Digital Strategy Presentation June 2012
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Transcript of Digital Strategy Presentation June 2012
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 ca
mpaign, contest etc. A small percentage of th
em 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
stude
nts, 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!