Narayana-Hospital-digital-strategyx

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Nov 18, 2013 (3 years and 1 month ago)

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Digital Strategy Presentation

June 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


Patient care Education


Updates/ Notifications

Employees


Doctor Profiles


Medication


Information on ailments, treatments


Posts by fellow patients

Patients


Following Doctors, Surgeries


Future employment

Students


Clinical trials


Foray in research

Consulting Doctors


Testimonials


Doctor profiles

Family/ Friend

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
.


SEO

What & 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

Blogs

Testimonials

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/majumdarshawc
ancer.html

Testimonial Page

www.Narayanahospitals.com/testimonials.html

SEO Keyword
Strategy
Diagram
for website

International patients page

www.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 topics

Searches 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 PR

What & 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 campaign, contest etc. A
small percentage of them 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 students, doctors, patient
relatives, vendors etc.

Patrons:


Employees, Doctors,

Vendors, friends /family


who have

benefitted

Who will be with us on Social Media?

Social Media Strategy


Healthy Heart


Cancer week


Sparkly Teeth

Take a cause and
promote it


Healthy Living: Eating right, exercise,
tips, a series on keeping all parts of
your body fit

Informative, yet
engaging page for the
masses


Fun facts about health, treatments,
home made remedies, cures, etc

Trivia


Achievements, successful surgeries,
testimonials , doctor’s blogs

Milestones

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!