The document summarizes a digital marketing workshop about healthcare and social media. It provides an overview of the workshop schedule and topics to be covered including Facebook, Twitter, LinkedIn, YouTube, email marketing and mobile marketing. It also shares healthcare-related social media statistics and examples of how hospitals like Max, Apollo and Fortis engage on social media.

1. May 24, 2014
Healthcare
DIGITAL
MARKETIN
G
WORKSHO
P
(Saturday) | Solitaire, Crowne Plaza, Rohini

2. ABOUT BUZZOOKA
 Pioneers in Social Media Education
 The Only Company in India Where Client Servicing Co-Exist with Training
 Winners of ‘Business & Service Excellence Award’ & Nominated in ‘Pearson
Global Awards’
 Accredited by Google & Facebook as Premier Agency
 Have Delivered more than 2000 hours of Social Media Training across India

3. SCHEDULE
Wave 1: Introduction to social media (Understanding the medium | How to prepare the Game
plan)
Wave 2: The mighty Facebook (How to prepare a strategy | How to execute it)
Wave 3: Twitter: The 140 character Magic (How to use twitter to get the buzz right)
Wave 4: LinkedIn
Wave 5: Google: The Mother of All Digital Marketing Channels
Wave 6: YOUTUBE- Google’s Blue eyed boy | Google (Videos & Beyond)
Wave 7: E-mail Marketing (Turn your data into potential Customers)
Wave 8: Mobile marketing (Digital marketing 3..0 | The next big thing)
Wave 9: Conclusion (Activity Winner Announcement | Feedback | Certificate Distribution)

4. SOCIAL MEDIA
You still think it’s a
FAD ?

5. WEB 1.0: HOW IT USED TO BE

6. WEB 1.0: HOW IT FUNCTIONED
Publishers Publishers Publishers Publishers
Websites – Organized Content
Users Users Users Users

7. WEB 2.0: IT’S SLIGHTLY DIFFERENT

8. WEB 2.0: HOW IT FUNCTIONS
Publishers Publishers Publishers Publishers
Websites – Organized
Content
Users Users Users Users
Social Media Platforms
Users UsersUsers
Users Users Users
Websites – User Generated
Pages & Content
Social Tools
Viral Effect

9. SOCIAL MEDIA IN INDIA

10. FACEBOOK
93,000,000
USERS
(93 Million)

11. TWITTER
33,000,000
USERS
(33 Million)

12. LinkedIn
22,000,000
USERS
(22 Million)

13. Pinterest
7,000,000
USERS
(7 Million)

14. CONVENTIONAL VS DIGITAL
Digital media has outscored every other marketing
medium in terms of ROI

15. WHAT MAKES IT DIFFERENT
 User Oriented
 Dialogue not monologue
 Measurability
 Hostility
 Always alive

16. THE HOSTILE SIDE

17. Healthcare and Social media- Statistics

18. INDUSTRY RELATED STATISTICS
81%of Healthcare brands are expecting to increase their investment in social
media over next 3 months

19. Mentions of Healthcare related keywords happen every Day
INDUSTRY RELATED STATISTICS
22,000,000

20. of the participants discussed Health even during Elections
through Twitter
INDUSTRY RELATED STATISTICS
45%

21. 465 mSelfies triggered with Healthcare related Hashtags so far
INDUSTRY RELATED STATISTICS

22. 91%
of global Internet users research products on Healthcare online
INDUSTRY RELATED STATISTICS

23. HOW PEOPLE ARE SHARING CONTENT

24. MAX HEALTHCARE
Social Media Presence:
1,30,194 fans on Facebook
2,300 followers with 2,300 tweets on Twitter
100 video uploads on Youtube
190 pins and 10 boards on Pinterest

25. MAX HEALTHCARE
Customer Engagement Strategies:
Pink Connect – A Breast cancer initiative
Enlighten – An interactive forum for obesity and bariatric
treatment
Bundle of joy – An interactive forum about parenting

