE
PLUS
7H
Presence
More than 10k followers
More than 50k followers
More than 50k views
More than 3
updates/week
More than 7
updates/week
Country centric page
BLOG
7H
Presence of 1 blog
At least 2
updates/week
More than 1 blog
More than 6
updates/week
Utility content
Country centric content
Integrated in the web
1H
1H
1H
1H
1H
1H
1H
1H
1H
1H
1H
1H
1H
1H
1H
1H
1H
1H
1H
1H
1H
Page Exists 0.5H
1H
More than 10K Followers
More than 50K Followers
1H
1H
1H
0.5H
1H
1H
Presence on Slideshare
More than 50 followers
on Slideshare
At least 5 slides shared
Country centric page
At least 5 updates/week
Grading Parameters
10

14. Blog updates 1H
FLICKR
6H
Presence
Followers more
than 50
Followers more
than 100
Country centric
page
More than 1 update
in 4 weeks
At least 1 update
in 4 weeks
PINTEREST
7H
Presence
Verified
Number of boards
more than 3
Number of boards
more than 10
Number of followers
more than 200
Number of followers
more than 500
Country centric page
INSTAGRAM
Presence 2H
1H
Followers more
than 100
Followers more
than 500
At least 2
updates/week
Updates more than
2/week
1H
1H
1H
TUMBLR
6H
Presence 1H
At least
30 notes/post
More than
30 notes/post
1H
1H
1H
1H
1H
7H
1H
1H
1H
1H
1H
1H
1H
1H
1H
1H
1H
1H
1H
At least 1 update
in 4 weeks
More than 1 update
in 4 weeks
Country centric
page
1H
Country centric
page
This suggests that the specific
platform recognises the authenticity of
the ownership of the page by the
respective company.
Grading Parameters
11

15. As per report findings, only 14% of the 160 companies studied emerged as Digital Primes. 54% companies qualify as Digital
Aspirants while the remaining 32% fall under the category of Digital Onlookers.
Overview:
Percentage of Primes, Aspirants, and Onlookers in each segment:
Leading Platforms:
Digital:
Websites LinkedIn
Social Platforms:
22
Primes
Research Snapshots
84
Aspirants
54
Onlookers
22%
48%
30%
Pharmaceuticals
7%
71%
22%
Diagnostics
18%
11%
71%
Medical Devices
& Equipment
4%
64%
32%
Hospital & Healthcare
www
www
Facebook Twitter YouTube
12

16. Highest percentage
of Primes across
all four segments
Highest percentage
of onlookers across
all four segments
Average digital
health score stands
at 29 H Points
Focus largely on
most popular social
media platforms
Dominated by Aspirants
and Onlookers, must
change gears
Pfizer
Boehringer
Ingelheim
J&J
Bayer
Roche Products
(India) Pvt. Ltd
Himalaya
Sanofi
Eli lilly
Novartis
Novo Nordisk
Glaxosmithkline
Merck Limited
Astra Zeneca
Abbott
65
64
61.5
61
60.5
59.5
59
56.5
41.5
39.5
35.5
34.5
33.5
32.5
32
31
30.5
30.5
30
56.5
56
54
53.5
52
51.5
30
30
28
28
27
23
23
23
22
Bristol-Myers Squibb
Dr Reddy lab
Jansen Cilag Private Limited
Amgen
Wockhardt Limited
Alembic Pharma
Fresenius Kabi India
Pvt.Ltd.
Mankind
Biocon
Baxter int.inc
Cipla
Glenmark
Pharmaceuticals
GSI Pharma
Pvt. Ltd.
Zydus Cadila
Alkem Laboratories
Limited
Jubilant life
Allergan
Natco pharma
Ajanta Pharma
Panacea Biotec
20
20
20
19.5
19.5
19
18
17
16.5
16
16
16
16
16
16
16
14.5
14
14
14
14
13.5
13
13
12.5
12
11
11
11
10
9
RPG Life Sciences Limited
Strides
Cadila Pharmaceuticals
Sun Pharma
Aristo
Indoco
Unichem Laboratories Ltd.
Elder Pharmaceuticals
Intas Pharmaceutical
TTK healthcare
Aurobindo
Lupin
Aarti Drugs Limited
J.B.Chemicals &
Pharmaceuticals Ltd
Jenburkt
Pharmaceuticals Ltd
Themis Medicare
Torrent pharmaceutical
Medley Pharmaceuticals
Limited
Coral Laboratories Ltd
Piramal Enterprise
Blue Cross Labs
Hetero Pharma
Caplin
Zenith
Albert david
IPCA
Orchid
Divis
Wanbury
Akumentis
Granules
Segment-wise Analysis
Key Highlights:
22%
48%
30%
Digital Primes
Pfizer
(65H)
Aspirants Onlookers
Pharmaceuticals
Onlookers
H Points
29
Primes
13

