7/30/2019 Manish Hooda
1/29
1
Analysis of Digital Marketing Strategies Of Apollo Pharmacy
Introduction of Healthcare Industry
OVERVIEW
The numbers don't lie: Providing 13.5 million jobs and 8 out of the 20 fastest growing
occupations, health care is the country's largest industry. Compared to other industries, the
health-care industry as a whole is expected to realize a relative increase in the number of career
opportunities across the spectrum of its many specialties.
People are living longer and thus demand more and higher quality preventive and long-term
care. The demand for health-care workers is expected to grow faster than the average rate for all
occupations between 2000 and 2010. In particular, the demand for home care aides, registered
nurses, physician assistants, nurse practitioners, physical therapists, nontraditional health aides,
and physicians will continue to increase at a healthy pace. This trend also applies to technical
and administrative jobs, as hospitals continue to focus their energies on more efficient
management and profitability.
Many people are attracted to the health-care industry for its human touch and service-oriented
aspects. However, the harsh reality is that the industry as a whole is all business these days.
Hospitals, nursing homes, home health care, specialized clinics-and even to some extent
organizations that provide alternative medical treatments-are being run increasingly like any
other major for-profit organization. Simply put, health care today is all about big business-with
its focus sharpening on driving profits higher.
The health-care industry provides diagnostic, healing, rehabilitation, and preventive services.
The individual physician is often the consumer's (or patient's) primary point of contact with the
system. However, it is the health-care organization itself-that is, the hospital or health
management organization (HMO)-that finances much of the industry today; it represents the
7/30/2019 Manish Hooda
2/29
2
Analysis of Digital Marketing Strategies Of Apollo Pharmacy
preponderance of the physician's revenues. The lion's share of these revenues, in turn, comes
from employee health insurance plans, Medicare (health insurance for Americans over the age
of 65), and Medicaid (health insurance for Americans on welfare). Health-care organizations
(with the exception of county hospitals) are generally run for profit. This disconnect between
organizations based on the profit motive and those operating as nonprofits creates tension
among doctors and other health-care professionals intent on prescribing the most cost-effective
treatments and conducting diagnostic tests. Health-care organizations are increasingly driven to
cut costs across the board.
ALTERNATIVE MEDICINE
A growing segment of the population is turning to a wider, more diverse set of techniques and
therapies to meet health-care needs. The catchall category of alternative medicine refers to any
practice outside of conventional medical treatments, including homeopathy, acupuncture,
massage therapy, and chiropractic. The granddaddy of the movement is Dr. Andrew Weil, who
preaches the benefits of treating a patient holistically, serving the body, mind, and spirit.
Americans are increasingly turning to herbal remedies to treat ailments, spending over 4 billion
dollars a year on herbs and other botanical remedies. Health-care providers and insurance
companies are beginning to recognize the legitimacy of some of these alternatives and to accept
some nontraditional techniques for treating chronic health issues.
RUNAWAY COSTS
Doctors and hospitals have been grappling with rising costs for a long time-and each year the
problem seems to get worse. Malpractice insurance premiums, soaring prescription-drug prices,
and the increasing numbers of uninsured Americans are all factors leading to ever-higher costs
for caregivers. At the same time, revenues for doctors and hospitals keep falling, as insurers are
doing everything in their power to lower payments for claims.
Meanwhile, insurers are not feeling the squeeze nearly as much as the caregivers. The reason:
7/30/2019 Manish Hooda
3/29
3
Analysis of Digital Marketing Strategies Of Apollo Pharmacy
They make sure that revenue from premiums rises at a higher rate than claims payments.
THE UNINSURED NATION
Currently, some 43.6 million Americans have no health insurance. The number of uninsured
Americans continues to grow like an epidemic. Why? Insurance premiums continue to
skyrocket as health insurers consolidate their businesses through frequent mergers and
acquisitions. The result of this trend is a continued decline in competition among health
insurers-and higher premiums are one of the results. Indeed, employers are facing double-digit
percentage increases in health premium costs each year. The upshot: More and more of the cost
of health insurance is being passed on to employees, meaning many people simply can no
longer afford health-care coverage-considered a necessity (indeed even a birthright, many
argue) in any industrialized nation.
HOSPITALS
Despite the increased outsourcing (not uncommon in any industry today) of medical records,
housekeeping, lab testing, and clinical services (e.g., orthopedics and radiology), hospitals
remain the biggest employers in the health-care industry. The huge networks such as HCA and
Tenet demand a steady supply of doctors, nurses, administrators, medical technicians,
therapists, and other support staff. In areas where competition from HMOs is mounting and
cost-cutting is a priority, former staff may move outside the immediate confines of a hospital.
However, close and important links remain-particularly for any type of surgery or specialized
treatment such as chemotherapy.
