PROJECT REPORT

__________________________________________________________________
“A STUDY ON DIGITAL MARKETING PRACTICES FOLLOWED IN
THE HEALTHCARE SECTOR”
__________________________________________________________________

Submitted in the partial fulfillment of requirements for the award of degree of

Master of Business Administration

Under supervision of Submitted:

Mr. Tilakdeb Mukherjee Name:

Assistant professor Roll no.:

DMS, NGFCET, Palwal

___________________________________________
DEPARTMENT OF MANAGEMENT STUDIES

J.C. BOSE UNIVERSITY OF SCIENCE AND TECHNOLOGY, YMCA,

FARIDABAD-121006

___________________________________________
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 DECLARATION

I ……………, of NGF College of Engineering & Technology, Palwal, hereby submit this report
in partial fulfilment of the requirements for the award of degree of MBA. I declare that the work
presented in this report is my original and is not submitted anywhere else for the award of any
other degree/diploma by any other university. To the best of my knowledge and belief, this
report contains no material previously published or written by any other person, except where
due reference is made.

(Signature of the Student)

--------------------------------

Name of Student

--------------------------------

(Seal/Stamp of the Department/Institute)

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 ACKNOWLEDGEMENT

I would like to sincerely appreciate to the individuals who give me guidance, advices, opinions and
support throughout the entire research project. Thus, I only can complete my research efficiently and
effectively. The project entitled “A STUDY ON DIGITAL MARKETING PRACTICES
FOLLOWED IN THE HEALTHCARE SECTOR” was a challenging assignment for me and
required an improved environment, extensive endeavor and all necessary guidance and support. I
take this opportunity Mr. Tilakdeb Mukherjee, my faculty guide who has always given a right way
to accomplish the report and also provided some valuable ideas and suggestion to enhance me to
complete the research smoothly and successfully.

The teachers of Department of Management Studies Mr. Neeraj Chopra and Mrs. Akanksha
Kathuria who all have given different ideas to make more presentable report with different tools
and techniques of research methodology.

Moreover, I would like to appreciate to my college, especially Mr. Ashwani Prabhakar (CEO) and
Dr. Sharat Kaushik (Director-principal) of my college for giving me this valuable opportunity to
carry out this research project before I graduate from the university. I have gained a lot of
experience, knowledge and information which are related to carry out the research. Otherwise, we
would also like to thanks for our classmates for their coordination, valuable assistance and sharing
knowledge about the research project and also their supportive actions. Therefore, this can help us
carried out our research project more easily and running smoothly.

(………..)

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 TABLE OF CONTENT

CHAPTER CONTENT PAGE

NO. NO.
1. INTRODUCTION 6-33
A. Introduction of Healthcare Sector and Profile of the
Organization
B. Digital Marketing in Healthcare Sector

2. Literature Review 35-52

3. RESERCH METHODOLOGY 53-57

A. Objective of the research
B. Type of data
C. Sample size
D. Hypothesis
E. Analytical tools
F. Limitations of the study

4. DATA ANLYSIS 58-72

5.  FINDINGS 73-73

6.  CONCLUSIONS 74-75
 RECOMMENDATIONS

 APPENDICES (To Included Questionnaire)

76-78

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 LIST OF FIGURES

FIGURE NO. FIGURE TITLES PAGE NO.

1.1 Covid-19 Shows why we need healthcare 14
sector
1.2 Ayushman Bharat 37
1.3 Insurance mode/Trust mode/Mixed mode of 38
facts
1.4 Benificiary Identification Process 39
1.5 Pradhan Mantri Jan Aarogya Yojana 40
(PMJAY)

1.6 PMJAY 40
1.7 PMJAY 41
1.8 PMJAY 42
1.9 Digital Marketing Healthcare Industry 44
Segment
1.10 Traffic Sources 45

Chapter 1
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 (A).
Introduction of Healthcare Sector and Profile of the Organization

 What is Healthcare sector?

The healthcare sector consists of businesses that provide medical services, manufacture medical
equipment or drugs, provide medical insurance, or otherwise facilitate the provision of healthcare
to patients.

Industries With in the Healthcare Sector

The healthcare sector contains a diverse array of industries, with activities ranging from research
to manufacturing to facilities management.

 Drugs
Drug manufacturers can further be broken down into biotechnology firms, major
pharmaceuticals firms, and makers of generic drugs. The biotech industry consists of companies
that engage in research and development to create new drugs, devices, and treatment methods.
Many of these companies are small and lack dependable sources of revenue. Their market value
may depend entirely on the expectation that a drug or treatment will gain regulatory approval,
and FDA decisions or rulings in patent cases can lead to sharp, double-digit swings in share
prices. Examples of (larger) biotech firms include Gilead Sciences Inc. and Celgene Corp.

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Major pharmaceuticals firms also engage in research and development, but tend to focus more on
manufacturing and marketing an existing portfolio of drugs than the typical biotech firm. These
companies tend to have more dependable streams of revenue and a more diversified "pipeline" of
drugs in the research and development stages, making them less dependent on make-or-break
drug trials and their shares less volatile. Examples of major pharmaceutical firms include
Novartis AG and GlaxoSmithKline PLC.

Some pharmaceutical firms specialize in generic drugs, which are identical to name-brand drugs
but no longer enjoy patent protection. As a result, there is often competition to manufacture
identical drugs, leading to lower prices and thinner profit margins. An example of a generic
drugs firm is Teva Pharmaceutical Industries Ltd.

 Medical Equipment
Medical equipment makers range from firms that manufacture standard, familiar products—
scalpels, forceps, bandages, and gloves—to those that conduct cutting-edge research and produce
expensive, hi-tech equipment, such as MRI machines and surgical robots. Medtronic PLC is an
example of a medical equipment maker.

 Managed Healthcare
Managed healthcare companies provide health insurance policies. The "Big Five" firms that
dominate the industry are UnitedHealth Group Inc., Anthem Inc., Aetna Inc., Humana Inc., and
Cigna Corp.

 Healthcare Facilities
Health care facilities firms operate hospitals, clinics, labs, psychiatric facilities, and nursing
homes. Examples include Laboratory Corp. of America Holdings, which operates facilities that
perform blood tests and other analysis, and HCA Healthcare Inc., which operates hospitals and
other healthcare facilities in the U.S. and U.K.

The Healthcare sector is the sector of the economy made up of companies that specialize in

products and services related to health and medical care. Examples : The healthcare
sector includes publicly-traded companies that power all dimensions of the healthcare industry.
Examples of these companies include, but are not limited to, biotechnology companies ,health

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insurance providers, pharmaceutical companies, and companies that manage clinics and
hospitals. Companies that produce professional and home health products (for example, blood-
pressure monitors, Elastoplast’s, orthopedic devices, and surgical supplies) are also included in
this sector.

The healthcare sector is one of the world's largest and fastest-growing industries. Due to the
indispensable nature of healthcare at all levels of society, stocks issued by companies in the
healthcare sector are somewhat insulated from the business cycle. As such, investors may be able
to defend against fluctuations in the overall market by building a portfolio that includes
healthcare sector stocks.

 History of Healthcare Sector

It is usually seen that countries follow one of three forms of health care provisioning. There are
countries in which the state plays a central role in the financing, provisioning and administration
of services but at the same time, private interests in the form of individual practices, hospitals
and other supportive services coexist with them. There are some other countries where the state
is the sole provider of medical care and no private interests are allowed. Finally, there are
countries which largely rely on the market for provisioning of health care services. Countries like
Sweden, Britain and India have experienced planned development of health services with the
state playing an important role. In most other developed countries of the world, the state has
financed medical care through public or private insurance schemes while the services are
provided by private and voluntary medical institutions.

Indigenous systems like Ayurveda, Unani and Siddha largely dominated the medical care sector
in India in the ancient and medieval period. These practices were largely the domain of
individual practitioners who provided services for a price which was mostly paid in kind.

Now, however, the number of people resorting to such methods has fallen in our country. The
modern medical care sector in India is heavily influenced by the UK model of health care. The
sector is also influenced by the US model of health care through the activities of medical and

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pharmaceutical multinational corporations. Privatization of medical care in India is a complex
phenomenon because the private sector has not grown independently of the public sector. Since
Independence, the Indian state has been investing in infrastructure, training of medical and
paramedical personnel and medical research. This has provided a base for the growth of the
private sector and is therefore interrelated to the public sector at several levels. The problem is
that the distribution of private institutions is skewed towards urban areas and is concentrated
more in some states than others.

To understand the Indian healthcare system more clearly, we must first examine the healthcare of
two nations which bear influence on it in this respect.

In the UK, the Industrial Revolution came in full force in the beginning of the 19th century. The
mass migration to urban areas and lack of sanitation led to the growth of infectious diseases. The
fear of chronic ill-health of the working population and the fear of disease in the minds of the
affluent classes paved the way for public health legislation. The National Health Insurance
Scheme was established in 1911. This scheme proved to be ineffective after the First Word War.
Thus, the mooring of state intervention in health care was laid in the inter-war period and its
fruition was seen with the rise of the welfare state after the Second World War. The National
Health Service was then set up, relegating private practitioners to the shadows till the mid-1970s.
With the growth of private insurance and hospital companies, the private market changed
considerably in 1979. The 80s saw the rise of hospitals owned by large corporations, both British
and American. The private sector made a comeback. The similarities between the Indian and the
British health care system are palpable from this analysis.

In the USA, corporate medical care was essentially a development of the 1970s. While the 60s
had seen the introduction of public insurance schemes like Medicare for the elderly and
Medicaid for the poor, the 70s was marked by an economic recession which resulted in a cutback
on public spending. The Reagan administration, which came to power in the 80s, held the view
that healthcare was a marketable product and should be organized accordingly.

Therefore, the emphasis was on cutting back all public spending on medical care and replacing it
with a free-market delivery system. The influence of the developments in the American medical

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sector on the Indian scenario can be seen in the involvement of multinational pharmaceutical as
well as medical equipment industries. It can also be seen in the prominent role played by NRI
doctors in investing in tertiary level care, some of which is corporately managed and in the
announcement of the Indian government to offer 100% equity to foreign hospital companies
interested in investing in India.  Although the state has played a central role in providing medical
care in India, private interests were never curbed and as a result, they have grown over the years.
A significant proportion of doctors are employed in the private sector and there has been a
growth of private nursing homes and hospitals after the 70s. This was the period when concerted
efforts were being made to woo private investments to the health sector by offering concessions
for the import of high technology equipment and for NRIs to invest in industry and welfare
sectors.