17. Second highest
percentage of
Primes across all
four segments
Lowest percentage
of Onlookers
across all four
segments
Average digital
health score stands
at 36 H Points
Near to equal focus
mostly on social
media platforms
Intense competition
as Aspirants push to
break the ceiling and
become Primes
GE Healthcare
Roche
J&J
Siemens
Philips
65.5
54.5
52
52
51
49.5
48.5
47.5
45.5
37.5
36.5
36
35.5
34
32.5
32.5
32
30.5
29
28
27
26
25
25
24
Medtronic
Zimmer
3M
Abbott vascular
BD
B.braun
Boston Scientific
Olympus medical system
Resmed
Terumo
Toshiba
Smith and nephew
Baxter
cardinal health
Bio-Rad
St Jude medical
Edwards
Stryker
Fresenius
Varian
18
18
14
Hitachi
Danaher
BL life sciences
Key Highlights:
Digital Primes
GE HEalthcare
(65.5H)
Aspirants Onlookers
Medical Devices & Equipment
H Points
Highest percentage
of Aspirants
across all four
segments
3618%
11%
71%
Primes Aspirants
Onlookers
Segment-wise Analysis
14

18. Percentage of Aspirants
equivalent to Medical
devices sector
Lowest percentage
of Primes
Average digital
health score stands
at 29 H Points
Divided focus
across social media
platforms
Dominated by Aspirants
slowly moving up the
digital ladder
Apollo Diagnostics 70 41.5
33.5
32
32
32
30.5
29.5
29
22
20.5
Dr lal path labs
BioMérieux India Private
Limited
SRL Diagnostics
Suburban Diagnostics
Metropolis
Lifecare
Oncquest Laboratories
Thyrocare
Span Diagnostics
Hitech Diagnostics
19
17
10.5
Medall Healthcare Pvt ltd
Ortho Clinical Diagnostics
India Pvt. Ltd
Lucid medical diagnostics
Key Highlights:
Digital Primes Aspirants Onlookers
Diagnostics
H Points
Highest percentage
of Aspirants across
all four segments
29
Primes Aspirants7%
71%
22%
Segment-wise Analysis
15

19. Kokilaben Dhirubai Ambani
Hospital & Medical
Research Center
Sir H. N. Reliance
Foundation Hospital and
Research Centre
56
52
50
49.5
48.5
47.5
43.5
40.5
39.5
38
37.5
37
37
36.5
36
35.5
34
33
31
30
30
30
28
26.5
25
25
25
24
23
22.5
22
21.5
21.5
20.5
20.5
20.5
Seven hills
Apollo hospitals
Manipal Hospital
BLK Super Speciality
Hospital
CIMS Hospital
Desun Hospital
Wockhardt Hospital
Fortis Hospital
Global Hospitals
Narayana Health
KIMS
PD Hinduja
Max Healthcare
Medanta
Columbia Asia
Fernandez Maternity
Hospital
Shalby Hospital
Cygnus Hospitals
Dr. L.H. Hiranandani
Hospital
Dr. Balabhai Nanavati
Hospital
Sterling Hospitals
Alchemist Hospitals
HCG
CMRI hospital
Jaslok Hospital
Glocal medicare
Disha Eye Hospital &
Research Centre
Ruby General
Hospitals
BGS global
Hospital
Dr. Agarwal's
Eye Hospital
Peerless
Hospital
Zydus
Hospitals
Kalra hospital
M.S Ramaiah
Memorial
Hospital
20
19.5
19
18.5
18.5
18.5
18
18
17
16
16
15
15
12.5
12
11
8
Vasan eye care
Action cancer hospital
Asian institute
SAL Hospitals
MIOT Hospital
Aravind Eye Care System
Advanced Medicare &
Research Institute Ltd
(AMRI)
Sir Gangaram Hospital
Billroth Hospitals
Batra Hospital
Lilavati Hospital &
Research Centre
Sagar hospital
Breach Candy Hospital
Sri Ramachandra
Medical Centre
Rockland Qutab
Vijaya hospital
Mallya hospital
Key Highlights:
Digital Primes Aspirants Onlookers
Hospitals
Lowest percentage
of Primes across all
four segments
Second Lowest percentage
of Onlookers across all
four segments
Average digital
health score stands
at 28 H Points
Near to equal focus
mostly on social
media platforms
4% Primes carry a distinct
advantage over 94% of
players
Kokilaben Dhirubai
Ambani Hospital &
Medical Research
Center (56 H)
H Points
Third highest percentage
of Aspirants across all
four segments
28
Primes Aspirants Onlookers
4%
64%
32%
Segment-wise Analysis
16

