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Presented – Deepali
Thakur
Agenda of Study
Objectiv
e
User, Chooser &
Consumer
Client &
Competition
Stage 1 Stage 2 Stage 3 Stage 4
10 Days 20 Days 45 Days 10 Days
Stages of Operation & Execution
*Stage 1
What does Digital Marketing Means for Healthcare Industry
Identification of Reason for BD not utilizing Digital Platform
Identification of reason why healthcare company should have / have not Digital presence
Problem
Discovery
Identification of current trends in healthcare industry on Digital Platform
Secondary
Research
Project
Understanding
*Problem Discovered
oIs digital a future ahead for Medical device company ?
oHow to be neutral/credible source of information on
Digital media ?
oEngagement with patient is difficult how can healthcare
company enroll with end consumer ?
oWho should be target audience if we use digital platform
, as Healthcare company deals with hospitals ?
oHow company is going to benefit in terms of returns if
investment is made ?
*Secondary Research Summary
*72% of HCP are frequent online users – Via media
*Online hospital Market estimated to touch $2 Billion 2015
*76% of Patient go online before appointment - Google Estimate
*Mobile App Healthcare Market estimated $400Mn by 2016 – ABI Research
*Health Category among top 7 most searched online category with YOYG 43% - Comscore
*Secondary Research - Infographics
*Stage 2
To identify Market research problem
What this Research is specifically going to answer .
What is the blueprint for conducting Market Research
Hypothesis
Formation
Who would be the target audience to conduct this research
Sampling Design
Research Question
Research Design
*Research Question
Does a doctor prefer to go online?
What type of information does a doctor look online?
Does a doctor prefer online media over print media for information related search?
Does online information have effect on doctor’s decision making process?
At what stage does doctor look for online information?
Does a doctor recommend their patient to go online?
How does doctor perceive online information?
Is there a peer to peer effect on online behavior of doctor?
Does demographic & psychographic profile has effect on audience online preference?
*Hypothesis
Ho: Doctor Prefer to go online
Ho: Audience prefers to share healthcare experience online.
•Ho: Issue based information are more effective than content based.
•Ho: Issue based information are helpful in creating awareness.
Ho: Doctors prefer print media for information related search.
Ho : Digital info search effect decision making process of doctors
Ho: Doctors go online to keep themselves updated.
Ho: Doctor recommend patient to go online.
Ho: Doctors show less credibility over online information
•Ho : Voice of doctors are most credible source of information
Ho: Doctors are able to create strong WOM via online media.
Ho: Demographic & psychographic profile has effect on online preference
*Research Design & Sample Selection
Target Population
HCP (Doctor & Nurses) in Delhi
Patients in India
Sample Size
HCP – 50
Patient – 40
Sampling Technique – Cluster Sampling
3 Clusters of Hospitals Selected
M1 Corporate
M1 Non Corporate
M2
Mode of Data Collection
Personal Interview
Online Survey form
Primary Research Real Time Research
Keyword Analysis Sample of 30 Keywords
Google Trend analysis
You tube Analysis
Web Search Analysis
SNS Analysis Facebook Analysis
10 hospital Pages ( Corp +
Non)
10 Health Issue based Pages
10 MNC’s
Website Analysis 7 Types Website Analysis (Sample
42)
Health related Mobile App
Analysis 5 Cluster of App’s ( 5 sample
each)
*Stage 3
To understand perception of a TG about online platform
To understand behavior & Action of TG on Online platform
To understand Gap & Unmet needs in present online space
Real Time
Research
To identify what competitor & Client are doing online
Primary Research
Purpose : To understand the importance of digital
media from lens of Chooser ( Hospital ) , User (
Nurses & Doctors) & Consumer ( End Patients )
*Primary Research
*Model for Questionnaire
Formation
*Results : Primary Research
Health Care
Professionals
1. 72% of HCP go online before
& After attending CME’s
2. 63% of HCP go during
complex cases.
3. HCP who perceive internet
as updated go online during
weekends
4. HCP who perceive internet
as useful g online before &
after work.
