• HealthCare Market Analysis
• About Narayana hospital
• Analysis of consumer behaviour
• Digital Marketing strategy
• SEO
• SEM
• Website
• SMO
• Media
• Engagement Concepts
• Lead Generation

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

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

• 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.

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• 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

Current
Strategic
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
Become a success story in healthcare marketing
To communicate a differentiated positioning through Strategic
Marketing Communication

Digital Marketing Strategy
• Interactive Websites
• Search Engine Optimization/Marketing
• Online Reputation Management
• Social Media
• Relevant digital media visibility like emailers, news portals, and portals with medical content

Website
Advertising Objectives
• 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

SEO and SEM
Advertising Objectives
• 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

ORM
SMO
Advertising Objectives
• 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
• 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

• Patient care Education
• Updates/ Notifications
• Doctor Profiles
• Medication
• Information on ailments, treatments
• Posts by fellow patients
• Following Doctors, Surgeries
• Future employment
• Clinical trials
• Foray in research
• Testimonials
• Doctor profiles

What & Why?
• 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.

Search Trends
• 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.
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
Brand Keywords
Generic Keywords
(Hospitals, Top, Best, Location etc.) keywords
Specialities Related Keywords
Disease-Cure related keywords
Search for hospitals location wise
Searches by International Patients
Homepage www.narayanahospitals.com
Our USPs, Accreditations, News & Events www.narayanahospitals.com/about.html
Cardiology www.narayanahospitals.com/cardiology.html
Cancer www.narayanahospitals.com/mscc.html
Dental www.narayanahospitals.com/ hrudayalayadental.html
Research Page www.Narayanahospitals.com/research.html
Testimonial Page www.Narayanahospitals.com/testimonials.html
Social media Pages http://Narayanahospitalindia.blogspot.in
Jamshedpur www.narayanahospitals.com/brahmananda.html
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
Disease & treatment related keywords
Searches about maintaining good health, living life with diabetes, etc
Searches for best hospital for cancer treatment, etc
Blogs
Blogs by patients undergoing treatment for corresponding ailment
Success stories of people who have survived Chemotherapy, etc
Online PR
Articles about successful heart surgeries undergone at Narayana, etc
Social Media
Facebook page- posts/ discussion on the same
Website- blogs
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

What & Why?
• 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.

• 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

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.
Brand Keywords
Keywords related to hospitals, doctors
Category Keywords
Indirect Competition
Keywords related to the symptoms, diseases, cures
Keywords related to techniques of cure
(chemotherapy)
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 Re-
Marketing
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
Landing page/ Website visitors
Submits a lead/ enquiry
Leaves the page
Mailer: About the hospital, specialized centers, patient services
Banners: Contextually targeted across various websites

• 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

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

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

Reach, Listen, Learn, Respond,
Engage, Entertain, Influence
Listen, Respond, Engage,
Share, Influence
Social Media
Platforms
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

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.

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.

• Emailer activity to
• Corporates
• Students
• Health conscious individuals on health & lifestyle portals
• Banners
• Horizontal Portals
• Business and News portals
• Finance Portals

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

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

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 .

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