At the end, it is essential to give emphasis to the influence of other healthcare systems and at the
same time keep in mind the unique aspects of our medical sector. Just like the Indian culture, the
Indian medical system also has roots which represent its diversity and history.

 Need of Healthcare Sector

Healthcare industry plays an important part in the economy of a country.

The healthcare industry determines the GDP or the gross domestic product of any country. It
also determines exports status, employment, capital investment etc.

 Indian healthcare industry report

Healthcare has become one of India’s largest sectors - both in terms of revenue and employment.
Healthcare comprises hospitals, medical devices, clinical trials, outsourcing, telemedicine,
medical tourism, health insurance and medical equipment. The Indian healthcare sector is
growing at a brisk pace due to its strengthening coverage, services and increasing expenditure by
public as well private players.
Indian healthcare delivery system is categorized into two major components - public and private.
The Government, i.e., public healthcare system comprises limited secondary and tertiary care

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institutions in key cities and focuses on providing basic healthcare facilities in the form of
primary healthcare centers (PHCs) in rural areas. The private sector provides majority of
secondary, tertiary and quaternary care institutions with a major concentration in metros, tier I
and tier II cities.
India's competitive advantage lies in its large pool of well-trained medical professionals. India is
also cost competitive compared to its peers in Asia and Western countries. The cost of surgery in
India is about one-tenth of that in the US or Western Europe. India ranks 145th among 195
countries in terms of quality and accessibility of healthcare.
Market Size
The healthcare market can increase three-fold to Rs 8.6 trillion (US$ 133.44 billion) by 2022.
Indian medical tourism market is growing at the rate of 18 per cent year on year and is expected
to reach US$ 9 billion by 2020. There is a significant scope for enhancing healthcare services
considering that healthcare spending as a percentage of Gross Domestic Product (GDP) is rising.
The government’s expenditure on the health sector has grown to 1.4 per cent in FY18E from 1.2
per cent in FY14. Health insurance is gaining momentum in India. Gross direct premium income
underwritten by health insurance grew at 14.70 per cent y-o-y to Rs 42,328.18 crore (US$ 6.06
billion) in FY20 (up to January 2020).
Investment
The hospital and diagnostic centers attracted Foreign Direct Investment (FDI) worth US$ 6.625
billion between April 2000 and December 2019, according to data released by the Department
for Promotion of Industry and Internal Trade (DPIIT). Some of the recent investments in the
Indian healthcare industry are as follows:

 The value of merger and acquisition (M&A) deals in hospital sector jumped by record
155 percent at Rs 7,615 crore (US$ 1.09 billion) in FY19.
 In August 2019, Microsoft India and Apollo Hospitals Group entered in agreement to set
up a National Clinical Coordination Committee for AI-powered Cardiovascular Disease
Risk Score API.
 In January 2019, National Company Law Tribunal (NCLT) approved Tri-County Premier
Hearing Services Inc’s plan to acquire Bhilai Scan and Research Pvt Ltd (BSR)
Diagnostics Ltd for Rs 67 crore (US$ 9.29 million).

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  Healthcare sector in India witnessed 23 deals worth US$ 679 million in H12018.
 India and Cuba have signed a Memorandum of Understanding (MoU) to increase
cooperation in the areas of health and medicine, according to Ministry of Health and
Family Welfare, Government of India.
 Fortis Healthcare has approved the de-merger of its hospital business with Manipal
Hospital Enterprises. TPG and Dr Ranjan Pal could invest Rs 3,900 crore (US$ 602.41
million) in Manipal Hospital Enterprise.

Government Initiatives
Some of the major initiatives taken by the Government of India to promote Indian healthcare
industry are as follows:

 In Union Budget 2020-21, Rs 35,600 crore (US$ 5.09 billion) has been allocated for
nutrition-related programmes.
 The government has announced Rs 69,000 crore (US$ 9.87 billion) outlay for the health
sector that is inclusive of Rs 6,400 crore (US$ 915.72 million) for PMJAY in Union
Budget 2020-21.
 The Government of India aims to increase healthcare spending to three percent of the
Gross Domestic Product (GDP) by 2022.
 In February 2019, the Government of India established new All India Institute of Medical
Sciences (AIIMS) at Manethi, District Rewari, Haryana at a cost of Rs 1,299 crore (US$
180.04 million).
 The Union Cabinet approved setting up of National Nutrition Mission (NNM) with a
three-year budget of Rs 9,046 crore (US$ 1.29 billion) to monitor, supervise, fix targets
and guide the nutrition related interventions across ministries.
 On September 23, 2018, Government of India launched Pradhan Mantri Jan Arogya
Yojana (PMJAY), to provide health insurance worth Rs 500,000 (US$ 7,124.54) to over
100 million families every year.

 In August 2018, the Government of India has approved Ayushman Bharat-National

Health Protection Mission as a centrally Sponsored Scheme contributed by both center
and state government at a ratio of 60:40 for all States, 90:10 for hilly North Eastern States

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 and 60:40 for Union Territories with legislature. The center will contribute 100 per cent
for Union Territories without legislature.
 The Government of India has launched Mission Indradhanush with the aim of improving
coverage of immunization in the country. It aims to achieve at least 90 per cent
immunization coverage by December 2018 which will cover unvaccinated and partially
vaccinated children in rural and urban areas of India.

Achievements
Following are the achievements of the government:
 As of July 2019, around 125.7 million families have enrolled as beneficiaries under
Pradhan Mantri Jan Arogya Yojana (PMJAY). The scheme has enrolled 16,085
hospitals, including 8,059 private hospitals and 7,980 public hospitals. It to include 19
Ayush packages in the treatment scheme.
 As of September 2019, about 50 lakh people have received free treatment under the
Ayushman Bharat - Pradhan Mantri Jan Arogya Yojana.
 The number medical colleges in India increased to 529 in FY19 from 381 in FY13.
 According to Sample Registration System Bulletin-2016, India has registered a 26.9 per
cent reduction in Maternal Mortality Ratio (MMR) since 2013.

India is a land full of opportunities for players in the medical devices industry. India’s healthcare
industry is one of the fastest growing sectors and it is expected to reach $280 billion by 2020.
The country has also become one of the leading destinations for high-end diagnostic services
with tremendous capital investment for advanced diagnostic facilities, thus catering to a greater
proportion of population. Besides, Indian medical service consumers have become more
conscious towards their healthcare upkeep.
Indian healthcare sector is much diversified and is full of opportunities in every segment which
includes providers, payers and medical technology.
With the increase in the competition, businesses are looking to explore for the latest dynamics
and trends which will have positive impact on their business. The hospital industry in India is
forecasted to increase to Rs 8.6 trillion (US$ 132.84 billion) by FY22 from Rs 4 trillion (US$
61.79 billion) in FY17 at a CAGR of 16-17 per cent.

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The Government of India is planning to increase public health spending to 2.5 per cent of the
country's GDP by 2025. India's competitive advantage also lies in the increased success rate of
Indian companies in getting Abbreviated New Drug Application (ANDA) approvals. India also
offers vast opportunities in R&D as well as medical tourism. To sum up, there are vast
opportunities for investment in healthcare infrastructure in both urban and rural India.

 Covid-19 shows why we need a healthcare reboot for India

FIGURE: 1.1

The cholera epidemic in mid-nineteenth century London and the Spanish flu in the early part of
the twentieth century made people and governments all over the world realize the importance of
public health, wrote the Nobel-winning economist Angus Deaton in his 2013 book, The Great
Escape: Health, Wealth, and the Origins of Inequality.' The growing awareness that germs
caused disease, and the consequent investments in public health systems involving sanitation and
disease surveillance played a bigger role in improving life expectancy in the twentieth century
than gains in income, Deaton noted.

Yet, the improvements in health systems were not uniform with some developing countries such
as India lagging behind others in ramping up their public health systems. At a time when Japan
was borrowing from the best European practices to create a world-class public health
infrastructure across its colonies (Korea and Taiwan), the British were content to limit such

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investments in British residential areas and cantonments, wrote the demographer Monica Das
Gupta of Maryland University in a 2005 Economic and Political Weekly research paper.
Even after the end of the British Raj, successive governments in post-independent India did not
consider it a priority to beef up defenses against contagious diseases. While specific containment
measures were launched to contain diseases such as malaria or tuberculosis, there were very little
investments in an overarching public health infrastructure (involving things such as waste
management, sanitation, water, food safety etc.). Given that the success of such measures is
inherently negative (epidemics prevented, deaths averted etc.), it has been difficult for politicians
to sell such investments to the public in a noisy democracy, noted Das Gupta. But the costs of
such inaction, even if not fully visible, were already quite high, even before the novel corona
virus landed up on our shores.
According to the National Health Profile 2019, over 50 percent of all deaths due to
communicable diseases in 2018 were because of respiratory diseases and pneumonia, symptoms
common with those of COVID-19. The 2019 Global Health Security Index measures countries’
pandemic preparedness on a score of 1-100 based on their ability to prevent, detect, mitigate and
cure diseases. The index ranks India at 57 out of 195 countries, indicating that we may be more
vulnerable than China (at 51) and Italy (at 31), which have seen the highest number of Covid-19
related deaths till now.
If a wrong public health strategy is one reason for India’s vulnerability, the lack of resources is
another. At 3.6% of GDP, India’s overall health spending is among the lowest compared with
peer and advanced economies. Of this, government spending on health accounts for an abysmal
1%. Unsurprisingly, out-of-pocket health expenditure for households is extraordinarily high in
India. About 65% of all health expenditure in India (approx. 2.5% of GDP) is borne privately by
households.

The Health Management Information System (HMIS) which was supposed to plug some of the
data gaps has also been found wanting. Nearly a decade after it was set up, a Comptroller and
Auditor General (CAG) report in 2017 found that the HMIS data was often of poor quality,
riddled with gaps, and contradicted by the physical records maintained by health centers .

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Finally, it is not just government apathy that has made India so vulnerable to health shocks.
India’s elites may have also played a part in demanding greater funding for big hospitals (tertiary
care) rather than seeking more investments in preventive public health interventions, as Das
Gupta argued in her research paper. Of all healthcare functions, only 7% is spent on preventive
healthcare, while more than 80% is spent on treatment and cure as of FY17, the latest year for
which National Health Accounts data is available
The costs of such myopia were restricted to the poor and indigent earlier. Covid-19 has changed
that, showing that the health of each member of a society impacts that of the other. And without
health, it is not possible to create wealth, the current lockdown to fight the pandemic shows.
After this phase of lockdown and social distancing comes to an end, will the world's largest
democracy demand measures to promote ‘health for all’? Our resilience to future pandemics will
depend on the answer to that.

