Digital Media Analytics Report on the Indian Health Care Industry

Indian Healthcare Industry

June 2013

Internet Penetration in India

The number of internet users in India equals the number of registered car vehicles owners in India.

The number of people using social media are greater than the population of Italy.

Source: WeAreSocial

Internet Users Growth Rate in India

The number of internet users in India is growing by more than 1,500,000 every month.

That’s like adding the population of the Netherlands every year.

India adds a new internet user every 2 seconds.Source: WeAreSocial

Demographics of Internet in India

75% of the internet users are below the age of 35.

39% are Women.

Source: Oneclickcustomers

IT, 43%

Telecom, 30%

Healthcare, 18%

Infrastructure, 10%

Retail, 15%

The above graph illustrates the growth rate of the top five sectors that are likely to hold the country in good stead in the future, in terms of employment generation and business growth.

Information Technology leads the way with 43% followed by Telecom and Healthcare.

Source: Business Today

Fastest growing sectors in India

Rising health awareness

Higher Credibility and success rate attracting Medical tourism

Rising Affordability for better facilities

Incremental Government spending

Rising economic growth

Healthcare growing @

18%

Source: Mediminds

Growth Drivers for Healthcare

Key Segments in the Healthcare Industry

Healthcare Industry

Pharmaceutical

12%

Medical Equipments

15%

Hospitals & Nursing Homes

20%

Clinical Lab Diagnostic

30%

Retail Pharmacy

40%

Our area of focus will be Hospitals which are growing at a rate of 20%.Source: Mediminds

How digital affects the choice of a Hospital

These results are based on a global study done by Google, but the behavior of patients is expected to remain same for India as well.

Behavior was analyzed from start of the search to booking an appointment, finding a doctor or a hospital.

Hospitals were tracked for an year from Q1’11 to Q1’12.Source:: 2012 Google/Compete Hospital Study

Digital plays an important role in the choice of a Hospital

84% of patients use both online and offline sources for research.

21% patients booked their appointment via non-traditional mediums, computers or mobiles.

Source:: 2012 Google/Compete Hospital Study

Initial search criterion in the choice of a Hospital

This is the search criterion that was used primarily while searching for healthcare information online

Only 19% came to search with preconceived brand in their minds


Treatment or ProcedureE.g. Dialysis

6%

BrandedE.g. Apollo

19%Conditions or diseases

E.g. Arthritis

37%

Symptoms or Departments

E.g. Cardiology Department

38%

“A brand is no longer what we tell customers it is – it is what consumers tell each other it is”

- Scott Cook, Founder, Intuit

Word of mouth affects the choice of a Hospital

Studies tell us that 51% of the prospective patients go for brands which are recommended by friends and family.

94% of prospective patients said reputation of facility is important in hospital selection.

Pay attention to what people are saying about your healthcare organization online.Source:: 2012 Google/Compete Hospital Study

XYZ hospital has the best facilities.

Patients are using digital for

everything

"We don't have a choice on whether we do social media, the question is how well we do it.”

Erik Qualman, Author

Videos help in choosing a Hospital

YouTube traffic to hospital sites has increased by 119% YoY.

30% of the patients who watched an online video, booked an appointment.


Hospitals in Social Media Understanding how social media is leveraged by top hospitals in India.

Webenza’s Media Analytics Tool IncPot used for Analysis

Based on the number of beds and geographical presence across the country, these five players were identified for social media channels analysis.

All the five players were tracked for 10 days, using our in-house tool IncPot from June 4th to June 13th, 2013.

Identification of hospitals to be tracked

Tracking Methodology

Duration

Geography

Conversations

ChannelsKeywords

Based on the keywords tracked, the total number of conversations were segmented by gender and age using IncPot.

It is observed that people of more than 40 years of age form the major chunk of the conversations tracked.

Demographic Analysis

Age

The total number of conversations were classified based on their sources.

The most popular sources of earned media engagement are Twitter with 35%, followed by News with 29% and Facebook with 14%.