1. 80% of HCP perceive
internet as Useful & Updated
from work perspective
2. Females perceive info
available on internet as
more updated than Men
3. There is no difference in
opinion with respect to Age
Perception
about Online
When Online
1. HCP (All age , Male ) go online
to learn New Technology,
Investigation , Medicine &
guidelines
2. HCP of age ( 20-35yrs & 51+ ,
both gender ) go online to share
their medical experience
3. HCP of age ( 20-40yrs & 51+ ,
Male ) go online to seek advice
from other HCP.
1. Google
a) 69.8% of HCP refer
b) 59% HCP uses google to
seek updated information
c) HCP do not refer google
during weekends &
before/after work.
2. Email, Nccn,NCI,NICE are other
important sources been
referred
3. Offline networking sites
a) 58.1% HCP refer
b) 53.8% HCP uses
WhatsApp to share
experience .
Why Online
Where Online
*Results : Primary Research
Health Care
Professionals
1. Online Free Services ( Web
MD , PubMed)
a) 46.5% HCP refer Them
b) These websites are
used before/after
work
2. Personal N/W sites
a) 41% refer them
b) 38.5% uses them to
share experience
3. Online Paid Services
a) 34.9% refer them
b) 35% HCP refer them
to seek update info,
guidelines on
weekend.
1. Online free services have
highest credibility , 73.3%
HCP
2. 53.6% HCP give higher
credibility to google
followed by paid
subscription
I. Reason for Credibility
a) HCP themselves find
source credible ,
followed by industry
credibility.
b) Peer effect is lesser
than individual
perception
Source
Credibility
Where Online
1. 86% of HCP say their patient are
Digital
2. 75% HCP ,patients
inquisitiveness
3. There is strong positive
correlation between patient
been digital & inquisitiveness
4. 68% HCP ,patient are aware
about diseases & their
condition.
1. 20% HCP online during
consultation to answer
inquisitiveness of patients due
to earlier search
2. 73% HCP go online after CME to
explain patients terms in non
technical way
3. 22% HCP go online after work to
solve queries asked by
patients..
Patient Profile
Other Reason
of Why Online
*
Internet usage to get update information is high for male than
female HCP
HCP uses internet to seek updated info & to share their experience
*
No variation with respect to gender.
*
HCP uses internet mostly after attending CME’s & during Complex cases
Weekends is the another occasion of higher usage
Perception Occasion Correlation
Acts as hindrance Patient Consultation No
After & Before CME No
Weekends No
Complex cases No
Before & after work No
Updates Patient Consultation No
After & Before CME Yes , + relation , not very strong (.335)
Weekends No
Complex cases No
Before & after work Yes, + relation, not very strong (.482)
Inaccurate Patient Consultation No
After & Before CME No
Weekends No
Complex cases No
Before & after work No
Useful Patient Consultation No
After & Before CME No
Weekends No
Complex cases No
Before & after work Yes,+ve, not very week ( .386)
Unorganized Patient Consultation No
After & Before CME No
Weekends No
Complex cases No
Before & after work No
Purpose : To understand behavior & action of
User, Chooser & Consumer in Real time Online
Space
*Real Time Analysis
*Trend Analysis
Google trend Analysis for 30 Key words done
Based on their performance in last 90 days
Performance was measured based on
Search Volume Index ( SVI) under Health
Category world wide
Keywords which have higher SVI were
identified from the given Sample , Relevant
to BD States with max SVI were Identified.
Area of Focus in terms of Issue Identified.
Area of Focus in terms of Region to Target
Identified
Area of Focus in terms of Media to Target
Identified
HEALTH HYPERTENSION
HEALTHCARE SMOKING
HIV/AIDS BREAST CANCER
TB CANCER
SAFE INJECTION HOSPITAL
SEPSIS DOCTOR
DIABETES VITAMIN D
DIET HEPATITIS
HAND HYGIENE HEP A
DENGUE FEVER HEP B
DIARRHEA HEP C
INJECTION PREGNANCY
CERVICAL CANCER LUNG CANCER
BLOOD PRESSURE CONSTIPATION
SYRINGE EBOLA
Keywords Analyzed
*Area of Focus
Issue to Focus – HIV , TB, Hepatitis ,Dengue fever ,Diabetes, Smoking.