 Healthcare Challenges Faced by Healthcare Service Providers

The healthcare scenario throughout the globe presents a contrasting landscape. At one end
there are advanced medical devices, qualified medical professionals, and well-equipped
hospitals and clinics, at the other end there is the rising cost of medical-care and ageing
population trying desperately to fit in the complexity of the future. In the midst of all, there
are lives whose hopes and struggles totally depend on how efficiently the healthcare
companies combat the healthcare challenges and reduce this contrast to deliver better
medical care.

But before that, it is crucial that we acknowledge the healthcare industry challenges from
multiple aspects. This list of top 10 challenges healthcare service providers face will help us
in doing so. The list of healthcare industry challenges today goes like this:

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1. Harnessing Advanced Health Technology: In the current tech landscape, dynamics of
both hardware and software is changing. For instance, according to the UK Center for Health
Solution report, 48 percent of medical devices are connected through IoT, which is expected
to rise up to 68 percent in the next five years. Research firm Market -sand Markets also
reveals that the connected medical device market is expected to witness a three-fold rise from
2017 to 2022. Even the software applications used in hospitals, such as Appointment
Management System, Patient Administration System, and Laboratory Information
Management System are now getting powered by advance techs like AI and machine
learning.

2 Information and Integrated Health Services: Use of connected medical devices and AI-
integrated software application can provide a massive amount of data to the healthcare
companies which they can use to generate information. This data can be of different types
such as administrative data, patient medical records, connected device data, transcript &
clinical notes, and patient surveys. However, most care providers, even  top healthcare
companies, lack advanced architecture and data management systems to manage data
collected from multiple sources. .

3. Cyber security

Connected medical devices and a greater need to keep the records of patient information
attract the attention of malicious hackers to healthcare providers. As you can see, healthcare
data breach statistics clearly reveal an upward trend in data breaches from 2009—2018.
Those breaches have resulted in theft/exposure of 189,945,874 healthcare records.

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4. Rising Healthcare Costs

The cost crisis in healthcare is not new. There are many stakeholders who play a key role in
determining the cost of healthcare services, ranging from device manufacturers to medical
drug manufacturing companies and payers to insurance policy providers

According to Martin Gaynor, an economics professor at Carnegie Mellon University,

“Health care spending is high, and it is ultimately unsustainable.” Here are a few things
healthcare providers can do to reduce the healthcare costs for patients:

 Provide local price variations to patients, either by healthcare providers or insurers

 Empower patients to choose high-value plans according to their wallets

 Reduce the number of medical tests for patients. According to a study mentioned by Dr.
Atul Gawande, a surgeon, writer, public health researcher, 42% of patients received
unnecessary tests in one year.

 Negotiate prescription drugs costs for consumers

Some other internal measures could be taken by healthcare companies are reliance on
healthcare information technology and developing a consensus with pharmaceutical
companies.

5. Payment Processing and Invoicing

According to the KF health tracking poll, although most of the people confirmed that they
can afford their treatment, but one out of four faced difficulty in affording their medicine ..

6. Pressure on Pharmaceutical Prices

At the beginning of the year 2019, RX Savings Solutions report revealed that around three
dozen drug makers have raised prices on more than 250 prescription drugs. It means the
average price of the drugs will be increased by 6.3%. By contrast, the inflation rate in the US

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for the past 12 months through November has been just 2.2%. Increase in prescription prices
has led to the slow growth of prescription spending. According to Michael Rea, CEO of the
Rx Saving Solutions, “The reason it can keep happening is there is no market check, no
person or entity to bring reason to determining drug prices.” An industry-based regulatory
body can be formed including all the representatives of all the stakeholders of healthcare and
pharmaceutical industries to at least control the hike in prices.

7. Healthcare Regulatory Changes

Regulatory challenges affect healthcare companies in two ways: one is it drives up the cost
of healthcare services and second is it creates confusion among the general public, which is
required to be addressed in a precise and proper manner to avoid lawsuits. Timely reforms in
healthcare laws and regulations are necessary, but the problem is that companies are often
not read to address the challenges that they bring.

8. Healthcare Staffing Shortages

Many industry groups have predicted a shortage of around 100,000 doctors by 2030. Here,
technology can help in many ways such as the use of tele-health can help in a big way. Live
streaming, store-and-forward imaging, remote patient diagnostics can improve access to
healthcare even in remote regions. According to the Bureau of Labor Statistics’ Employment
Projections 2016-2026, also projects the need for an additional 203,700 new RNs each year
through 2026 to fill newly created positions and to replace retiring nurses..

9. External Market Disruption

There are many external forces that have made tentative inroads into healthcare, causing
disruptive innovation in healthcare. Increased use of smart-phones and the rise of mobile
apps and ecommerce platforms have drastically changed the way businesses interact with
their customers. Companies such as JPMorgan Chase, Amazon, and Berkshire Hathaway
have announced last year to deliver healthcare to their employees in yet-unspecified ways.

19
Amazon has also acquired wholesale pharmaceutical distribution licenses in several United
States. Besides, there are other non-traditional players like Apple, Samsung, Alibaba, and
Tencent have entered into the market. These companies, powered by technology, have
introduced digital disruption in healthcare and consumerism into the healthcare industry,
which rings the alarm bell for existing players to investment Digital Transformation and
other emerging technologies like AI, Machine Learning, and IoT.

10. The Opioid Crisis

In 2017, the New York Times reported that drug overdoses are the leading cause of death for
Americans under 50. The report created an alarm for policymakers and healthcare providers
that firm action is required to combat one of these latest challenges in healthcare. Although,
there is still a lack of consensus or regulatory body that checks the use of opioids, a class of
drugs which is available legally by prescription.

 What is new in healthcare sector

The Union Finance Minister Nirmala Sitharaman announced a slew of measures to boost
healthcare sector, as a part of first full term budget of the second term of the Government
presented in the Parliament on Saturday. With an objective to improve healthcare infrastructure,
the government allocated Rs.69,000 crore for the healthcare sector. In addition, Budget
announced scaling up of Ayushman Bharat initiative, expansion of Jan Ausadhi programme,
anti-TB campaign by 2025. “Propose public-private partnership (PPP) mode hospitals in 112
aspirational districts,” she said presenting first budget of the decade.

Govt will provide viability gap funding for setting up hospitals under Ayushman Bharat in
districts which don’t have empaneled hospitals. Proceeds from taxation on medical devices to be
used to fund the above, said Minister in the parliament.

Budget announcements for healthcare 

 A total of Rs 69,000 crore has been allocated for the health sector.

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  Rs 6000 crore for the Pradhan Mantri Jan Arogya Yojana.
 Hospitals under PPP mode would be stablished in 112 aspirational districts.
 Government proposes to attach a medical college with the district hospital to address
gaps on shortage of medical professionals.
 Proceeds from tax on medical devices will be used for funding government hospitals in
tier II and tier III towns.
 Anti-TB campaign to be launched to eliminate TB by 2025.
 Jan Aushadhi Kendras would be established in all districts of country to provide
medicines at affordable rates.

 Healthcare Industry Sectors

The healthcare industry provides a variety of services to support the healthcare needs of a
community or individuals. The healthcare industry classifies the different products it offers by
sector. Hospitals and healthcare systems are continually changing their service offerings, and
responding to various internal and external forces including reimbursement issues, advances in
technology, and shifts in the populations they serve. A universally agreed-upon classification of
sectors does not exist, so a non-exhaustive but inclusive and simplified classification of broad
sectors will be used in this exploration. The key sectors of healthcare industry can be broadly
classified into following four sub-segments:

 Health care services and facilities

 Medical devices, equipment, and hospital supplies manufacturers
 Medical insurance, medical services and managed care
 Pharmaceuticals & Related Segments

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  Given below is the classification map as explained above:

 Health care services and facilities

Hospitals

 General medical and surgical hospitals

 Psychiatric and substance abuse hospitals
 Specialty hospitals (not including psychiatric and substance abuse facilities)
 Family Planning & Abortion Clinics
 Hospices & Palliative Care Centers
 Emergency & Other Outpatient Care Centers
 Sleep Disorder Clinics
 Dental Laboratories
 Blood & Organ Banks

Nursing and residential care facilities

 Home health care services

 Nursing Care Facilities
 Urgent Care Centers 
 Mental health and residential developmental handicap facilities
 In-Home Senior Care
 Community care facilities for the elderly
 Other residential care facilities

Ambulatory health care services

 Outpatient care centers

 Medical and diagnostic laboratories
 Ambulance Services
 Other ambulatory health care services

22
 Medical Practitioners & Healthcare Professionals

 Medical Practitioners
 Chiropractors
 Homeopaths
 Psychologists, Social Workers & Marriage Counselors
 Dermatologists
 Nutritionists & Dietitians
 Optometrists
 Physical Therapists
 Alternative Healthcare Providers

Medical devices, equipment, and hospital supplies manufacturers

 In-vitro diagnostic substances

 Electro-medical and electro therapeutic apparatuses
 Irradiation apparatuses
 Surgical Instrument & Medical Instrument Manufacturing
 Surgical appliances and supplies
 Dental equipment and supplies
 Ophthalmic goods
 Vital Signs Monitor Manufacturing
 Mammography Machine Manufacturing
 TENS Machine Manufacturing
 Nebulizer Manufacturing
 Hot & Cold Topical Therapy Manufacturing
 Optical Coherence Tomography Machine Manufacturing
 Medical Laser Machine Manufacturing
 Medical Device Manufacturing
 Medical Instrument & Supply Manufacturing
 Robotic Surgery Equipment Manufacturing
 Endoscope Manufacturing

23
 Venous Access Device Manufacturing
 Wound Care Product Manufacturing
 Toxicology Laboratories
 Glucose Meter Manufacturing
 Instrument Sterilization Product Manufacturing
 Intravenous (IV) Solution Manufacturing
 Ultrasonic Cleaning Equipment Manufacturing
 Hospital Bed Manufacturing
 Hospital Furniture Manufacturing

Medical insurance, medical services and managed care

 Health maintenance organizations (HMOs)

 Preferred provider organizations
 Exclusive provider organizations
 Medicare
 Medicaid
 Healthcare Consultants
 Medical Patient Financing
 Healthcare Staff Recruitment Agencies
 Health & Medical Insurance
 Surgical Apparel Manufacturing            
 Medical Supplies Wholesaling
 Medical Waste Disposal Services
 Dental Insurance
 Medical Couriers
 Medical Device Cleaning & Recycling
 Medical Claims Processing Services
 Pharmacy Benefit Management           
 Corporate Wellness Services
 Home Medical Equipment Rentals
 Medical Case Management Services

24
 Pharmaceuticals & Related Segments

 Over-the-counter (OTC) drugs & Drug Stores

 Prescription drugs
 Biopharmaceutical drugs
 Generic drugs
 Pharmaceuticals Packing & Labeling Services
 Dietary Fiber Supplement Manufacturing
 Vitamin & Supplement Manufacturing
 Cough & Cold Medicine Manufacturing
 Health Stores
 Eye Glasses & Contact Lens Stores

(B).

