Digital Strategy Presentation June 2012

3. Digital Strategy Presentation June 2012

4. Index • HealthCareMarket Analysis • About Narayana hospital • Analysis of consumer behaviour • Digital Marketing strategy • SEO • SEM • Website • SMO • Media • Engagement Concepts • Lead Generation

5. Healthcare Market Source: www.ibef.org/industry/healthcare.aspx Healthcare industry in India is worth $17 billion and is anticipated to grow by 13% every year

6. Notable Trends in the Indian Healthcare Sector Recent trends: GIS tracking system on ambulances, 24x7 emergency number, Air Ambulance service, tie-ups with Insurance companies for Cashless facility

7. Key Issues of Concerns- Consumer Perceptions • There is a need for a clear projection and assurance of quality

8. Background • Narayana Hrudayalaya, headquartered in Bangalore, is one of India's largest multi-specialty hospital chains. • The Bangalore cardiac unit of Narayana Hrudayalaya is one of the world's largest paediatric heart hospitals. • It is the brainchild of the renowned cardiac surgeon, Dr. Devi Shetty. Narayana Hrudayalaya also receives patients from outside India, and it has created a record of performing nearly 15,000 surgeries on patients from 25 foreign countries • It is also a renowned centre for telemedicine and it offers this service free of cost • It is building large hospitals across India totalling 30,000 beds, to enable it to gain large economies of scale and bargain down the cost of supplies to the hospitals.

9. Current challenges faced on the Website • No brand cohesiveness between the main website and the other hospitals websites • Information and Navigation not user friendly • Lack of interactivity • Look and feel not at par with international standards

10. Online visibility • In today’s word of increasing internet penetration and globalization, digital presence is gaining a lot of significance in defining preferences • The medium if leveraged well can be highly beneficial. • NH’s current digital presence is inadequate and this presentation will detail recommendations for the same

11. Digital Marketing Objective Current Make Narayana Hospital available for discovery on search engines, relevant sites for relevant keyword searches and context. Position Narayana as a leading healthcare brand and help it become a national player Strategic Make us the first choice for specialized medical needs ( Cancer, Cardio, Dental , etc) Highlight our differentiators and generate preference Become a success story in healthcare marketing To communicate a differentiated positioning through Strategic Marketing Communication

12. Digital Marketing Strategy Through a variety of digital tools including • Interactive Websites • Search Engine Optimization/Marketing • Online Reputation Management • Social Media • Relevant digital media visibility like emailers, news portals, and portals with medical content Ensure relevant visibility on active and passive searches for NH and its hospitals

13. Advertising Objectives Website • Design a website that caters to different needs of different stakeholders • Make the website easy to navigate • Integrate all branches of Narayana Hospital under one roof • Build a brand synergy among the main website and all the microsites • Showcase features and differentiators of the hospital • Aid evaluation through experience like videos, gallery, Dr Profiles, data relevant to international patients, etc • Give option to people to set appointments online

14. Advertising Objectives SEO and SEM • Be available for discovery for relevant searches • Branding through Google ads, SEO listings • Integrate all digital platforms under SEO with relevant back links • Have all blog posts, patient testimonials, information on the hospital, website, social media pages and online PRs appear for relevant keyword searches • Run promotions through text ads • Improve brand recall through contextual ads • SEM shall have ad visibility for search terms that do not show SEO results

15. Advertising Objectives • Seed positive posts about Narayana Hospitals, its credentials, success stories, Doctors, etc on various forums and relevant sites • Address all enquiries about the hospital on forums • Neutralize negative comments on review portals and prevent spread of bad word of mouth ORM • Build a platform for participation through social media and apps • Engage fan base with contests, polls, information, trivia • Create Preference through SMO activities and build brand loyalty • Allow word of mouth publicity through sharing of content, pictures etc SMO

16. Website

17. Visitor Profile to the Website & What They Seek

22. SEO (Search Engine Optimization)

23. SEO What & Why? • What is SEO (Search Engine Optimization)? • It is the process of improving the visibility of a website or a web page in search engines' "natural," or un-paid ("organic" or "algorithmic"), search results. • Why is it important? • 85% of all traffic on the internet is referred to by Search Engines. • 90% of all users don’t look past the first 30 results (most only view top 10). • 59% adults use internet for health and wellness information. • Improving on Search result indexing, it helps in reaching out to people who are specifically seeking for our information and products. • Regular listings on search results for relevant searches improves Brand Recall and establishes an online reputation.

25. Online activity revolves around treatment, symptoms and diseases. • 84% of health searchers turning to online social spaces to educate themselves about a disease or a condition. • Customer feedback is on of the main factors that influence people on the choice of hospitals. Therefore- to have blogs and patient testimonial videos appear in the top ranks for relevant keywords searches will help bring forth the hospital and its benefits. Search Trends Therefore, all keywords related to health care, symptoms, cures, lifestyle tips etc shall be used to showcase the corresponding Narayana hospital website pages