HMOS AND PPOS
Health maintenance organizations (HMOs) and preferred provider organizations (PPOs) are
hybrids-basically, a cross between a hospital and an insurance company. Each type of managed
care plan covers primary care visits, preventive services, and copayments for prescription drugs,
whereas only PPOs allow the enrollee to choose his or her physician (HMOs maintain a list of
7/30/2019 Manish Hooda
4/29
4
Analysis of Digital Marketing Strategies Of Apollo Pharmacy
plan-approved doctors). Some of the largest organizations have their own medical staffs and
facilities where they treat patients; smaller ones may simply access networks of private
providers and hospitals. Competition is fierce in this arena-M&A and internal strife often
destabilize the job market. Coventry Health Care, Humana, Harvard Pilgrim Health Care, and
PacifiCare Health Systems (one of the leading Medicare HMOs) are a few of the better-known
players.
SPECIALTY PROVIDERS
As hospitals have attempted to cut costs, they have turned to firms that can provide specialized
services at rock-bottom prices. These include everything from nursing homes (Beverly
Enterprises) to home infusion therapy providers (Apria Healthcare) to diabetes treatment
providers (American Healthways). Clinics that focus on special treatments such as
chemotherapy, MRI and other scanning techniques, and physical therapy are also proliferating.
Most are small and locally run; however, Gambro and Fresenius Medical Care are two
enormous service companies that focus on this type of care; others will undoubtedly emerge as
their popularity increases.
HOME CARE
Advances in technology have done much to improve efficiency and reduce costs for both
patients and home care staff. Today, home care nurses and aides can administer complex
treatments previously available only in hospitals and clinics to the elderly and severely disabled
in their own homes. And because almost all hospitals and HMOs now release patients before
they are self-sufficient, home care is often the most cost-effective choice. Most jobs in this
sector don't require much training (they are closely supervised by RNs, NPs, or physicians)-just
deep reserves of patience and kindness. The pay is low-often less than $10 an hour-and the
work is arduous. The rewards? In addition to extremely flexible hours and plenty of personal
7/30/2019 Manish Hooda
5/29
5
Analysis of Digital Marketing Strategies Of Apollo Pharmacy
contact with patients, there is the satisfaction of helping people when they are most in need.
The various health-care positions require varying levels of education and training. Registered
nurses (RNs) are trained at the undergraduate level, whereas nurse practitioners (NPs) have
received master's degrees in their specialties. Physician assistants (PAs) are licensed to practice
medicine under the supervision of a physician. Doctors of osteopathy and medical doctors both
complete 4 years of postgraduate work to earn the titles of DO and MD, enabling them to
prescribe medicine and perform surgery. To qualify for some positions (including doctor, nurse,
tech), technical training is required-and to actually land a job, you often need a strong network
in a given area and practical experience in the industry.
RNs, pharmacists, and radiological technicians are currently in very high demand and will
continue to be in the decade ahead. Why? The Baby Boomer population is maturing into
retirement, the elderly population in the United States is growing, and health-care spending is
being cut wherever possible-which means that today, whenever a nurse can do something a
doctor used to be responsible for, that's exactly what's going to happen. Employers are looking
to attract people to these in-demand professions by offering signing bonuses, tuition
reimbursement or loan repayment, flexible scheduling, and incentives for voluntary overtime
shifts.
The good news doesn't end there: Opportunities will also grow at a healthy clip for just about
every other health-care function, including doctors, optometrists, occupational therapists,
audiologists, medical record technologists, medical transcriptionists, and speech pathologists.
The highest demand will be for physician assistants, physical therapists, lab clinicians, dental
hygienists, respiratory technicians, substance abuse counselors, and especially home health-care
workers.
Hospitals and HMOs offer jobs in management in addition to medicine-particularly if you have
a background in information technology (IT) and data system development. As a job seeker,
7/30/2019 Manish Hooda
6/29
6
Analysis of Digital Marketing Strategies Of Apollo Pharmacy
you should be aware that HMOs have been the catalysts for many of the efficient business
practices adopted throughout the health-care industry in recent years. Technical and
administrative support positions are in high demand as the industry evolves in an intensely
competitive market. Health-care IT is a steadily growing sector; although the industry has been
a late adopter of IT, it is catching up now. There will be lots of opportunity in this area for the
tech-savvy.
FEELS GOOD TO MAKE OTHERS FEEL GOOD
Even if your medical career has only gone as far as plumping pillows and soothing a fevered
brow, you can probably sense why the many dedicated people in this industry continue to
selflessly perform often menial labor for scant compensation and recognition. Recent studies
have shown that HMO technicians and doctors rate their job satisfaction significantly lower
than that of nurses, aides, and therapists who care for the sick-often with significantly less
pecuniary reward.
NEED FLEXIBILITY?
