Contributors

Aman Gupta
Managing Director

Dorelle Kulkarni
Vice President

Chandni Dalal Sonal Mahajan

Lead, Digital Strategy & Brand Experience Associate Account Director

Rohit Joshi, Arpit Joshi, Chandni Ahlawat,

Divya Agarwal, Jincy Roy, Astha Varshney
Research and Content Development

Shradha Kulkarni, Monica Parmar, Inder Dev

Drashya Gohil, Manoj Kumar Web Developer
Design Team

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else acting, or refraining to act, in reliance on the information contained in this publication or for any decision based on it.

D Yellow Elephant is, and shall always remain, the sole owner of all intellectual property and other rights (whether proprietary or otherwise) subsisting in, or used in connection with, the report. The trademarks and logos featured in the report are trademarks or registered
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2017 D Yellow Elephant. All Rights Reserved. Not for further distribution without the permission of D Yellow Elephant.
Index
Executive Summary 1
About DYE 2
Whats new in IDHR 2017 3
a. Inclusion of new industry areas
b. Increase in research sample size and geographic expansion
c. Patient and HCP Modules
Healthcare in India 4
a. A detailed analysis of the market potential of Indian Pharmaceuticals, Med Devices, Hospitals and Diagnostics industry
b. Projected Industry growth gures
c. Key Government/healthcare initiatives and investment patterns
All Connected consumer 6
a. The digital snapshot of India
b. Online audience volumes and access patterns across demographic and geographic divides
Research Methodology 7
a. DYE Health Points assessment system
b. Focus on the new additions to the metric system
c. 3 Buckets ranking
Research Snapshots 12
Report Insights 19
a. LinkedIn
b. Facebook
c. YouTube
d. Twitter
Patient Module 23
HCP Module 25
Executive Summary
Digital Healthcare is the healthcare of the future. Like many other markets, India too is at the cusp of
a digital health revolution. The time is ripe for healthcare companies to embrace innovation and
emerging trends to successfully steer new age technologically driven business strategies by capturing
consumer interest.

The India Digital Health Report 2017 is a unique and thorough digital scrutiny of 160 healthcare
companies spread across the four primary segments of healthcare namely; pharmaceuticals,
diagnostics, medical devices & equipment, and hospitals. 160 12
Healthcare Firms Platforms
Launched in 2015, the Indian Pharma Digital Health Report has set benchmarks for digital presence
across pharmaceuticals sector in India. Now in its second edition, The India Digital Health Report 2017
captures the online footprint of 160 organizations across 12 platforms in healthcare space providing a
road map for digital evolvement in the sector.

Using a H- Health point based scoring system that analyzes as many as 12 online platforms on several
digital parameters, the report examines the companies based on their online presence, engagement
levels, as well as relevancy. Based on overall digital performance, it then segregates these companies 4 3
into three key buckets; Digital Primes, Digital Aspirants, and Digital Onlookers. Industries Markets

The India Digital Health Report 2017 incorporates regional healthcare industry snapshots as well as
the markets current digital stature, combining it with research data, to provide a reliable diagnosis of
the digital health of healthcare companies operational across three key markets of India, Singapore
and Dubai.

1
About D Yellow Elephant:
DYE oers customized solutions to achieve business goals that
D Yellow Elephant is a Full service Digital & Social media
can range from disease awareness, market shaping, market access,
D Yellow Elephant says Healthcare Future is rm, with a specialized focus on pharmaceuticals, medical
message amplication, brand development and digital marketing
DIGITAL! technology, healthcare and wellness. Spread across key
across an ecosystem that comprises of patient, HCP, caregivers,
verticals of Digital & Social Analytics, Strategy, Design,
general population, policymakers, payers, and any other specic
Development and marketing.
stakeholder using social and content strategy.

Services:
of experience in Pharma and
20 Healthcare
rs
Yea

Social Media Platform Management Social Media Marketing Content Marketing

Paid campaigns across all platforms Inuencer programs

Creative Content Team D Yellow Elephant boasts a global footprint
SEO and SMO services
Media buying and optimization and is operational in Delhi, Mumbai, Singapore,
Design and development
Google Adwords and display/banner
Campaign Management, tracking campaigns London, and New York
Legal counsel
and reporting
Blogger outreach

Analytics Websites

Social listening for insight mapping

Content and design
Campaign reports and impact
assessment UX/UI designs
Consumer behavior data Site management, optimization and
Big data analytics assessment
2
Whats New in IDHR 2017
New Industry Areas Patient and HCP Modules
3 new healthcare industry segments have been added to this With the end consumers getting more evolved
years India Digital Health Report to provide a more and engaged with their health, weve taken it a
wholesome digital analysis of healthcare companies in India. step further this year by interviewing patients
and interacting with healthcare professionals
(HCPs) to gauge their understanding and
Pharmaceuticals Diagnostics
approach towards digital healthcare. The
valuable insights drawn help track as well as
contemplate changing consumer behaviour in
Medical Devices & Hospitals the digital landscape.
Equipments

Increase in research sample size and New Platforms

geographic expanse Keeping up with the ever growing digital
The India Digital Health report has expanded its reach and pace, the research methodology has also been
expanse. It now covers digital performance of 321 healthcare updated to incorporate new and relevant
companies from: social media platforms making a mark in the
digital health of each market.
India Dubai Singapore

3
Healthcare in India Overview:
Healthcare in India is growing at a rapid pace, currently valued at US$ 100 billion, and expected to touch US$ 280 billion by 2020.

