digital media strategy for hospitals
TRANSCRIPT
Use of social media In healthcare
Overview Online Market Growth Online Growth Categories Daily Digital Diet
Understanding Healthcare Industry TrendCustomers BehaviorNeed
Are Brands embracing the change: The ShiftCompetitive Landscape
Owned Media AnalysisSocial Listening & Monitoring Analysis
Building a Brand: Webenza Strategy Engagement Strategy IncPot for CRM/ORM
Contents
Online Market
growth comparison
India is the fastest growing online market in the last 12 months.
Data source: ComScore
..
Unprecedented growth in News, Search and Social Networks(SN), surpassing worldwide averages; it is the main reason why people are
more connected, aware and active
Growth Rate
High growth categories
Total Daily Intake
GAMING
1hSOCIAL
NETWORKING
1.25h
NEWS & REVIEWS
2.5h
ENTERTAINMENT
3.5h
MICROBLOGGING
.75h
DDDDaily Digital Diet
What Makes social media Powerful?
Technology+
Emotions II
Revolution
"Social media is changing the nature of healthcare interaction, and health organizations that ignore this virtual environment may be missing opportunities to engage consumers.”
Understanding the healthcare industry: Trend
"One-third of consumers now use social media sites such as Facebook, Twitter, YouTube and online forums for health-related matters”
Others
43 %
38%
14%12%
Understanding the healthcare industry: customers
sproutsocial
Understanding the healthcare industry: behavior
What on social media
Seeking medical information
Sharing symptoms
Tracking Symptoms
Broadcasting
Drugs
Doctors Services
Treatments Devices
Understanding the healthcare industry: need
The ability to send and retrieve
Information from everywhere has
Changed the way we
work and live.
Cu
sto
mer s
erv
ice v
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ocia
l med
ia
Socia
l care
Hence Brands need to
Change the way they
Think.
Social care
When customers choose when and where they voice their questions and complaints
When the line between Marketing and Customer service gets blurred
When Brands get ready to react on all the channels
.
.
Frequency of social care use among users
9% Daily
21% Weekly
70% Monthly
On average 47% of social media Users engage in social care
Cu
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Socia
l care
Social care has become an immediate imperative for global brands
Are Brands embracing the change?
mediabistro
Competitive Landscape: Healthcare India
Top players In social media
Publicly available information on the Web is captured and analyzed to create a comprehensive report about a brands’ Social Media presence & 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 behavior 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
Overview
SMQ : Social Media Quotient‘Social Media Quotient measures a Brand’s performance on social channels. It is calculated based 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.’Following Channels have been covered under SMQ Analysis:
COMPETITOR CHANNEL ANALYSIS
Fortis here tops the list by total 3200+ tweets with tweeting at the rate of 5 tweets a day and having 2594 followers. This is above the industry tweets count of 2800 and 1592 followers.Manipal Hospitals is a great contender in this category with the rate of tweet equal to 6 tweets a day.
Apollo Hospitals has 1 Million Facebook Fans and 8907 likes on their last seven postsFortis and Manipal Hospitals needs to have more engaging content on their pages, so that users can feel more connected and spend more time.
Relative Performance
Naraya
na Hru
dayala
yaFo
rtis
Apollo
Nimhan
s
Man
ipal
11.7
50.040.0
0.0
30.3
Naraya
na Hru
dayala
yaFo
rtis
Apollo
Nimhan
s
Man
ipal
10.6
37.5
70.0
10.3
34.0
Insights
Appolo utilizes Facebook cutom tab as contact centre for direct, honest, actionable customer feedback.
Marketing through facts : Apollo’s engagement strategy.
Sharing the joy: Emotional connect, make people feel valued
Website is the most important online asset of all. Website should reflect the Brand Personality and core business of the company. Apollo has tried to connect with the people emotionally using its website.
Blogs are the most interactive part of any website. Companies use Blogs to establish Thought Leadership.Blogs are also now being used for CSR initiatives.
Relative Performance
Naraya
na Hru
dayala
yaFo
rtis
Apollo
Nimhan
s
Man
ipal
20.00
30.0030.00
0.00
10.00
Website
Naraya
na Hru
dayala
yaFo
rtis
Apollo
Nimhan
s
Man
ipal
20 20
30 30
0
30
40 40
30
0
Wikipedia Blogs
Apollo has a very social friendly website with more than 200 plugins. This option makes it easier for users to share information across various channels
Manipal allows customers to book appointment online through its website and through its social media channels.
Insights
Companies have become more creative realizing that videos are the most powerful way to connect with the audience. YouTube is the second largest search engine in the world butThe number of subscribers and upload views are still very less for most of the players.
Groups on LinkedIn, help in discovering like-minded professionals and participating in fruitful discussions.Manipal and Fortis don’t have separate groups for themselves.With 9897 followers and 4649 employees, Apollo Hospitals top the list of biggies.
Relative Performance
Naraya
na Hru
dayala
yaFo
rtis
Apollo
Nimhan
s
Man
ipal
11.30
30.0028.30
0.00 0.40
Youtube
Naraya
na Hru
dayala
yaFo
rtis
Apollo
Nimhan
s
Man
ipal
34.0 30.040.0
0.0
15.5
Narayana Hrudayalaya
Fortis Apollo Nimhans Manipal
35.12
65.76
87.26
16.96
32.89
SMQ
SMQ is affected by a hospital’s social media practices, engagement level, content, popularity and reach against industry’s benchmarkSocial Media plays a pivotal role in ‘Healthcare’ & ‘Brand Building’Apollo Hospitals leads the way in SMQ with 87.26% but it could have fared even better with its presence on Pinterest and high number of views on YouTube. Fortis and Manipal Hospitals lag because of their insignificant presence at all other popular channels like Wikipedia, Pinterest and LinkedIn
SOCIAL LISTENING
& ANALYTICS
PROCESS
Track online conversations based on an identified set of relevant keywords. Analyze the conversations, identify patterns and provide actionable insights.
