This is our in house Digital Media Analytics report on the Indian Healthcare Industry. The report has been created using our proprietary tool, IncPot. It talks about how the Healthcare Industry in India can leverage the opportunity of using analytics to track relevant conversations happening across 500 million websites related to Healthcare, and how to cater to the needs of its customers, both existing and prospective, by identifying the necessary actionable insights.

1. Indian Healthcare Industry
June 2013

2. Internet Penetration in India
The number of internet users in India equals the number of registered car vehicles owners in India.
The number of people using social media are greater than the population of Italy.
Source: WeAreSocial

3. Internet Users Growth Rate in India
The number of internet users in India is growing by more than 1,500,000 every month.
That’s like adding the population of the Netherlands every year.
Source: WeAreSocial
India adds a new internet user every 2 seconds.

4. Demographics of Internet in India
75% of the internet users are below the age of 35.
39% are Women.
Source: Oneclickcustomers

5. Fastest growing sectors in India
IT, 43%
Telecom, 30%
Healthcare, 18%
Retail, 15%
Infrastructure, 10%
The above graph illustrates the growth rate of the top five sectors that are likely to hold the country in good stead in
the future, in terms of employment generation and business growth.
Information Technology leads the way with 43% followed by Telecom and Healthcare.
Source: Business Today

6. Growth Drivers for Healthcare
Rising health
awareness
Higher Credibility and success rate
attracting Medical tourism
Rising Affordability for better
facilities
Incremental Government spending
Healthcare
growing @
18%
Rising economic
growth
Source: Mediminds

7. Key Segments in the Healthcare Industry
Healthcare Industry
Pharmaceutical
12%
Medical
Equipments
15%
Hospitals &
Nursing Homes
20%
Clinical Lab
Diagnostic
30%
Our area of focus will be Hospitals which are growing at a rate of 20%.
Source: Mediminds
Retail Pharmacy
40%

8. How digital affects the choice of a Hospital
These results are based on a global study done by Google, but the behavior of patients is expected to remain same
for India as well.
Behavior was analyzed from start of the search to booking an appointment, finding a doctor or a hospital.
Source:: 2012 Google/Compete Hospital Study
Hospitals were tracked for an year from Q1’11 to Q1’12.

9. Digital plays an important role in the choice
of a Hospital
84% of patients use both online and offline sources for research.
21% patients booked their appointment via non-traditional mediums, computers or mobiles.
Source:: 2012 Google/Compete Hospital Study

10. Initial search criterion in the choice of a Hospital
Treatment or Procedure
E.g. Dialysis
6%
Branded
E.g. Apollo
19%
Conditions or diseases
E.g. Arthritis
37%
Symptoms or
Departments
E.g. Cardiology Department
38%
This is the search criterion that was used primarily while searching for healthcare information online
Only 19% came to search with preconceived brand in their minds
Source:: 2012 Google/Compete Hospital Study

11. “A brand is no longer what we tell
customers it is – it is what consumers tell
each other it is”
- Scott Cook, Founder, Intuit

12. Word of mouth affects the choice of a Hospital
Patients are
using digital for
everything
XYZ hospital
has the best
facilities.
Studies tell us that 51% of the prospective patients go for brands which are recommended by friends and family.
94% of prospective patients said reputation of facility is important in hospital selection.
Source:: 2012 Google/Compete Hospital Study
Pay attention to what people are saying about your healthcare organization online.

13. "We don't have a choice on whether we
do social media, the question is how well
we do it.”
Erik Qualman, Author

14. Videos help in choosing a Hospital
YouTube traffic to hospital sites has increased by 119% YoY.
30% of the patients who watched an online video, booked an appointment.
Source:: 2012 Google/Compete Hospital Study

15. Hospitals in Social Media
Understanding how social media is leveraged by top hospitals in India.
Webenza’s Media Analytics Tool IncPot used for Analysis

16. Identification of hospitals to be tracked
Based on the number of beds and geographical presence across the country, these five players were identified for
social media channels analysis.
All the five players were tracked for 10 days, using our in-house tool IncPot from June 4th to June 13th, 2013.

