LEAD COLLEGE OF MANAGEMENT

SUMMER INTERNSHIP PROJECT ON

“DIGITAL MARKETING OPPORTUNITIES IN
HEALTHCARE”
UNDERTAKEN AT

ASTER MEDCITY
A PROJECT REPORT SUBMITTED TO LEAD COLLEGE OF
MANAGEMENT,PALAKKAD
IN PARTIAL FULFILLMENT OF FIRST YEAR DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

DURING THE YEAR 2021-2023

SUBMITTED BY:
SEJA NAJEEB

UNDER THE GUIDANCE OF:

INTERNAL GUIDE EXTERNAL GUIDE

DECLARATION
ACKWOLEDGEMENT
 DIGITAL MARKETING
Digital marketing refers to advertising delivered through digital channels such as search
engines, websites, social media, email, and mobile apps. Using these online media channels,
digital marketing is the method by which companies endorse goods, services, and brands.
Consumers heavily rely on digital means to research products.

While modern day digital marketing is an enormous system of channels to which marketers
simply must onboard their brands, advertising online is much more complex than the
channels alone. In order to achieve the true potential of digital marketing, marketers have to
dig deep into today’s vast and intricate cross-channel world to discover strategies that make
an impact through engagement marketing. Engagement marketing is the method of forming
meaningful interactions with potential and returning customers based on the data you collect
over time. By engaging customers in a digital landscape, you build brand awareness, set
yourself as an industry thought leader, and place your business at the forefront when the
customer is ready to buy.

By implementing an omnichannel digital marketing strategy, marketers can collect valuable

insights into target audience behaviors while opening the door to new methods of customer
engagement. Additionally, companies can expect to see an increase in retention. According
to a report by Invesp, companies with strong omnichannel customer engagement strategies
retain an average of 89% of their customers compared to companies with weak omnichannel
programs that have a retention rate of just 33%. 

As for the future of digital marketing, we can expect to see a continued increase in the
variety of wearable devices available to consumers. Forbes also forecasts that social media
will become increasingly conversational in the B2B space, ideo content will be refined for
search engine optimization (SEO) purposes, and email marketing will become even more
personalized.
Digital Marketing in Healthcare
Digital marketing allows Health specialists to showcase expertise to prospective patients,
build professional territory, and boost healthcare reputation. The importance of digital
marketing for healthcare service delivery cannot be underestimated. If you're yet to
implement this strategy, maybe now is the right time.
DIGITAL MARKETING CHANNELS

 WEBSITE
 SOCIAL MEDIAS MARKETING (SMM)
 SEARCH ENGINE OPTIMIZATION (SEO)
 CORPORATE SOCIAL RESPONSIBILITIES

WEBSITE

Website marketing is the strategic promotion of a website to drive relevant traffic to the site.
The goal is typically to attract people who may be interested in a company’s products or
services. More traffic coming to a site means more opportunities to put your value
proposition in front of potential customers.

The goal of most website marketing strategies is to rank highly in search engine results pages
(SERPs) through the implementation of search engine optimization (SEO) tactics, content
marketing, social media engagement, and other digital and offline efforts.

ASTER MEDCITY WEBSITES INCLUDES,

DOCTOTS AND DEPARTMENTS

Its give the information about all the doctors and departments of the aster medcity.Detailed
information about the doctors and deparments are given the website.

Center of Excellence in Aster Medcity Kochi

Aster Medcity Kochi has the center of excellence in all major specialities, which provides
comprehensive treatment for all types of medical conditions with high level of expertise and
latest technology.
CARDIAC SCIENCES
One of the most advanced facilities of its kind in the region, the Centre of Excellence in
Cardiac Sciences at Aster Medcity offers advanced cardiology, interventional cardiology,
electrophysiology, cardiac surgery, heart transplant and cardiac rehabilitation services for
both adults and children.
NEURO SCIENCES

The first independent facility in Kerala for comprehensive brain, spine and nerve care, the
Aster Centre of Excellence(CoE) in Neurosciences offers advanced neurology, neurosurgery,
spine surgery, neuro oncology, neuroradiology, neuropsychology and neuro rehabilitation
services to patients of all ages.

