Presentation on Digital Marketing for Healthcare Industry, that I delivered at Goa Institute of Management.

1. Anandan Pillai
Associate Director (Paid Media)
Performics.Resultrix (Publicis Media)

2.  Healthcare Industry in India
 Media Spends in India
 Digital Marketing Landscape
 Digital Advertising Spends in India
 Digital Marketing Strategy
 Indian Healthcare Companies on Digital Channels
 Case Studies
 Exposure to Digital Marketing Tools
 Open House

5. $100 $160
$280
$8.76
$9.92
$16.70
$0.00
$2.00
$4.00
$6.00
$8.00
$10.00
$12.00
$14.00
$16.00
$18.00
$0
$50
$100
$150
$200
$250
$300
2016 2017 2020
(All figures in billions) Healthcare Market Size Advertising Spends in India
Source: IBEF,2017 & Exchange4Media Digital Report, 2017

6. Healthcare
Hospitals Pharmaceuticals Diagnostics Medical
Equipment &
Supplies
Medical
Insurance
Research &
Analytics
Telemedicine
70% 15% 15%
Source: IBEF,2017

8. TV, 41%
Print, 36%
Digital, 12%
OOH, 6%
Radio, 4%
Cinema, 1%
Source: Exchange4Media Digital Report, 2017

10. Product / Brand
Awareness
Build Community
Seed Sales
Drive
Word of Mouth
Build
Consideration
Search Engine
Optimization (SEO)
Display Advertising
Social Media
Affiliate Marketing
Search Engine
Marketing (SEM)
Video Advertising
Online Classifieds
Blogging
LHS – We are Aware & Know
VS
RHS – What are these jargons?

11. SEO
What?
•Organic listing on Search Engines
Why?
•To drive and maintain brand awareness
How?
•Effort – High & Consistent
When?
•Long term

12. SEM
What?
•Paid ads on Search Engines
Why?
•To drive visibility and consideration
How?
•Effort – Medium & Consistent
When?
•Short to medium term (can be consistent)

13. DISPLAY ADVERTISING
What?
•Visually appealing static / rich media images that drive
traffic to desired destination
Why?
•It helps in driving consideration, leads
How?
•Effort – High & Sporadic
When?
•Short term

14. SOCIAL MEDIA
What?
•Create presence on major & RELEVANT social media
channels
Why?
•It helps in creating community, driving word of mouth,
leads etc.
How?
•Effort – High & Consistent (requires lot of creative
content thought process)
When?
•Long term and consistent

15. VIDEO ADVERTISING
What?
•Create presence on major & RELEVANT social media
channels
Why?
•It helps in creating community, driving word of mouth,
leads etc.
How?
•Effort – High, Sporadic (requires lot creative content
thought process)
When?
•Long term and consistent

16. ONLINE CLASSIFIEDSWhat?
•Online Classifieds could help in the form of paid
listings or Display Advertising on them
Why?
•Capitalize the in-market audience who is in search
of the solution
How?
•Effort – Less & Sporadic
When?
•Short term

17. BLOGGING
What?
•Long form content on varied topics that users are
concerned about
Why?
•It helps in educating users, establishing thought
leadership. Also it boosts the SEO efforts
How?
•Effort – High & Consistent
When
•Long term

19. Social Media, 28%
SEM, 27%
Video, 18%
Display, 20%
Classifieds, 7%
Source: Exchange4Media Digital Report, 2017

20. Display
Video
Social Media
Classifieds
Search
Source: Exchange4Media Digital Report, 2017
Display Video Classifieds SearchSocial Media

21. Source: Exchange4Media Digital Report, 2017
Display Video Classifieds Social MediaSearch

24. What?
Who?
Where?
How?
Objectives
Target Audience
Channels
Messaging

25. Awareness
Share of Voice
Top of the Mind recall
Brand Equity
Engagement
Usage
Average Time Spent
View Rates
Engagement/Reach
Acquisition
Leads (MQLs / SQLs)
Sales / Revenue
Market Share

26. Healthcare
Segment
Awareness Acquisition Engagement
Hospitals Patients
Doctors
Non-Medical Staff
Patients Patients
Doctors

27. SEM/PPC
SEO
Social
Display
Mobile
Email
Blogging
Affiliate

28. How many
saw?
•Impressions
•Opens
How many
Clicked? • Clicks
How many
landed? • Website Visits
How many
interacted /
showed
interest?
•Leads / Appointments
•App engagement
•Video views
How many
converted?
• Sales / Revenue
• Downloads

31. Source: India Digital health Report, 2017 by Digital Yellow Elephant

33.  Hospitals
 Apollo
 Fortis
 Manipal
 Kokilaben Dhirubhai
Ambani
 Medanta

34. Apollo Hospitals
Fortis
Manipal
KDAH
Medanta
Source: SimilarWeb

35. Source: SimilarWeb
Apollo Hospitals Fortis Manipal
KDAHMedanta

36. Source: SimilarWeb
Apollo Hospitals Fortis Manipal
KDAHMedanta

37. Source: SimilarWeb
Hospital Visits Direct Referrals Organic
Search
Paid
Search
Social Email Display
Apollo 417.97
K
7.61% 8.54% 72.39% 0.41% 3.56% 3.90% 3.59%
Fortis 264.56
K
7.05% 10.53% 80.32% 0.05% 1.33% 0.72% 0.00%
Manipal 166.53
K
10.49% 23.04% 60.32% 1.21% 2.69% 2.25% 0.00%
Medanta 97.72K 21.84% 8.15% 68.33% 0.00% 1.68% 0.00% 0.00%
KDAH 113.94K 12.53% 6.28% 73.96% 7.22% 0.00% 0.00% 0.00%

38. Source: FanPageKarma

39. Source: FanPageKarma

40. Source: FanPageKarma

41. anandanp22@gmail.com
9980293326
@anandan22
www.anandanpillai.com