One former teacher recalls arriving in a small town in Florida with little chance of finding work
in the local schools. Finally, in desperation, she took a part-time job at a nursing home and
discovered a whole new career. "I really love my work," she says. With five years' experience
under her belt, she says, "I make my own hours, and I'm earning very good money." Many
people who fall into this field stay put because they can better balance the demands of family,
school, and other commitments-both with more ease and associated emotional rewards than is
the case with most other kinds of part-time work.
GOODBYE, RUSTY SAW
Advances in medical technology over the last 30 years have been truly phenomenal. The same
patients who were once read their last rites are now routinely patched up and returned to
healthy, productive lives-often with procedures that can be handled on an outpatient basis.
7/30/2019 Manish Hooda
7/29
7
Analysis of Digital Marketing Strategies Of Apollo Pharmacy
Whether or not you're a researcher at heart, playing an integral role in the ongoing medical
revolution can be immensely personally rewarding and intellectually stimulating.
CARE FOR PROFIT?
Most people pursue a career in health care because they want to help people in need.
Increasingly, however, the business side of health care has come between patients and
providers. "At my hospital, we're supposed to call the patients 'customers,'" says one insider. "I
keep telling my boss this is not Lord & Taylor!" or "All I can say is it stinks, and corporate
America has no business in the system," says another. Lots of strong emotions emerge in this
discussion, and these days are certainly not easy or happy ones in this industry. The higher up
the ladder you go, the more bruising and harsh the politics and economics tend to become.
THE 15-MINUTE CONSULTATION
With or without the capable assistance of a PA or NP, about 15 minutes is about how much time
most physicians are allocated per patient these days. Think about it. If a patient showed up with
searing pains in her legs, and two previous doctors apparently were not providing immediate
assistance, how would you feel about giving yet another cursory inspection and diagnosis?
Everyone's complaints, no matter how seemingly routine, deserve focus and attention. Most
health-care professionals feel this even more strongly than their patients do. Physician practice
management groups (PPMs) are proliferating and becoming increasingly vocal in their angry
opposition to the heavy, restrictive hand of managed care. This is a problem that will likely get
worse before it gets better.
SURVIVAL OF THE FATTEST
Insiders readily acknowledge the fact that the poor receive a different standard of health care.
Some would argue that for the richest nation in the world to be without a federally subsidized
health program, particularly for the indigent, is unconscionable. Others insist that a rigorous
7/30/2019 Manish Hooda
8/29
8
Analysis of Digital Marketing Strategies Of Apollo Pharmacy
level of medical excellence can only be maintained as a well-run, competitive business. It's
troubling to everyone, though, that those most vulnerable to both chronic and emergency illness
are those with fewer and fewer available avenues of recourse to fairly priced quality health care.
PHYSICIAN
Although most medical students today will tell you that the industry has changed for the worse
and that (in their opinion) new doctors will be lucky if they can pay back their school loans,
physicians still enjoy the most pay and are accorded the greatest respect in the health care field
today. Undeniably, however, they also have to do the most preparation; typically a doctor must
complete seven years of schooling and residency before earning certification to practice
medicine-and often much more in the case of specialties such as cardiac surgery or psychiatry.
Of the more than half a million physicians actively practicing in the United States, about one-
third are primary-care physicians. Most of the rest are specialists: for example, surgeons,
neurologists, anesthesiologists, and radiologists. The demands of the work, the pay, and the
lifestyle vary considerably from one specialty to another. Salary range: starting as low as
$32,000 for residents; from $110,000 to $205,000 for general practitioners; $160,000 to
$400,000 or more for hospital-based doctors such as radiologists and anesthesiologists;
$160,000 to $700,000 or more for surgeons, depending on specialty.
REGISTERED NURSE (RN)
The United States is facing a fairly severe nursing shortage, due in part to declining nursing
school enrollments and an aging workforce. It's a job seeker's market, which means that you
have more leverage, for example, in the way of signing bonuses. On the other hand, the
diminished quality of care for patients and the heavier workload for those entering this
profession are bad.
Finally, however, nurses have proof to back up their contention that staff cuts and replacement
of RNs with medical assistants and licensed practical nurses translates into harm to patients-
7/30/2019 Manish Hooda
9/29
9
Analysis of Digital Marketing Strategies Of Apollo Pharmacy
something usually dismissed by managers and executives as anecdotal or as just complaints.
The Journal of the American Medical Association documents the link between the increased
risk to patients with decreases in nurse staffing as well as nurse burnout and job dissatisfaction.
Investigators found that, when nurse caseloads exceeded four patients, the risk of patient death
increased by some 7 percentage points per additional patient. That means that if eight patients
are under the care of one nurse, those patients are 31 percent more likely to die. The prognosis
for the improvement in working conditions for nurses in the future is unclear. Salary range:
$30,000 to $65,000.