20. Apollo Diagnostics 70 56
52
Pfizer
Boehringer ingelheim
J&J
Bayer
Roche Products (India)
Pvt. Ltd
Himalaya
Sanofi
Eli lilly
Novartis
Novo Nordisk
Glaxosmithkline
Merck Limited
Astra Zeneca
Abbott
65
64
61.5
61
60.5
59.5
59
56.5
56.5
56
54
53.5
52
51.5
The Digital Primes
GE Healthcare
Roche
J&J
Siemens
Philips Healthcare
65.5
54.5
52
52
51
Diagnostics
Kokilaben Dhirubai Ambani
Hospital & Medical Research
Center
Sir H. N. Reliance Foundation
Hospital and Research Centre
Pharmaceuticals Medical Devices & Equipment Hospitals
17

21. By maintaining presence across most social
media handles, Digital Primes have managed
to increase online visibility and are able to
tap a variety of online audiences.
Through relevant and informative content,
Primes are not only adding value to overall
customer experience, but also fostering
online conversations.
Observing online conversations and activities
is crucial for an impactful digital experience.
Social media listening helps Primes have ‘ears
on the ground’ and make strategic amends
accordingly.
Digital Primes:
What are they
doing right?
Presence: Content:
Listening:
Primes are consistently engaging with their
online audiences through various platforms.
By ‘staying in touch’, Primes strengthen their
credibility and authority.
Engagement:
18

22. Why LinkedIn matters to
healthcare?
What next?
The professional social network, LinkedIn, owned by Microsoft ranks
India as its second largest market in terms of users after the U.S.
The company which achieved a milestone of 500-million-member mark
across 200 countries has about 42 million users in India.
LinkedIn has grown more than 40% in India over the past two years. The
country contributes over 35.5% to the APAC community which has
more than 118 million members.
LinkedIn enjoys the
maximum presence
with 91% players having
their LinkedIn page.
LinkedIn is one of the most effective ways to recruit
new talent.
Create a complete profile, design matters as
much as content on social media pages
Fostering strategic partnerships is a powerful way
to grow a business and LinkedIn provides just that.
LinkedIn is even more important to B2B
marketers than Facebook
The power of LinkedIn groups
Overall Insights
LinkedIn
91%
LinkedIn Primes
Don’t just be present, engage.
Make relevant company oriented, end audience
relevant updates on a regular basis
Review your wall regularly and share, comment
on and like your connections’ updates and
long-form posts.
Create or join and participate in groups
Post content on LinkedIn publishing tools
Siemens Healthcare Medanta - The Medicity
Apollo DiagnosticsBiocon
Close to 36% players
have established an
India centric page as
well
36%
Suffers from low
engagement with
only 11 % companies
active on LinkedIn
11%
Merely 22% of the
healthcare entities are
leveraging the power of
Slideshare and Pulse.
22%
19

23. Why Facebook matters to healthcare?
What next?
Facebook is the most popular social networking site in India. Facebook
users in India have crossed 240-million mark, becoming the largest
audience country for the social media giant.
Facebook’s active users in India also skew young, with more than half of
the country’s users below the age of 35. While about 23% of Facebook
base in India is 45+ of age, embracing is on the rise
After LinkedIn, Facebook
is the 2nd most
preferred platform with
90% presence rate.
Almost 88% of organisations surveyed have a Facebook
page
Think of Facebook as a connected and targeted
community
But more important than size alone, Facebook is fast
becoming a primary resource for users looking for
health information.
Very often the reason people turn to Groups on Facebook
is because they’re looking for advice, for suggestions from
similar people, or others who might be in a similar situation.
Facebook in particular, provides a two-way communications
channel for healthcare. Individuals can connect with others
interested in the same medical topic, illness or injury, and in
some instances, give and get feedback from health facilities.
Facebook
90%
Facebook Primes
In India, Facebook reports key discussion
topics as Parenting, Schools, Health & Food
and Sports being the leading ones.
Facebook provides a “voice of the customer
Facebook extends your reputation and branding
message
Facebook boosts search engine visibility and
visitor traffic
GE Healthcare Fortis Hospitals
Apollo DiagnosticsPfizer
Pharma has maximum
number of players
amongst the 4 categories
on Facebook with a
presence rate of 86 %.
86%
However merely 19%
accounts from the
companies surveyed,
actively engage with
their audience.
19%
While presence is high,
engagement is low for
Facebook by Healthcare
firms in India.
There is also the habit of
initiating and abandoning the
platform midway, or selectively
utilizing the medium, as and
when the need arises
Overall Insights
20