States to Focus – Delhi ,Tamil Nadu , Karnataka , Maharashtra & UP
Media to Focus – Web Search , News Search
ISSUE TO FOCUS – HIV , DENGUE ,HEPATITIS , TB & Diabetes
30 keywords scanned to 24
24 keywords scanned to 10
10 keywords scanned to 6
6 keywords scanned to 3
SVI > 20 & SVI greater than half of SVI of
US
Relevant to BD ( MSS)
SVI comparison within category based
on Average SVI India Web search.
Significant SVI & Relevant to BD
Injections had very high SVI – 23 ( i)
and 81 (WW)
TB & Diabetes are other areas to
focus in BD. SVI ( TB – 17 (i) & 48
(WW)
India US
HIV/AIDS 11 11
TB 48 37
Sepsis 32 83
Diabetes 23 73
Dengue Fever 21 2
Injection 81 53
Cervical Cancer 8 16
Smoking 39 100
Hepatitis 26 56
Syringe 24 70
India US
HIV/AIDS 11 11
Sepsis 32 83
Injection 81 53
smoking 39 100
Hepatitis 26 56
Syringe 24 70
HIV/AIDS 17
TB 17
Diabetes 38
Dengue Fever 21
Cervical Cancer 3
Sepsis 3
TB 17
Diabetes 38
Dengue Fever 21
Cervical Cancer 3
Hepatitis 8
TB 17
Diabetes 38
Dengue Fever 21
Cervical Cancer 3
Injection 23
TB 17
Diabetes 38
Dengue Fever 21
Cervical Cancer 3
TB 17
HIV 8
Sepsis 3
Hepatitis 17
Dengue Fever 21
Injection 23
Cervical cancer 3
Diabetes 38
HIV
, Hepatitis, D
engue , T
B , D
iabete
s,
Inje
ctio
n Focus A
rea
Stage 1 Stage 2
Stage 3 Stage 4
STATES TO FOCUS –DELHI, TAMIL NADU,KARNATAKA, MAHARASHTRA, TAMIL
NADU,UP
16 States Identified
16 States filtered to 6
Top 10 states with SVI > 50 under each
of 10 categories been identified
States with Higher SVI in all categories
( At least 9)
Mapping 6 states with the states having
highest number of internet subscribers. 6 States filtered to 5
5 States filtered to 4
Mapping 5 states with the states having
highest number of internet Penetration
( Subscriber per 100 population)
Identified the order in which
Regions are to be focused
Delhi Tamil Nadu
Karnataka & Maharashtra Uttar Pradesh
Web Searches
Dengue, Hepatitis
Image Searches
Dengue
News Searches
HIV
YouTube Searches
HIV
Media to Focus – Combination of Web Searches & News Searches
Web Search News Image Youtube
TB 17 16 26 Not enough
HIV 8 32 8 _
Sepsis 3 0 0 Not enough
Hepatitis 17 0 6 Not enough
Dengue Fever 21 11 35 Not enough
Injection 23 7 33 Not enough
Cervical cancer 3 34 0 Not enough
Diabetes 38 56 49 55
Some Interesting Findings
On 1 Dec
- 20,000+ searches on HIV.
NPR Blog
-10,000+ views on you tub e .