26. SEO We will integrate all activities across various digital platforms under SEO

27. SEO Keyword Strategy Diagram for website Homepage www.narayanahospitals.com Our USPs, Accreditations, News & Events www.narayanahospitals.com/about.html Cardiology www.narayanahospitals.com/cardiology.html Cancer Brand Keywords www.narayanahospitals.com/mscc.html Dental Generic Keywords (Hospitals, Top, Best, Location etc.) keywords www.narayanahospitals.com/ hrudayalayadental.html Research Page Specialities Related Keywords www.Narayanahospitals.com/research.html Testimonial Page www.Narayanahospitals.com/testimonials.html Disease-Cure related keywords Social media Pages http://Narayanahospitalindia.blogspot.in Search for hospitals location wise Jamshedpur www.narayanahospitals.com/brahmananda.html Searches by International Patients Bangalore www.narayanahospitals.com/majumdarshawcancer.html International patients page www.Narayanahospitals.com/International%20Patient.html

28. Blogs SEO Keyword Strategy Diagram for Online PR, Blogs, Social Media Blogs by patients undergoing treatment for corresponding ailment Success stories of people who have survived Chemotherapy, etc Online PR Articles about successful heart surgeries undergone at Narayana, etc Disease & treatment related keywords Social Media Searches about maintaining good health, living life with diabetes, etc Facebook page- posts/ discussion on the same Website- blogs Posts made by in-house Doctors , Expert speak blogs on related topics Searches for best hospital for cancer treatment, etc Website- testimonials Video testimonials by patients about Narayana Online PR Article about Narayana wining the Best hospital award, or winning maximum votes for “ Favourite Hospital”

29. Blogs Blog topics related to Research on popular ailments like Arthritis, etc, Health and lifestyle diet tips, etc all will be integrated with SEO for relevant keywords. Example: Refer blog posts on varied range of topics by Cleveland Clinic

30. Video blogs of patients who have had or know a loved one who has had successful surgeries in the hospital, review • Written reviews of the same: Testimonials can speak favorably about certain doctors, the smooth sailing during treatment and surgeries, facilities, service etc Testimonials Integrate all blogs and testimonials with relevant keywords through SEO

31. Online PR What & Why? • What is Online PR? • Broadcast of articles, pictures about the hospital, cures found for certain diseases, etc across a network of websites. • Depending on the relevancy of the content and potential – other website and news portals pick up the PR and post the same on their platform. • Why is it important? • Improves brand recall • Reader is able to connect stories of technological advancement in healthcare, cure, prevention, CSR activities, etc with the hospital brand.

32. Content for Online PR • Trivia or little known facts about diseases, their prevention, etc. These online PRs can be released with comments made by expert doctors from Narayana Hospital • Eg:-PR mentioning Fortis Hospital in the article- ”iPhone helps in knee surgeries”, “Blood test predicts heart attacks.”

33. Successful surgeries, operations made in Narayana Hospitals • Eg: A press article released by Fortis: “3 time failed hip replacement successfully corrected by Fortis Hospital..” • Advancement in technology –” Minimal invasive ( keyhole) heart surgery” • Eg: PR of an Oklahoma Heart surgeon in the Houston Chronicle

34. SEO results will be made to appear with relevant site links to different pages on the website, and social media pages This will increase brand recall, probability of clicks, and improve quality score of SEO results

35. SEM (Search Engine Marketing)

36. Keyword Searched SEM results- text ads

37. Contextual ads- text ads

38. Banner ads that run contextually Contextual Text and Banner ads help in brand awareness, brand recall

39. Google Search: Online Behavior Mapping Searches for Competitor hospitals like Apollo Hospital, Fortis, Cleveland Clinic, etc. Direct Competition All the traffic generated through reaching the website ,will be retargeted through the Re-Marketing Strategy Keywords related to hospitals, doctors Brand Keywords Keywords related to the symptoms, diseases, cures Category Keywords Keywords related to techniques of cure (chemotherapy) Searches for tips on lifestyle, diets, weight loss, ayurvedic treatment, health insurance Indirect Competition

40. Remarketing through banners and mailers It is important to maintain a constant presence in the mind of the TG to improve brand recall and ROI Through Google Remarketing strategy All visitors to the website shall be re-targeted through banner ads on all sites covered under the Google Network

41. ORM ( Online Reputation Management)

42. Objective of ORM • To Seed positive posts and information on various sites • To improve brand awareness and visibility through the above • To neutralize any negative comments made against Narayana Hospitals

43. Positive comment and seeding: We will make posts and plant relevant links to the website and other social media pages and blogs of Narayana in answer to queries about “ most suitable hospital for cancer treatment in India”, etc

44. Positive comment and seeding: On review portals, we will also make posts posing as patients who have undergone treatment at the hospital and make recommendations with respect to certain doctors, etc

45. Neutralizing negative comments and addressing : Few negative reviews floating in the digital space will be tackled with appropriate responses, post consultation with Narayana hospital team. Addressal of such posts helps to mitigate further domino effect and shows people that the hospital is proactive with regard to engagement with old patients. Negative review on Mouth shut about rude staff at the hospital

46. SMO ( Social Media Optimization)

47. Who will be with us on Social Media?

48. Social Media Strategy

49. Social Media Platforms Reach, Listen, Learn, Respond, Engage, Entertain, Influence Listen, Respond, Engage, Share, Influence Share Content, PRs, posts by Doctors and Experts, information on technological advancements, etc Share videos, reviews, testimonials

50. Generic posts to engage fans with lifestyle, diet tips for healthy living