India has been embarking upon a journey of healthcare system transformation for the past few years. The government introduced important structural reforms in the last decade and has re-emphasized its vision of creating access to a minimum set of healthcare services for all. The private sector experienced unprecedented growth during this period. Apart from the medical advancement and human technology, a significant change was the internet. The internet because it was a never-thought-of-before change that took the industry by storm. Just like every other sector, the expectation to jump onto the social media bandwagon slowly built up. While some hospitals did not give into the expectation, a surprising number did give in and tried to make a difference in their online presence. It is thus imperative to understand how the internet and the Social media world have influenced the healthcare industry. The dawn of this decade saw the rise of Social Media. Often known as a huge community in itself, ‘Facebook’ had revolutionised social interactions. Twitter, LinkedIn, Google+ and various other social media platforms are a part of every activity happening around the world. It is a curious deal to understand how this huge network is helping businesses share information and attract potential customers. Hence the idea of this report is to analyze the presence of the Indian healthcare industry on various social media platforms and understand how different has this been for the industry. ‘People need to be able to visualize their health’- This trend was well experienced on platforms like Facebook and YouTube. There is enormous data on health in the form of infographics, animations and videos presented in a way that makes it easy for customers to understand.
To get more insights on the influence of social media on healthcare industry we have thoroughly analysed a list of 40 hospitals. Information related to health and medicine is available in abundance on the internet. So how’s it different from the hospitals sharing information on various social media platforms? What’s important with this information is the sense of faith.These hospitals have the finest doctors in India and hence every medical fact or advice is completely trust-able. Here’s a table to show their presence on the different platforms:
You can check the list of 40 Hospitals.
Only 20 of the above considered have an active social media presence in one or more platforms.
Among the 20 hospitals, we analysed in detail to find out the top 5 based hospitals on their presence on various social media platforms, their approach, engagement ratio etc. In conclusion, these are the 5 hospitals. A. Apollo Hospitals. B. Fortis Healthcare C. Kokilaben Hospital D. NU Hospital. E. Wockhardt Hospital. According to our analysis and research method during the month of July, the below figure represents that only 42% of the hospitals had integrated social media icons on the websites, whereas 58% of the hospitals were found having none.
We were now curious to understand their objectivity, thus we followed their activities on various platforms. It was clear that they had extensively worked on their content and it served well to bridge the information gap. Often worried about getting the right information from the web, following a hospital’s network gives us the best assurance. Below is the infographic clearly showing that most of the hospitals that promote themselves on social media is done mostly through Facebook, with the highest number of percentage (47%), following with Twitter (15%) and LinkedIn (14%). Seems Facebook is a huge hit among the hospitals. Not very surprising.
Now, when most of the hospitals are on Facebook promoting their industry, with curiosity we went further to find out whether they were highly active or dormant on Facebook, and other social media sites. Shockingly, only 35% of the hospitals were highly active on Facebook, with every 5 update going on a daily basis. Apollo Hospitals was one such. Following which Twitter and YouTube was active by just 9% of the share. Find more in the below figure:
With over a billion people present on Facebook, it was evident that businesses all over the world made their presence imperative, so have the Indian hospitals. With a plethora of visual information on Facebook, the hospitals have taken an initiative to share medical facts and tips and help patients resolve concerns. Pictures, videos and applications are extensively used to make information more appealing. Here’s an idea of giving strategies used by the top 5 hospitals:
Highlights and USPs
Twitter has changed how some people connect, communicate and inform. Unlike other virtual worlds, Twitter is incredibly rapid and takes a relatively low time investment. With this in mind hospitals attempt to share quick facts and updates. ‘To listen’ to queries, doubts and give quick responses is a basic twitter policy. Let’s understand what hospitals are doing to meet their follower’s needs from the following image:
Highlights and USPs
If it’s Marketing, Advertising or Networking- it’s LinkedIn. Those who network best, experience the strongest practice growth. LinkedIn brings this proven business development technique into the social media century. The hospital industry is yet to exploit these services effectively but have shown an active presence so far.
YouTube is the second largest search engine trailing behind Google. Ideas conveyed through videos have revolutionized learning and teaching. The hospital industry wished to deliver its services and testimonials through this network.
Hospitals on Google+
Though Google+ remains largely unpopular in literally every industry, the stats show otherwise. There are brands that update their Google+ channels undeterred by its unpopularity. The healthcare industry is no exception. Apollo hospital once again leads in being active on this channel while the others either stopped their activities with unsuccessful results a year back or just registered their presence with no updates whatsoever.
Hospitals on social media are a relatively new concept but these top 5 hospitals have proven otherwise to us by their simple yet tactful ways of social media marketing. Based on engagement on not only one platform, these top 5 hospitals have particularly excelled on all the platforms, outwitting their competition. But the most active on all the social media platform goes to APOLLO HOSPITALS. On the basis of our research, these five hospitals have already taken the social media world by storm and are most likely to survive with their innovative strategies and types of engagement. They have revolutionized the social media healthcare industry by reaching out to their audience effectively and engaging with them through updates like health tips, first aid situations, listening to audience and responding accordingly without just broadcasting. The difference between the other hospitals and the top 5 hospitals are that they haven’t just stopped with broadcasting but continued to engage and thus build their follower base. They haven’t just set up accounts and stopped trying on platforms like Google+ either because of no audience but have continued to post updates and engage with their audience. They also incorporate different types of posts hence not being monotonous. These top 5 hospitals deserves echoVME’s star for the great work they are doing. One advice from echoVME would be to also incorporate appointments and chats with the doctors on these channels and spend more time on Listening as we do observe many negative concerns across social channels that can be solved using active listening.