 Digital Marketing in Healthcare Sector

 Digital Marketing

Digital marketing / Online Marketing / Internet Marketing is becoming a hot topic in every
business sector, and gradually plays a truly important role in any company’s multi-channel
marketing strategy.
It uses the Internet to deliver promotional marketing messages to consumers. It includes email
marketing, search engine marketing, social media marketing, many types of display advertising
(including web banner advertising), and mobile advertising. Like other advertising media,
online advertising frequently involves both a publisher, who integrates advertisements into its
online content, and an advertiser, who provides the advertisements to be displayed on the
publisher's content.

25
 Other potential participants include advertising agencies that help generate and place the ad
copy, an ad server who technologically delivers the ad and tracks statistics, and advertising
affiliates who do independent promotional work for the advertiser.

 Tools of Digital Marketing

When it comes to digital marketing, few things are as important as the tools digital marketers
rely on to get their jobs done. These include everything from social media platforms like
Facebook and Instagram to analytics tools like Google Analytics. Allowing marketers to create,
test and measure the performance of their campaigns, digital marketing tools ensure that
marketers can launch and test campaigns quickly and effectively.

Here are the five common digital marketing tools.

1. Social media platforms

A common part of any integrated marketing strategy, social media platforms

like Facebook, Instagram and Snapchat are a great way for marketers to engage with their
audiences and generate buzz around their brand. In addition to the standard features these
platforms offer, there are also some features that are designed specifically for marketing. These
include Facebook Ads Manager, which allows marketers to run ads and track ad performance. As
an added bonus, social media management tools like Buffer and Hootsuite also integrate well
with these platforms, making it easy to schedule social posts and measure engagement.

2. Design tools

Another key part of digital marketing is design and this is especially common when it comes to
creating ads and content like social media posts and blog posts. Because digital marketing is such
a design heavy field, doing it effectively wouldn’t be possible without design tools
like Canva and Photoshop, programs that allow those without extensive graphic design skills to
add dynamic images to their content.

26
3. Analytics tools

Another set of helpful tools for digital marketers are analytics tools. These include everything
from Google Analytics (designed to track stats for web traffic to a particular site) to social media
analytics tools like Facebook Insights and Twitter Analytics which provide metrics related to
engagement and help marketers optimize their campaigns. For measuring stats on the backend of
a site (particularly related to conversions, sales and user demographics), there are also tools
like Periscope that track user data, site searches and conversion metrics.

4. Content marketing tools

For marketers who are more focused on content marketing, tools

like CoSchedule and Hubspot are a big help when it comes to content creation and curation.
They can help marketers identify content opportunities and craft engaging blog and social media
posts that will resonate with their audience. And since Buffer also offers the ability to see what
fans are talking about on social media,that content is almost guaranteed to be impactful and to
generate attention for a specific event or news story.

5. Email marketing tools

The final set of tools in a digital marketer’s toolbox are email marketing tools. These help
marketers create email campaigns that amplify their content and encourage their users to become
more engaged with their brand — taking additional steps like signing up for events and buying
products. Common email marketing tools include email marketing platforms
like MailChimp and Iterable which allow marketers to build email lists and automate their
email campaigns. These platforms also provide analytics for every email campaign, making
testing and optimization quick and easy.

6. Search Engine Marketing (SEM) - Search Engine Marketing, or SEM, is designed to

increase a website's visibility in search engine results pages (SERPs). Search engines provide
sponsored results and organic (non-sponsored) results based on a web searcher's query. Search
engines often employ visual cues to differentiate sponsored results from organic results. Search

27
engine marketing includes all of an advertiser's actions to make a website's listing more
prominent for topical keywords.

7. Search Engine Optimization (SEO) -Search Engine Optimization, or SEO, attempts to

improve a website's organic search rankings in SERPs by increasing the website content's
relevance to search terms. Search engines regularly update their algorithms to penalize poor
quality sites that try to game their rankings, making optimization a moving target for advertisers.
Many vendors offer SEO services.

Working in digital marketing involves a unique blend of passion, strategy and media savvy. In
order to maximize the impact of your various campaigns, it helps to have the best tools at your
disposal.

 Advantages Of Digital Marketing Over Traditional Marketing

Marketing is the act of connecting with customers with a bid to convince them towards buying a
product or subscribing to a service. Marketing, in whatever form, is one of the key activities that
every business must partake in, as no business can survive without effective marketing and
publicity. Digital marketing is any action carried out using any electronic media towards the
promotion of goods and services. This is a primarily internet-based activity aimed at selling
goods or providing services.

Listed below are ten of them:

 Low cost
 Easy to measure
 Easy to adjust
 Brand development
 Easy to share
 Precise targeting

28
  Global
 Segmentation
 Greater engagement

 Disadvantages of digital marketing

Some of the downsides and challenges of digital marketing you should be aware of include:

 Skills and training –.

 Time consuming 
 High competition 
 Complaints and feedback 

 Security and privacy issues 

 Role of Digital Marketing in Healthcare

Digital marketing is evolving steadily and hugely every day. From infusing into every possible
industry, to become the major source of online marketing for several corporations, digital
marketing has settled well. Traditional marketing techniques do not tend to be as effective as
digital marketing today. That is why digital marketing is being used by areas like the food sector,
travel industry, IT industry as well as the healthcare industry. The main reason for this progress
is digitalization. The same way the healthcare industry can’t just overlook digital marketing.
Let’s have a look at the relationship between the healthcare industry and what digital marketing
has to offer.

29
How Digital Marketing Affects Healthcare Industry:

 Search Engine Marketing:

Businesses that use social media marketing along with social media marketing get significant
over others in the competition. How? This helps the business to rank better in Google and other
search engine results which leads to better visits. Better ranking means better visibility to anyone
searching direct or indirect similar search results leading to more visits to your page.

 Social Media Marketing

Because of digital marketing, social media marketing has gained a big exposure in all industries.
Social media marketing helps in bringing out regular updates from the organization to the
follower base. Similar to email marketing, the prime role is to keep the leads interested and
updated. It also acts similar to word-of-mouth marketing, because people tend to share
recommendations for good hospitals and doctors.

Statistics of digital marketing in the healthcare industry:

1) Around 40% of people have said that the way they come across social media affects
their decisions regarding healthcare:

Using social media as a means to share professional knowledge regarding healthcare attracts
better and aware people. Moreover, professionals in the healthcare industry can share their
information with ease of social media which can help people be more aware of their health
issues. As a result, they’re more likely to turn to the professional sharing the knowledge in case
of bad health than others.
2) Youngsters between the age group of 18-24 are twice more likely to discuss
healthcare issues on social media than 45–54-year-olds:

This shows that it is easier to educate the youth about healthcare issues and options available in
respective hospitals. Social media makes it important for healthcare professionals to join in the
discussions.

30
3) Majority (around 90%) people between the age group 18-24 also say that they
would trust information shared on social media:

The age group of 18-24 consists of the millennial generation which trusts social media and
easier forms of communication when it comes to important decisions. This gives healthcare
professionals a platform to engage with such an interactive audience easily.

4) Additionally, around 19% of people surveyed had health and fitness apps on their
smart phones:

This means it definitely would be a great option to work on developing an app or tool to reach
out to this specific group of users. Your digital marketing efforts should also spread to such
apps for better reachability.

The Evolution of Healthcare Marketing from Traditional to Digital

In the past, healthcare marketing has focused on traditional tactics such as print, TV, radio, and
direct mail. Marketers would launch campaigns and hope for the best, unable to make real-time
adjustments once the ads were published.
Hospitals also had an easier time acquiring patients because the population was, in general, less
proactive about their health. Plus, healthcare costs were much lower than they are now, so
patients did not reject or delay procedures based on cost, as happens presently.
Today’s healthcare consumer is much different than the healthcare consumer of the past. Patients
are healthier, live longer, and rely on healthcare organizations less. Today’s patients are also able
to do extensive research online, which means they are more particular about the services they
receive. They also have access to physician reviews, ratings, and online forums to interact with
other patients who may have similar conditions. 

31
 6 Digital Marketing Strategies to Leverage in 2020

As we’ve already seen, healthcare marketing is in the midst of a revolution. These six digital
tactics are critical to engaging patients and driving ongoing growth in today’s competitive
healthcare landscape.
1. Optimize for Search (SEO)
According to a Think with Google Study, search engines drive three times as many visitors to
hospital websites than other sources. The study also found that 44 percent of patients who
research hospitals on a mobile device end up scheduling an appointment. As a result of
consumers’ extensive use of search engines to find facilities or inquire about their health,
healthcare marketers must keep search engine optimization (SEO) front-of-mind when
considering overall digital strategy.
In addition, since mobile searches make up more than 50% of web searches overall, it’s
important that your site is also designed for easy mobile navigation. This means optimizing web
pages for mobile search and browsing, prioritizing a dynamic design, and maintaining fast load
times.
2. Produce Video Content
Video marketing is taking over as the next major opportunity to engage consumers – especially
in healthcare. According to a study by Eyeview Digital, using video on landing pages can
increase conversions by up to 80%.
Since healthcare is an innately personal, narrative-rich industry, video can have incredibly
powerful applications. Patient stories are brought to life with dynamic storytelling and visuals,
allowing new site visitors to develop a sense of trust in the organization even before making an
appointment. 
While video tends to be a time- and labor-intensive medium in terms of production (and,
therefore, relatively expensive), it is well worth the investment – especially due to the degree of
saturation in written medical content. It’s tough to create a unique, top-ranking blog post about
asthma symptoms, for example, when there are already so many articles and blog posts
containing the same exact information on the web.