Tracking Duration
Keywords
Conversations Tracked
Online Sources
Geographies Tracked
One Week
India
358
Manipal Hospital, Fortis Healthcare, Fortis Hospital, Apollo Hospital, Narayana Hrudayalaya, Columbia Asia Hospital, Sagar Hospital, NIMHANS
Time Period considered: June 4-June 7, 2013
Methodology
Only India based coverage were analyzed across competitors.
All the 358 conversations were analyzed.
.5%14% 29%
32%
Channel-wise breakdown of conversations
TWITTER IS THE MOST PREFFERED NETWORK TO INTERACT WITH BRANDS
TwitterFacebookNewsDiscussionBlogsYoutube PostCustomsite
n = 358
Based on the keywords
tracked, the total
number of
conversations were
classified based on
their sources using
our tool
The most popular
source of earned
media engagement is
Twitter with 32%,
followed by News with
29% and Facebook with
14%.
Gender
Age
Location
Language
67%
They are 40+
66%
Are males
99%
Speak English
33%
Likely to happen in Karnataka
Males of age 40+ are likely to talk about HOSPITALS and their services on Social
Networking sites
Demographic Analysis: Who is talking?
13-20
21-30
31-40
40+
0 10 20 30 40 50 60 70 80
ENGLISH
Others
0 20 40 60 80100
120
KARNATAKA
MAHARASHTRA
NCT
TAMIL NADU
TAMILNADU
0 5 10 15 20 25 30 35 40
MALE
FEMALE
0 10 20 30 40 50 60 70
Conversation Sentiments
Out of 358 conversations 20% are negative; Amount of negative chatter is an alarm for the brands and they should immediately tap the opportunity of social CRM.
POSITIVENEGATIVENEUTRAL
Apollo
Fortis
Manipal
NIMHANS
Others
61
86
64
41
21
23
11
5
4
10
3
5
20
6
1
Negative Positive Neutral
• Manipal has the highest number of negative conversations (20) in the digital space (only past four days are considered).
• The sources of these negative sentiments are from Twitter, News and custom sites.
Customer sentiments by players
12 things you must know about Rohan Murty We tell you somethings which are out in the open yet unnoticed about the Jr. Murthy, who is em... Fortis Healthcare gains over 1% o
Most talked about Topics
Quality
Customer Support
Doctors/Staff
Apollo Hospital offers senior citizens only OPD Noida, June 16 : An exclusive OPD service, complimentary pick up and drop facility and discounted consultation fee are among the latest offerings for senior citizens by the Apollo Hospital, Noida, an official said Sunday.
Fortis Healthcare: Install Whiteboards in hospital rooms to list drug allergies & avoid deaths http://t.co/2g1BHQFYUy
Costs/Prices
.Bangalore Mirror www.bangaloremirror.com/printarticle.as... Dr Dinesh Banur, paediatric gastroenterologist, Columbia Asia Hospital, who treated ...
#Fortis Hospital tks pymt fr blood test aftr 8am. Gawd help us if like me, you've arrived 7 am fr a fasting test! #Wockhardt was different.
Competetive Share of Voice Analysis
26%
35%
16%
1%
13%3%
6%
ApolloFortisManipalColumbia AsiaNIMHANSNarayana HrudayalayaUnknown
• ‘’Share of Voice" measures how a company is performing relative to its competitors and communication methods
• Based on the keywords tracked, the total number of conversations were segregated by the players that are being tracked.
• Fortis tops the list with 35% closely followed by Apollo and Manipal Hospitals
n= 358
Building a Successful Brand: Webenza
Strategy
DEVELOPBRAND IDENTITY EXPRESS BRAND PROTECT BRAND
Inspired by
A Target market A Superiority Claim A Reason Why
Engage Interact Involve
Scandals and Criticism Associations with
undesirable corporations Misuse of funds
Brands can easily be destroyed and brands in Healthcare which rely heavily on trust are particularly vulnerable
Social Media Analytical Centre
How can Webenza IncPot help Customer Support Team take control of social media?
We give Meaning to the conversations and Enhancethem With meaningful Insights
We Bridge the GapBetween Brands and Customers.
Through our engagement consolewe let you connect and talk to the Customers thereby improving
Dialogue & Participation
We Measure & Compare the
Performance
Our Account Analytics lets you measure the performance of your Facebook, Twitter profile and Google analytics at one place.It also allows you to compare Your performance against your Competitor.
Know what you want to accomplish - Identify the most valuable knowledge you have, and develop a 90-day messaging plan around sharing that knowledge.
Create interesting videos and let people spend time watching them on your channel. Videos create strong brand recall.
Interaction with customers on social channels is important as Happy customers will generate +WOM for your brand on review sites.
Make your brand searchable on all social platforms; enhance discovery through SEO,Make people come to you through their searches and generate leads.
Establish Thought
Leadership
Create brand presence and
awareness
Build Happy customer
communityCreate top of mind recall
Social Media engagement strategy