ORTHOPAEDICS

The Centre of Excellence in Orthopaedics & Rheumatology at Aster Medcity is one of the
best orthopedic hospital in Kochi that offers specialised services for comprehensive
management of musculoskeletal disorders in adults and children.

Designed to function like an independent hospital, the Centre of Excellence (CoE) has an
outpatient division, an inpatient division, a day care wing, state-of-the-art imaging facilities,
digital integrated ortho surgical suites, a physical rehabilitation division and a 24-hour
emergency wing for trauma and accident care. The separate entrance to the facility ensures
quick and personalised medical attention to patients.

ONCOLOGY

A world-class cancer center in Kochi, the Centre of Excellence (CoE) in Oncology offers
comprehensive care for management for all types of cancers, in both adults and children. The
team of internationally and nationally trained Medical, Surgical and Radiation Oncologists
here, with the help of state-of-the-art diagnostic and therapeutic technology, provide patients
with optimal, evidence-based and customised treatment plans for removal of cancer cells
from the body through medication, surgery and radiation.

WOMEN'S HEALTH

One of the best maternity hospital in Kochi, the Centre of Excellence (CoE) in Women’s
Health at Aster Medcity offers a wide range of highly specialised services for comprehensive
management of health problems in women of all ages. The exceptional team of doctors
comprises experts from all subspecialities in women’s health, including obstetrics,
gynaecology, infertility management, reproductive medicine, foetal medicine and clinical &
interventional imaging. Multidisciplinary in approach, they provide high quality, protocol
based treatment to patients, with the support of speciality-trained nurses, technicians and
counsellors.

CHILD & ADOLESCENT HEALTH

The Centre of Excellence in Child & Adolescent Health at Aster Medcity is one of the best
pediatric hospital in Kochi for comprehensive management of diseases, disorders and other
medical conditions in neonates, children and adolescents. Design like an independent
hospital, this centre has an outpatient wing, an inpatient wing, level 3 paediatric & neonatal
intensive care units, dedicated paediatric surgery suites, state-of-the-art imaging facilities, a
rehabilitation wing and a 24-hour emergency wing to handle all paediatric emergencies. A
child-friendly facility, the warm and comforting ambience hastens the healing process.

RENAL SCIENCES

One of the most advanced urology & nephrology hospital in Kerala for comprehensive
kidney and genitourinary care, the Centre of Excellence in Nephrology & Urology at Aster
Medcity offers specialised nephrology, urology, andrology, kidney transplant and minimal
access robotic surgery services to patients of all ages.

The first facility of its kind in Kerala to offer high-precision robotic kidney and urology
surgery, this centre offers a wide range of therapeutic technology/ support including
haemodialysis and peritoneal dialysis. What sets this centre apart is the outstanding team of
doctors comprising highly experienced nephrologists, urologists, renal transplant surgeons,
anaesthetists, critical care experts and renal pathologists. Multidisciplinary in approach, they
provide optimal, evidence-based treatment to patients with the support of an award winning
team of nurses, renal dieticians, rehabilitation experts and qualified technicians.

MULTI-ORGAN TRANSPLANT

Aster Medcity is one of the best hospital for organ transplant in Kochi which is a dedicated
facility for liver, kidney, heart and bone marrow transplant in both adults and children. Aster
Medcity is one of the best hospital for organ transplant in Kochi which is a dedicated facility
for liver, kidney, heart and bone marrow transplant in both adults and children.

GASTRO SCIENCES

One of the most advanced gastroenterology hospital in kerala, the Centre of Excellence in
Gastroenterology & Integrated Liver Care at Aster Medcity offers highly specialised Medical
Gastroenterology, Surgical Gastroenterology and Liver Care services for comprehensive
management of diseases and disorders of the digestive system in adults and children.

Designed to function like an independent hospital, the Centre has an outpatient division, an
inpatient division, a day care unit, a state-of-the-art diagnostic / interventional radiology unit,
dedicated surgical and transplant suites, ICUs and a 24-hour emergency wing to handle all
medical and surgical emergencies.
RATINGS

Ratings are included in the website to increase customers ,and they trust the reviews and
comment boxes. Thay are an valuable source of feedback. Customer reviews can help to
improve the facilities of an hospitals.