24. Why Twitter matters to healthcare? What next?
Twitter is a discovery platform. News first breaks on Twitter.
If you want to know what’s happening across the world, you
come to Twitter.
25.3 million active users in India.
Accounts for almost 17% of social media usage.
Twitter is slowly and steadily
becoming the favorite and
falls under the category of
3rd most preferred platform
after LinkedIn and Facebook
with a presence rate of 73%.
Pharma can use Twitter for identification and proactive
engagement with opinion leaders
Be present, engage and plan ahead
Twitter allows pharma to engage with an audience that
is yearning for more information about healthcare,
diseases and treatment options
Tweetchats are the gateways to gain better understanding
of issues relating to particular disease areas
Twitter
73%
Twitter Primes Be more human, engage in conversations, be adept,
be quick. Create a feel and tonality for your brand.
Use Hashtags for conversation initiation and
collation
Have a strong community management guideline.
Play with content format.
Engage in listening and optimize your content
regularly.
GE Healthcare Apollo Hospitals
Apollo DiagnosticsAbbott
41%
Twitter seems to
attract more hospitals
as compared to other
categories with a
presence rate of 29%.
29%
Players who have verified
account on Facebook,
ensured to have a verified
twitter account too!
Hence its 16% across
both the platforms.
16%
41 % players share
visual content to up the
engagement quotient.
Overall Insights
21

25. Why YouTube matters to healthcare? What next?
India has 180 million monthly active users of YouTube on mobile devices alone.
YouTube has 14 Indian independent content creators on its platform with one million subscribers each.
With over 300 million smartphone users now in the country, creators are finding audiences beyond the top
metros thanks to improved access to the Internet, as well as more Indians coming online in tier 2 cities who
are discovering new content in their languages. This demand is driving more hunger for YouTube content
across all genres.
These trends are driving YouTube's massive growth in watch time, with mobile contributing to 80 per cent
of YouTube's total watch time in India. That mobile watch time is growing at a staggering 400 per cent year
on year. Earlier this year, YouTube announced that its 1+ billion users worldwide are now watching
1 billion hours of video daily.
Youtube giving a tough competition to
Twitter and comes across as the 4th
most preferred platform
Video is an engaging way to educate patients and healthcare
professionals.
Provide useful, patient friendly information.
Video content has highest consumption rate.
Content once created has a longer shelf life and provides for
multiple usage.
YouTube
4th
Twitter Primes
Have real experts lead the content, if possible.
Engage with content creators and develop more
palatable content.
Monitor for adverse events
Be creative with awareness led information.
Video is especially useful for patients with low literacy levels.
J & J Seven Hills
Apollo DiagnosticsGSK
Nearly 70% of the players from all
the categories find their presence on
YouTube
70%
Close to 24% players actively upload
videos on YouTube
24%
13% players make an effort to upload the
video content at least once in 2 weeks
13%
Overall Insights
22

26. Sample Size: Demographics: Key Findings:
Cities:
= 250
Male
138
Female
112
181 62
18-35
years
Patient Module
As governments, payers, and healthcare providers rapidly move toward a health system that focuses on outcomes rather than products and services, pharmaceutical companies are
finding their way toward a new business model: patient-centricity. This shift of emphasis from products to patients represents a radical departure for the pharma industry, upending a
half-century old business model based on blockbuster drugs, incremental innovation, and physician preferences.
At D Yellow Elephant, we constantly strive to embrace ourselves with the insights on ever evolving digital playground, user consumption pattern and market challenges. The Patient
module of the India Digital Health Report 2017 captures the very essence of changing consumer choices and information gathering techniques when it comes to dealing with the
online space.
We interviewed close to 250 respondents across India and tried to understand a shift in the information consumption and decision-making pattern pertaining to health topics.
The questionnaire was framed keeping in mind the decision-making journey one goes through when it comes to health of oneself or his/her loved ones.
What is the first point of reference
for Healthcare related information?
What do you use Online
healthcare information for?
online information
(Google searches)
Self-Diagnosis,
symptom checks
Treatment checks
(cross checking
prescriptions given
by HCP)
Read Patient stories,
reviews and
experiences
38%
HCP consultation
37%
family and friends,
previous patients
14% 65%
22%
13%
self-diagnosis
11%
Age Group:
35-45
years
181
45 years
onwards
Ahmedabad
Mumbai
Chennai
Kolkata
23