32
3. Engage via social media
Social media can be used to engage with patients, support physicians, and improve population
health outcomes. Healthcare social media marketing strategies may include participating
in community discussions, networking, and promoting information about population health.
A healthy social media presence also helps attract patients. A recent study found that 57 percent
of consumers’ decisions to receive treatment at a healthcare facility are strongly influenced by
that provider’s social media connections, showing that patients trust healthcare organizations that
engage online. Physicians can also use social media networks to collaborate, share knowledge,
and work together – thus potentially improving care outcomes.
4. Create Highly Personalized Campaigns
Health is a personal subject. Therefore, it makes sense that healthcare marketing should be
highly personalized. A generic, cookie-cutter approach won’t work – after all, the reasons for
which any given person might be seeking medical care can range from a desire to achieve
general wellness to a life-threatening emergency or disease. Likewise, the messaging around
healthcare can be deeply emotional, and marketers must be just as careful not to target the wrong
patients as they are to reach the right ones.  
Understanding your target audience is the first step to producing advertising and content that will
resonate. A healthcare CRM (HCRM) platform is perhaps the most important tool for marketers
to have on hand: Using the comprehensive patient data stored in the platform, healthcare
marketers can create ultra-detailed target personas around which to build their campaigns. Target
personas are constructed using key demographic information (such as age, gender, and
residence), existing healthcare data (such as diagnosis and prognosis detail), and propensity
models.  
5. Prioritize Analytics
One of the great things about digital marketing is the ability to constantly track performance and
make real-time adjustments if a campaign isn’t going as planned. Marketing analytics should
dictate the decision-making process for every campaign – both during planning and execution. 
At a minimum, healthcare marketers should have access to and regularly check on brand
awareness data, blog traffic, social engagement, click-through rates, and conversion metrics. This
can amount to a lot of data, so it’s equally important to have a robust tool or system in place with

33
which to sort through and make use of it. An HCRM or another centralized analytics platform is
a good place to start. 
6. Update Your Email Strategy  
Email marketing is still alive and well, despite what some may say. It’s a relatively low-cost,
effective, and immediate form of communication with plenty of opportunity for narrow-focus
personalization. When executed correctly, the ROI of an email marketing campaign can be
significant – but there are a few considerations healthcare marketers must keep in mind when
building out an email strategy.  First and foremost, optimizing for mobile delivery is key.
According to a 2018 report by IBM Watson Marketing, 47.6% of healthcare industry emails are
opened via a mobile device, while only 25.9% are opened at a desktop computer. In order for
your emails to be impactful and, even more importantly, legible in the mobile interface,
responsive design is critical. 
Finally, email marketing tactics must prioritize privacy and take care to navigate personal details
in a way that does not infringe upon sensitive patient information. Hospitals and healthcare
organizations do not want to instill unnecessary fear or drive potential patients to competitors –
such as urgent care centers or retail healthcare clinics – by making them feel that a particular
symptom signifies a medical emergency. All of this can be avoided by thoughtfully crafting
email content and employing a gated asset (such as a link to a PDF download) when providing
more detailed information about a specific disease or diagnosis.

Final Thoughts
Digital marketing has helped the healthcare industry evolve. By using search engines as a tool,
creating targeted outreach with great multi-media content, engaging patients on social media, and
taking advantage of campaign data analytics, patient engagement and loyalty
are rapidly improved. As a result, healthcare marketers are more confidently able to prove their
value to the C-Suite – while also driving better patient care as a whole. 

34
 CHAPTER 2
Literature Review

 How digital marketing is impacting the healthcare industry

Today’s healthcare consumer, both patients and healthcare professionals, is very different to
the healthcare consumer from the past. Today’s patients are able to do extensive research
online which means they are far more particular about the services they receive. It’s also
important to remember that carers have become an active party in the research phase,
engaging in the digital marketing area when looking for health related information.

In today’s digital world, prospective patients are now active partners in their medical
journey.

According to the latest research:

 In the past year 72% of global internet users have looked online for health information. Which
has included e.g. treatments and procedures, symptoms, conditions or diseases, etc.
 77% of patients use search engines to start their research as well as other channels such as
Social Media
 Over 40% of patients use social media with Facebook being the main platform (e.g. for
general information, to compare offerings across different brands, to evaluate specific features
of the products/treatment, etc.)
 45% of them watched an online video on YouTube (e.g. patient testimonials, patient-
generated content, information gathering about treatments or understanding complicated
procedures, etc.)
As the majority of patients and carers are active online and looking for solutions to their
health problems, it is crucial that every medical practitioner or health/pharmaceutical related
company has a digital marketing strategy in place.

35
There are some facts/trends that should be considered when thinking about digital marketing
in the healthcare industry:

 Target audience:

There are different target audiences for healthcare marketers. Healthcare professionals used to
be the primary target as they recommend, prescribe, advocate and buy products and services.
But as patients and caregivers are becoming more and more health conscious and their
awareness levels are increasing, they’ve become a very important target audience in the
healthcare industry.  They don’t just blindly follow doctor’s advice any longer, but are
becoming more and more aware and are able to give their suggestions to doctors on products/
treatments as well as the providers they are using. Digital marketing is helping with this by
pushing and advertising products and services across several platforms, such as,  apps,
websites, blogs and social media.

We’ve seen this shift in practice too. Working with one of the largest international medical
device companies for several years, we’ve seen a shift from healthcare professionals focused
campaigns into patients/caregivers. We promote more and more lifestyle related content
which not only promotes products, its features or services, but also provides an emotional
connection to the brand/health provider.

 Consumers are active researchers:

Today, consumers no longer simply accept what a doctor tells them.  Patients are able to do
extensive research online which means they are more particular about the services they
receive and the products they use. Consumers, especially younger ones, are turning to online
resources to self-diagnose and discover treatment options which is making content even more
important.

Working with the world’s #1 selling brand of pregnancy and ovulation tests, Clearblue, since
2008, over the years we’ve seen an increased interest in educational topics like pregnancy
symptoms or what ovulation is. When the content is good, useful and in-depth, users are more

36
willing to stay on the website to read it through and also look at other information like
available products. We see similar behavior across countries. To engage and build
connections with audiences it’s increasingly essential for healthcare organizations to present
content that is in-depth, high quality, useful and tailored to patients/caregivers.

 Ayushman Bharat: What has changed in the Healthcare Sector a year on?

FIGURE: 1.2

September 23, 2019, marked the completion of PM-JAY's first year. PM Narendra Modi
had launched PMJAY on September 23 2018, from Ranchi, Jharkhand. Healthcare
Executive looks at the key milestones of the scheme.
During the year gone by, National Health Agency has covered substantial ground. 10.3 crore
e-cards have been issued to beneficiaries and treatment amounting to Rs. 7,490 crore was pre-
authorized in different parts of the country. Every second, three e-cards are being
distributed, and every day, 51 hospitals are joining the network, which brings healthcare
to PM-JAY beneficiaries. PMJAY has been rolled out for the bottom 40 per cent of a weak
and vulnerable population. In absolute numbers, this is close to 10.74 crore households.

 Vision of PMJAY
The Vision of PMJAY for the next five years is to accomplish SDG 3.8: Guaranteeing
financial security against catastrophic health expenditure and access to affordable and quality
healthcare for all.

37
  Facts
As on September 22 2019, 32 states and Union Territories are executing the scheme. A total
of 10.3 crore e-cards have been dispensed. Further, 46.5 lakh hospital treatments have been
completed. The value of treatments provided is close to Rs 7,490 crore. Also, 18, 236
hospitals have been empaneled.

According to authorities, 45 lakh calls have been answered by NHA Call Centre (14555).
There are 1.5 crore users on mera.pmjay.gov.in and 3.8 lakh PMJAY app installations.PM-
JAY provides the States with the flexibility to choose their implementation model. They can
implement the programme through an assurance/trust model, the insurance model or a mixed
model.

FIGURE:1.3

 Partnerships
NHA has also entered into alliances with several governments, non-government, multi-lateral
and not-for-profit organizations. The goal is to synergize knowledge and skills to make the
implementation of PMJAY more effective. Some of them are German Government, the World
Bank, Bill and Melinda Gates Foundation, International Innovation Corps, Clinton Health
Access Initiative, Asian Development Bank, National Skill Development Corporation,
Department of Health Research, National Cancer Grid, Quality Council of India, ICICI
Foundation for Inclusive Growth, Common Service Centres, Nathealth, Wish Foundation,
PHFI and Insurance Institute of India.

38
  Progress Report
Beneficiary Identification Process (BIS) helps verify beneficiaries from the entitled database,
and build an authenticated beneficiary registry. The BIS is one of the components of NHA's
information technology backbone. It allows for combing beneficiaries through SECC or
additional datasets through Application Programme Interface (APIs) and supports Aadhaar
eKYC (electronic Know Your Customer) and non-Aadhaar based KYC for authentication.

FIGURE:1.4
 Creation of Hospital Network
To cater to the increased requirements under PM-JAY and to secure quality care to the
beneficiaries, it is crucial to sustain and expand a network of hospitals that also adhere to the
quality standards and criteria. This leads to the demand of empanelment of hospitals on a pre-
emptive basis so that recipients are confident of their rights being honored in the most
convenient, cashless and quality manner.

 Empanelment Criteria
Agencies have devised two types of empanelment criteria— general criteria and unique
criteria for clinical specialties. It is based on supply-side characteristics (nearly 71 percent of
the hospitals are running as proprietorship businesses with less than 25 beds capacity and
offering non-specialized general clinical care). These guidelines have been changed based on

39
the experience of the accepted practice in other Government-funded health insurance
schemes, State-specific statutes related to the quality of care and Clinical Establishment Act
2011. The detailed guidelines for empanelment are available on www.pmjay.gov.in.

PMJAY prescribes a two-tier approach to the empanelment of hospitals, which is online, lucid
and practical, and is free for all steps of the process. A hospital can be empanelled by the
district empanelment committee or by the state empanelment committee. The state has the
final decision-making power.

FIGURE: 1.5

Statistics related to hospital empanelment and hospital admissions are summarized below: (as
on September 22, 2019)

FIGURE:1.6

Although States are in charge of the empanelment of hospitals, there are renowned tertiary
care hospitals and specialized care hospitals that operate as autonomous institutes of
excellence directly under the MoHFW or some other department. Most popular examples of
such hospitals are AIIMS, Safdarjung Hospital, JIPMER and PGI Chandigarh. The NHA has
empaneled these hospitals directly by signing an MoU with each of the facilities. Also, all

40
NABH accredited private hospitals in the National Capital Region (NCR) are directly
empaneled by NHA to widen the network of service providers.