LICENSED PRACTICAL NURSE (LPN)
LPNs represent the second-largest occupational title in the health-care industry and are
projected to be the fourth fastest-growing employment category of positions requiring
postsecondary or associate degrees. As with RNs, there is a shortage of LPNs, and employers
report that recruiting candidates for this position is taking longer now-translating into more
leverage and greater choice for the job seeker. In addition to jobs in hospitals, good job
prospects can be found in nursing homes, home health-care services, medical centers, and
ambulatory surgi-centers. Physicians' offices are also popular, particularly as more and more
become outpatient clinics for orthopedics and other specialties. Salary range: $28,000 to
$47,000.
NURSE PRACTITIONER (NP)
NP is a good career target for those of you who have a master's degree and training in pediatrics
or family health, but either can't afford or don't want to go to medical school. In many states,
NPs can prescribe medicine and are increasingly allowed primary-care status for basic health
problems. Oxford Health and Columbia-Presbyterian Hospital pioneered these new
responsibilities for NPs in the New York area, and HMOs elsewhere are following suit. Salary
range: physician's rates for primary care; $50,000 to $80,000.
7/30/2019 Manish Hooda
10/29
10
Analysis of Digital Marketing Strategies Of Apollo Pharmacy
MEDICAL TECHNICIAN
The medical technician position is a solid career choice, particularly for those with computer
skills or an IT background. Med techs are in high demand everywhere in the country,
particularly on the West Coast and in the Rockies, and in every type of facility-hospitals,
medical labs, and anywhere else special tests such as EEG, MRI, and CT are administered.
Budget cuts may come and go, but as is the case with so many other aspects of modern life,
technical expertise commands its own price. Moreover, this is knowledge based on experience,
not academic credentials; many technicians have only high school or college degrees, plus
several years of specialized training. Salary range: $25,000 to $55,000; the best pay is in nuclear
medicine technology.
PHYSICAL THERAPIST
As the general population ages and athletes-weekend warriors or otherwise-continue to get
injured, physical therapy becomes ever more popular. One unexpected drawback is that PT
master's programs are in such demand that, according to one insider, "those interested in PT
should start early, because it may take a few attempts to get accepted into a program-and you
need a master's to get a job." For communities where managed care predominates, home care
and nursing homes are better long-term bets; their focus is on the benefit, not the cost, of
physical therapy for their patients. Salary range: $42,000 to $72,000. PT assistants can expect to
make between $25,000 and $40,000.
HEALTH CARE MANAGER
These are the jobs where an MBA comes in handy and a background in accounting (and
experience with cost-cutting), marketing, and information systems management will give you
an edge over the competition. Lots of people want these jobs, and though industry observers
predict that the number of managerial slots in hospitals and HMOs will shrink to perhaps half
7/30/2019 Manish Hooda
11/29
11
Analysis of Digital Marketing Strategies Of Apollo Pharmacy
the current number, the need for qualified executive staff in home health care, nursing homes,
and clinics is expected to more than make up the difference. Salary range: $50,000 and up.
Experienced managers with an impressive track record in meeting and maintaining strict
budgets can earn well into the six-figure range.
HOME HEALTH CARE AIDE
This category runs the gamut from the high school student with minimal training who shops,
cleans, and cooks part-time for an elderly or infirm patient to a full-time nurse who can perform
many of the procedures available in a hospital and be on call 24 hours a day. Many states now
require brief training and some form of certification for all such workers, but these regulations
are difficult to enforce. Demand for these professionals is expected to grow as the population
ages and hospital facilities become less available, especially for long-term care. But bathing,
dressing, feeding, and ministering to the disabled and the gravely ill is difficult work. Not
surprisingly, the greatest demand will be at the bottom end of the pay scale. Salary range: $9 to
$14 per hour-lowest for those without formal training or state certification-up to $25 to $50 per
hour for aides with a BS in nursing.
MEDICAL SECRETARY
Mergers, budget cuts, financial and insurance misdeeds: Neither these nor any of the other more
permanent structural changes in the industry have decreased the demand for medical secretaries.
They have been counted on for years to dutifully answer the phones, juggle those canceled and
emergency appointments, and comfort the tearful and frightened. Computer networking and
sophisticated record-keeping skills are necessary these days, but even without much formal
training, medical secretaries will remain essential in every doctor's office, clinic, outpatient
center, and hospital. As with secretarial positions in other industries, training is generally done
on the job, though classes in computer skills and administrative tasks will give you a leg up on
the competition. Salary range: $25,000 to $40,000.
7/30/2019 Manish Hooda
12/29
12
Analysis of Digital Marketing Strategies Of Apollo Pharmacy
Much depends on the aspect of this diverse and changing industry that you choose to pursue.
