Stage 3HaveYourSay

Team Name: $!NN3Rs

Name of first member: Ashutosh SinghCollege Name: IIM Calcutta

Name of second member: Ajay KumarCollege Name: IIM Calcutta

Objectives

Revigorate the brand among city dwellers• Creating

awareness • Rebranding to

acquire and retain customers

To design a Long term Communication Strategy• Content building• Engagement• Word of Mouth

Customer service experience• Feedbacks• customer’s

sharing experience on individual diagnosis

• Satisfaction level• cover success in

form of testimonials

Lead generation, Customer

Acquisition, Building

long term relationship

s

Social Media

Campaign

Methodology

Content &

Platform

Measure the Performance

Campaign Plan

Weekly performance

report

MedCare wants to carry out major 3 months campaign on rebranding and reaching out to the local communities.

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◦ Doctors (and patients) needed to be shown the added value that the Medcare brand could offer

◦ Differentiated strategy ◦ Demonstrate augmented/value-

added deliverySo what needs to be done

in development of Marketing, Brand &

Communication Strategy?

Understand the Customer !

Rebranding

Rebranding = “The Best Possible Cancer Care”

Best

Poss

ible

Cance

r C

are

Product SupportDelivery Support

Knowledge Support

Emotional Support

Physiological

SupportScientific Support

The Challenge Customer Insight Solution

o Cancer = death in India. A life problem.

o Indian patients are often not told of condition

o Patients & families lack adequate knowledge.

o Patients need support during various stages of ‘emotional coping cycle’.

o Patients & Caretaker have a lot of questions and concerns.

◦ Redefine the Cancer Care Equation

“The Best Possible Cancer Care”

Parameters/Firms

Fortis Hospital Bangalore

Apollo Hospital Bangalore

Manipal HospitalsBangalore

Narayana Health

Columbia Asia International Oncology

maxhealthcare

News & Public Events ✓ ✓ ✓ ✓ ✓ ✓ ✓Blogging ✓ ✓ ✓ ✓ X X ✓

Social Media ✓ ✓ ✓ ✓ ✓ ✓ ✓YouTube ✓ ✓ ✓ ✓ ✓ ✓ ✓

Articles, Books, Case Studies, Webcasts,

WhitepapersX Articles,

Webcasts, Whitepapers

Articles Articles Articles, Books

Articles Articles

SEO ✓ ✓ ✓ ✓ ✓ ✓ ✓Marketing Analytics ✓ ✓ ✓ ✓ ✓ ✓ ✓

Testimonials ✓ ✓ ✓ ✓ ✓ ✓ ✓Awards & Recognition ✓ ✓ ✓ ✓ ✓ ✓ ✓

Mobile app✓ ✓ ✓ X X X X

Competitor Analysis

1. SEO, SMM is done by each firm, which increases their search engine discoverability. Analytics is also incorporated.2. Testimonials, featuring in News, Articles, Blogs helps building in firms credibility and increases Word of Mouth(WOM).

Best Practices

Make the data available Educate employees on Social media policies

Implement privacy settings

Avoid using social media channels to communicate with patients on sensitive issues

Enlist at least one author, editor, or reviewer on every piece of content that you publish

Include an “About Us” & Ask for audience feedback through surveys and questionnaires

Current Media & its impact on Healthcare

◦ Physicians spend time on online resources. 3 hours per week watching online videos (On Medscape, YouTube etc.) for professional purposes

◦ With the increasing use of smartphones, followed by tablets, the demand for mobile health information has increased. Smartphones enable patients to access and contribute online information, and comment anywhere.

Physicians are the major source of recommending MedCare to the patients. Can highly used technologies be made more effective?

Type 1 : Know about the firm, & are taking

their services

from them. Type 3: Know about the firm, but are taking

their services

from others.

Type 2 : Don't know about the

firm, but are in the target

segment.

Define Your Audience Find out what news you need to share

Website should be well designed with all necessary information on it (SEO)

Place the URL of your website on all company materials

Convince others to increase your visibility on their Web sites

Write articles & get them published

Network on any opportunities that you get

Link to a Form in Your email Signature

Sponsor a project that caters to some community service

Video Marketing Inbound Marketing Set up analytics

Email Marketing Word of mouth (WOM) marketing

Customer Segmentation

A detailed approach for promoting online.

Stepwise targeted promotional plan

Blogs

WOM

SEO

E-Mail

Social

Media

Creation of

FACEBOOK

TWITTER

LINKEDIN page

And connecting them to the homepage of the website.Regular updates to be posted through these accounts.

An engaging presence on these social platforms helps in driving interest, increases customer service and visibility.

E-marketing plan

Set up a Blog

Set up an RSS feed

Link to your blog from your home page

Add social sharing buttons to your blog

Add social & email subscription options

BLOGGING

Social media encompasses social networking sites, collaborative services, blogs, content hosting sites and virtual communities. It builds reputation, monetary income and increases reach.