Custom sites also constituted a large chunk(18%) of the conversations.

Digital Media Channel Breakout

Twitter35%

News29%

Customsite18%

Facebook14%

Discussions2%

Blogs1%

YouTube Post1%

n=608

“Share-of-Voice” measures how a company is performing relative to its competitors and communication methods.

Based on the keywords tracked, the total number of conversations were segregated by the players that are being tracked.

Fortis tops the list with 31% closely followed by Manipal at 22% Apollo at 20%.

Share-of-Voice Analysis

Fortis31%

Manipal22%

Apollo20%

NIMHANS11%

Narayana Hrudayalaya10%

Others(Columbia Asia, Sagar Hospitals etc.)

6%

n=608

How all the five players have leveraged their own Social Media Channels?A case of owned media

Social Media Quotient (SMQ)A methodology for calculating a cumulative score by analysing how the hospitals are leveraging social media channels like YouTube, Twitter, Facebook, LinkedIn, Google+ and Pinterest (Includes blogs, Wikipedia and the official website)

SMQ is affected by a hospital’s social media practices, engagement level, content, popularity, and reach against the

industry’s benchmark.

Apollo Hospitals leads the way in SMQ with 87.26%, but it could have fared even better with its presence on

Pinterest and high number of views on YouTube.

Fortis and Manipal Hospitals lag because of their insignificant presence on all other popular channels like Wikipedia,

Pinterest and LinkedIn.

NarayanaHrudayalaya

Fortis Apollo Nimhans Manipal

35.12

65.76

87.26

16.9632.89

SMQ

Social Media Quotient (SMQ) – Building Brand

Consolidated Analysis of HospitalsHere the Social Media Quotient across all the channels like Twitter, Facebook, YouTube, LinkedIn, SlideShare for all the five players have been represented in a single chart and a median value is plotted to identify the industry benchmark for each of the channels

Median is better than the average value as it nullifies the effect of outliers in that category.

NIMHANS has a scored zero on Twitter, while the median score is 30.3. It implies that NIMHANS is doing worse than at least two out of the five hospitals that are being considered.

Narayana Hrudayalaya has scored less than or equal to median value in 8 out 9 channels.

SMQ Scores vis-à-vis Median SMQ Score

11.7 10.6

30.0 30.0

11.3

34.4

0.0

20.0

0.0

50.0

37.5 30.040.0

30.0 30.0

21.3 20.0

0.0

40.0

70.0

30.0

0.0

28.3

40.0

30.0 30.0

50.0

0.0

10.3

0.0

30.0

0.0 0.0 0.0

30.0

0.0

30.334.0

10.0

0.0 0.4

15.511.3

0.0

20.0

30.334.0

30.0 30.0

11.3

30.0

11.3

20.0

0.0

Twitter Facebook Website Blog YouTube LinkedIn Slideshare Wikipedia Google+

Narayana Hrudayalaya Fortis Hospital Apollo Hospital

NIMHANS Manipal Hospital Median Score for a Channel

Points of Difference

Apollo hospitals leads the way in adopting unique ways of engagement with customers in social media channels.

One such initiative was to celebrate most important days that are relevant to Healthcare in the calendar year.

NarayanaHrudayalaya


20.00

30.00 30.00

0.00

10.00

Website

Official Website

It is the first point of contact for a digital user, making it social friendly and plays a very important role in success of a hospital.

The best practice for every hospital in the industry, is to have a social plugin.

Manipal Hospitals website has no active plugins for Twitter, LinkedIn and other channels.


Apollo & Fortis hospitals leads the way as they have various social plugins in their official website.

Apollo has more than 300 plugins on its official website.

NarayanaHrudayalaya


11.30

30.0028.30

0.00 0.40

YouTube is the second largest search engine in the world

The number of subscribers and upload views is very less for most of the players.

The video subscription or views can also be increased by sharing them on Facebook and Twitter pages.

YouTube Analysis


Fortis hospitals leads the way as they have maximum views(160,898).