For a position demanding a particularly high level of medical aptitude or technical skill, you're
going to need substantial training and equal amounts of personal dedication. For the growing
home care sector, training is less important than stamina, patience, and empathy for the sick and
elderly. Here are some things to consider before starting your job search:
Many health-care professionals now see an MBA as a vital career boost, andcombined degrees in business and pharmacology or business and nursing are
becoming quite common. A facility with technology is also a big plus on your
resume, and degrees in such areas as computer science or even electrical
engineering, coupled with some aspect of medical training, will become an
increasingly useful job-hunting tool.
Whether you're caring for the ill directly or managing an office or business thatlooks after their needs, your bedside manner matters. This is not an industry for
the impatient, the abrasive, or the weak-stomached. You may be working in front
of a computer terminal all day and see very few patients, but don't expect to
succeed or be happy in this field in the long-term if you tend to be squeamish.
You'll want to consider carefully what means most to you in a job. Start bytalking to people in the field. In addition to inside information on job possibilities
others don't know about, it will also help you choose the types of workplace that
are right for you.
7/30/2019 Manish Hooda
13/29
13
Analysis of Digital Marketing Strategies Of Apollo Pharmacy
Introduction of Apollo Pharmacy
Apollo pharmacy is Asia's largest pharmacy group, a division of Apollo Hospitals Enterprises
Ltd. is India's first and largest branded network, with over 1200 plus outlets.
Accredited with - International Quality Certification, Apollo pharmacy offers genuine
medicines Round-The-Clock, Through their 24-hours Pharmacies. Apollo pharmacy also
provides Customer Care any time of the day.
24-hour Pharmacy ATM Card Free Home Delivery
Medicines stored under optimum conditions.
It is often said that nothing happens, unless there is a dream first. At the genesis of the Apollo
story there was a dream. A dream so powerful, that it helped transform the medical landscape in
India.
The dream nurtured and grew within Dr. Prathap C Reddy, the founder Chairman of Apollo
Hospitals, until the point of inflection happened in 1983. A young man succumbing to an ailing
heart was what it took to ignite Dr. Reddy's vision into a reality - a vision where quality
healthcare was given, where the pursuit of clinical excellence was daily endeavor, India a hub in
the medical tourism map and where the Apollo family touches and enriches lives every minute,
every day.
Today, with over 8500 beds across 50 hospitals, and a significant presence at every touch-point
of the medical value chain, Apollo Hospitals is one of Asias largest healthcare groups.
Commenced as a 150 bed hospital, today the group has grown exponentially both in India and
overseas. Its growth is often said to be synonymous with India emerging as a major hub in
7/30/2019 Manish Hooda
14/29
14
Analysis of Digital Marketing Strategies Of Apollo Pharmacy
global healthcare.
Apollo Hospitals is driven by a single thrust, to provide the best standards of patient care. It is
this passion that has lead to the development of unique centers of excellence across medical
disciplines, within the Apollo Hospitals network. Apollo Hospitals has JCI accreditations for 7
of its hospitals, the largest by any hospital group in the region.
True to its founding principles, the group has made quality healthcare accessible to the people
of India, and even overseas. It has become an institution of trust, and a beacon of hope to so
many searching for a cure for their ailments.
The legacy of touching and enriching lives stems from the pillars of the Apollo philosophy -
experience, excellence, expertise and research. We pride ourselves for constantly being on the
cutting edge, and going the extra mile to stay relevant and revolutionary.
The Apollo Hospitals Group is the pioneer of integrated healthcare delivery in India. This vision
led the group to earmark time and resources to strengthen each vital cog in the process o
healthcare delivery. As a result of these efforts, the group today is in a unique position to
exponentially increase its healthcare cover. This will be critical in order to meet future
requirements.
Apollo Hospitals Group, today, is an integrated healthcare organization with owned and
managed hospitals, diagnostic clinics, dispensing pharmacies and consultancy services. In
addition, the groups service offerings include healthcare at the patients doorstep, clinical &
diagnostic services, medical business process outsourcing, third party administration services
and health insurance. To enhance performance and service to customers, the company also
makes available the services to support business, telemedicine services, education, training
programs & research services and a host of other non-profit projects.
7/30/2019 Manish Hooda
15/29
15
Analysis of Digital Marketing Strategies Of Apollo Pharmacy
Mission Vision and values
Company Vision
Apollo's vision for the next phase of development is to 'Touch a Billion Lives'.
Mission Statement
"Our mission is to bring healthcare of International standards within the reach of every
individual. We are committed to the achievement and maintenance of excellence in education,
research and healthcare for the benefit of humanity"
7/30/2019 Manish Hooda
16/29
16
Analysis of Digital Marketing Strategies Of Apollo Pharmacy
SWOTT Analysis
Strengths:
Wide variety of medicines Customers can avail membership discounts. This concept is not followed by any other pharmacy. Availability of medicines on your doorstep.
Weaknesses:
Misuse of medicines and other drugs. No criteria to check the age of the patient.
No system to check their body vitals. Delay of medicines can take place as its all online Opportunities Other drugs and medicines which are not available in India can be
imported.