26. Social Media Presence :
 20,08,996 fans on Facebook.
 27,900 followers with 19,000 tweets on Twitter
 More than150 video uploads on Youtube, which includes
FirstAid
Patient Testimonials
Chairman Speak
Apollo Hospitals Initiatives
APOLLO HOSPITALS

27. Customer engagement strategies:
 Facebook contests with chances to win vouchers and exiting
merchandise
 The Health Quiz (launched on 31st August 2012)
 Celebrating 5 lakh fans campaign on Facebook
APOLLO HOSPITALS

28. FORTIS HEALTHCARE
Social Media Presence:
 1,43,000 fans on Facebook
 3,930 followers with 3,903 tweets on Twitter
 More than 250 video uploads on Youtube

29. FORTIS HEALTHCARE
Customer Engagement Strategies:
Facebook application to fix an appointment with a doctor anywhere in
India
Daily medical tips
Fortis Balloon Pop challenge on its Facebook page
Posts of cartoons depicting human body facts in Twitter

30. THE MIGHTY FACEBOOK

31. FACEBOOK MARKETING ESSENTIALS

32. FB MARKETING TIPS & TRICKS
Step 1: Listen
Top 7 (seven) tips and tricks

33. FB MARKETING TIPS & TRICKS
STEP 2:DEFINE GOALS
Top 7 (seven) tips and tricks

34. FB MARKETING TIPS & TRICKS
Step 3: Targetyour audience
Top 7 (seven) tips and tricks

35. FB MARKETING TIPS & TRICKS
Step 4: Know YourTools
Top 7 (seven) tips and tricks

36. FB MARKETING TIPS & TRICKS
Step 5: Choose yourTonality
Top 7 (seven) tips and tricks

37. FB MARKETING TIPS & TRICKS
Step 6: IdentifyKeyInfluences
Top 7 (seven) tips and tricks

38. FB MARKETING TIPS & TRICKS
Step 7: Monitor yourstats & Keep updating the strategy
Top 7 (seven) tips and tricks

39. HEALTH & FACEBOOK
Health Quiz:
Launched on 31st August 2012.
Objective: To bolster the health awareness of users and to engage them with Apollo

40. HEART & FACEBOOK
Marathon on World Heart Day:
The campaign was initiated on ‘World Heart Day’
Objective To increase awareness towards the prevention of heart diseases and awareness of its
contributing risk factors
A part of Apollo’s ‘Billion Hearts Beating’ National campaign
Results :
More than 3,000 likes on the Facebook page in just 2 weeks
400 Online Registrations via Facebook

41. THE BOUNCE BACK STORY
Max India “Meri Bounce Back Story”
Objective:
To increase brand awareness, connect with the audience and
create engagement
“Write-a-story” contest on Facebook
Allows user to share their success stories in like and the best
story chosen by users will be the winner.
Daily prizes like Ipod shuffle, designer bags, guitar
A grand prize of a weekend spa getaway tickets for two at
Ananda Spa in the Himalayas
Results:
Increased brand awareness and customer engagement.

42. TWITTER - THE NEXT BIG THING

43. MYTHBUSTING
1. Is Twitter even important to my business?

44. MYTHBUSTING
2. Is my ideal customer even on Twitter?

45. MYTHBUSTING
3. Can you actually sell yourself on Twitter?

46. MYTHBUSTING
4. How do I get more followers?

47. MYTHBUSTING
5. How do I find TARGETED people to follow?

48. MYTHBUSTING
6. How often should I tweet?

49. MYTHBUSTING
7. Should I connect my Facebook and Twitter account?

50. MYTHBUSTING
8. Who should I follow back?

51. MYTHBUSTING
9. How do I get more retweets?

52. HEALTH IN 140 CHARACTERS
Customer Engagement in Twitter:

53. LinkedIn – You cannot miss this!

54. Google: It all started here!

56. SOCIAL MEDIA & YOU TUBE
CLEVELAND CLINIC
https://www.youtube.com/watch?v=cDDWvj_q-o8
Strategy: Establish Emotional connect and increase Brand visibility
Positioning: A brand which understands and cares for their patients.
Children’s Hospital at Dartmouth-Hitchock
https://www.youtube.com/watch?v=lnG3MKos87A
Strategy: Establish a connect with Parents through Children
Highlights: Trending motivational hit song of Katy perry with children and hospital staff performing to engage
audience

