Digital Strategy Presentation June 2012 Index • HealthCare Market Analysis • About Narayana hospital • Analysis of consumer behaviour • Digital Marketing strategy • SEO • SEM • Website • SMO • Media • Engagement Concepts • Lead Generation Healthcare Market Source: www.ibef.org/industry/healthcare.aspx Healthcare industry in India is worth $17 billion and is anticipated to grow by 13% every year Notable Trends in the Indian Healthcare Sector Recent trends: GIS tracking system on ambulances, 24x7 emergency number, Air Ambulance service, tieups with Insurance companies for Cashless facility Key Issues of Concerns- Consumer Perceptions Quality of Service • There is a need for a clear projection and assurance of quality 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 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. Current challenges faced on the Website • 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 Online visibility • 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 Digital Marketing Objective Current 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 Strategic Make us the first choice for specialized medical needs ( Cancer, Cardio, Dental , etc) Highlight our differentiators and generate preference Become a success story in healthcare marketing To communicate a differentiated positioning through Strategic Marketing Communication 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 Advertising Objectives 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 • Be available for discovery for relevant searches SEO and SEM • 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 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 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 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 Family/ Friend • Clinical trials • Foray in research • 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. SEO What & Why? Search Trends • Online activity revolves 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. around treatment, Therefore, all keywords related to health care, symptoms, cures, lifestyle tips etc shall be used to showcase the corresponding Narayana hospital website pages Blogs Website Testimonials SEO Social Media Online PR ORM We will integrate all activities across various digital platforms under SEO SEO Keyword Strategy Diagram for website Homepage www.narayanahospitals.com Our USPs, Accreditations, News & Events www.narayanahospitals.com/about.html Cardiology www.narayanahospitals.com/cardiology.html Brand Keywords Generic Keywords (Hospitals, Top, Best, Location etc.) keywords Cancer www.narayanahospitals.com/mscc.html Dental www.narayanahospitals.com/ hrudayalayadental.html Research Page Specialities Related Keywords www.Narayanahospitals.com/research.html Testimonial Page www.Narayanahospitals.com/testimonials.html Disease-Cure related keywords Social media Pages http://Narayanahospitalindia.blogspot.in Search for hospitals location wise Jamshedpur www.narayanahospitals.com/brahmananda.html Searches by International Patients Bangalore www.narayanahospitals.com/majumdarshawc ancer.html International patients page www.Narayanahospitals.com/International%20Patient.html SEO Keyword Strategy Diagram for Online PR, Blogs, Social Media Blogs Blogs by patients undergoing treatment for corresponding ailment Success stories of people who have survived Chemotherapy, etc Online PR Disease & treatment related keywords Articles about successful heart surgeries undergone at Narayana, etc Social Media Searches about maintaining good health, living life with diabetes, etc Facebook page- posts/ discussion on the same Website- blogs Searches for best hospital for cancer treatment, etc Posts made by in-house Doctors , Expert speak blogs on related topics Website- testimonials Video testimonials by patients about Narayana Online PR Article about Narayana wining the Best hospital award, or winning maximum votes for “ Favourite Hospital” 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 • Online PR 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. What & Why? • 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. Content for Online PR • 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.” • • 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 adstext ads Banner ads that run contextually Contextual Text and Banner ads help in brand awareness, brand recall Google Search: Online Behavior Mapping Direct Competition Searches for Competitor hospitals like Apollo Hospital, Fortis, Cleveland Clinic, etc. Keywords related to hospitals, doctors Brand Keywords Category Keywords Keywords related to the symptoms, diseases, cures Keywords related to techniques of cure (chemotherapy) Indirect Competition Searches for tips on lifestyle, diets, weight loss, ayurvedic treatment, health insurance All the traffic generated through reaching the website ,will be retargeted through the ReMarketing Strategy Remarketing through banners and mailers 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 Submits a lead/ enquiry Mailer: About the hospital, specialized centers, patient services Landing page/ Website visitors Leaves the page Banners: Contextually targeted across various websites 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) Who will be with us on Social Media? 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 Social Media Strategy Take a cause and promote it • Healthy Heart • Cancer week • Sparkly Teeth Informative, yet • Healthy Living: Eating right, exercise, engaging page for the tips, a series on keeping all parts of your body fit masses Trivia • Fun facts about health, treatments, home made remedies, cures, etc Milestones • Achievements, successful surgeries, testimonials , doctor’s blogs Reach, Listen, Learn, Respond, Engage, Entertain, Influence Social Media Platforms Listen, Respond, Engage, Share, Influence Share Content, PRs, posts by Doctors and Experts, information on technological advancements, etc Share videos, reviews, testimonials 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 Newsletter 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. The Newsletters can be integrated in a sleek Flip Book Format A good example is the DLF Foundation newsletter that throws light upon their CSR initiatives in various spheres. 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 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 #2 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 #3 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. Concept #4 • • 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 . 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!