*ECHOVME’S SOCIAL MEDIA STAR PERFORMANCE : ALL APOLLO HOSPITALS
Thanks to Pranav, Prashanth, Amrutha, Khusbu and Sailesh from Echovme team to help me get this report rolling!
It’s blogging time for India’s number 1 cashback and coupons site Cashkaro.com. You would have guessed that much from their campaigns on their social media channels by now. The site offers cashbacks when one shops through Indian ecommerce sites like Jabong, Snapdeal, Myntra, Ebay, Yatra, Redbus and 350 other websites. This helps the site earn a commission from the retailers from which cashbacks are paid to every visitor who shops from the site. A pretty innovative and never-heard-of-before concept. Perhaps the only site that allows one to save money while shopping online.
Not only that, the website offers a plethora of coupons for each of these sites too. So not only can you save money by shopping through Cashkaro, you can also make use of thousands of deals by these many retailers. The cashback will be credited within 4-8 weeks of the transaction. Travel ticket booking sites are also roped in with deals and so are restaurants. Recently added to their many features, restaurants can booked and discounts are offered for the bill if you are booking through Cashkaro.com. Isn’t that simply amazing?
Known to benefit their community largely (on and off social media), they have come up with a new blogging contest for the blogger crowd of India. Blog Karo and Win Karo with Cashkaro encourages bloggers to blog and win the contest! Contests these days are becoming the norm on social media but very few are based on passion. Cashkaro on the other hand has decided to keep it’s audiences’ passion in mind when deciding on a contest. Thus, Blog Karo Win Karo was born. So here’s a perfect opportunity to do something you love, have fun doing it and stand a chance to win Rs.50,000 along with an assured Rs.500 cash prize! This contest involves online shopping, saving money and blogging about it!
Food bloggers can also leverage this contest hugely as they can review a restaurant and can book for it through Cashkaro.com. The topics are:
Prizes to be won:
Steps to follow:
Step 1. Write a blog on any of the two topics above.
Step 2. Share your blog on Social Media Channels (Facebook, Twitter posts)
Step 3. Submit your blog entry here: https://www.facebook.com/cashkaro/app_190322544333196 along with Links to your Facebook and Twitter posts.
TERMS & CONDITIONS:
To send in your entries, visit: buff.ly/1bkvDtg
I am happy to announce my first book ‘Social Media for Business – Stories of Indian Brands’ is now released and is available for purchase.
It would be to wear blinkers, to dismiss Social Media just as a socializing individual-oriented platform. Indian brands are soon realizing that Social Media can be hotspots to reach their audience on a personal level. But unfortunately, the realization stops with just that.
Social Media: Stories of Indian Brands takes you, through thoughts, illustrations, examples and proven models to go beyond just the realization. I have effortlessly illustrated my Social Media philosophies by giving a insider overview of the challenges and opportunities for Indian brands to turn to authentic execution of branding in Social Media – the phenomenon that has already delved deep into the Indian fabric.
This book will help you learn how Social Media can be perceived from different aspects of business. This book is filled with case studies, tips and perspectives on how social media is a virtual world that provides various business opportunities apart from regular business networking.
Have you ever noticed that bad news or negative experiences/reviews about a product or a brand spreads faster when compared to the positive or good qualities of the same? For example, you go to a restaurant and spend a good time with your loved ones there, you probably will remember the experience; however, in most cases, you will not really share it; alternatively, if overwhelmed, you will definitely share it with your friends when there is a discussion on food or restaurants in your city. On the other hand, when you face a bad experience, you will want to share it with a lot more people so as to caution them to not to eat food at the restaurant that has not treated you well and this puts the reputation of the restaurant visited on stake.
In this blog post I am highlighting how important it is for Brands to consider managing their reputation online:
1. Social Media Reputation Management (SMRP) Takes Your Brand One Mile Ahead: Imagine that you are walking by road along with a friend complaining about how poor your air conditioner is and all of a sudden a person dressed in professional attire bumps in and introduces himself as the service manager of the same brand whose air conditioner is poor and extends his hand to serve your problem, how satisfying you would feel? In a social media scenario, a listening brand can easily listen to the concerns in conversations (on social networking sites) or the not-so-direct casual concerns (but brand manager gets to know by running a research on the brand name using listening tools) and reach out to them with the solution or pacify customers that the brand is concerned about the problem faced and it shall be soon solved. A brand talking to its customer on social media is definitely the first step to humanize the brand and it also takes your brand one mile ahead.
2. SMRP Controls the Negativity in the Air: On social media, a conversation spreads like wildfire; the sooner the brand intervenes the negative conversation, the faster it’s controlled. If a brand takes necessary steps to find out the root cause of negative conversations on the web, it can contact those individuals and try to control the negativeness to spread further.
3. Reputation Management May Bring Positive Word of Mouth: When a brand manager contacts the customer who has suffered an issue and tries to get the issue sorted in time, the unhappy customer overwhelmingly reports back to the social media on how the brand had responded to its concerns and solved it. This in return helps save the brand’s reputation as the one who was cribbing about it is now talking good about the brand. This completely helps brand save its reputation online. Provided that the company representatives should request customers to share about the concerned solved issue on social media. Airtel practices this in India while solving customer issues via social media.
4. Online Reputation Management (ORM) Makes Your Brand Distinct and Visible: Today, every industry has many players and customers have a wide variety of choices to pick from the brands of their choice. For example, in telecom, apparels, fashion, food, and retail chains, each and every category has got many players. Shifting brands or products is an easy choice for customers; to retain the loyalty factors of customers, a brand goes an extra mile by having better customer support, giving extra warranty, offering free services, etc. Reputation management on social media can help your brand be visible and distinct and gain attention of marketing thought-leaders. Reputation management tactics helps in reputation enhancement.
This is an excerpt from my book Social Media for Business.