 4.6
Google Ratings
Rating on Google given by patients, explains dedication towards them & the quality of
service offered.

Specialities
Internal Medicine
The department of General Medicine is an integral and essential part of the hospital. It
emphasizes disease prevention and health promotion.

Endocrinology & Diabetology

Proper hormone regulation is essential for a balanced life.' Our department consists of a
highly efficient team of experienced endocrinologists, endocrine surgeons, diabetologists and
other allied physicians who offer evidence-based treatment.

Cardiac Surgery
The Department of Cardiothoracic Surgery deals with the surgical management of diseases
related to heart, lungs, chest wall and diaphragm.

Cardiology
The department of cardiology at Aster Hospital is known for providing superior quality
services in diagnosis and treatment related to heart disorders.

Neurology
The Department of Neurology at Aster Hospital brings together experts from neurology,
neuropsychology and psychiatry to diagnose and treat complex neurological problems.

Neuro Surgery
The Neurosurgery & Spine department at Aster Hospital provides extensive treatment & care
for all ailments related to the brain, spinal cord, and peripheral nervous system.

Orthopaedics
We bring together an exceptionally talented, specialised team of doctors, nurses and physical
therapists who take a whole-body approach to diagnosing and treating orthopaedic
conditions.
Medical Oncology
We offer comprehensive care in diagnosing and treating patients of all ages (adults and
children), suffering from solid tumours and haematological malignancies.

Radiation Oncology
The Department of Radiation Oncology at Aster Hospital is well-equipped with modern
equipments, infrastructure, doctors, nurses and support staff to handle every single stage of
your cancer treatment. Radiation.

Surgical Oncology
Giving cancer patients a chance to live a healthy life once again, our experts perform a
variety of surgical procedures for cancers of the breast, head and neck, thyroid, bone and soft
tissue sarcomas and gynaecological concerns.

Obstetrics & Gynaecology

The Department of Obstetrics and Gynaecology offers comprehensive services for the
reproductive health and gynaecological needs of women.

Paediatrics & Neonatology

The department of Pardiatrics & Neonatology at Aster Hospital provides clinical care to an
adequate number of newborn children and grown up children to fulfill its exploration and
instructive objectives.

Nephrology
Providing excellent clinical care to patients suffering from acute and chronic renal
conditions, we are engineered to deliver excellent outcomes.

Urology
The Department of Urology offers state-of-the-art facilities for the analysis and treatment of
genitourinary and kidney issues in adults and children.

Rheumatology
The Department of Rheumatology at Aster Hospital deals with the diagnosis and
management of various types of arthritis and other musculoskeletal conditions.

Plastic Reconstructive & Aesthetic Surgery

One of the most advanced facilities in the region for plastic, aesthetic /cosmetic,
reconstructive, dermatology and hand surgery, the department of Plastic, Aesthetic &
Reconstructive Surgery at Aster Hospital offers a wide range of highly-specialities.

Fertility and IVF

Pregnancy is one of the most exciting and happy phases of a women's life. A little bundle of
joy in a woman’s hand is possibly one of the foremost thing a woman craves for.

Nuclear Medicine
The department of nuclear medicine and molecular imaging at Aster Hospital uses safe,
painless and cost-effective techniques to image the functions of various organs and treat
diseases.
Multi Organ Transplant
An outstanding team of doctors working dedicatedly in a state-of-the-art Multi Organ
Transplant Complex with Transplant Operation Theatres and Transplant ICUs for liver,
kidney, heart transplantation surgeries provides the best service.

Pulmonology
Aster Hospital is one of the best pulmonology hospital, which is dedicated to providing
comprehensive medical care.

Critical Care Medicine

Be it unfortunate medical emergencies or sudden accidents, our highly trained team of
critical care specialists are present 24x7 at the hospital and are available to perform life-
saving measures for patients in need of immediate medical attention.

Emergency Medicine
The Accidents & Emergency department at Aster Hospital is fully equipped to handle
medical emergencies and trauma situations with the best physicians on-call.

