Stage 3

HaveYourSay

Team Name:

Name of first member: Rashi SharmaCollege Name: Symbiosis Institute of Media &Communication, Pune

Name of second member: Parul BhatiaCollege Name: Symbiosis Institute of Media & Communication

OBJECTIVES

To rejuvenate the brand among city dwellers

To design a long term communication strategy for the company

Focus on leveraging social media for the whole activities

METHODOLOGY• Primary research on patients, families, doctors, assistants, nurses

and hospitals

• Comprehensive step by step audit of all articulated and unarticulated needs of patients, families, doctors etc

• Secondary research on psychological factors

• Redefine the medical care equation – Unmatched by competition

• Build among the stakeholders a belief that MedCare stands for “the best possible Medical Care ”

CAMPAIGN IDEA

6 Pillars of

MedCare

Medication

Support

Delivery Support

Knowledge

Support

Emotional

Support

Physiological

Support

Science Support

MEDICATION SUPPORT

• “Its not just about your medicine....its about your health and happiness”

• To dispense and deliver medication and ancillary items to patients at a time and place that suits them

• To stock the latest drugs and advanced medication

• Innovative therapies

DELIVERY SUPPORT

• Prescription management with the referring centre to ensure the patient always has the right dose of medication available at the right time

• Monitoring patient stock levels as a marker of adherence to the prescribed medication regime and to ensure efficient use of high value medications

• Regular contact with patients to ensure medication is delivered as required and that patient contact details are kept up to date

KNOWLEDGE SUPPORT• Creating awareness amongst the masses through the Mobile App

• The user puts in data and the data is processes as possible symptoms for a particular disease

• The user needs to put in details regarding gender, age, weight

and allergies. He is then directed to the next level where he puts in his symptoms

• The app will process the data and help detect the disease

• Depending on the disease e.g. Viral, the app will recommend an appointment with the nearest MedCare doctors at available time slots

MedCare App

MedCare App- Take an Appointment

EMOTIONAL SUPPORT• Since most of the Oncology related treatments

take time, the patients are prone to sulking or boredom

• To address this issue, we provide them with activities that can be undertaken while undergoing the treatment

• For example: Books/Magazines to read, toys for the kids, Rubix cube

PHYSIOLOGICAL SUPPORT• Nursing care to improve quality of life

• People suffering through physiological distress can put in details on the form available on the website

• A mail will be sent regarding details of the appointment with the nursing care.

• The blogs written by doctors and senior most nurses regarding home remedy for such distress can also be of help to the patients.

SCIENTIFIC SUPPORT• Research and Development

• Technology Advancement

• CSR: Support colleges by funding projects and providing them with equipments that contribute to medical research

COMMUNICATION STRATEGY

MedCare TALKS• Idea: On ground activity spread over 3 months• Content• Session 1: Rejuvenation through Physiotherapy• Session 2: Towards a healthy lifestyle with Dr. Shikha Sharma• Session 3: Laughter Therapy with Vir Das

• Location: 4 Star hotel located in 3 different parts of the city • Duration: 1 hour session• Invites: Available on Facebook. Limited Entry only.

• There will be specialists invited from each field to talk about the above mentioned topics. MedCare can not only connect with the people through these sessions but also engage them by inviting a Q&A round at the end.

• MedCare will be projected as supportive and empathic.

SOCIAL MEDIA • Website will hold details regarding the sessions a month prior

• Mailers will be sent to the existing patients through the database

• Create an event page giving details about the sessions on the Facebook page where users are updated about every activity.

• People who wish to attend the session are asked to Tweet about happy moments with #LifeIsBeautiful and tag @MedCare. Top 50 will be emailed the passes.

• MedCare Talks will be uploaded on the Youtube Channel

• Short video/testimonials by patients and doctors will be uploaded on the website

Performance Measurement- Twitter

• Twitter #Lifeisbeautiful-

a) Measure Your Followers’ Followers- Your follower count is just the first step to understanding your potential to reach the masses.

b) Track Engaged Users Who Are Not Yet Followers-These users may be unaware of your handle, or be following your followers.

c)Number of mentions- by running a Twitter Activity Report and looking at the “Stream Tweets Over Time” section

d) Potential impressions- So now you know how many times your hashtag has been used. But how many times have human eyes seen it? How do you measure that? Through Potential Impressions, of course.

Performance Measurement- Website

• Hit Rate/Web Traffic - It refers to the sum of all the visitors to MedCare’s website. So the more number of clicks will reflect an increase in the number of new users.

• Average time spent on the website - The ratio of the amount of time spent by the visitors to the total number of visitors. So higher the time spent by the users, more will be the engagement of the users.

• Ease of navigation - MedCare’s website should be easy to browse allowing the visitor to obtain information with minimum effort. Even the person visiting the site for the first time, should find it easy to navigate.

• Number of unique visitors - People visiting the website for the first time. This in turn shows the increase in the new visitors.

• Bounce rate - The percentage of visits that are single page visits. It can be used to determine the effectiveness of a landing page and generating the interest of visitors.

• Exit rate- The percentage of visitors to a website who actively click away to a different website from our webpage.

PERFORMANCE TEMPLATE

No of hits on the website

No of people who are following Medcare on Twitter

No of people who have liked the Facebook Page

No of people responding to the Blogs

No of the users of the Mobile App

No of patients to increase with the start of the campaign

Online coverage for the on ground activation

Weekly Performance Report Template

THANK YOU