Perhaps here you will find the answer to your questions
Bringing The Shift in Perception
Years of the common notion about private hospitals in the country has been around prioritising profits over care had created a growing tendency to distrust care providers. The key issue surrounding the brand’s perception was sentience-based and needed to be addressed with the utmost care.
Empathetic Social Caring For The Customer
A major issue faced by the healthcare service provider was related to managing a huge bulk of interactions with its current and potential customers. As customers of the healthcare provider saw social media as the easiest way to raise a service query, it was required to automate monitoring over these platforms to ensure that all queries were attended to.
This required us to draw classification based on the criticality of the communication, and take necessary steps therein. We had to manage prompt, yet empathetic and sentiment based responses.
What industries do you specialize in?
Although the healthcare provider was able to find coverages on media channels, it came to us with the struggle in amplifying the reach of the brand in digital platforms, and demographically accurate targeting.
DESIGN APPROACH
We kicked off the project by devising a detailed six-month plan with the client, working with them to identify tenets of their organization that’ll help build the required brand trust, and awareness, to create an overall shift in the brand perception.
The idea was to promote a series of impactful and engaging multi-lingual campaigns on social media platforms – Facebook, Twitter & Instagram, coupled with medically enriched content, and PR stories to sell-in the service orientation of the healthcare provider. Through constant discussion with key people involved the healthcare provider, we created powerful campaigns as a springboard to trigger engagement for the brand.
SharkSpin was extensively involved in facilitating the due recognition in the industry reports & coverages, white papers, and press releases and case studies. Profile building campaigns carried out to promote the views and opinions of doctors and its senior management team.
Building an Emotional Connect Through Social Media
We wanted to create a lasting impression by putting forward the various initiatives undertaken by the healthcare provider. From a vision perspective, we aimed at building a strong connection between the institution, its healthcare workers and various other stakeholders. We considered, conceptualized and created campaign thoughts to create interest in initiatives like promotion of women health in suburban and rural regions, awareness for cancer types, anti-tobacco campaigns etc.
To connect our brand’s social media presence in small cities as well as in teh hinterlands, we presented content in english and hindi in different pages. Our creative wing adopted a consitent visual storytelling approach by sieving through original images and designing witty and relevant illustrations. This helped us create succinct content which would be adequate for effective communication.
Amplifying the Reach
It was esssential for us to identify and constitute relevant and newsworthy angles for their business objectives at that point in time. With our specialist knowledge of the market’s interest and news agenda, we mapped what people are seeking to find on the internet, and created stories reach people that matter most to the business.
The next approach required was to circulate these stories to generate engagement amongst the relevant audience. We adopted mixed approached depending on the portal type (Tier II & III and Health Blog Sites) and amplified the status quo.
Paying Attention to Customers
As a technologically enriched agency, we made use of our proprietary tools which were customized to meet requirement and priorotise social media interactions; primarily in handling queries and grievances. We further created a fully efficient process to empathize and handle queries and round the clock redressal, with utmost care.
RESULT (June 2019 – June 2020)
Our approach to collaborative working, ambitious ideas and understanding of how the digital media works exceeded the client’s expectations. The campaigns have been a spectacular success and we were able to manage brand perception, increase engagement, and have actionable insights over the mentions of the brand.