Apollo has maximum subscribers(245).

NarayanaHrudayalaya


11.7

50.0

40.0

0.0

30.3

A place for sharing information as it happens, and for connecting with others in real time.

Fortis here tops the list by total 3200+ tweets with tweeting at the rate of 5 tweets a day and having 2594 followers. This is above the industry tweet count of 2800 and 1592 followers.

Manipal Hospitals is a great contender in this category with the number of tweets equalling 6 tweets a day.

Twitter Analysis

There are 44% users lying in the bracket of 25-65 years on FB. Hospitals have a lot of scope to go viral on Facebook.

An average user on FB has 130 friends. One bad sentiment is more damaging than what it seems at one glance.

Apollo Hospitals has a Million Facebook Fans and 8907 likes on their last seven posts.

Fortis and Manipal Hospitals need to have more engaging content on their pages, so that users can feel more engaged and spend more time.

Facebook Analysis

NarayanaHrudayalaya


10.6

37.5

70.0

10.3

34.0


Apollo hospitals shares it happiest moments with their customers on Facebook.

It is important for other players to share their milestones, awards and accolades which can increase their engagement with their customers in a much better way.

NarayanaHrudayalaya


20 20

30 30

0

30

40 40

30

0

Wikipedia Blogs

A lot can be learnt from Wikipedia and Blogs when people are trying to learn about their diagnosis or treatment options.

Apollo Hospitals, NIMHANS, Fortis Healthcare and Narayana Hrudalaya have effectively leveraged their wikipedia and blog pages. Manipal Hospitals has no presence on wikipedia and blog channels.

As the information available on these channels is critical, every player should leverage these channels..

Wikipedia and Blogs Analysis

Situation of a hospital with a low SMQ

How to improve my online

reputation?

How can I show that I care for my

patients?

How can I improve the engagement on social media?

How can I get better?

Social CRM – The Future of Relationship with Customer

Social CRM builds upon CRM by leveraging a social element which enables a business to connect with its customer conversations, and relationships from social networking sites in the CRM process.

Every player should have a good platform and right resources for conducting social CRM.

Source:: Webopedia, CIO/Jennifer Lonoff Schiff

Evolution of Social CRM

Source:: Blog/CustomerContactApp

Need for Social Care Center

Issues/

Problems

Doctors Reputation

Money Sucking

Bad HR practices

Called as murderers

Unqualified & Rude

Staff

Emergency services

not prompt

A hospital needs to look at every aspect of the possible platform of conversation.

IncPot equips the hospital to track these conversations and also assigns it to its customer care executive for timely addressal . This improves the overall customer satisfaction and experience .

Start from Listening

* IncPot is our proprietary analytical tool

Listening & Monitoring Implementation

Key Features of IncPot For Customer Support

Track conversations from all over the web: Twitter, Facebook, Blogs, Discussion Forums and more

One stop monitoring dashboard for all the complaints with key metrics.

Setup e-mail alerts to track any sudden change in the volume of conversation.

Cloud-based hosted solution and easy enterprise system integration.

Effective response and complaints reporting structure.

Others

Stocks Prices & Finance

Admissions & Treatments

Social Engagement

Complaints & Consultation

Research & Technology

Awards & CSR

Career & Job

13%

25%

23%

19%

10%

9%

4%

3%

Based on the keywords tracked, the total number of conversations were clubbed into categories based on the nature of the content.

Initially 18 categories were identified and for the sake of simplicity, relevant categories were clubbed. The above graph represents the final set of categories.

Accidents, diseases, stocks and finance formed the major chunk of online conversations.

What people really talk about hospital ?


Analyse data in order to understand the conversations, and convert them into relevant information.

Sentiment and Demographic details.

Advance conversation tagging to route messages to the correct service agents.

75%

10%15%

Sentiment Analysis of the Conversations

Neutral

Negative

Positive

“Knowing just what they are talking about is not enough, until you know if it is positive or negative”

Based on the keywords tracked, the total number of conversations were classified into positive, negative and neutral respectively.