 Health Benefit Packages

PM-JAY has 1,393 treatment packages out of which 1,083 are surgical, 309 medical and one
unspecified package.

 Beneficiary Awareness
The National Helpline – 14555/1800 111 565 was set up by the National Health Agency on
August 24 2018.

FIGURE:1.7

Source: PMJAY Annual Report

 Fraud Prevention, Detection and Control

The National Anti-Fraud Unit (NAFU) has been set up by NHA for implementing a
framework, and monitoring performance with the support of State Anti-Fraud Units (SAFUs)
created at the State level. The critical tasks carried out by NAFU relate to capacity building,
the launch of Proof of Concept (POC) project for data analytics and commencing medical
audits in States. It has also issued Anti-Fraud Advisory Notes for operational level actions to
be taken by States in different areas, like the beneficiary identification system, hospital
monitoring, and action against fraudulent entities.

41
 FIGURE: 1.8

Source: PMJAY Annual Report

 Speeding in to the Future with PMJAY

In the coming months, the following additional actions are planned,

 Advanced analytics with predictive modelling and risk scoring of entities

 Integration of Artificial Intelligence layer with real-time alerts to concerned

stakeholder

 Anti-fraud public messaging

 Name and Shame guidelines

 Strengthening of legal provisions to effectively deal with fraudsters.

Delivering a developmental programme to people is not a simple affair. For a national

programme, it frequently involves a workforce of thousands and a clientele of tens, of
millions. It also requires anticipating abuse and plugging gaps through which unscrupulous
elements can exploit the system. The field of implementation is also changing fast with quick
adoption of IT and the internet by the government. E-governance is visualized to be a game
changer for public service delivery. And is proven by PMJAY.

42
  Rise of Digitalization

 Social Media is slowly taking over traditional print methods as the primary channel for
marketing and advertising purposes. And, social media has a strong impact on the strategic
marketing practices of hospitals (Revere et, al, 2010). Today, consumers use the Internet as the
primary tool to find information about potential healthcare providers and the quality of each
facility (Revere, 2010).
 According to the Pew Internet and American Life Project Tracking Survey, “80 percent of the
U.S. Internet users look for health information online. The study also reported that 30 percent
of healthcare professionals find that more than 80 percent of their patients are Web informed,”
(Podichetty et al., 2006).
 Not only do consumers use the Internet as a search engine, but the use of online marketing is
an essential component of healthcare marketing strategies and tactics. It will allow information
on customer satisfaction, services offered and goodwill created with the provider to be viewed
(Revere, 2010).
 In addition to patient features, some hospital websites now have the tools to use ‘heat maps.’
Heat maps allow web designers to access commonly searched items and areas where
consumers spend most of their time. This allows designers to change the web based on need
(Robeznieks, 2011).
 Short-term research in marketing is the immediate reaction and response from advertising.
These reactions could be likeability, credibility, and perceived message effectiveness (Evans,
2009).

43
 Digital Marketing Healthcare Industry Segments

Healthcare

Hospitals Pharmac- Diagnostics Medical Medical Research

euticals Equipment & Insurance
Analystics
Supplies

Tele-medicines

70% 15% 15%

FIGURE:1.9

 Hospital Sample Set

 Apollo
 Fortis
 Manipal
 Kokilaben Dhirubhai Ambani
 Medanta

44
 Traffic Sources

FIGURE:1.10

Hospitals Visits Direct Referral Organic Paid Social Email Display

s Search Searc
h

Apollo 417.97 7.61% 8.54% 72.39% 0.41% 3.56% 3.90 3.59%

k %
Fortis 264.56 7.05% 10.53% 80.32% 0.05% 1.33% 0.72 0.00%
k %
Manipal 166.53 10.49% 23.04% 60.32% 1.21% 2.69% 2.35 0.00%
k %
Medanta 97.72k 21.84% 8.15% 68.33% 0.00% 1.68% 0.00 0.00%
%
KDAH 113.93 12.53% 6.28% 73.96% 7.22% 0.00% 0.00 0.00%
k %

 The Top Healthcare Events & Conferences of 2020

With so many changes occurring in the fast-paced world of healthcare, it makes sense to attend
as many healthcare conferences as would be practical for your organization. Conferences give
you an opportunity to hear from notable experts, network with colleagues and keep up to date on
important healthcare industry developments.

You’ll want to review this list of the top healthcare conferences in 2020 with no delay, especially
if you are considering signing up for ones that are set to take place early in the year.

45
  CES 2020 (January 7-10, 2020 | Las Vegas, NV)

Now called CES (which used to be an acronym for the Consumer Electronics Show), this
conference is produced and owned by the Consumer Technology Association. While many are
familiar with the innovative consumer gadgets showcased here each year, the CES also has
plenty of health and wellness presenters as well as companies working in wireless devices and
services, and wearables that will be worthy of your consideration.

 Digital Health Summit (January 7-10, 2020 | Las Vegas, NV)

The summit for 2020 focuses on exploring the impact of digital health on patients and a review
of recent successes and obstacles on the road to transforming healthcare services with
technology.

 IMSH 2020 (January 18-22, 2020 | San Diego, CA)

This is the 20th anniversary of IMSH, from the Society for Simulation in Healthcare. If you
spend any time or effort considering how to advance healthcare simulations to better serve
patients while advancing your skills and improving safety, this is the conference for you.

 Asia Pacific Global Summit on Healthcare (January 27-28, 2020 | Bangkok,

Thailand)

Now in its 12th year, the Asia Pacific Global Summit on Healthcare has scheduled a range of
sessions, from healthcare management and primary healthcare to updates on topics such as
patient safety, infectious diseases, obesity and digital healthcare techniques.

 National Health Policy Conference (February 10-11, 2020 | Washington, D.C.)

Since 2020 happens to be an election year, there is a lot of buzz anticipated at this year’s
National Health Policy Conference. Attendees can expect debate on health policy priorities and
evidence-driven discussions on healthcare issues.

46
From healthcare decision makers to government officials and policy analysts as well as
researchers and clinicians, this is a conference to attend if policy looms large in your thinking
and planning efforts.

 HIMSS  (March 9-13, 2020 | Orlando, FL)

At HIMSS this year, you’ll attend sessions on topics such as managing cyber threats and whether
your organization is prepared for them, value based care, and how to improve health and
wellness for everyone. Featured speakers include Gianrico Farrugia, president and CEO of the
Mayo Clinic and Aashima Gupta, director of global healthcare solutions at Google Cloud.

 E-Health Conference (May 31-June 3, 2020 | Vancouver, Canada)

Now in its 20th year, the E-Health Conference and Tradeshow provides a unique opportunity for
you to learn and network with the organizations and individuals who are working on information
technology in medicine in Canada. Approximately 1,500 people attend E-Health each year to
learn from colleagues as well as see the latest offerings from vendors.

 International Forum on Quality and Safety in Healthcare (July 4-5, 2020 | New

Delhi, India)

This international organization is holding three conferences in 2020, and participants are invited
to come if they want to learn how to make healthcare better and want to keep up with the latest
developments in medicine. Examples of topics covered include systematic approach to patient
safety, and management systems that boost safety and quality of care.

 SEO for Digital Healthcare Marketing

A search engine optimization (SEO) campaign for healthcare that specifically targets these
potential patients can help you to appear higher in search engine results pages (SERPs) for

47
healthcare-specific phrases. With the growing popularity of medical searches and references in
search engines, hospital SEO is quickly becoming a necessity in today's fast-paced, digital world.

 What is SEO?

SEO, or search engine optimization, is the process by which your website is improved to enable
search engines like Google and Bing to rank your site within search results. An SEO campaign is
made up of a number of steps and best practices to ensure that your site is being shown to the
right audience, and hospital SEO can quickly become very specific, depending on your
specialties and needs. SEO also keeps your site up with any changes that search engines make to
how they display information to users. Without SEO, your site’s visibility could fluctuate greatly
and prevent you from reaching potential patients as your competitors move ahead of you on the
search results pages.

The benefits of SEO for hospitals and healthcare institutions:

Whether you’re looking to grow the number of patients that come through your door or increase
the number of procedures that take place at your hospital or practice, an SEO for healthcare
campaign is the best and most cost-effective way of reaching potential patients and improving
the authority of your business within the medical industry, not to mention increasing your ROI!

With 77% of patients using search engine results prior to booking an appointment at a

hospital or local practice, it’s important to capitalize on these searches by making your website
as visible as possible, whether you’re a large hospital or a small local practice. SEO gives you
the opportunity to rank higher in SERPs for very specific terms or targeted location phrases, like
“Philadelphia cardiology unit.”

High risk or expensive treatments are often the most searched for medical phrases. For example,
potential patients might search for “laser eye surgery” rather than non-surgical vision treatments,
and an intensive healthcare SEO campaign is ideal to take advantage of these.

48
The role of content in SEO:

By creating unique content for your site, you can become an authoritative figure in the healthcare
field with blog posts, videos, patient testimonials, and interviews, as well as information on
medical breakthroughs or changes in the industry.

Symptoms and medical conditions have historically been the most searched for topics before a
potential patient visits a hospital or medical practice, so having extensive informational content
on your website is a detail that should not be overlooked when it comes to encouraging user
conversions. Not only does this content make your website more engaging and informative for
users, but it also helps Google to understand exactly what your site is about and why it should
appear on the first page of relevant search results.

SEO and lead acquisition:

Lead acquisition is a common SEO goal for many hospitals and healthcare companies. Begin
by targeting keywords with a history of sparking conversions and create a content strategy that
incorporates those phrases. Don’t forget to include keyword-rich title tags, URLs, and headings.
And be sure your meta descriptions accurately describe and promote the content on your site.

As people discover your articles and blog posts online and link to your content, your site will
rank higher in search engine results pages (SERPs). This can generate new leads and get more
patients through the doors of your healthcare facility.

The importance of a mobile-friendly website:

Having a mobile responsive website is also a significant factor to consider as part of your
website optimization, particularly in the medical industry where users may be searching for
urgent information relating to an illness or condition whilst away from a desktop.

44% of mobile users schedule appointments after finding hospital information online. This
means that having a website that is user-friendly is a priority. Additionally, Google incorporates
mobile-friendliness into its ranking factors, so it’s crucial to consider how your site’s visibility
might be impacted by its design.

