DIGITAL MARKETING STRATEGIES

IN HEALTHCARE INDUSTRY
Summer Internship at Corona Pvt. Ltd.
Guided by: Ms. Kavita Parekh
Mr. P.N.S.S Vasu

Submitted to: Dr. Abhishek Dadhich

Submitted by: Anjali Jain

MBA (PM)
(217/MBA/SAHS/2021)
 What is Digital
Marketing?

Digital marketing is the act of selling

products and services to potential
customers using internet and other digital
channels such as:

● Search Engine Optimization (SEO)

● Social media channels
● Content marketing
● Email marketing
● Pay per click (PPC)
 Anatomy and Physiology of Disease
01 Related to Speciality

Gynecology Diabetology

● Polycystic ovarian ● Diabetes mellitus

syndrome (PCOS)
● Cervical cancer
● Uterine fibroids
● Endometriosis
● Ectopic pregnancy
Type I
● Diabetes mellitus
Type II
● Gestational diabetes
● Prediabetes
Disease Profile
of
Type 2 diabetes
Disease Profile
of
Uterine Fibroids
 Doctor’s Profile and Perception Towards
02 Digital Marketing
Doctor profiling is to create a “Portrait of a
doctor”, of a particular speciality.

Doctor profiling includes doctor’s experience,

Education, Achievements, services, patient
preferences and contact details.

● Helps to define a better tactic for a

particular doctor.
● Helps in creating more successful and
relevant marketing campaigns
Sample 1

Sample 2
 Doctor’s Opinion on Digital Marketing Strategies

Do You Use Any Social Media How Often Do You Do You Use Any
1. Platform To Promote Your 2. Post On Social Media 3. Online Consultation
Services? Platforms? Platform?

90% uses FB 50% post weekly 90% uses practo

 Identifying Core Competencies of Hospitals
03 for Digital Marketing
It is done to know all the information and
processes of a hospital.

It includes infrastructure, workforce count,

major therapeutic areas, diagnostic facilities
and services provided.

● Helps to improve patient care.

● More successful and relevant marketing
campaigns after knowing the mission
and vision statement of the hospital.
 Jeewan Hospital Holy Family Hospital
(Multispecialty) (Multispecialty)

Total No. of Beds: 48 Total No. of Beds: 345

Total No. of Doctors: 15 Total No. of Doctors: 74
No. of ICUs: 2 No. of ICUs: 52
No. of Pharmacy: 1 No. of Pharmacy: 1

Current Digital Marketing Strategies: Both the hospitals owns a website, present on Facebook
and YouTube to promote their services.
 Annual Digital Marketing Plan and
04 Designing campaigns
Months
● 1st January - New Year
● 12th February - Sexual & Reproductive
Health Awareness Day
● 4th March – World Obesity Day
● 31st May - World No Tobacco Day
● 1st July - Doctors Day
● 1st October - Breast Cancer Awareness
Month
● 14th November – World Diabetes Day
Strategies
● Awareness posters, flyers and
Infographics
● Webinars with doctors
● Success stories of disease survivors
● Fundraising events
● Change profile picture based on
health days.
● Virtual AMAs (ask me anything)
● Set up a photo challenge
 Identifying the Use of Digital Media Platforms
05 Effectively

Target Channels

Instagram Twitter Facebook YouTube

Hospital events and Consistently tweet Communities can be Helps in sharing
Live Q&A sessions by using diseases created (breast voice directly with
with patients hashtags cancer survivors) patients
 My Learnings
● Gained basic understanding of various digital marketing
channels such as SEO, PPC, content marketing.

● Got to know about the challenges and opportunities for

healthcare professionals in digital world.

● Learned how to make creative and effective digital posters

and infographics to educate patients.

● Execution of annual digital marketing plan and strategies

can be a real game changer for healthcare professionals.
 References
● A Hospital Leadership Guide to DIGITAL & SOCIAL MEDIA ENGAGEMENT,
Available from: URL:
https://www.aha.org/system/files/2018-04/guidetosocialmedia.pdf
● World health organization, Global strategy on digital health 2020-2025.pdf,
Available from: URL:
https://www.who.int/docs/default-source/documents/gs4dhdaa2a9f352b0445
bafbc79ca799dce4d.pdf
● Bracken, The Ultimate Overview to Digital Health Marketing.pdf, Available from:
URL: https://www.brackenmarketing.com/digital-health-marketing-guide
● 29 Statistics Healthcare Marketers Need to Know in 2021, Available from: URL:
https://www.invoca.com/blog/healthcare-marketing-statistics
● The rise of digital marketing in medtech, Available from: URL:
https://www.mckinsey.com/industries/life-sciences/our-insights/the-rise-of-digi
tal-marketing-in-medtech