17. Tracking Methodology
Duration
Keywords
Conversations
Geography
Channels

18. Demographic Analysis
Age
Based on the keywords tracked, the total number of conversations were segmented by gender and age using IncPot.
It is observed that people of more than 40 years of age form the major chunk of the conversations tracked.

19. Digital Media Channel Breakout
Discussions Blogs
2%
1%
YouTube Post
1%
Facebook
14%
Twitter
35%
Customsite
18%
News
29%
n=608
The total number of conversations were classified based on their sources.
The most popular sources of earned media engagement are Twitter with 35%, followed by News with 29% and
Facebook with 14%.
Custom sites also constituted a large chunk(18%) of the conversations.

20. Share-of-Voice Analysis
Others(Columbia Asia,
Sagar Hospitals etc.)
6%
Narayana Hrudayalaya
10%
NIMHANS
11%
Apollo
20%
Fortis
31%
Manipal
22%
n=608
“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 31% closely followed by Manipal at 22% Apollo at 20%.

21. How all the five players
have leveraged their own
Social Media Channels?
A case of owned media

22. Social Media Quotient (SMQ)
A methodology for calculating a cumulative score by analysing
how the hospitals are leveraging social media channels like
YouTube, Twitter, Facebook, LinkedIn, Google+ and Pinterest
(Includes blogs, Wikipedia and the official website)

23. Social Media Quotient (SMQ) – Building Brand
SMQ
87.26
65.76
35.12
32.89
16.96
Narayana
Hrudayalaya
Fortis
Apollo
Nimhans
Manipal
SMQ is affected by a hospital’s social media practices, engagement level, content, popularity, and reach against the
industry’s benchmark.
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 on all other popular channels like Wikipedia,
Pinterest and LinkedIn.

24. Consolidated Analysis of Hospitals
Here the Social Media Quotient across all the channels like Twitter,
Facebook, YouTube, LinkedIn, SlideShare for all the five players have
been represented in a single chart and a median value is plotted to
identify the industry benchmark for each of the channels

25. SMQ Scores vis-à-vis Median SMQ Score
Narayana Hrudayalaya
Fortis Hospital
Apollo Hospital
NIMHANS
70.0
Manipal Hospital
Median Score for a Channel
50.0
50.0
40.0
37.5
30.3
30.3
11.7
10.6
34.0
34.0 30.0 30.0
30.0
10.3
0.0
Twitter
40.0
30.0
10.0
30.0
40.0
30.0
30.0
Facebook
Website
0.0
Blog
30.0
28.3
11.3
0.0
0.0
30.0
34.4
30.0
30.0
11.3
0.0 0.4
YouTube
0.0
LinkedIn
20.0
21.3
15.5
30.0
20.0
11.3
11.3
0.0
0.0
Slideshare
30.0
20.0
20.0
0.0
0.0
Wikipedia
0.0
0.0
0.0
Google+
Median is better than the average value as it nullifies the effect of outliers in that category.
NIMHANS has a scored zero on Twitter, while the median score is 30.3. It implies that NIMHANS is doing worse than
at least two out of the five hospitals that are being considered.
Narayana Hrudayalaya has scored less than or equal to median value in 8 out 9 channels.

26. Points of Difference
Apollo hospitals leads the way in adopting unique ways of engagement with customers in social media channels.
One such initiative was to celebrate most important days that are relevant to Healthcare in the calendar year.

27. Official Website
Website
30.00
30.00
20.00
10.00
0.00
Narayana
Hrudayalaya
Fortis
Apollo
Nimhans
Manipal
It is the first point of contact for a digital user, making it social friendly and plays a very important role in success of a
hospital.
The best practice for every hospital in the industry, is to have a social plugin.
Manipal Hospitals website has no active plugins for Twitter, LinkedIn and other channels.

28. Points of Difference
Apollo & Fortis hospitals leads the way as they have various social plugins in their official website.
Apollo has more than 300 plugins on its official website.