Medical equipments can be ordered online. Video conferencing can be done with doctors available by Apollo
Hospitals.
7/30/2019 Manish Hooda
17/29
17
Analysis of Digital Marketing Strategies Of Apollo Pharmacy
Threats
People prefer to go the local chemist shops.
Most people are not comfortable to order online. Threats by other companies. Business Model
7/30/2019 Manish Hooda
18/29
18
Analysis of Digital Marketing Strategies Of Apollo Pharmacy
Business model
Patient centric
In all our endeavors, we are guided by the needs of the patient, creating a partnership that is
effective and personal across the continuum of care. We put our patients first as we seek to
exceed the expectations of our customers with superior service, outstanding clinical care and
unsurpassed responsiveness.
Apollo Hospitals - Directors
Executive Directors
Dr. Prathap C. Reddy - Executive Chairman
Dr. Preetha Reddy - Managing Director
Ms. Suneeta Reddy - Joint Managing Director
Ms. Sangita Reddy - Executive Director, Operations
Ms. ShobanaKamineni - Executive Director, Special Initiatives
Non-Executive Directors
Mr. N. Vaghul
Mr. HabibullahBadsha
Mr. Deepak Vaidya
Mr. RajkumarMenon
7/30/2019 Manish Hooda
19/29
19
Analysis of Digital Marketing Strategies Of Apollo Pharmacy
Mr. RafeequeAhamed
Mr. T.K. Balaji
Mr. KhairilAnuar Abdullah
Mr. G. Venkatraman
Mr. Shashank Singh
7/30/2019 Manish Hooda
20/29
20
Analysis of Digital Marketing Strategies Of Apollo Pharmacy
Marketing strategies
The marketing mindset
Communicating healthcare benefits is not merely sharing facts and figures. The real
communications challenge is marketing the healthcare plan to program members and driving the
desired behaviors and outcomes. To do this, the benefits organization needs a well thought out
targeted communications program.
The program starts with understanding members wants and needs, likes and dislikes, and
recognizing and addressing their special traits. Where do they live? What language do they
speak at home? Who is the healthcare CEO of the household?
Each individual is unique and in most organizations, employee populations are incredibly
diverse. So, how can you reach members with targeted communications that improve their use
of healthcare benefits?
By thinking of every benefits challenge as a marketing problem, managers can start employing
marketing practices to help reduce communications complexity and plan costs, and drive
healthy outcomes.
Segmenting the audience
Employing marketing techniques that segment your member audience geographically is the first
step. Establish where they live and work. Determine their proximity to care and support services
and what hours those services are available. Also, track how members behave in different
geographic sectors, from urban to suburban to rural locales.
Next, explore demographic segmentation. Group members by specific characteristics, regardless
of where they are located. Without using sensitive personal health records, you can uncover
7/30/2019 Manish Hooda
21/29
21
Analysis of Digital Marketing Strategies Of Apollo Pharmacy
demographic insights to align communications with segment attributes and drive significant
improvements. Messaging can be made more relevant to the targets, which is key to engaging
them. Members who are more involved in their healthcare program tend to make better
decisions about their consumption of benefits, which in turn helps them become healthier and
more productive.
In addition, demographic segmentation can uncover new approaches to reaching members in
traditional and non- traditional ways by leveraging messages and media vehicles that will help
generate the desired behavior from each segment of your audience.
The role of targeted marketing
Targeted marketing is the deployment of differentiated messages, strategies and tactics for each
audience segment. Targeting helps you answer questions like:
When should members be contacted?
In which channel?
Does one plan work for all segments?
What is the segments health literacy?How frequent is engagement?
Who is the healthcare decision-maker(the healthcare CEO) of the household?
Targeted marketing helps you effectively deploy the full range of communication vehicles now
available: direct mail, email, texting, radio events, websites, blogs, podcasts, call centers, social
networks, TV, partner sites, and search. While these channels provide benefits managers with
more ways to reach members than ever before, hard copy printed materials still remain the
dominant format for healthcare communications.
7/30/2019 Manish Hooda
22/29
22
Analysis of Digital Marketing Strategies Of Apollo Pharmacy
A recent omnibus survey commissioned by Pitney Bowes Management Services clearly shows
members preference for print communications. This is particularly important in families where
options for coverage, care, and providers need to be shared with others. This member preference
for print communications can make transpromo opportunities quite effective. As an example,
a wellness message embedded in an Explanation of Benefits can be a very efficient way to
influence a recipient.
Targeted marketing also enables you to tailor communications to each stage of the member
relationship. A communications strategy should evolve throughout the member life cycle, from
onboarding to engagement to reinforcing or redirecting the relationship, to points that require
recognition and reward. As the member ages, behavior and preferences may change. Member
life eventssuch as the birth of a child or the diagnosis of a chronic diseasealso impact your
communications approach. Any of these factors can influence both the message and how you
will be delivering it. Maintaining an ongoing conversation with your membership often helps
you anticipate changes so you can be ready with meaningful messages.