E-marketing plan

Devise Social Media

Strategy

Identify and Analyze talking

points and influencers

Create relevant content

Choosing Media for different content

Distribution of content

Proposed plan for Social Media

◦ All of the assessed channels have capabilities, advantages and disadvantages that need to be considered before utilization. Blogs, forums, physician networks and patient support websites are also an important part of social media interactions.

Channel Uses Advantages DisadvantagesWikipedia • Comprehensive online encyclopedia

• Editor-moderated content from user consensus

• Trusted by patients and many physicians• Comprehensive and free online information

source• Emphasis on self-regulation resulting in higher

quality control than other social networks

• Vulnerable to misinformation, though most content is to a high standard

• The combination of trust in Wikipedia and its vulnerability to both mistakes and author bias has caused concern within the academic and medical community

Twitter • 140 character user-generated comments or ‘tweets’

• Following other users Sharing links• Commenting on personal and

corporate accounts

• Effective broadcasting platform, high viral possibilities

• Strong for news and live events such as conferences

• Small message size is easily digestible

• Character limit makes it difficult to have any depth• Hard to generate meaningful engagement• Requires regular updating• Very small window for meaningful engagement• No central content control

Facebook • Add friends to create a peer network• A plethora of services including groups,

events, games and personal messaging

• Sharing links

• The largest social network based on numbers of monthly active users

• The most diverse social network• Capable of detailed and engaging interactions• Enhanced word-of-mouth effect from friends’

activity

• Regulatory adherence is more difficult and varies according to geographic region

• Small window for meaningful engagement• Privacy concerns• Very little central content control

YouTube • Sharing video content• Commenting on videos• Following content creators

• Favored by physicians for highly informative, detail-orientated videos

• Engagement correlates to emotive patient focused content

• Can be linked to other social networks

• Videos often require a large time investment• Capability to share videos within the social network is

limited• Filming and editing video to a suitable standard is

expensive and requires specialist skills

Assessing Social Media Channels

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To build strong long term relationship, MedCare needs to have a concrete communication strategy supported by consistent social media strategy.

Website and Relationship Management Solution –

Oncology Professional Website for patients & doctors.

Medcare RMS developed to build & manage multiple relationships – with doctors, patients, families, CCAs, distributors, hospitals, etc.

CRM with all stakeholders through a common Medcare Relationship Management Centre.

Facebook page (Daily Health Tips, Health System being used, About page should talk about services and Timeline should talk about milestones achieved till now, MedCare replying on posts that receive like, shares and comments )

Chat Service (3 times a week) where city doctors will handle customer’s issue one at a time.

MedCare Health Quiz(and other educational events) on Facebook page to bolster health awareness and reward those who fare well – Answer just 10 questions and know your Health quotient. Win a hamper of goodies.

You Tube video shared – Doctor advising on Health issues and offering tips ,covering success stories of patients, Patient testimonials, MedCare’s initiatives ,Chairman speaks.

Creating Facebook informative Ads – MedCare Community (Looking for Health tips, support local MedCare Clinic and become a fan of MedCare community page)

Over the 3 months…..

To increase its visibility and for attracting the patients, MedCare can create a community for those affected by cancer to share knowledge and tips for how to deal with, and even overcome, the daily pains of the disease. From insurance loopholes to dealing with nausea, the community “Decoding Cancer” delivers tried and true, bite-sized solutions to help make each day with cancer a little less tough.

Specific Campaigns

Decoding CancerTogether we

fight, Together we live

The Specific Campaigns target the right customer segment, help in creating awareness as well as establishing the Brand.

Cancer Awareness

Drive

How to Win

Cancer?

Brand Ambassador

Campaign will help in filling lives with

hopes and optimism

“To fight, To win, To survive, To be informed, To effectively communicate with doctors, family and the closest ones during the ongoing tough time, To embrace life with joy, purpose and happiness.”

Specific Campaigns

Share Helpline numbers for different

city

Technical Helpline (Medicinal help)

Psychological Helpline (Mental

State Help)

Content

Feedback

Patient success stories

Food and Nutrition

Guide

Tips on how to

manage Cancer

Discussions with users

Motivational series of talks by patients

WOM takes place in 2 forms – • When someone directly refers a friend to you for business.• A long term WOM approach. Here you stay in touch with

your customer base through email and social, not asking them for business, but giving them the chance to promote you indirectly. For example, forwarding emails and sharing things you’ve posted to social networks.

credibilityLoyal

Followers

Better Recall &

increased sales

Word of Mouth publicity

More attention to posts

Word of mouth marketing happens through good service, takes time but benefits the firm over the long term.

Word Of Mouth

Increasing WOM

Gather testimonials

and endorsements.

Publish some articles, case

studies, whitepapers.

Circulate positive stories.

By providing an augmented

service.

Conduct seminars & awareness campaigns.