Age Group - 55 -65yrs max viewed
YouTube vides
On 18 Nov
- 20,000 + searches on Ebola
- 10,000+ Searches on Ebola
*Trend analysis – MNC’s
- Web search for Company Name is significant from India, positive
indication about company to have strong online presence
- Exceptionally Bangladesh has one of the strongest searches for BD
Company
- Bioscience,Medical,ultra fine ,Autosheild, needle & syringe are the
top most queries searched
INDIA JAPAN US BRAZIL SINGAPORE UK SEARCHED QUERIES
GE HEALTHCARE 64 26 68 13 57 Healthcare , Jobs
PHILIP HEALTHCARE 34 41 Jobs,medical,healthcare
METRONIC 20 95 6 54 21Medtronic,pump,Diabetes,Carelink,C
ovidien
BAXTER 10 33 6 64 12 Jobs,medical,healthcare
J & J 38 59 27 70 J & J ,Baby
B BRAUN 15 14 17 34 14 B Braun medical,
3M 20 33 89 58 21 3M Mask,Respirator,Stethoscope
POLYMED
NIPRO 100 44 Medical,diagnostics,pharma,glass
SIEMENS HEALTHCARE 47 Siemes medical solution,Dignostics
CAREFUSION 100 27 San diego,Jobs,Alaris Carefusion
Becton Dickinson/ Company 36/3 100/5 8 51BD, Bioscience,ulta fine,autosheild
Medical,Vacutainer,Needle,Syringe
BIOMERIUX 17 14 api,vidas Biomeriux,Vitex Biomeriux
Purpose : Understanding Current gap in Digital space
which can be utilized by BD
*Website Analysis
*Website analysis
*Total of 42 Websites Analyzed
11
8
3
4
3
3
7
3
0 2 4 6 8 10 12
Doctor search
Patient Knowledge Network
Patient social Network
Doctor Social Network
Parenting Websites
E Commerce Website
Consulation website
Doctor Knowledge Network
No of Website analyzed
No of Website…
Audience to Focus
― Female -60%
― College Graduate – 66%
0
20
40
60
80
100
120
Female
College Grad
*Gap Analysis
Gap existing in present situation
-150.00
-100.00
-50.00
0.00
50.00
100.00
150.00
-150.000-100.000-50.0000.00050.000100.000150.000200.000250.000
Ad Revenue
Doctor
Knowledge
Parenting
Doctor SNS
Patient SNS
Doctor
Search
Consultation WB
E commerce
WB
Engagem
ent
Patient
Knowledge
Area of Focus 1. Patient & Doctor Knowledge Sites
2. Patient knowledge on critical
diseases ( HIV,Hep, TB)
*
Area of Focus : SEO
― Avg Traffic flow from google – 33%
― Avg Traffic flow from Facebook - 2.2%
Important Conclusions
Note : 54% of traffic directed from google in Doctor Knowledge Website ( Pubmed,
Web Md )
46% of traffic directed from google in Patient Knowledge Website
25.24% 26.90%
35.33%
20.13%
32.50%
54.00%
37.53%
46.23%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
4.50%
5.00%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
DoctorSearch
Consultationwebsite
Parentingwebsite
E commercewebsite
Doctor SNS DoctorKnowledge
website
Patient SNS
Google.com
Facebook.com
Yahoo.com
*Website Analysis of BD Global
Page visitor per Day 5455
Page viewer per Day 12530
Traffic from India 8.40%
Upstream Sites Google-35%, FB - 2.8%,Bdbioscience - 2%
Keyword Bioscience,bd
Ad Revenue $47
Purpose : To understand current importance of Online
presence from lens of latest trends in Mobile Market.