The bottom line:tailored messaging in a targeted marketing program can dramatically increase
the effectiveness of healthcare and wellness communications.
Targeted marketing tools
There are many effective marketing tools to help you target the right message to the right
audience through the most effective media channel. Benefits managers can use these tools to
help cut costs and influence healthy behaviors by positively impacting member decisions. The
following marketing tools are particularly useful in the healthcare arena:
Segmentation Analytics and Experience Design. Segmentation Analytics breaks down a
population into groups that need different messaging approaches. It enables you to choose the
7/30/2019 Manish Hooda
23/29
23
Analysis of Digital Marketing Strategies Of Apollo Pharmacy
Internet Marketing Strategies
Along with increasing health care costs and the growing use of the Internet for marketing and
social media solutions, the essentials of healthcare marketing are changing. Hospitals,
physicians, insurers, patients, and other players in the healthcare industry must adapt to stay on
top of their markets and in front of their consumers. The top trends in health care and medical
marketing for 2012 reflect an increase in consumer sophistication, and a shifting landscape in
health care delivery.
1. The Rise of the Sophisticated Healthcare Consumer. Todays technologically savvy
consumers are more apt to do their own research when selecting a doctor, investigating
treatment options, and making major health care decisions. As more providers recognize this
new role for consumers and the impact their requirements and expectations can play in the
delivery of health care, the market is shifting from physician-driven to consumer-driven.
Patients and potential patientsand their methods of conducting research and making
decisionshave become the focus of the most successful healthcare marketing campaigns.
2. Increased Industry Consolidation.Nearly 100 hospitals were acquired by other hospitals in
2011. Similarly, the number of physicians who own their own practices has decreased
significantly in the last decade. As doctors become less independent and join large workforces
directed by healthcare organizations, consumers can start to question the level of service and
quality care they might receive. Marketing campaigns in 2012 will need to communicate how
these larger healthcare organizations will provide value to patients and to their communities.
They must clearly show how they stand out from their competition when consumers are making
7/30/2019 Manish Hooda
24/29
24
Analysis of Digital Marketing Strategies Of Apollo Pharmacy
decisions based on evaluations from ranked reporting vehicles and third-party endorsements.
3. Growth in Defined Contribution Programs. Many large employers are offering programs
(such as Health Savings Plans) that are similar to insurance but put the management of a fixed
amount of money directly in consumers hands. These emerging programs create a need for
insurers and medical practices to direct targeted marketing campaigns toward large businesses
who may be interested in developing similar programs for their employees.
4. Cooperative Partnerships Between Providers and Insurers.-Insurance companies are starting
to cooperate with or acquire health care providers, resulting in a merging of services geared
toward reducing cost, increasing the quality of health care, and sharing any risk of coverage.
Both the insurers and the health care providers involved in these cooperative agreements must
take steps to educate consumers on the benefits of this new model, such as joint health plans and
new payment standards.
5. A Growing Focus on Creativity and Digital Media.- As more health care providers recognize
the need to focus marketing efforts on consumers, the channels for reaching those consumers
will become saturated with a variety of similar messages. The challenge to healthcare providers
will be to differentiate themselves from their competition to keep or increase their market share.
Creativity in marketing campaigns and using newer methods, such as social media and digital
marketing to reach decision-makers, will be more important than ever.
6. Increased Internet Communication. -With its round-the-clock availability, affordability, and
sheer variety of uses, the Internet is emerging as the most practical and adaptable medium for
reaching the average consumer. Healthcare providers will continue to use the Internet to
7/30/2019 Manish Hooda
25/29
25
Analysis of Digital Marketing Strategies Of Apollo Pharmacy
communicate with their audiencesnot only to gain new business through marketing, but to
keep their existing customers informed through customized portals aimed at providing timely,
accurate, and secure healthcare information.
7. The Growing Power of Social Media Testimonials.-Facebook has more than 800 million
active users, and 350 million of those users access the site through their mobile devices.
Facebook and similar social media platforms are an extremely powerful tool for reaching
consumers, and for learning what consumers are saying about the businesses they use and the
services they buy. Similarly, online sites geared toward the service provider or medical
communities (such as Angies List, Healthgrades, and Vitals.com) will become increasingly
important in monitoring what consumers are saying about their health care providers, facilities,
and insurers. Forward-thinking healthcare organizations will create and manage their own pages
on these sites to better manage and generate positive online communication.
8. Refined Generational Targeting.-There are currently four generations with very different
values and expectations of their healthcare providers. For example, Generation Y is just
entering the realm of adult healthcare, while the Baby Boomers are moving toward a different
stage in life and may have very different needs. The key is determining the best message,
approach, and medium to connect with your target generation, instead of the general population
as a whole. Healthcare providers must refine their marketing tactics and messages for each (or a
specific) generation to get the most return on their marketing dollars.