27. Patient Module
Insights:
Overall search patterns:
Patients and caregivers are now actively seeking relevant, credible, India focused information online
Patients now arrive in physicians’ offices armed with information, and their insistence on taking a more active role in their treatment is transforming healthcare from a
provider dominated marketplace to a consumer-centred system.
HCP’s are also actively seeking a role in this information search, as they need to be well versed and keep up to speed with changing patient patterns.
“Patient-centric” cannot simply be a marketing buzzword. Pharma companies must walk the talk – or else risk reputational damage.
The insights gained by listening to the voice of the patient can be applied at every stage of a Healthcare company’s efforts, from drug discovery to winning regulatory
approval to post-market disease management.
Need to make a shift from brand to disease awareness and management.
More education is needed at every level, and healthcare firms have a huge role to play in listening to and informing both physicians and those they treat.
people consulted a doctor
based on online search
47%
people discuss web information
with doctors
60%
people did not find India-specific
healthcare information on web
69%
24

28. Our endeavour is to treat more and more patients and improve their health
status. Technology enabled channels, be it internet or mobile, help us get
information on new drugs, emerging treatment protocols, etc. It helps us do
our job more efficiently and yet keep ourselves abreast of global changes in
the world of medicine.
-Dr. MS Dhillon, Head of Orthopaedics, PGI Chandigarh
-Dr. Prathap C Reddy, Founder - Apollo Hospitals Group -Dr. Aniruddha Malpani, Founder – Malpani Infertility Clinic
-Dr. Upendra Kaul, ED, Academics & Research (Cardiology),
Fortis Escorts Hospital, Delhi
HCP Module
More informed patients have created a need for Medical Practitioners
to be more informed and updated want to build own BRAND1
3
5
4
2
They are now on active lookout for newer and updated information
to sync better with patient needs
More focused on easy accessible mediums like the web and material
available on online portals
Mobile and handheld devices are the driving force
HCP Networks and social media profiling is on a significant rise
even with patients
“ As doctors, our bandwidth is committed to treating more and more patients and
improving their health outcomes. In this pursuit, technology-led information
sharing on new drugs, new indications and peer information on emerging
treatment protocols is of tremendous benefit to the medical fraternity. It frees
up our time for patients and at the same time, keeps us updated on the latest
medical information
“
The healthcare fraternity needs to ensure that we take advantage of the enabling
policy environment to help create new technologies and innovate for a billion
Indians to access quality healthcare. By 2030, no Indian should have to travel
over 100 km to access healthcare. The investment in healthcare and technology
should reap the digital dividend for all Indians.
“ The new generation of doctors are digital natives, and they're quite used to using smart-
phones and computers. They want to use these digital tools (which are with them 24/7)
in order to provide a better service to their patients. Doctors need to take a more active
role in how technology can be used to help them provide better care for their patients.
We owe this to our patients!”
“
25

29. https://wearesocial.com/special-reports/digital-in-2017-global-overview
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https://data.gov.in/keywords/healthcare
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care-outlook-in-2017-vid-769.html
http://www.financialexpress.com/industry/why-2017-is-a-land-
mark-year-for-the-medical-device-industry-in-india/550425/
https://www.facebook.com/
https://twitter.com/
https://plus.google.com/
https://www.youtube.com/
https://www.linkedin.com/
http://www.slideshare.net/
https://in.pinterest.com/
https://vine.co/
https://instagram.com/
en.wikipedia.org
www.imshealth.com
www.socialmediatoday.com
www.wired.com
forbesindia.com
http://www.livemint.com/Industry/38SCKIkJIyK-
CwrvK9gJLqJ/Do tors-and-digital-devices-In-
dia-bridging-the-gap.html
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dia/Black-mon-
ey-quot-25000-MBBS-PG-seats-at-Rs-12000-crore/
articleshow/50779616.cms
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ion/when-our-health-se tor-goes-digital/arti-
cle7655869.ece
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tors-should-start-digi-
tal-healthcare-startups-dr-malpani
DYE: D Yellow Elephant
H: Health Points
HCPs: Health Care Professionals
Verified: Account authenticated by a specific digital platform
Cross device compatibility: Website compatible across devices
other than web
Big 4: Top 4 social media platforms as per the report in terms of
presence and engagement
SEO: Search Engine Optimization
CAGR: Compounded Annual Growth Rate
IDHR
Bibliography: Glossary:
26

30. Visit us: www.dyellowelephant.com
Write to us: info@dyellowelephant.com
DYellowElephant
@dyellowelephant
DYellowElephant
@
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