Case Study - Savvyor Hospitals

First Name : NEHA

Last Name : SHAH

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12Create a list of OWNED CHANNEL
channels in Website : Relevant information regarding the medical services offered across all the Savvyor group of
hospitals across the country. Providing a detailed list of the in-house and visiting doctors, special mention of
order to drive the achievements by the hospital in the medical sector. Testimonials of patient’s, information regarding health
traffic in the insurance etc.
community and
PAID MEDIA
a content idea. Social Media Platforms :
• Instagram - Posting images on tips for a healthy lifestyle
• Facebook - Start a community group of Savvyor Hospitals. Articles, blogs and posts on the various health
issues and diseases, and providing solutions and consultation for the same through the online community
• YouTube - Sharing Doctor’s videos providing treatments and remedies regarding various concerns
• E-mail - Providing various offers and discounts and updating consumers regarding new services launched
at the hospital

EARNED MEDIA
Press Release : Newsworthy content to be sent out to relevant media houses for publication.
-New-Technology Medical Service Launch
-Partnership / Collaboration with Health Insurance Companies for convenience of patients to get everything
under the same roof.
-Awards and achievements
-Events hosted in public interest
-CSR activities

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2 Create a community
engagement • Directing the patients towards WhatsApp customer support for a closer experience.
strategy.
• Use WhatsApp business marketing to form an engagement strategy. In this manner, the
brand will be able to answer the patients queries and issues immediately and engage them
more towards the brand

• While ending of the conversations or when the problems are resolvied on WhatsApp,
sharing the link to the hospitals Facebook page and requesting patients to leave a
feedback or follow the page

• Timely discussing trending issues and asking questions on topics of concern to increase
interaction and engagement with the audience

• Building personal relations and interacting with the audience through FB messenger

• Remaining consistent on the channels to build and maintain the engagement of people and
bring in more members to the brand

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3 Develop a moderation
<Enter Your Response - Word Limit: 100-200 words>
plan to keep the sanity
of the community, with Savvyor Hospitals being into healthcare, any good or bad comment will have
only high quality deep impacts and affect the feeling of the community. So, its extremely
responses. important for them to have a pre-moderation strategy on their community
forum.
- They cannot afford to have any wrong information, fear, misinformation being fed
to patients, as the brand is involved with its patient’s life
- Its important for every users post, feedback, comment or testimonial to get an
approval through the community managers before getting published, in order to
safeguard the brands image and the sanity of its patients
- It does not provide instant gratification to the community members
- Instead, few standard support messages are drafted in advance which is sent out
to users when they try to get in touch with the community
- If the users expect instant responses, this strategy may result in the participation
going down, but having high control here is essential and cannot be compromised
on

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4 Identify the
<Enter Your Response - Word Limit: 20-50 words each>
tone/nature/sentime
nt of the comment Comment 1 : Positive/Negative/Neutral
and write a response Response:
Thank you for your valuable feedback ! We are glad that you were happy with our
for each of these
services.
comments.
Comment 2 : Positive/Negative/Neutral
Response:
We are extremely sorry to hear that ! We have curated another remedy suitable for
your situation and hope that this will be beneficial to you. We will be happy to hear
from you again.

Comment 3: Positive/Negative/Neutral
Response:
Hi. We are extremely sorry to hear that you feel this way. We really hope we could
change the way you think, when you try our services.

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5 Prepare a crisis
management plan PRE CRISIS:
for information The first step here is to “Get
leakage crisis Prepared”
Knowing how your organization and
situation. public will react to an information
leakage is essential and will
expedite the company’s response.
So having a well-thought pre-
decided solution to common issues
should be prepared for –
• How will the public, staff and
stakeholders be informed?
• What other key steps need to
take place immediately after the
leakage?
• Who are your contacts at
relevant law enforcement
agencies and credit monitoring
services?
• How will legal concerns be
balanced against reputational
damage?
• Whether to have a seasoned PR
crisis communications consultant
on retainer
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DURING CRISIS:
If an information leakage occurred, a
meeting should be held with the
crisis management team – top level
executives from legal, public
relations consultant, security, IT etc.
• Determine what data was
compromised, who were
affected, how they should be
handled
• Make a public statement about
the incident – on the website,
social platform and to media
• Answer any potential questions
that are asked on any social
platform
• Explain how the leakage was not
intended
• Focus on the relationship with the
affected party and the public, and
try strengthening by presenting
how apologetic you are for the
incident
• Also, encourage the affected
party to take this incident on
personal forum than the public
POST CRISIS:
Once the problem is dealt with,
make sure to “Follow Up”
• Show empathy towards the part
affected and provide deals or
benefits for the inconvenience
caused
• Continue to communicate
regularly and provide updates
whenever possible
• Have a script prepared that
answers the questions asked
even after the issue is resolved
• The brand should find out how
and why the information was
leaked
• A plan should be made so that no
such incident ever happen again
• Lastly, fulfill all the promises
made at the time of the urgency
 Thank You!

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