Social Media Campaign for MedCare

1. Stage 3
Have
Your
Say
Team Name:
Name of first member: Rashi Sharma
College Name: Symbiosis Institute of Media
&Communication, Pune
Name of second member: Parul Bhatia
College Name: Symbiosis Institute of Media
& Communication

2. OBJECTIVES
 To rejuvenate the brand among city dwellers
 To design a long term communication strategy
for the company
 Focus on leveraging social media for the
whole activities

3. METHODOLOGY
• Primary research on patients, families, doctors, assistants,
nurses and hospitals
• Comprehensive step by step audit of all articulated and
unarticulated needs of patients, families, doctors etc
• Secondary research on psychological factors
• Redefine the medical care equation – Unmatched by
competition
• Build among the stakeholders a belief that MedCare stands
for “the best possible Medical Care ”

4. CAMPAIGN IDEA

5. Medication
Support
6 Pillars
of
MedCare
Delivery
Support
Knowledge
Support
Emotional
Support
Science
Support
Physiological
Support

6. MEDICATION SUPPORT
• “Its not just about your medicine....its about your
health and happiness”
• To dispense and deliver medication and ancillary items
to patients at a time and place that suits them
• To stock the latest drugs and advanced medication
• Innovative therapies

7. DELIVERY SUPPORT
• Prescription management with the referring centre to
ensure the patient always has the right dose of
medication available at the right time
• Monitoring patient stock levels as a marker of
adherence to the prescribed medication regime and to
ensure efficient use of high value medications
• Regular contact with patients to ensure medication is
delivered as required and that patient contact details
are kept up to date

8. KNOWLEDGE SUPPORT
• Creating awareness amongst the masses through the
Mobile App
• The user puts in data and the data is processes as possible
symptoms for a particular disease
• The user needs to put in details regarding gender, age,
weight and allergies. He is then directed to the next level
where he puts in his symptoms
• The app will process the data and help detect the disease
• Depending on the disease e.g. Viral, the app will
recommend an appointment with the nearest MedCare
doctors at available time slots

9. MedCare App

10. MedCare App- Take an
Appointment

11. EMOTIONAL SUPPORT
• Since most of the Oncology related treatments
take time, the patients are prone to sulking or
boredom
• To address this issue, we provide them with
activities that can be undertaken while
undergoing the treatment
• For example: Books/Magazines to read, toys for
the kids, Rubix cube

12. PHYSIOLOGICAL SUPPORT
• Nursing care to improve quality of life
• People suffering through physiological distress
can put in details on the form available on the
website
• A mail will be sent regarding details of the
appointment with the nursing care.
• The blogs written by doctors and senior most
nurses regarding home remedy for such distress
can also be of help to the patients.

13. SCIENTIFIC SUPPORT
• Research and Development
• Technology Advancement
• CSR: Support colleges by funding projects and
providing them with equipments that
contribute to medical research

14. COMMUNICATION STRATEGY

15. MedCare TALKS
• Idea: On ground activity spread over 3 months
• Content
• Session 1: Rejuvenation through Physiotherapy
• Session 2: Towards a healthy lifestyle with Dr. Shikha Sharma
• Session 3: Laughter Therapy with Vir Das
• Location: 4 Star hotel located in 3 different parts of the city
• Duration: 1 hour session
• Invites: Available on Facebook. Limited Entry only.
• There will be specialists invited from each field to talk about the above
mentioned topics. MedCare can not only connect with the people through
these sessions but also engage them by inviting a Q&A round at the end.
• MedCare will be projected as supportive and empathic.

16. SOCIAL MEDIA
• Website will hold details regarding the sessions a month prior
• Mailers will be sent to the existing patients through the database
• Create an event page giving details about the sessions on the Facebook
page where users are updated about every activity.
• People who wish to attend the session are asked to Tweet about happy
moments with #LifeIsBeautiful and tag @MedCare. Top 50 will be emailed
the passes.
• MedCare Talks will be uploaded on the Youtube Channel
• Short video/testimonials by patients and doctors will be uploaded on the
website

17. Performance Measurement-
Twitter
• Twitter #Lifeisbeautiful-a)
Measure Your Followers’ Followers- Your follower count is just
the first step to understanding your potential to reach the
masses.
b) Track Engaged Users Who Are Not Yet Followers-These users
may be unaware of your handle, or be following your followers.
c)Number of mentions- by running a Twitter Activity Report and
looking at the “Stream Tweets Over Time” section
d) Potential impressions- So now you know how many times your
hashtag has been used. But how many times have human
eyes seen it? How do you measure that? Through Potential
Impressions, of course.

18. Performance Measurement-
Website
• Hit Rate/Web Traffic - It refers to the sum of all the visitors to MedCare’s
website. So the more number of clicks will reflect an increase in the number
of new users.
• Average time spent on the website - The ratio of the amount of time spent
by the visitors to the total number of visitors. So higher the time spent by
the users, more will be the engagement of the users.
• Ease of navigation - MedCare’s website should be easy to browse allowing
the visitor to obtain information with minimum effort. Even the person
visiting the site for the first time, should find it easy to navigate.
• Number of unique visitors - People visiting the website for the first time.
This in turn shows the increase in the new visitors.
• Bounce rate - The percentage of visits that are single page visits. It can be
used to determine the effectiveness of a landing page and generating the
interest of visitors.
• Exit rate- The percentage of visitors to a website who actively click away to
a different website from our webpage.

19. PERFORMANCE TEMPLATE

20. No of hits on the
website
No of people who
are following
Medcare on
Twitter
No of people
who have liked
the Facebook
Page
No of people
responding to the
Blogs
No of the users
of the Mobile
App
No of patients
to increase
with the start
of the
campaign
Online coverage for
the on ground
activation
Weekly Performance Report Template

21. THANK YOU