9. Continuing Focus on Physician Referrals.-Despite the emerging shift to consumer-driven
healthcare, referrals of medical providers and physicians are still important to making health
care decisions. They carry great influence in discussions with their patients and industry peers,
7/30/2019 Manish Hooda
26/29
26
Analysis of Digital Marketing Strategies Of Apollo Pharmacy
and will require a more tailored marketing strategy to be persuaded by your message.2012 will
see marketers honing their focus on physician marketing using direct mail, spotlighting clients
work in hospital grand rounds, and advertising clients latest breakthroughs through continuing
medical education programs.
10. Greater Focus on Target Markets.-To succeed in todays market, healthcare providers must
be recognized by their communities as a trusted source of quality care. The Internet and social
media sites are great ways to engage with the people who make up your healthcare community;
patients, insurers, and even an organizations own employees can contribute to a positive online
presence. For example, business Facebook pages have very high levels of engagement and
encourage the power of word-of mouth marketing. Increasingly, healthcare providers must
understand their target markets instead of casting a wide net.
7/30/2019 Manish Hooda
27/29
27
Analysis of Digital Marketing Strategies Of Apollo Pharmacy
Conclusions and recommendations
Modern healthcare services have improved greater than whatever they was previously just a
couple of in years past. Patients today are well educated and extremely much alert to every new
development in the field of medicine, as a result of advanced technologies and the Internet.
In that scenario, as being a doctor, it is very important market yourself and your practice so your
patients feel positive about you. Only then can you ensure your current patients help keep
visiting and also attract newer ones. Because of this , why healthcare marketing is nowadays
essential for all the medical staff.
You should identify the requirements your patients as well as the community normally to chalk
out an advertising and marketing plan using a vision about what you look for to achieve and
what you should caused by accomplish those goals.
Than ever before each time a patient would likely navigate to the nearest doctor. The modern
educated patients are able to go that extra mile if the doctor is known as the expert as part of his
field. They search and gather enough information and search for a physician only if theyre
convinced about his skills. And how would you make sure they know about your specialty and
expertise? You want a proper healthcare marketing plan utilizing strategic marketing tactics for
doing that.
Modern people are not merely patients suffering from ailments whore seeking treatments, and
also consumers searching for good service in connection with their health and well being. Plus
your practice is not only an exercise it is usually an enterprise which you have to market well to
earn revenue and make profits.
7/30/2019 Manish Hooda
28/29
28
Analysis of Digital Marketing Strategies Of Apollo Pharmacy
Make the most of todays technology and search on the internet and interactive video facilities.
Offer online consultations to be expanded your usage. Build a website which your patients find
useful and informative. Keep updating it with details about your latest additions, alternation in
timings or add links to informative websites. Have your web site customised to offer online
scheduling of appointments, maintenance of patients records or patients testimonials.
In our times, there are many organisations which work on all days every week and also twenty-
four hours a day. You also need to make sure that your care and repair is available on your
patients constantly, if he or she require it, without compromise on quality. Good marketing will
ensure your patients are aware that your services are available always.
A great marketing plan will likely assure your patients it is their well being that you value
essentially the most. True, they create you the much needed revenue, on the other hand health is
your priority and make sure that they are informed about it.
Healthcare marketing is not only just about cash except also your reputation and goodwill which
cannot be built overnight. There are tons of intangible benefits that your patient gets from a
physician that are what will actually enable you to retain your patients. And that means you
need a highly effective marketing plan which helps patients know the benefits of being linked to
you. Additionally, you will be able to nurture your relationship along with your patients, both
existing and new.
7/30/2019 Manish Hooda
29/29
29
Analysis of Digital Marketing Strategies Of Apollo Pharmacy
References
http://article-marketing.hce.it/2012/05/modern-healthcare-marketing-has-changed-due-to-the-internet/
http://www.apollohospitals.com/about_management.php http://www.apollopharmacy.in/
http://article-marketing.hce.it/2012/05/modern-healthcare-marketing-has-changed-due-to-the-internet/http://article-marketing.hce.it/2012/05/modern-healthcare-marketing-has-changed-due-to-the-internet/http://article-marketing.hce.it/2012/05/modern-healthcare-marketing-has-changed-due-to-the-internet/http://article-marketing.hce.it/2012/05/modern-healthcare-marketing-has-changed-due-to-the-internet/http://www.apollohospitals.com/about_management.phphttp://www.apollopharmacy.in/http://www.apollopharmacy.in/http://www.apollohospitals.com/about_management.phphttp://article-marketing.hce.it/2012/05/modern-healthcare-marketing-has-changed-due-to-the-internet/http://article-marketing.hce.it/2012/05/modern-healthcare-marketing-has-changed-due-to-the-internet/