57. SOCIAL MEDIA & YOU TUBE
Vanderbilt Heart institute:
https://www.youtube.com/watch?v=9onCgh5DyDM
Strategy: Establish employee engagement and increase Brand visibility
Highlights:
A better employer-employee relationship,
The visibility of the physicians got better in the outside world, and so the customer-hospital relationship

58. YouTube MARKETING TIPS & TRICKS
#1:Create compellingvideos.

59. YouTube MARKETING TIPS & TRICKS
#2:Makeyourvideo findable.

60. YouTube MARKETING TIPS & TRICKS
#3:Brand yourYouTubechannel.

61. YouTube MARKETING TIPS & TRICKS
#4:Post abulletin andalert yourfriends andsubscribers.

62. YouTube MARKETING TIPS & TRICKS
#5:Leverage other socialmedia platforms.

63. THE FORMULA

64. EMAIL MARKETING

65. EMAIL MARKETING OBJECTIVES
Boost sales
Generate leads
Strengthen relationships
Increase website traffic
Build brand loyalty

66.  Attractive Landing Page
 Avoid long query forms- no one likes to type/share un-necessary information
 Offer freebies & Downloadable to Induce subscription
 Subscription list management for efficient and relevant mailing
 Email Engine with unsubscribe functionality & other compliances
 have a clear and concise privacy policy that details how you will treat your customers’
personal contact information.
 Respect Policies & Rules of Email Marketing
ESSENTIALS OF EMAIL MARKETING

67.  Do a detailed competitor analysis
 Carefully select ‘from’ & ‘Subject’ Line
 Create a professionally designed edm
 ‘Less is more’- keep your message brief & crisp
 Personalize your email messages
 Sound human- keep it casual
DRAFTING THE RIGHT EMAIL

68.  Keep a tap on open rate and don’t spam them the same e-mailer again
 Identify an interested customer by maximum open features and time one
spent looking at mail
 Keep a close check on bounce rate
 Capture the interest of your community.
 Have a campaign graph handy for demographic comparison
MEASURE IT RIGHT

69. MOBILE MARKETING – Digital Marketing 3.0

70. 165 million users by 2015
Rs. 198 average monthly expenditure on internet.
77% use internet for social networking
India is second biggest android user group in the world
FACTS ABOUT MOBILE INTERNET USERS

71. Mobile Website
Mobile apps
QR Code marketing
SMS Marketing
MOBILE MARKETING ESSENTIALS

72. JOURNEY SO FAR

73. CLOUD-STAFF

74. WHAT ARE WE EXPERT AT
SOCIAL MEDIA SERVICES

75. WHAT ARE WE EXPERT AT
WEB SERVICES

76. WHAT ARE WE EXPERT AT
Online AD Buying

77. WHAT ARE WE EXPERT AT
Mobile and wap enabled
services

78. WHAT ARE WE EXPERT AT
Brand Management

79. COMPANIES WE HAVE SERVED

80. COMPANIES WE HAVE SERVED

81. COMPANIES WE HAVE SERVED

82. COMPANIES WE HAVE SERVED

83. COMPANIES WE HAVE SERVED

84. COMPANIES WE HAVE SERVED

85. COMPANIES WE HAVE SERVED

86. COMPANIES WE HAVE SERVED

87. COMPANIES WE HAVE SERVED

88. COMPANIES WE HAVE SERVED

89. Flagship Digital MEDIA WORKSHOP

90. FEED US BACK
Share your feedback at
www.buzzooka.in/workshop/feedback
THANK YOU
BUZZOOKA INFOMEDIA PRIVATE LIMITED
#402 Jackson Crown Heights, Crowne Plaza, Sector-10Rohini Delhi-85