*Mobile App Analytics
*Mobile App Analytics
45 Apps Analyzed using App Annie
Tool
WOM – Utility based App - 15
Trending Apps – 10
• Health & Fitness ( 5)
• Medical App (5)
Issue Based App - 10
Hospital App - 10
KPI used for Analysis
Total Downloads
App ranking by Category
App ranking by Application in
India
Update Cycle
No of customer Review
Average Customer Rating
Content Rating
In app Purchase Feature
*App Analytics : Insights
* Apps top Ranked in India are the Utility based apps
* Used to track or send Alerts or reminders
* Water level
* Exercise
* Workout
* Heart rate
* Calorie count
* Ideal weight
* Vaccine reminder
* Insulin calculator
* Another usage is Health Tips
* Yoga tips
* Home remedies
* Instant knowledge
* Medical dictionary
* STD
* Doctor’s Appointment
* Drug E commerce
*Apps not doing well
*Hospital apps
* Appointment book
* Record /Report keeping
* Emergency Apps
*Apps with least/No existence
* Issue based Apps * HIV by UP Govt
* HIV connect
* Hepatitis guidelines
* Dengue
*Online Presence of Clients & Competitors
FB TWITTER LINKEDIN YOUTUBE GOOGLE + RSS Feed EMAIL BLOG PINTEREST
PHILIP HEALTHCARE
GE HEALTHCARE
METRONIC
BAXTER
J & J
B BRAUN
3M
POLYMED
NIPRO
SIEMENS HEALTHCARE
CAREFUSION
BD
BIOMERIUX
FB TWITTER LINKEDIN YOUTUBE GOOGLE + RSS Feed EMAIL BLOG Pinterest
Max hospital
Fortis
Apollo
Medanta
Kokilabhen
Manipal
Paras
Action Balaji
PSRI
Primus
Purpose : To understand how our competitor &
Clients utilizing this Platform & Is it Important to
Invest in this Platform
*SNS Analytics
*Facebook Analytics
Hospital – 10
• Apollo
• Max
• Fortis
• Medanta
• Kokilabhen
• Manipal
• PSRI
• Action Balaji
• Paras
• Primus
Issue Based – 6
• HIV
• RED
• Global
Fund
• HIV
Alliance
• End AIDS
• TB
• Malaria
• Hepatitis
• Cervical
Cancer
• Diabetes
MNC’s – 9
• J & j
• Philip healthcare
• Medtronic
• 3 m
• Polymed
• Siemens
healthcare
• Care fusion
• Nipro
• Biomeriux
• B D
KPI Used for Analysis
• Profile Performance
• Traffic from India
• High reaction posts
• Type of posts
• Highest engagement post
type
• Frequently used words
• Frequently used hashtags
• Length of Posts
• Demographics
* In Detail :Hospital Analysis
Max Hospital Strategy :
• Patient oriented
• Engagement • Patient Participation: Live chat on problems or queries
related to disease like diabetes, arthritis , diet control in
festival
• Creating awareness : Organize events like Marathon & Blue
monument to create awareness on Diabetes.
Post Type : Pictures with Text
Ad Revenue : 3472 euros
Strategy :
• Corporate oriented • Engagement
• New hospital & employee recognition
• Good will Building : Sharing news on Medanta joining
social cause for society, Doctor’s doing rare surgeries.
Post Type : Pictures with Text
Ad Revenue : 3472 euros
Medanta
Strategy :
• Patient oriented
• Engagement :
* Creating awareness :Initial Symptoms of sciatica, diabetes
,shoulder injury.
* Educating patients : Common test like Viral load test, PET
test conducted to know presence of diseases
* Patient participation : Health Quiz's on everyday problem
like dandruff. And asking to share priceless experience
* Tips : on common issues insect in ear
* Creating goodwill : Showcase Apollo participation in causes,
how doctor saved life by rare surgery.
• Ad Revenue : 16453 euros
• Post Type : Pictures with Text, links & videos
Apollo
Hospital
Strategy :
• Patient oriented
• Engagement :
* Creating Awareness : Healthy heart , Fortis Fact via giving
reference to blogs by doctor
* Educating patients : Discarding patients myth ( yoga is yes
in heart disease), difference in sinus & headache.
* Patient Participation : Not My Type campaign on diabetes
day. Sign up & get free glucose test, blood sugar test
* Promoting doctor’s goodwill : Exemplify situation where
life was saved
* Hospital goodwill : Sharing hospital rankings,1st pacemaker
implant
• Ad Revenue : 4739 euros
• Post Type : Pictures with Text, links & videos
Fortis Hospital
• Image post type
works for Max
,Fortis & Paras
hospital. As they
purely rely on
image
• Medanta (corporate
oriented) image
post type is not a
viable model.
