ZYDUS HOSPITAL

A CASE STUDY
DIGITAL MARKETING
 MISSION

How to engage and increase the footprints of the

patients in the Nephrology Department from a radius of
5KM from the Zydus Hospital.

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 GOOGLE SEARCH

DR. HIMANSHU
365 21K 60% PATEL
KIDNEY STONE

Keywords are used Avg. Monthly Searches for Most searched 20% of total kidney
by Amdavadis to Searches for Ortho related Doctor from Zydus related searches
find Zydus Hospital Zydus Hospital only
related keywords

* RIRS Surgery Searches have increased 400 times in last 12 months in Ahmadabad.

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MONTHLY SEARCHES BY THERAPY
•Orthopaedics related searches
are way ahead of all other
therapies.
•Indicates that Orthopaedics
services are most popular.
• Dr. Himanshu Patel seems to
drive the popularity for
Nephrology Department.

Results based on data of Google searches of people who searches for Zydus and a therapy together.
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MONTHLY SEARCHES – KIDNEY RELATED

These are monthly searches from Ahmedabad..

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 WHAT ARE PATIENTS SEARCHING ?

72,000 monthly searches for Hospitals in Ahmedabad

35,000 monthly searches related to kidney from Ahmadabad on Google
21,000 monthly searches for Zydus Hospital
2000+ kidney related searches every month are with a name of a
doctor.
Dr. Jay Shah and Dr. Himanshu Patel most searched Nephrologists.
70% searches are looking for basic information on disease areas.

•The above data is Ahmedabad city specific. 6

 TOP 10 HOSPITALS - AHMEDABAD

The list is based on the

number of monthly Google
searches.
 Zydus de-grow by 25% month
by month.(June’18-June’19)
Apollo is stagnant
CIMS only player which is
growing 7%.
Civil and ESIC also have
monthly searches more than
13k each. 7
WEB ANALYTICS
Key Observations

 Number of Keywords generating organic traffic decreased by 25% in last

one year.
Website traffic showing down trend for last 6 months and 28% down from
last month. Sharp fall from may 2019. 8
COMPETITVE ANALYSIS
Key Observations

 No. of visitors on website of SAL Hospital has increase by 178%.

 Visitors spend more than 4 Mins on CIMS site which is quite high, 3
Mins id for Zydus Hospital.
 Sanjeevni Hospital site is performing worse with 100% bounce rate. 9
BUYER PERSONA

•Analysing the historical data of the patients, we can define our target patients persona
like ….

Thaltej
Gujarati
Sola Health Businessman
40- 70 Yrs English
Vastrapur Insurance Salaried
Hindi
etc

Smoker
Hypertensive Income Facebook
Diabetes Credit Card 20 Lakhs/year
Smartphone Instagram
High
Internet YouTube
Cholesterol
Alcohol
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 GOOGLE ADS

With a budget of 30k we can reach our to our Target audience of more than 2 lakhs
(impressions) every month through Google.
With a budget of next 30k, we can get 20,000 new visitors on our site looking for Kidney
related treatments.
OPD patient’s PIN code data analysis after online campaigns will confirm the ROI.
Adding promo code in the add will help us bring more traffic and track the ROI.
Feedback from the Patients/relatives in Hospitals – Where they came to know about us –
Google, Facebook, Instagram, YouTube etc.
Cost Optimization – Multiple Ads at a time serving to same audience to know which is
performing better.
Call to Action is Book Appointment
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COMPETITORS' ADS

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 GOOGLE ADS - KIDNEY

Target Areas – 5km radius from Zydus Hospital like

Thaltej, Bhadaj, Shilaj, Bodakdev, Navrangpura,
Vastrapur, Chanakyapuri, Sola, Bhadaj, Sattelite, Sarkhej

Monthly Searches – 20,000

Additionally – Target those who are searches for

different places in these areas. Like Hospitals,
Pharmacies, Temple, Restaurants, Hotels, School, Banks

•Nephrology related Ads using Google Adwords

•Target City - Ahmadabad
• Different Ad Groups – Different Target Audience – A/B Testing

Tracker – See the OPD patients monthly data at end of the month to check if people from these
PIN codes or areas have increased in Hospital. 13
 GOOGLE ADS