Gastro Science
The department of Gastroenterology at Aster Hospital specializes in the conditions affecting
the liver and digestive tract, including the stomach, duodenum, gallbladder, pancreas,
intestines, and colon.

Integrated Liver Care

The Integrated Liver Care (ILC) Centre of Excellence (CoE) at Aster Hospitals provide
complete care for patients with all the aspects of a liver ailment ranging from medical care,
complex liver and pancreas resections, interventional radiology.

Spine Surgery
The Department of Spine Surgery at Aster Hospitals provides minimally invasive treatment
for spinal injuries and conditions.

General Surgery & Allied Specialities

The department of General Surgery at Aster Hospital is well known for its expertise to
effectively handle all kinds of surgical cases - simple debridement procedure or complicated
open and laparoscopic surgeries.

ENT And Head & Neck Surgery

The Department of Otorhinolaryngology (ENT) at Aster Hospital specialises in the
evaluation, diagnosis and treatment of a full spectrum of ear, nose and throat disorders, as
well as areas within the head and neck.

Craniomaxillofacial Surgery
The Craniomaxillofacial Surgery department offers highly specialised treatment for
congenital and acquired deformities of the skull, face, mouth, jaws and associated structures
in adults and children (right from newborns), for both bony as well as

Aster NeuKIDS
Aster Hospitals is proud to present its latest speciality: neurological sciences and treatment
just for children.

Ophthalmology
The department of Ophthalmology in Aster Hospital provides a well-equipped facility for the
complete examination, diagnosis, and treatment (both medically and surgically) of all ocular
diseases in both adult and paediatric patients.

Dentistry
Whether its your baby’s first tooth or a root canal treatment, our experts provide timely and
affordable dental care for every member of your family.

Website of the aster medcity also includes about their health packages, insurance partners,
international patients, home care, pharmacy.
Reviews of the patients
News ,Events and Blogs
SOCIAL MEDIA MARKETING
Social media marketing (SMM) (also known as digital marketing and e-marketing) is the
use of social media—the platforms on which users build social networks and share
information—to build a company's brand, increase sales, and drive website traffic. In
addition to providing companies with a way to engage with existing customers and reach
new ones, social media marketing (SMM) has purpose-built data analytics that allow
marketers to track the success of their efforts and identify even more ways to engage.

 Facebook
  Instagram
 Youtube
 Twitter
 Linkedln
Mainly Facebook, Youtube, Instagram are used as social media marketing.
In facebook Aster is promoting the doctors and facilities etc
SEARCH ENGINE OPTIMIZATION (SEO)
Search engine optimization (SEO) is the practice of orienting your website to rank higher
on a search engine results page (SERP) so that you receive more traffic. The aim is
typically to rank on the first page of Google results for search terms that mean the most to
your target audience.
SEO means Search Engine Optimization and is the process used to optimize a website's
technical configuration, content relevance and link popularity so its pages can become easily
findable, more relevant and popular towards user search queries, and as a consequence,
search engines rank them better.

Search engines recommend SEO efforts that benefit both the user search experience and
page’s ranking, by featuring content that fulfills user search needs. This includes the use of
relevant keywords in titles, meta descriptions, and headlines, featuring descriptive URLs
with keywords rather than strings of numbers, and schema markup to specify the page's
content meaning, among other SEO best practices.

The role of SEO

The goal of SEO is to raise your ranking in organic search results. There are different
practices for optimizing AdWords, shopping, and local results.
While it may appear that so many competing elements taking up real estate on SERPs push
the organic listings down, SEO can still be a very powerful, lucrative effort.
Considering that Google processes billions of search queries daily, organic search results are
a very large slice of a very large pie. And while there is some up-front and ongoing
investment required to secure and maintain organic rankings, every click that sends traffic to
your website is completely free.
IMPORTANCE OF KEYWORDS IN SEO
The best keywords for your SEO strategy will take into account relevance, authority, and
volume. You want to find highly searched keywords that you can reasonably compete for
based on: The level of competition you're up against. Your ability to produce content that
exceeds in quality what's currently ranking.