A PROJECT REPORT ON

Digital Marketing in Healthcare Sector

MAHARAJA SURAJMAL INSTITUTE

Recognised By UGC u/s 2(F)
Affliated To
Guru Gobind Singh Indraprastha University

SUBMITTED TO : SUBMITTED BY:

Dr. Anamika Rana Md Gauhar Neyaz
Assistant Professor BBA(Gen.) 5th Sem
Dept. of Business Admin.

Enrollment no.
08421201719
 Objectives of the Study
 To study target audience for digital marketing of healthcare industry.

 Role of digital marketing in healthcare industry.

 To know advantages of digital marketing in healthcare industry.

 To study different types of digital marketing used in healthcare industry.

 Research Methodology

Descriptive Research 
It is used to describe characteristics of a population or phenomenon being studied. It does not
answer questions about how/when/why the characteristics occurred. Rather it addresses the
"what" question (what are the characteristics of the population or situation being studied?).
The characteristics used to describe the situation or population are usually some kind of
categorical scheme also known as descriptive categories. Descriptive research generally
precedes explanatory research.
The description is used for frequencies, averages and other statistical calculations. Often the
best approach, prior to writing descriptive research, is to conduct a survey.
Data Sources
In this research the source of data collection is:

1. Primary Data

It is a first-hand data which is collected by you only. Primary data is a type of data that is
collected by researchers directly from main sources through interviews, surveys, experiments,
etc. Primary data are usually collected from the source—where the data originally originates
from and are regarded as the best kind of data in research.
The sources of primary data are usually chosen and tailored specifically to meet the demands
or requirements of particular research. Also, before choosing a data collection source, things
like the aim of the research and target population need to be identified.

Sampling
It is a technique of selecting individual members or a subset of the population to make
statistical inferences from them and estimate characteristics of the whole population.
Different sampling methods are widely used by researchers in market research so that they do
not need to research the entire population to collect actionable insights.
It is also a time-convenient and a cost-effective method and hence forms the basis of
any research design. Sampling techniques can be used in a research survey software for
optimum derivation.

Types of Sampling Methods:

Probability Sampling: Probability sampling is a sampling technique where a researcher sets
a selection of a few criteria and chooses members of a population randomly. All the members
have an equal opportunity to be a part of the sample with this selection parameter.
Non-probability Sampling: In non-probability sampling, the researcher chooses members
for research at random. This sampling method is not a fixed or predefined selection process.
This makes it difficult for all elements of a population to have equal opportunities to be
included in a sample.
Type of sampling used:
Cluster sampling (Probability sample) - Cluster sampling is a method where the
researchers divide the entire population into sections or clusters that represent a population.
Clusters are identified and included in a sample based on demographic parameters like age,
sex, location, etc. This makes it very simple for a survey creator to derive effective inference
from the feedback.
Based on: -
i. Age
ii. Education level

Type of Primary Data Collected:

Questionnaire - A questionnaire is a research instrument consisting of a series of questions
for the purpose of gathering information from respondents.
Scales in Questionnaire Used:
i. Likert Scale - A type of psychometric response scale in which responders specify
their level of agreement to a statement typically in five points: (1) Extremely
agree; (2) Agree; (3) Neither agree nor disagree; (4) Disagree; (5) Extremely
Disagree.
ii. Dichotomous Scale - A dichotomous scale is a two-point scale that presents
options that are absolutely opposite each other. This type of response scale does
not give the respondent an opportunity to be neutral on his answer to a question.

Sources
Location: India
Research duration: 2 Months
Responders: 50 people
 2. Secondary Data

Secondary data is the data that has already been collected through primary sources and made
readily available for researchers to use for their own research. It is a type of data that has
already been collected in the past.
A researcher may have collected the data for a particular project, then made it available to be
used by another researcher. The data may also have been collected for general use with no
specific research purpose like in the case of the national census.

Sources of Secondary Data:

 Books
 Published Sources
 Websites
 Blogs
 LIMITATIONS OF STUDY

 Small sample size.

 Limitation of budget.

 The major limitation faced is the time constraint. The time period 8 weeks is not
enough for understanding the industry as a whole.

 The probability of biasness cannot be ignored in questionnaires.

 Scope of this project is limited to Delhi & NCR, Patna, Chennai, Mumbai and cannot
be generalized globally.