Digital Media Marketing Strategy by Ittisa.

1. HEALTHCARE INDUSTRY
DIGITAL MEDIA STRATEGY

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

11. COMPETITIVE LANDSCAPE

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 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

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

15. Competitor Channel
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
insignificant
presence
in
important
channels
like
Facebook,
linkedIn
etc.
Moreover
it
does
not
have
a
website
which
has
significantly
brought
down
its
score.
SMQ

22. WAY FORWARD

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

24. DEMONSTRATE THOUGHT LEADERSHIP

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 Office
• Size of the community
• Level of Engagement
• Number of App
downloads
• Number of queries
resolved
• Content Curated
SOCIAL MEDIA IMPLEMENTATION PLAN

26. SEO & SEM

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 efficacy
of an ad campaign.

29. ABOUT ITTISA

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

33. HAPPY CLIENTS

34. Thank You
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