The total number of positive conversations outnumbered the total number of negative conversations largely due to the positive word of mouth about Apollo hospitals

Overall Customer Sentiments

Apollo

Fortis

Manipal

NIMHANS

Others

61

86

64

41

21

23

11

5

4

10

3

5

20

6

1

Negative Positive Neutral

Customer Sentiments by Players

Manipal has the highest number of negative conversations (20) in the digital space (only past four days are considered).

The sources of these negative sentiments are from Twitter, News and custom sites.

Who are the key influencers?

Based on the keywords tracked and the total number of conversations the top five key influencers were identified by our social media tool.

These influencers have been most actively engaged in the digital space, and they have a huge follower base.

It is important for Manipal hospitals to engage with these key influencers to manage their brand on the online media more effectively.

EngageOnline reputation management through social contact centre


Effective response system to execute your customer service .

Pre-defined support message which allows you to handle repetitive responses.

Effective complaint routing mechanism and feedback system.


Professional Social Media execution capability.

Skilled social media resources to support online engagement.

Timely support and training sessions.

Minimize response time

• IncPot tracks complaints over the web and brings them to your customer service agents with minimum delay, allowing the team to respond quickly

Maximize outbound responses

• With the availability of multiple customer service agent access levels and pre-defined response set-up, you can increase the number of outbound responses and attend every complaint

Maximise response editing

• The response tracking system of Webenza IncPot allows agents to make a note on every issue for seamless future auditing and reporting

Improve Customer

Satisfaction

• Track your customers response and keep the engagement levels high, thereby increasing the satisfaction levels

ActHow to use various social media channel?

Find a suitable platform – Indian Perspective

25-35 years : 28%

18-24 years : 48%

78 million Monthly Active Users as on March’ 13 = Population of Turkey

Your Facebook page has all the information about your brand or your company in one place.

Blog posts, videos, photos, questions and answers can be shared through Facebook.

Source:: SocialBakers, Business Today, Wikipedia, Zintro blog


16 million Users as on June’ 13 > Population of Netherlands

Twitter demands a more dynamic and well-tuned approach limited to 140 characters, with an inherited strong message. It can be used to monitor conversations, to find potential customers, and resolve any customer service queries or issues. Attach links which are relevant to your audience, follow hashtags to find people who follow a

related topic.Source:: Business Today, Wikipedia, DazeInfo, Royalpingdom, Zintro

India ranks 6th in terms of Twitter Accounts


20 million Users as on June’ 13 > Population of Madagascar

The audience is skewed with more male members.

Can be used to show - off professional accomplishments and networks.

Create a group to discuss about your industry.

Share relevant content with all followers or just other members from your group.Source:: SocialBakers, WatConslutantSlideshare Today, Wikipedia, DazeInfo, Zintro

India ranks 2nd in terms of total number of visitors on LinkedIn


150,000 Users ; Bangalore has more number of users than New York

Types of users : Engineers, Students, Web designers, Software developers.

Circle the people to organize them into groups and target them separately.

By putting + before the names you can alert them of your conversations.

Offer insights, blog posts, post questions and answers related to your industry.Source:: SocialBakers, WatConslutantSlideshare, Gozoop, Zintro

India ranks 2nd in terms of G+ Users

Digital Media Technology Design Analytics

Strategy E-commerce Microsites Business

Social Media Websites Websites Entertainment

SEO Web Application Digital Banners Politics

SEM Mobile Application Custom Tabs Sports

Content Creation Social media Apps Logos Social Influencers

Email Marketing CMS

Affiliate Marketing

How What Why Who

Listen Engagement Console Crises Management Companies

Measure Social Dashboard CRM Integration Celebrities

Engage Channel Analytics Competitor Analysis Political Parties

Analyze Campaign Management Social Broadcasting Agencies

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Health & Medicine

Digital Media Analytics Report on the Indian Health Care Industry