49
Local SEO for hospitals:

Including local search factors in your hospital or healthcare SEO plan can also support this.
Local SEO can help potential patients to find relevant material quickly for the area that they are
in or wishing to search for. Your local SEO campaign should also include setting up a new, or
enhancing an existing, Google Places profile. This will have your local listing return higher in
location-specific results—for example, if a potential patient in Dallas is searching for Dallas
hospitals. Make sure that your website answers important questions such as what insurance you
accept, where visitors can park, and how to contact you. This will increase conversions by
encouraging patients to pick up the phone!

With our Internet marketing packages for hospitals and healthcare organizations, your website
will benefit from increased traffic via rankings in the top search engines, in addition to building
authority as a business through the creation of unique content and resources for both patients and
other medical professionals.

 Social Media for Digital Healthcare Marketing

Social media has become the new word of mouth advertising. Social media platforms allow
hospitals and healthcare facilities to connect with potential patients one-on-one, while also
providing valuable information to help them make the best decision for their health.

If something is generating buzz, it's likely that those conversations are taking place on platforms
like Facebook and Twitter. To get an idea of what people are talking about, look no further than
the trending topics on social media sites, which tell you what people are writing about and
clicking on.

It’s extremely important for any business use social media, but it’s even more important for
healthcare. For starters, healthcare is a people-focused industry. You need to understand what
people want and what motivates them, so you can tailor your communication to their interests.
You also need to have the ability to address them directly.It is a powerful communication tool,

50
 and one of the best ways to market any service online. Plus, companies that do not employ social
media appear dated and out of touch. Those are not words you ever want associated with you in
the fast-paced, ever-changing world of healthcare.

 The best platforms for healthcare social media marketing:

Here are the four major social networks and how they can help your hospital’s social media plan.

 FACEBOOK

Facebook has the largest user base of any social media platform today, and is a great place to
share updates about your practice and events.

You might use Facebook to:

 Inform people about an upcoming open house

 Remind patients about seasonal health concerns

 Let people know about construction that is blocking the entrance to a parking lot

Facebook is most valuable as a reference point for patients and potential patients. If they want to
know what’s going on at the hospital, they should have easy access to your Facebook page to
find out.

 TWITTER

Think of Twitter as the place for your healthcare facility’s breaking news. If there's a
breakthrough in a specific type of healthcare, or a health issue that people should be aware of,
you can share this information on Twitter. People check these feeds to find current information,
and if you provide it, you can build a strong following that may eventually become patients.

You might use Twitter to:

 Post the results of a new study published by an employee at the hospital.

51
 Announce a fellowship won by one of your doctors.

 Highlight a story in the local newspaper about your hospital.

Twitter is most valuable as a source of news and information for patients, but it also targets
anyone who wants to learn more about your hospital. Update your feed regularly, and make sure
to respond to any comments or questions.

 LINKEDIN

LinkedIn is the social media site for professionals. Every company should have a LinkedIn
account, but how much you use that account may depend on your industry. For healthcare, it can
be a great resource. LinkedIn offers a great deal of in-depth discussion and analysis. You may
not connect with new patients, but you can bolster your reputation as a research hospital or a
teaching hospital. You can also add to dialogues on topics of interest to your industry.

You can also help establish your healthcare company as an authority in the field. When you
develop a track record of answering questions related to healthcare, it gives you credibility.
Other hospitals, and even some patients, will notice and give you more respect.

 YOUTUBE

YouTube is the Google-owned video sharing network that streams billions of videos each day.
Hospitals can set up their own channels on the site where they share videos relevant to patients
and potential patients. Think of it as the hospital’s own video network, where important
information can be shared. YouTube is a unique way to engage patients with videos that are
interesting and informative. It rewards creativity, because people will share clever videos with
friends no matter what the source. And there is always the hope that your video will go viral,
getting shared across the web with millions of people.

52
 Chapter 3

 OBJECTIVES OF THE RESEARCH

1. To study Digital Marketing in Healthcare sector.

2. To Study Digital Marketing in performance excellence and innovation in the Healthcare
Industry.
3. To know the benefits of Digital Marketing in Healthcare sector.
4. To know the most effective tools and techniques of the Digital Healthcare.
5. To study about the factors that affects the customer perception towards Digital Healthcare
sector.
6. To know about the current and future prospects of Digital Marketing of Healthcare to the
customers.
7. To find out the major problems faced by the customers while using Digital tools of
healthcare industry services.

Research Methodology

Research methodology is a careful investigation or inquiry and especially for search for new fact
in any branch of knowledge is called a research methodology. A Research Methodology defines
the purpose of the research, how it proceeds, how to measure progress and what constitute
success with respect to the objectives determined for carrying out the research study.
RESEARCH METHODOOGY is a way to systemically solve the research problem. It may be
understood as a science of studying how research is done. and it to study the various steps that
are generally adopted by a researcher in studying his research problem it is necessary for the

53
researcher to design the methodology form the problem as a method differ from problem-
problem.

 RESEARCH DESIGN

Research design is a conceptual structure within which research is conducted; it is basically the
blueprint for a collection of data, measurement and analysis of data. “A research design is the
arrangement of conditions for collection and analysis of data in manner that aims to
combine relevance to research purpose with economy in procedure”. A research design is
purely & simply the framework or plan for a study that guides the collection &analysis of
the data. A good research design has the characteristics problem definition, specific methods
of data collection and analysis time required for research project and estimate of expenses to be
incurred. The present project is an exploratory type of research. It helps to gain a new
insight into the problem.
There are two types of research design:-
1. Exploratory research: -
This is a preliminary phase and is essential in order to obtain a proper definition of problem
at hand. The major emphasis is on the discovery of ideas and insights.
2. Descriptive research design: -
Descriptive research design is the one that simply describes something such as demographic
characteristics of customers who use the sample. This study is typically guided by an initial
hypothesis.

This study is DESCRIPTIVE in nature. It helps in breaking vague problem into smaller and
precise problem and emphasizes on discovering of new ideas and insights.

54
 Data Collection

A. PRIMARY DATA: The data that is collected by a researcher from first hand sources, is
collected from respondents through surveys, interviews or questionnaire.
PRIMARY SOURCE The data required for the study has been collected from-

Questionnaires Method

Interview Method

Advantages of the Primary data collection method

1. Primary data can be collected from a number of ways.

2. Primary data is current and it can better give a realistic view to the researcher about.
3. The topic under consideration. It provides unbiased information.
4. It is economical.

B. SECONDARY DATA: Secondary data refer to information gathered organizational

reports, internet ,books someone other than the researcher conducting the current study.
SECONDARY SOURCES The secondary data has been collected from:
 Internet, website
 Reports of various business
 Case studies
 Books, Journals

Advantages to the secondary data collection method.

1. It saves time that would otherwise be spent collecting data.

2. It provides a larger database usually) than what would be possible to collect on ones own.

 SAMPLE DESIGN AND SIZE

55
 In this research project Descriptive Research design is used. Judgment and
Convenience sampling method will be used to get the information about digital
marketing in healthcare. For conducting this research, a structured questionnaire is
prepared and sample of 150 respondents is taken.

 SAMPLING SIZE

It indicates the numbers of people to be surveyed. Though large samples give more
reliable results than small samples but due to constraint of time and money, the
sample size was restricted to 150 respondents. The respondents belong to different
income group and profession.

 LIMITATIONS OF THE STUDY

 The study is limited to small area.

 Sudden change in the environment due to LOCKDOWN during the course of research
can affect the results.
 The bias cannot be ignored on the part of respondents.
 Fluency in a language.
 Some people were not so responsive.
 The personal views, opinions and biasness of respondent affect the quality of data.
 Merely asking questions and recording answers may not always elicit the actual
information sought.

56
 HYPOTHESIS

Hypothesis of the Study Hypothesis is a supposition or proposed explanation made on the basis
of limited evidence as a starting point for further investigation. Hypothesis testing provides a
basis for taking ideas or theories that someone initially develops about the economy and then
deciding whether these ideas are true or false. More specifically, hypothesis testing helps to
choose whether the tested ideas are probably true or probably false as the conclusions made
with the hypothesis-testing process are never made with 100% confidence which we found in
the sampling and estimating process, we have degrees of confidence for e.g. 95% or 99% but
not absolute certainty. The testing of hypothesis is often associated with the procedure for
acquiring and developing knowledge known as the scientific method.

 TOOLS AND TECHNIQUES OF ANALYSIS:

The data so collected will be analyzed through the application of statistical techniques,
such as bar graphs and pie charts . Tools in research are the statistical methods of collection,
analysis, interpretation, presentation and organization of data. Statistics provides numerous tools
to analyze the data and interpret the results of the analysis. In my study I have used the following
statistical tools for the analysis of collected data:

- Average
- Percentage
- Correlation
- Variance –NOVA,ANOVA
- SPSS Chapter plan

57
 CHAPTER 4

Data Analysis & Interpretation

The objectives of the Research are such that both Primary and Secondary Data is required to
achieve them. To collect the primary data for the report questionnaire was prepared in a view to
study of Digital Marketing in Healthcare sector. To do the needful, a sample size of 150
respondents were taken. After data collection, it was complied, classified tabulated with the help
of computer. Then the task of drawing inferences was accomplished with the help of percentages
and graphical method.

Section-1: Demographics
1. Respondents were given questionnaire to fill-up their gender
Table 3.1: Showing Gender of the Respondents
Gender No of Respondents % of Respondents

Male 114 76%

Female 36 24%

Total 150 100%

58
 No of Respondents

24%

76%

male female

Source: Primary Data

Inference: Above pie chart shows 76% of the respondents in the data collection were males and
24% of the respondent were females. The gender is displayed graphically using pie chart. It
shows that majority of the respondents were males. Female are not using this service because
they have less knowledge about the internet and they trust face to face interaction more.

2. Age of Respondents
The age was divided in to five different groups and respondents were requested to specify which
age group they belong. The result is displayed in table form and table is prepared.
Table 3.2: Showing age of the respondents
Age Total No.

Below 20 34

21-30 40

31-40 32

41-50 27

Above 50 17

Total 150

59
 40
40
34
35 32

30 27

25

20 17 Series1

15

10

0
Below 20 21-30 31-40 41-50 Above 50

Interpretation: The result shows that majority of respondents i.e. 27% falls under the category
of 21-30 years and 23% falls under below 20years it shows that is mainly famous among
youngsters as they are the major users and least comes under above 50years.

3. Occupation of Respondents
The occupation was divided in to four different groups and respondents were requested to
specify which occupation they belong. The result is displayed in table form is prepared.
OCCUPATION TOTAL NO.