29. YouTube Analysis
30.00
28.30
11.30
0.00
Narayana
Hrudayalaya
Fortis
Apollo
0.40
Nimhans
Manipal
YouTube is the second largest search engine in the world
The number of subscribers and upload views is very less for most of the players.
The video subscription or views can also be increased by sharing them on Facebook and Twitter pages.

30. Points of Difference
Fortis hospitals leads the way as they have maximum views(160,898).
Apollo has maximum subscribers(245).

31. Twitter Analysis
50.0
40.0
30.3
11.7
0.0
Narayana
Hrudayalaya
Fortis
Apollo
Nimhans
Manipal
A place for sharing information as it happens, and for connecting with others in real time.
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 tweet count of 2800 and 1592 followers.
Manipal Hospitals is a great contender in this category with the number of tweets equalling 6 tweets a day.

32. Facebook Analysis
70.0
37.5
34.0
10.6
Narayana
Hrudayalaya
10.3
Fortis
Apollo
Nimhans
Manipal
There are 44% users lying in the bracket of 25-65 years on FB. Hospitals have a lot of scope to go viral on Facebook.
An average user on FB has 130 friends. One bad sentiment is more damaging than what it seems at one glance.
Apollo Hospitals has a Million Facebook Fans and 8907 likes on their last seven posts.
Fortis and Manipal Hospitals need to have more engaging content on their pages, so that users can feel more
engaged and spend more time.

33. Points of Difference
Apollo hospitals shares it happiest moments with their customers on Facebook.
It is important for other players to share their milestones, awards and accolades which can increase their
engagement with their customers in a much better way.

34. Wikipedia and Blogs Analysis
Wikipedia
40
30
20
Blogs
40
30
30
30
20
0
Narayana
Hrudayalaya
Fortis
Apollo
Nimhans
0
Manipal
A lot can be learnt from Wikipedia and Blogs when people are trying to learn about their diagnosis or treatment
options.
Apollo Hospitals, NIMHANS, Fortis Healthcare and Narayana Hrudalaya have effectively leveraged their wikipedia
and blog pages. Manipal Hospitals has no presence on wikipedia and blog channels.
As the information available on these channels is critical, every player should leverage these channels..

35. Situation of a hospital with a low SMQ
How can I get
better?
How can I show
that I care for my
patients?
How to improve
my online
reputation?
How can I improve
the engagement
on social media?

36. Social CRM – The Future of Relationship with Customer
Social CRM builds upon CRM by leveraging a social element which enables a business to connect with its customer
conversations, and relationships from social networking sites in the CRM process.
Every player should have a good platform and right resources for conducting social CRM.
Source:: Webopedia, CIO/Jennifer Lonoff Schiff

37. Evolution of Social CRM
Source:: Blog/CustomerContactApp

38. Need for Social Care Center
Doctors
Reputation
Emergency
services
not prompt
Money
Sucking
Issues/
Problems
Unqualified
& Rude
Staff
Bad HR
practices
Called as
murderers
A hospital needs to look at every aspect of the possible platform of conversation.
IncPot equips the hospital to track these conversations and also assigns it to its customer care executive for timely
addressal . This improves the overall customer satisfaction and experience .

39. Start from Listening

40. Listening & Monitoring Implementation
* IncPot
is our proprietary analytical tool

41. Key Features of IncPot For Customer Support
Track conversations from all over the web: Twitter, Facebook, Blogs, Discussion Forums and more
One stop monitoring dashboard for all the complaints with key metrics.
Setup e-mail alerts to track any sudden change in the volume of conversation.
Cloud-based hosted solution and easy enterprise system integration.
Effective response and complaints reporting structure.

42. What people really talk about hospital ?
Career & Job
Awards & CSR
Research & Technology
Complaints & Consultation
3%
4%
9%
10%
19%
Social Engagement
23%
Admissions & Treatments
25%
Stocks Prices & Finance
Others
13%
Based on the keywords tracked, the total number of conversations were clubbed into categories based on the
nature of the content.
Initially 18 categories were identified and for the sake of simplicity, relevant categories were clubbed. The above
graph represents the final set of categories.
Accidents, diseases, stocks and finance formed the major chunk of online conversations.

