To study the impact of internet marketing

on Indian health care industry

Army Institute of Management and Technology

MBA 2017-2019

Submitted to : Submitted by :
Ms. Arshiya Ismail Mohit Kumar Teotia
Introduction
 Internet marketing is the marketing of products or services using digital technologies,
mainly on the Internet, but also including mobile phones, display advertising, and any other
digital medium.
 Internet marketing can be divided into :
Social media marketing
Mobile marketing
You tube
Search engine marketing
 Advantages of internet marketing:
213 million internet users
51 million smartphone users
115 million Facebook users
55 million YouTube users
Indian healthcare industry
 The Constitution of India makes healthcare in India the responsibility of the state
governments, rather than the central federal government.
 Indian healthcare Industries include systems like ayurveda and homeopathy which are
increasingly gaining prominence overseas
 Indian healthcare industry comprises of hospitals and allied sectors which is projected to
grow 23 % per annum to touch US$ 77 billion by 2012 and according to the current
estimated size of US$ 35 billion
 The Industry has registered a growth of 9.3 % between 2000-2009, as compared to the
sectoral growth rate of emerging economies such as China, Brazil and Mexico.
 India is a rising and expanding destination for medical tourism.
Objectives

 Is digital a future ahead for Medical device company?

 How to be neutral/credible source of information on Digital media?
 How can healthcare company enroll with end consumer?
 Who should be target audience if we use digital platform, as
Healthcare company deals with hospitals?
 How company is going to benefit in terms of returns if investment is
made?
Research methodology

 Target Population
HCP (Doctor & Nurses) in Greater Noida
Patients in India
 Sample Size
HCP – 50
Patient – 40
 Mode of Data Collection
Personal Interview
Online Survey form
Data analysis

 72% of HCP are frequent online users – Via media

 Online hospital Market estimated to touch $4 Billion 2020
 76% of Patient go online before appointment - Google Estimate
 Mobile App Healthcare Market estimated $600Mn by 2020 – ABI
Research
 Health Category among top 7 most searched online category with
YOYG 43% - Comscore
Questionnaire analysis
 Health care professional’s perception about online:
1.80% of HCP perceive internet as Useful & Updated from work perspective
2.Females perceive info available on internet as more updated than Men
3.There is no difference in opinion with respect to Age
 Health care professionals where online:
1.Google
a)69.8% of HCP refer Google
b)59% HCP uses google to seek updated information
c)HCP do not refer google during weekends & before/after work.
2.Email, Nccn,NCI,NICE are other important sources been referred
3.Offline networking sites
a)58.1% HCP refer WhatsApp
 Health care professionals when online:
1.72% of HCP go online before & After attending CME’s
2.63% of HCP go during complex cases.
3.HCP who perceive internet as updated go online during weekends
4.HCP who perceive internet as useful g online before & after work.
 Health care professionals why online:
1.HCP (All age, Male) go online to learn New Technology, Investigation, Medicine &
guidelines
2.HCP of age (20-35yrs & 51+, both gender) go online to share their medical experience
3.HCP of age (20-40yrs & 51+, Male) go online to seek advice from another HCP.
 Health care professionals’ other reasons of why online:
1.20% HCP online during consultation to answer inquisitiveness of patients due to earlier
search
2.73% HCP go online after CME to explain patients’ terms in non-technical way
3.22% HCP go online after work to solve queries asked by patients.
Some facts and figures
 Before Scheduling an Appointment
1. 44% of patients book an appointment who research hospitals site on a mobile
device.
2. 83 % patients visit hospital site to know more about service offered.
3. 50% patients influenced by the health information site.
4. 26% through reviews.
5. 21% of patients book an appointment via mobile site or websites.
 84% of patients use both offline and online sources for hospital research.
 Search drives nearly 3 times as many visitors to hospital sites compared to non-
search visitors.
 Patients primarily search on symptoms and condition on digital medium before
visiting doctor.
 Digital content plays a vital role for scheduling an appointment.
Thank You