Social Media promotional strategy for MedCare - Ashutosh, Ajay - IIM Calcutta

1. Stage 3
Have
Your
Say
Team Name: $!NN3Rs
Name of first member: Ashutosh Singh
College Name: IIM Calcutta
Name of second member: Ajay Kumar
College Name: IIM Calcutta

2. Objectives
Revigorate
the brand
among city
dwellers
•Creating
awareness
•Rebranding to
acquire and retain
customers
To design a
Long term
Communicati
on 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
relationships
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.
Social Media Exercise – MedCare

3. Revigorate brand among city dwellers
Rebranding
The Challenge Customer Insight Solution
◦ Doctors (and patients) needed
to be shown the added value
that the Medcare brand could
offer
◦ Differentiated strategy
◦ Demonstrate augmented/value-added
delivery
So what needs to be done
in development of
Marketing, Brand &
Communication Strategy?
Understand the Customer !
Best Possible Cancer Care
Rebranding = “The Best Possible Cancer Care”
Product
Support
Delivery
Support
Knowledge
Support
Emotional
Support
Physiologica
l Support
Scientific
Support
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”

4. Competitor Analysis
Parameters/Fi
rms
Fortis Hospital
Bangalore
Apollo Hospital
Bangalore
Manipal
Hospitals
Bangalore
Narayana
Health
Columbia Asia International
Oncology
maxhealthcare
News & Public Events ✓ ✓ ✓ ✓ ✓ ✓ ✓
Blogging ✓ ✓ ✓ ✓ X X ✓
Social Media ✓ ✓ ✓ ✓ ✓ ✓ ✓
YouTube ✓ ✓ ✓ ✓ ✓ ✓ ✓
Articles, Books, Case
Studies, Webcasts,
Whitepapers
X Articles,
Webcasts,
Whitepapers
Articles Articles Articles,
Books
Articles Articles
SEO ✓ ✓ ✓ ✓ ✓ ✓ ✓
Marketing Analytics ✓ ✓ ✓ ✓ ✓ ✓ ✓
Testimonials ✓ ✓ ✓ ✓ ✓ ✓ ✓
Awards & Recognition ✓ ✓ ✓ ✓ ✓ ✓ ✓
Mobile app
✓ ✓ ✓ X X X X
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).

5. 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?

6. 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.
Stepwise targeted promotional plan
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.

7. E-marketing plan
Blogs
WO
M
SEO
Soci
al
Medi
a
E-Mail
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.

8. 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.
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

9. ◦ 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 Disadvantages
Wikipedia • 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

10. Long Term Communication Strategy
Over the 3 months…..
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)

11. Specific Campaigns
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.
Decoding Cancer
Together we fight,
Together we live
The Specific Campaigns target the right customer segment, help in creating awareness as well as establishing the Brand.

12. Cancer
Awareness
Drive
Specific Campaigns
How to
Win
Cancer?
Brand
Ambassador
Campaign will help
in filling lives with
hopes and optimism
Feedback
Discussions
with users
“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.”
Share Helpline
numbers for different
city
Technical Helpline
(Medicinal help)
Psychological Helpline
(Mental State Help)
Content
Patient
success
stories
Food and
Nutrition
Guide
Tips on
how to
manage
Cancer
Motivational
series of talks by
patients

13. Gather
testimonials
and
endorsements.
Increasing
WOM
Publish some
articles, case
studies,
whitepapers.
Circulate
positive stories.
Conduct
seminars &
awareness
campaigns.
By providing an
augmented
service.
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.
Word Of Mouth
credibility
Loyal
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.

14. SEO
• 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.
E-Mail Marketing
Email Template Designs
Email messages designed to
re-engage, nurture, and
keep in touch with Physicians
SEO is the most effective tool for increasing the firm’s visibility.
Email acquisition
Email Scheduling and
Tracking
Email Marketing can be targeted at Physicians who then can recommend Medcare.

15. 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.
Profitability
ROI =
((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.
Broadly into 2 parameters
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.
A categorization of measuring the Social media performance.
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

16. Channel Measure Health
Reach Index
Health
Relevance Index
D = Denominator, N =
Health Relationship
Index
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
Numerator
Social media index definitions

17. E-marketing plan : What to do matrix?
Place URL on company
material, Form in your
signature, Get others to
increase your visibility
Continuous social
media indulgence
(SMM), Video, Articles
& Blogs
What to do?
E-newsletter, Network
Website, SEO, E-mail
marketing, WOM,
specific campaigns
EFFORT
IMPACT
LOW
HIGH
LOW HIGH
An Impact v/s Effort graph showing which activities lie where.

18. 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
Continuous activity
visibility
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

19. 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
Marketin
g
Paid
Search
Direct
Traffic
Offline
Sources
Bounce Rate Forwarded Abuse reports Subscribers with
Week’s Performance
(compared to last)
most opens
Top locations
Visits Leads Customers