43. Key Features of IncPot For Customer Support
Analyse data in order to understand the conversations, and convert them into relevant information.
Sentiment and Demographic details.
Advance conversation tagging to route messages to the correct service agents.

44. Overall Customer Sentiments
Sentiment Analysis of the Conversations
15%
10%
Neutral
75%
Negative
Positive
“Knowing just what they are talking about is not enough, until you know if it is positive or negative”
Based on the keywords tracked, the total number of conversations were classified into positive, negative and neutral
respectively.
The total number of positive conversations outnumbered the total number of negative conversations largely due to
the positive word of mouth about Apollo hospitals

45. Customer Sentiments by Players
Negative
Others
NIMHANS
1
10
4
5
Fortis
Apollo
3
Neutral
21
6
41
20
5
Manipal
Positive
64
11
86
23
61
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.

46. Who are the key influencers?
Based on the keywords tracked and the total number of conversations the top five key influencers were identified by
our social media tool.
These influencers have been most actively engaged in the digital space, and they have a huge follower base.
It is important for Manipal hospitals to engage with these key influencers to manage their brand on the online
media more effectively.

47. Engage
Online reputation management through social contact centre

48. Key Features of IncPot For Customer Support
Effective response system to execute your customer service .
Pre-defined support message which allows you to handle repetitive responses.
Effective complaint routing mechanism and feedback system.

49. Key Features of IncPot For Customer Support
Professional Social Media execution capability.
Skilled social media resources to support online engagement.
Timely support and training sessions.

50. Minimize
response time
Maximize
outbound
responses
Maximise
response editing
Improve
Customer
Satisfaction
• IncPot tracks complaints over the web and brings them to your
customer service agents with minimum delay, allowing the team
to respond quickly
• With the availability of multiple customer service agent access
levels and pre-defined response set-up, you can increase the
number of outbound responses and attend every complaint
• The response tracking system of Webenza IncPot allows agents to
make a note on every issue for seamless future auditing and
reporting
• Track your customers response and keep the engagement levels
high, thereby increasing the satisfaction levels

51. Act
How to use various social media channel?

52. Find a suitable platform – Indian Perspective
18-24 years :
48%
25-35 years :
28%
78 million Monthly Active Users as on March’ 13 = Population of Turkey
Your Facebook page has all the information about your brand or your company in one place.
Blog posts, videos, photos, questions and answers can be shared through Facebook.
Source:: SocialBakers, Business Today, Wikipedia, Zintro blog

53. Find a suitable platform – Indian Perspective
India ranks 6th in terms of Twitter Accounts
16 million Users as on June’ 13 > Population of Netherlands
Twitter demands a more dynamic and well-tuned approach limited to 140 characters, with an inherited strong
message. It can be used to monitor conversations, to find potential customers, and resolve any customer service
queries or issues. Attach links which are relevant to your audience, follow hashtags to find people who follow a
related topic.
Source:: Business Today, Wikipedia, DazeInfo, Royalpingdom, Zintro

54. Find a suitable platform – Indian Perspective
India ranks 2nd in terms of total number of visitors on LinkedIn
20 million Users as on June’ 13 > Population of Madagascar
The audience is skewed with more male members.
Can be used to show - off professional accomplishments and networks.
Create a group to discuss about your industry.
Share relevant content with all followers or just other members from your group.
Source:: SocialBakers, WatConslutantSlideshare Today, Wikipedia, DazeInfo, Zintro

55. Find a suitable platform – Indian Perspective
150,000 Users ; Bangalore has more number of users than New York
India ranks 2nd in terms of G+ Users
Types of users : Engineers, Students, Web designers, Software developers.
Circle the people to organize them into groups and target them separately.
By putting + before the names you can alert them of your conversations.
Offer insights, blog posts, post questions and answers related to your industry.
Source:: SocialBakers, WatConslutantSlideshare, Gozoop, Zintro

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