Case Study - Savvyor Hospitals

First Name : Jeenal

Last Name : Barai

© All rights reserved

1
2
Create a list of Owned Channel: Website – Relevant information regarding the medical services offered by the Savvyor
Group of Hospitals. Provie detailed list of the in-house and visiting doctors with their specialities and
channels in order to achievements of the hospital in the medial sector.
drive traffic in the
community and a Paid and Rented Media:
Social Media :- Instagram- Posting about healthy Living
content idea. Facebook – Start A community group of Savvyor Hospital. Articles and Blogs on various health issues and
diseases. For E.g. Post on Cervical cancer and Vaccine Details etc. Providing Consultation and Solution for
the same through online community
Youtube: Sharing videos of Doctors providing home remedies and addressing various concerns like myths
elc.
Email: Providing Various offers and discounts and launch of new services etc.

Earned Media: Press Release- Newsworthy content to be sent out to relevant media houses for publication.
New Technology Medical Service Launch.
Awards and achievements
Events Hosted in the public interest.
CSR activities.
Reviews/ Testimonials :- Having testimonies of the patient the hospital has served.

© All rights reserved

2
Create a community •Directing the patients towards WhatsApp customer support for a closer experience.

engagement • Use WhatApp business marketing to form an engagement strategy. In this manner, the
strategy. brand will be able to answer the patient’s queries and issues immediate and engage them.

•Discussing issues that are hot and trending and asking questions on topics of concern to
increase interaction and engagement.

•Building personal relations by answering queries on Facebook messenger , and ending

conversations by sharing links and other social media handles.

•Remaining consistent on the channels to build and maintain engagement and adding
more memebers.

•Using a constant theme across all channels of communication.

© All rights reserved

3
Develop a moderation Savvyor Hospitals being into healthcare, any good or bad comment will have deep impact
and affect the community. So, its extremly important for them to have a Pre-moderation
plan to keep the sanity straegy on their community forum.
of the community, with
only high quality •They cannot afford to share any wrong information, misleading, fear to the patients as the
brand is involved with patients life.
responses.
•It does not provide instant gratification to the community members.

•Instead, few standard messages are drafted in advance and sent out to users through
automation when they try to get in touch.

•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.

•Toreduce the effect of this strategy we can use automation to send instant response of
pre-decide queries or information.

© All rights reserved

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
Tone: Positive
for each of these Response: Hello (First Name). Thank you for your kind words. We really appreciate your
comments. feedback. Hope you will suggest this to your loved ones in need.

Comment 2 : Positive/Negative/Neutral
Tone: 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
Tone: Negative
Response: Comparisons (BAD)- Monitor, delete as langugage is obsene or unreasonable.
Alternate Response: Hi, We are extremely sorry to hear that fell this way. We really hope
we could change the way you think when you try our service.

© All rights reserved

5
Prepare a crisis <Enter Your Response - Word Limit: 50-150 words each>

management plan for Pre-crisis During crisis Post-crisis

information leakage
1. Social Media Halt: 1. Prepare a crisis:
1. Social Media crisis
crisis situation. team like:
A) Stop scheduled posts
manament program. This
B) Check current ongoing
a) CEO ofCompany should include what
camoaigns which can be a
b) Adviser to CEO PR backlash. works and what did not
executive. 2. Community matrix work.
c) Adviser to CEO legal guidelines:
executive. What happened, what is being 2. Asses your current
d) Key Profile and done, what is the realy, reputation to undertand te
responsibilities like separate statemnts. damage
3. Official Statement: caused,accordingly take
strategist, mentors,
a) Finalise the exact message
content executives further actions to rebuild.
b) Tweek the draft message
3. Acknowledge all those
c) Create communication
2. Community Matrix:- calendar who helped durvive the
a) Identfy internal and d) Engage spokesperson cisis including clients.
external stakeholders. 4. Documentation 4. Deliver all the relevant
b) Maintain a list of a) Monitor Perfromance information that was
external stakeholders. b) Create learnig promised to the
c) Make a folder with customers
screenshots, tweets and 5. Inform stakeholders of
3. Drafting a standard
copies of all the
message for safety the progress of the
communication memebers
and privacy issues. recovery .
of the community.

© All rights reserved

 Thank You!

© All rights reserved