Ad groups Search Volume CPC

Thaltej (location based) 16,000 INR 1-3

Hospital in Ahmedabad 72,000 INR 1-3

Kidney 34,000 INR 1-3

Risk factors* 37,000 INR 1-3

169,000 Approx Cost = INR 50K

Tracker – See the OPD patients monthly data at end of the month to check if people from these
PIN codes or areas have increased in Hospital.
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 FACEBOOK / INSTAGRAM/ TWITTER ADS

Target Areas – 5km radius from Zydus Hospital like

Thaltej, Bhadaj, Shilaj, Bodakdev, Navrangpura,
Vastrapur, Chanakyapuri, Sola, Bhadaj, Sattelite, Sarkhej

Monthly Searches – 20,000

Additionally – Target those who are searches for

different places in these areas. Like Hospitals,
Pharmacies, Temple, Restaurants, Hotels, School, Banks

•Nephrology related Ads using Google

•Target City - Ahmadabad
•Targeting people who are specifically searching for
Zydus Hospital and Hospitals in Thaltej

Tracker – See the OPD patients monthly data at end of the month to check if people from these
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PIN codes or areas have increased in Hospital.
TARGET AUDIENCE - FACEBOOK

•What % of total patients are from 5km radius.

•Targeting our FB Ads to all old patients using their Mobile numbers and Email IDs.
•6.60 Lakhs People are on Facebook who lives in 5km radius of Zydus Hospital.
•57k people have interest in Kidney related keywords within the radius

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Demographics > Education > Field of study
Geriatrics
Geriatrics
Nephrology American Institute of Ultrasound in Medicine
Heart Disease Awareness
Urology American Journal of Kidney Diseases
Heart rate
Demographics > Education > Universities American Kidney Fund
Heart valve
Retired American Registry for Diagnostic Medical Sonography
Hospital
Demographics > Work > Employers American Society of Nephrology
Individual retirement account
Pension Atrium (heart)
Iron-deficiency anemia
Retired Blood bank American Society of Nephrology
Journal of Diagnostic Medical Sonography
Demographics > Work > Job titles Blood plasma Atrium (heart)
Kidney
Cardiac Monitor Technician Blood Pressures Blood bank
Kidney Disease Awareness
Cardiac Sonographer Cardiac muscle Blood plasma
Kidney Research UK
Dialysis Technician Cardiac nursing Blood Pressures
Management of hypertension
Nephrologist Critical care nursing Cardiac muscle
Medtronic Diabetes
Retired CURE DIABETES Cardiac nursing
Megaloblastic anemia
Urologist DaVita Dialysis Critical care nursing
Mr Dialysis
Interests > Additional interests DaVita Kidney Care CURE DIABETES
National Kidney and Transplant Institute
Alcohol Diabetes (journal) DaVita Dialysis
National Kidney Foundation
American Institute of Ultrasound in Medicine Diabetes Australia DaVita Kidney Care
Nephrology
American Journal of Kidney Diseases Diabetes Daily Diabetes (journal)
Northwest Kidney Centers
American Kidney Fund Diabetes Health Diabetes Australia
Old age
American Registry for Diagnostic Medical Diabetes mellitus awareness Diabetes Daily
Pension
Sonography Diabetes mellitus type 2 awareness Diabetes Health
Pensioner
Diabetes UK Diabetes mellitus awareness
Diagnostic medical sonography Diabetes mellitus type 2 awareness
Prostate Cancer Foundation Retirement planning Dialysis Patient Citizens Diabetes UK
Prostate-specific antigen Stevia Drive to Stop Diabetes 300 Diagnostic medical sonography
Prostate.net The Diabetes Awareness Ribbon Geriatric care management Dialysis Patient Citizens
Pulmonary Hypertension Association Ultrasound Geriatric nursing Drive to Stop Diabetes 300
Renal Support Network Ultrasound Technologists Geriatric care management
Retirement Urology Geriatric nursing
Retirement age Ventricle (heart)
Retirement community World Diabetes Day
Retirement home World Hypertension Day