Government 37

Private 40

Business 48

Others 25

TOTAL 150

Table 3.3: Showing Occupation of the respondents

60
 48
50
45 40
37
40
35
30 25

25 Series1
20
15
10
5
0
Government Private Business man Others

Interpretation: The result shows that majority of respondents that are using are Businessman
i.e. 32% they are using services because it results in time saving. And 27% respondents are
working in private sector and 24% respondents are working in government organizations and
17% are others which include students and housewives they are using because it saves time and
students they have complete knowledge of internet.

4. Income of Respondents
The income was divided in to four different groups and respondents were requested to specify
which income they belong. The result is displayed in table form is prepared.

INCOME TOTAL NO.

Below 10,000 23

10,000-25,000 48

25,000-50,000 45

More than 50,000 34

TOTAL 150

61
 48
50 45

45
40 34
35
30 23
25 Series1
20
15
10
5
0
Below 10000 10000-25000 25000-50000 Above 50000

Interpretation: The result of this study shows that 32% of the respondents who are using Digital
Marketing in healthcare fall under the income category of 10,000-25,000 and 30% falls under the
income category of 25,000 to 50,000 and 23% % falls under the income category of more than
50,000 and 15% % falls under the income category of below 10,000.

62
Section-2:

1. Do you think Digital Marketing healthcare is necessary in present scenario?

YES 135

NO 15

TOTAL 150

100%
90%
80%
70%
60% 135 15
Series1
50%
40%
30%
20%
10%
0%
YES NO

INTERPRITATION: To make work easiest digital marketing healthcare facility are very useful
and necessary in present scenario.

63
 2.To what extent is your satisfied with your Digital Marketing Healthcare Services?

services TOTAL NO.

Highly satisfied (1) 56

satisfied (2) 39

Neutral (3) 25

Dissatisfied (4) 20

Highly dissatisfied (5) 10

TOTAL 150

Total no. of respondents

60
40
56
20 39
25 20 TOTAL NO.
0 10
) ) 3) ) )
(1 (2 l( (4 (5
ed ed tr a
fie
d
fie
d
sfi sfi u tis tis
ati
sa
ti Ne a a
l ys Di
ss iss
igh lyd
H gh
Hi

Interpretation: strongly agree that the facilities are good for them so they like to avail the
digital healthcare services provided and the result shows that 56% respondents are highly
satisfied with the services provided and 39% respondents are satisfied and 20% respondents are
dissatisfied with the services provided.

64
3. Do you think Online appointment increase the cost?

Statement TOTAL NO.

Strongly Agree 60

Agree 35

Neutral 25

Disagree 20

Strongly Disagree 10

TOTAL 150

Total no. of Respondents

60
60
50
40 35
30 25
20 20
10
10
0
Highly Agree
Agree
Neutral
Disagree
Highly
Disagree

Interpretation: The result shows that 60% respondents are highly agree with the services
provided online appointment increase the cost and 20% respondents are disagree with the
statement.

65
4. The social media channels to obtain healthcare information?

Statement TOTAL NO.

Strongly Agree 75

Agree 42

Neutral 15

Disagree 13

Strongly Disagree 5

TOTAL 150

Total no. of Respondents

70
65
60
50 50
40
30
27
20
10 8
0
Traditional Social Media Word of Trusted Source
Print Method Mouth

Interpretation: The result shows that 75% respondents are Strongly agree with the channels
obtain healthcare information increase the cost and 5% respondents are disagree with the
statement.

66
5. Choose the best way you would want to hear about healthcare communication?

Particular Total no. of Respondents

Traditional Print Method 50

Social Media 65

Word of Mouth 27

Trusted Source 8

Total 150

Total no. of Respondents

70 65
60 50
50
40
30 27
20
10 8
0
Traditional
Print Social Media
Word of
Method Mouth Trusted
Source

Interpretation: The result shows that 50% respondents are want to hear about Traditional print
Media for healthcare and 65% respondents for Social Media and 27% for word of mouth and 8%
respondents for trusted sources.

67
6. Which platform do you use to launch or run ad campaign?

Particular Total no. of Respondents

LinkedIn 26

Google Mobile Ads 90

FaceBook 19

Insta 15

Total 150

Total no. of Respondents

90
90
80
70
60
50
Total no. of Respondents
40
26
30
20 19
10 15
0
LinkedIn
Google
Mobile FaceBook
Insta
Ads

Interpretation: The result shows that 26% respondents are use LinkedIn Platform to launch or
run ad campaign and 90% respondents use Google media ads and 19% use Facebook and 15%
respondents used Insta.

68
7. What do you find most challenging about Digital Marketing?

Particular Total % of Respondents

Producing effective referrals 9%

Traffic to a Site 81%

Paid Media 2%

Keeping the customer first 8%

Total 100%

Total % of Respondents
2%
8% 9%
Producing effective re-
ferrals
Traffic to a Site
Paid Media
Keeping the customer first

81%

Interpretation: The result shows that 9% respondents say they found challenges about Digital
Marketing and 81 % says the most challenging point is Traffic to a site in Digital Marketing
services promotion.

69
8. How often are you updating content on your website?

Particular Total % of Respondents

Regularly when its needed 91%

Weekly/Monthly 8%

Yearly 1%

Total 100%

Total % of Respondents
91%
100%
90%
80%
70%
60% Total % of Respondents
50%
40%
30%
20% 8%
1%
10%
0%
Regularly when Yearly
its needed Weekly/
Monthly

Interpretation: The result shows that who they updating content on website regularly when it is
needed are 91 % respondents and on weekly/ Monthly basis are 8% respondents.

70
9. How are you making your digital marketing strategy more effective?

Particular Total no. of Respondent

Social Media 65

Email Marketing 10

SEO 5

Content Marketing 70

Total 150

Total no. of Respondent

Content Marketing 70

SEO 5
Total no. of Respondent

Email Marketing 10

Social Media 65

0 10 20 30 40 50 60 70

Interpretation: The result shows that 70% respondents in favor of Content Marketing strategy is
more effective and 65% for Social Media and 5% says SEO is effective.

71
10. Is paid advertising are you doing for Digital Healthcare Marketing?
YES 130

NO 20

TOTAL 150

140
130

120

100

80
Series1
60

40
20
20

0
YES NO

Interpretation: The result shows that 130 respondents says ‘Yes’ and 20 respondents says ‘No’
for paid advertising in Digital Healthcare Marketing.

Chapter 5
FINDINGS

72
• From our study we find out that 114 male and 36 female are using Digital marketing
healthcare services. The male are having more knowledge about the transactions and
having more knowledge about the services. Only the working ladies having knowledge
about the services or the female having the knowledge but not of the all the service s which are
provided by the healthcare. So that’s why we considered only those persons who are having
knowledge about all services of Digital Healthcare services.

• Most of the respondents who lies under the age of 21-30 are using Digital Healthcare
services a s near about 40 respondents are using these services because under the age of
these respondents they are having more knowledge about the services of Digital Healthcare.

• Most of respondents are business man are using digital healthcare services as near about
48 respondents are using services. Because the benefits which are having while using
these services are more benefited by the business man people so they are availing these
services more than the other respondents.

• Most of the respondents who are using this facility having income lie between 10,000-25,000.
And there is no at all a huge difference between the respondents who are having income
between 25,000-50,000.

• From the non users, an attempt was made to elicit the reasons for its non usage. most
important factors which have been considered by customers who are not using services are
no access to internet, mobile then hidden cost factor, followed by dissatisfaction with
traditional healthcare was considered as de-motivating factor.

CHAPTER 6

73
 CONCLUSION
This study attempted to identify key quality attributes of digital marketing healthcare
services by analyzing respondents & their comments on digital healthcare services
experience. The findings of this study show that despite of many advantages of Digital
Marketing. The main factors which persuade people to use internet tools are comfort &
convenience & the facility which attracts them of information. The research of digital
marketing is improving with advancement of technology in healthcare sector. Marketers make
use of Digital portfolio as a platform to promote a professional services by defining the services
in a manner that adds credibility.

74
 RECOMMENDATION

I had done our research with full enthusiasm & I had learned many things. This research helps
us to know about various digital marketing tools and techniques for healthcare sector It is good
to get the knowledge about it. We can see the time is changing and we the passage of
time people are accepting technology there is still a lot of perceptual blocking which hampers
the growth it’s the normal tendency of a human not to have changes work on the old
track.

 It should be based on specific needs of the industry and its employees and customer
satisfaction.
 New technology and methods of marketing of healthcare should be used to make it
interesting.
 It should be frequently revised so as to be in tune with the ever changing business and
economic environment.

APPENDICES
DIGITAL MARKETING IN HEALTHCARE QUESTIONNAIRE

75
Hello! I am the student of management under J.C BOSE University of Science & Technology
YMCA, Faridabad. I am doing the work on a research project. Kindly answer the following
questions by ticking in the appropriate column.

Part- A (Background Information)

1. Name:-
2. Gender:-
a) Male b) Female

b) Age of Employees: -
a) 21 to 30 yrs. b) 31 to 40 yrs. c) 31 to 50 yrs. d) Above 50 yrs.
3. Occupation:-

a) Government b) Private c) Business d) Others

4. Income:-

a) Below 10,000 b) 10,000 to 25,000 c) 25,000 to 50,000 d) More then 50,000

PART-B
1. Do you think Digital Marketing healthcare is necessary in present scenario?
A. Yes
B. No
2. To what extent is your satisfied with your Digital Marketing Healthcare Services?

A. Highly Satisfied
B. Satisfied
C. Neutral
D. Dissatisfied
E. Highly Dissatisfied

3. Do you think online appointment increase the cost?

A. Strongly Agree

76
 B. Agree
C. Neutral
D. Disagree
E. Strongly Disagree

4. The social media channels to obtain healthcare information?

A. Strongly Agree
B. Agree
C. Neutral
D. Disagree
E. Strongly Disagree

5. Choose the best way you would want to hear about healthcare communication?

A. Traditional Print Media

B. Social Media
C. Word of Mouth
D. Trusted Sources

6. Which platform do you use to launch or run ad campaign?

A. LinkedIn
B. Google Mobile Ads
C. Facebook
D. Instagram

7. What do you find most challenging about Digital Marketing?

A. Producing Effective Referrals
B. Traffic to a site
C. Paid Media
D. Keeping the customer first

8. How often are you updating content on your website?

A. Regularly when its needed
B. Weekly / Monthly

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 C. Yearly
9. How are you making your digital marketing strategy more effective?
A. Social Media
B. Email Marketing
C. SEO
D. Content Marketing
10. Is paid advertising are you doing for Digital Healthcare Marketing?
A. Yes
B. No

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