• Even for Balaji &
primus image type
post does not work
Pics Vid Link Status
Max
Apollo
Fortis
Medanta
Kokilalbhen
Manipal
PSRI
Paras
Balaji
Primus
• Video post type works
for Fortis & Apollo.
• Status post type works
for Apollo followed by
kokilabhen.
*Demographic of Influencers
*MNC’s – FB Analysis
MNC's Traffic - India Strategy Awareness creation Educating
Patient
Patient
Participate Company goodwill
Employee
Goodwill Revenue
PHILIP
HEALTHCARE 301.5
Corporate & Patient
Oriented Technology (MRI) Rich experience No Yes Yes 9.93
GE HEALTHCARE NA
METRONIC 561 Corporate Oriented No No No Yes ,philanthropic
contribution Yes 516
BAXTER NA
J & J 11152 Corporate & Patient
Oriented Blog series on HIV No Yes Yes , improving lives Yes 4104
B BRAUN NA
3M 13000 Patient Oriented Product,Issue,HAI,Tips Yes No Yes No 44
POLYMED 280 Corporate Oriented No No No Yes No 0
NIPRO NA
SIEMENS
HEALTHCARE 4940
Corporate & Client
Oriented
Technology,Dose
accuracy
Early detection
No No Yes Yes 1296
CAREFUSION 210.8 Corporate & Client
Oriented HAI No No Yes Yes 57
BD 326.4 Corporate Oriented No No No Yes No 116
BIOMERIUX 282 Corporate & Client
Patient Oriented
Guide for microbial
resistance On HIV queries
diagnosis No Yes No 162
*Comparison of MNC’s
*Engagement Comparison
25
.4K
2.8
K
86
6
40
9
23
1
20
1
13
6
13
0
7.7%
2.1%
10.0%
5.9%
7.4% 8.3%
5.7%
9.3%
0.0% 0%
2%
4%
6%
8%
10%
12%
02.0K4.0K6.0K8.0K
10.0K12.0K14.0K16.0K18.0K20.0K22.0K24.0K26.0K28.0K
Enga
gem
en
t as
% o
f Fa
ns
To
tal E
nga
gem
en
t
Fan Page Comparison: Total Engagement on Brand Posts
Total Engagement Engagement as % of Fans
0
5
10
15
20
25
Bra
nd
Po
sts
Fan Page Comparison: Brand Posts
Status Link Photo Video Other
*Post Type Comparison
*Engagement- Posts Wise
Links & Videos
are the key for
Online
Engagements
Monday, July 25, 2016
Present Online Presence New Focus Target Audience Impact
X Website
X Facebook Page
Connect , SEM
Email 450 Visitors - 36%,Google,FB,
BDB
Vacutainer,Ultrafine,Autosheith
Issue Based Webpage
Usage of Mobile App
Platform
Goodwill-Employee &
Company
Awareness, Brand Building
Update – Corporate
Upgrade – Client • Talent Acquisition
• NPL , Support Training
• Base Commercialize
Brand Building
Product Marketing
Higher Bargaining Power
HCP & Patients
Pharmacist &
Suppliers
Hospitals
- M1 & M2
Hepatitis TB
Diabetes HIV
Del, TN , MH, KT & UP
New Resources - Online Focus Target Audience Impact
Disease Burden & Web
search
Traffic & Internet
Penetration
Female & College
Grad
HCP – 20 -40yrs & 51+
Patients – Age (25-35)
• Brand Building
• Pull Creation
• Knowledge Partner
Interstitial Ads • Usage increase &
Create New Demands Apps using Generation
Partnering Hospitals in Developing Online
Portals
Internal Portal for Marketing Campaigns of all
Business
Working Model for X Company
* Is it an Asset or Liability for Company
Internet
Marketing
Support new
Product
Launch
Brand
Building
Pull
Creatio
n
Support
Training
Program Cost
Effectiv
e Increased
bargaining
power
Investment
Human
Resource
Risks
Misuse
Delayed
Results
Real time &
continuous
Engagements
*