Target Population on Facebook – Approx 57,000

 PLAN OVERVIEW
Goal - 2000 new patients in Nephrology OPD in August
Revenue Expected – INR 20 Lakhs (consultancy,Investigation,Pharmancy, Admissions)
Budget – 2 Lakh for a Month
Online Ads – Google, Social Media
Referral Marketing
Media Expense KPI Patients Revenue
Retargeting
Google Ads 0.75 CTA 800 800000
Email
Social Media O.75 CTA 800 800000
SMS
Ads

Email 0.20 CTR 200 200000

SMS 0.30 CTR 200 200000
200,000 2000 200,0000 18
KEY DRIVERS

 KPIs – Website traffic, OPD/Visitor ratio, CTR, Email open rate, Engagement Rate
 Well defined Buyer Persona
 Search Engine Optimized Web content
 Premium Content – Blogs, Articles, News updates on Media, PR campaigns
 Personalized, segmented email marketing
 Social Media consistent updates
 New Digital Technology Adoptions – EMR , Mobile Apps

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DIGITAL ECOSYSTEM

SOCIAL MEDIA SEARCH ENGINE ONLINE CONTENT OTHERS

FACEBOOK GOOGLE ADS  EXISTING  MOBILE APP

INSTAGRAM SEO WEBSITE  EMAIL
TWITTER BACKLINKS  OWN BLOG MARKETING
YOUTUBE PRACTO  OTHER SMS MARKETING
LINKEDIN SLIDESHARE BLOGGERS
QUORA  DOCTOR
WHATSAPP VIDEOs
MESSENGER PR CONTENT
Ads
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DIFFERENTIATING FACTORS

Online Ads Customer Feedback Patient Education

• Google Ads • Customer feedback mechanism • No Mobile App

helps to get our areas of
• Social Media Ads • Online Patient education
improvement and at the same
resources like –Mobile App,
• Email Marketing time our strength.
Website, Blogs, Social Media
• SMS Marketing • It also reminds them our can be used efficiently to
Brand. attract more footprints.
• No such mechanism found if I • SMS is a low cost tool ,apart
see my self as a former from Email Marketing.
patient of Zydus Hospital.
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GOOGLE RANKING MATTERS

Keyword Rank TOP 3 Players

Best Hospital In 9 APOLLO,CIMS,ZYDUS We start loosing

Ahmedabad position as a
best kidney hospital Not in top 50 DEVSYA,IKDRC,CIMS keyword become
in Ahmedabad more Nephrology
best urologist in 16 BODYLINE,CIMS,PUSHYA specific.
ahmedabad
Indicates we are
dialysis center in 26 BODYLINE,NEPHROPLUS, loosing online
ahmedabad NIDHI patients.
kidney stone treatment Not in top 30 FORTIS,MAX,APOLLO

best Nephrologist in 15 CIMS, APOLLO, NARAYANA

Ahmedabad
Kidney hospital Not in top 30 DEVSYA,IKDRC, FORTIS
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 SOCIAL MEDIA LISTENING

• 40% of people believe that information found via social media affects the way they deal with

their health

• Many people share their good and bad experiences with the Hospital on various platforms.

• Listening to these feedbacks help us managing our online reputation.

• Listening to patient opinion on competition is equally important.

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 ARE WE LOOSING ONLINE BUSINESS ?

Our website having very limited information on Nephrology.

No patient education content on website

No regular content update

No videos on Kidney health /diseases

No reminders – Email /SMS

No Online campaigns using Social Media – Nephrology Oriented

No Online Ads which are Nephrology specific like our competitors.

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 ELECTRONIC MEDICAL RECORDS ?

Its not new however it’s future.

Ensuring patients gets all it’s EMR on Email,Whatsapp and Mobile App is need of the hour.

Keeping hardcopies is inconvenient and outdated way to operate in Hospital business.

Probability is if someone misplace prescription he may now go to a new doctor/hospital as

the case becomes new to everyone now.

 Digital Technologies attract people and they not only admire, they become loyal too.

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 ONLINE PATIENT BEHAVIOR

One

One out of 4 searches on Google are Health related. 26

PATIENT JOURNEY

One

In pre-diagnosis, Google plays a great role. EMR are excellent for

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Diagnosis stage and Mobile Apps good for Monitoring and remission stage.
THANK
YOU
Sunil Kumar Tak
SERVICE REPRESENTATIVE

[email protected]

9545526800