• To feature on the top when a user searches for some specific industry related keywords.

• SEO creates a better visibility of a firm on web.

• Make online Directory Listings.• Can be outsourced – Project duration lasts

between 3-6 months, and from then on a monthly maintenance.

• Costing depends on the number of keywords.

SEO is the most effective tool for increasing the firm’s visibility. Email Marketing can be targeted at Physicians who then can recommend Medcare.

SEO

Email acquisition

Email Template Designs

Email Scheduling and Tracking

Email messages designed to re-engage, nurture, and

keep in touch with Physicians

E-Mail Marketing

Performance metrics

Audience Analysis

Sentiment Analysis

Brand Awareness – Duration of activity by customers, Degree of Involvement/Amplification/Talking about Brand(whether negative or positive)Engagement & Interaction with Customers – Measured by Retweet Rates, Social clicks, Social Page Views, Video/SlideShare Views, Time spent, Amount of information, Facebook Reach, Landing Page Conversion Rates, Amplification rate, Applause rate and Engagement Rate.ProfitabilityROI =((the amount of money gained from the campaign) – (the cost of the campaign))/(the cost of the campaign) Gross profit – revenue per lead or per campaign Web traffic analytics through Google Analytics, Hubspot incorporated on website.Bro

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A categorization of measuring the Social media performance.

Reach is a measure of the absolute number of listeners and the index is based on the number of people reached by each channel through likes, shares and re-tweets.

Relevance measures whether people found posts or content relevant and/or useful, and the index is based on the extent to which content is being shared and forwarded across social networks.

Relationship is a measure of interaction - the back and forth of conversation - and a measure of company and consumer or patient integration.

• A company can have the most interesting and engaging content but without reach they will not be heard.

Health Reach Index

• Relevance increases reach and relationship and is an indicator that a social media platform is growing.

Health Relevance

Index• The relationship index measures the

level of interaction between a company and those who post, reply or otherwise interact with the company’s postings.

Health Relationship

Index

Channel

Measure Health Reach Index

Health Relevance Index

Health RelationshipIndex

Facebook No. of posts D D D

Facebook No. of posts from others

Facebook No. of likes of posts N N

Facebook No. of shares of posts N N

Facebook No. of comments N N

Facebook No. of replies N

Twitter No. of company tweets D D D

Twitter No. of re-tweets of companies tweets N N

Twitter No. of favorites of company tweets N

Twitter No. of replies of a company to other tweets

N

YouTube No. of videos posted D D D

YouTube No. of comments by others N N

YouTube No. of comments from company N

YouTube No. of views N N

D = Denominator, N = Numerator

Social media index definitions

Place URL on company material,

Form in your signature, Get others

to increase your visibility

Continuous social media indulgence

(SMM), Video, Articles & Blogs

E-newsletter, NetworkWebsite, SEO, E-mail

marketing, WOM, specific campaigns

What to do?

EFFORT

IMPACT

LOW

HIGH

LOW HIGH

An Impact v/s Effort graph showing which activities lie where.

E-marketing plan : What to do matrix?

Task Description Estimated Time

Place your URL on all company materials

No business card, letterhead, email signature, literature, signs, company vehicle, promotional gifts, etc. should go without your Web domain name.

1 Week

e-newsletter template   1 day

Twitter, Facebook, LinkedIn page Fb, Twitter – Daily wellness tips, seminars, discoveries, links back to website. LinkedIn – Recruitment, Professional

Continuous activity

Link to a Form in Your Signature Simply include a link to your hosted web form in your email signature, and your prospects can sign up to receive your emails without even closing your personal message.

1 day

Video - YouTube Content, diseases and conditions, discoveries and patient stories

Continuous activity

SEO To get the company among top searches based on some keywords.

3-6 months with monthly maintenance thereafter

SMM Regular updates from the social media accounts Continuous activity

Get others to increase your visibility

  Continuous activity

Write articles & Blogs Write articles, get them published, display that on your website’s homepage. Link your blog to the homepage.

Continuous activity

Email Marketing Getting the relevant email addresses, making a standard email template, sending emails.

Getting emails – continuous process to increase the list, template – 1 day.

Increasing Word of Mouth   Continuous process The rough time interval that the activities will take. The specific campaigns will carry on for the stipulated 3

months timeframe.

A rough timeline

Weekly Performance Report

Page Performance

Blog Post Views?YouTube Views?

Email Subscribers?

RSS Subscribers

CTA% of each blogpost/ Number of comments

Social Media Reach

Growth this week

Average Growth

Accounts – wise Reach

Growth/Decline this week

Email Click-through Rates

Sent Delivered Opened Clicked

Traffic Sources

Organic Search

Referrals

Social Media

Email Marketing

Paid Search

Direct Traffic

Offline Sources

Week’s Performance (compared to last)

Visits Leads Customers

Bounce Rate Forwarded Abuse reports Subscribers with most opens

Top locations

THANK YOU