Digital intervention in healthcare is expected to drive the industry at a CAGR of 23% by 2020.

Between public and private healthcare, India triumphs in terms of affordability, and carries a competitive advantage due to its large pool
of trained medical professionals.

Pipeline investments and dedicated government initiatives are likely to contribute towards a more robust healthcare system in India.

Pharmaceuticals Medical Devices & Equipment Diagnostics Hospitals

The Indian pharmaceuticals market is the
3rd largest in terms of volume, and the
13th largest in terms of overall value.
The forecast for 2025 stands at an impressive
US$ 100 billion.
Indias medical devices & equipment segment
is currently valued at US$ 10 billion and is
expected to reach US$ 25 billion by 2025.
It is also the 4th largest medical device
industry in Asia.
India is home to over 800 manufacturers
of medical devices & equipment and exports to
over 150 countries.
Currently, India is home to over 1,00,000
laboratories, with 70% catering to pathology
services, and 30% oering services in radiology
and imaging requirements.
Valued at US$ 5 billion, the diagnostics
segment is likely to touch $32 billion by
2022, a growth forecast of 20% CAGR.
With more than 35,000 government hospitals
and close to 12,000 private hospitals, India
boasts a massive network of hospitals.
However, India needs to add 6,00,000 to
7,00,000 beds over the next ve to six years
in lieu of growing domestic demand, as well as
expected inux of medical tourism that is likely
to double in the next four years.

4
Healthcare in India Investments & Government Initiatives
The Indian healthcare industry has been witnessing some stupendous growth in terms of investments.

Private equity and venture capital funding in healthcare sector has gone up by 13 times, from US$ 94 million in 2011 to US$1,275 in
2016.

Increase in overall health budget, where healthcare has been allocated 2.27% of the total budget, against the 1.97% previously.

Other important initiatives include:-

Landmark agreements and reforms at the state level
E-health initiative
Ministry of AYUSH
Sehat (Social Endeavour for Health and Telemedicine) among others.

In a nutshell, swelling investments as well as sincere public initiatives are likely to converge in near future, leaving India with
one of the most affordable, wholesome, as well as accessible healthcare systems in the region.

5
All Connected Consumer
Indias digital revolution is underway and corresponding numbers are encouraging, to say the least. Lets have a look!

A SNAPSHOT OF THE COUNTRYS KEY DIGITAL INDICATORS

Total Population Internet Users Active Social Media Mobile Subscriptions Active Mobile Social
1,335 Million, 462 Million, users 191 Million, 1,059 Million, Users 167 Million,
Urbanisation: 33% Penetration: 35% Penetration: 14% vs Population: 79% Penetration: 13%

Internet penetration in India currently stands at 35% with a 23% year-on-year growth in internet users. The country has also recorded second highest growth rate (44%) in terms of
mobile active users. With an average internet speed of 4.1 Mbps, social media penetration in India currently settles at 14%. However, India projects an impressive third highest
year-on-year growth in social media users globally. By 2020, India is expected to be home to 730 million internet users with as many as 175 million online shoppers.

ANNUAL DIGITAL GROWTH - Year on year changes in key statistical indicators

Internet Users: +23% Active Socila Media Users: +40% Mobile Subscriptions: +5% Active Mobile Social Users: +44%
Since Jan 2016 Since Jan 2016 Since Jan 2016 Since Jan 2016
+87 Million + 55Million +47Million +51Million

In addition to this, since internet penetration in Tier

1 cities of the country is already near saturation point, about 75-80% new users are expected to come from rural India. A deeper look into
the demographics of internet users in India reveals that about 71% of internet users in rural India are male while 21% are female. The gap is not so wide in urban India where 62% users are
male while 38% users are female. Another interesting observation is that 75% users in rural India fall in the age-bracket of 18-30 years while in urban India 32% of internet users are college
going students.

Simply speaking, new businesses as well as consumers in India are getting online every day, paving the way for a sustainable digital
ecosystem in the country. Through key policy initiatives and impactful infrastructure reforms, improvements in digital adoption are
sure to drive growth of internet users in India. In a nutshell, Indias digital juggernaut is only getting started.

6
Research Methodology
The sheer vastness and complexities of the digital world usually result in hugely varying performance levels for different companies. To keep the report
ndings precise and useful, weve adopted a quantitative research analysis method to gauge the digital health status of companies.

DYE Health Points Assessment System: The Three Buckets:

Different parameters have been set for each digital platform. These The segregation of companies based on their total health score or H
parameters have been assigned certain weightage quantied as H score allows for an easy initial assessment of how well the companies
points. The companies are then divided into three cohorts as per the are doing in the digital sphere. Lets try to understand the three
total number of H points scored. cohorts in brief.

They are the torch-bearers, leading the digital way. These are

H
Digital
companies that maintain good presence across various digital
Primes platforms and are driving engagement while milking relevant
(H points: 50H+) conversations online.

Unit: H Digital They are companies that are gradually moving up the digital
Aspirants health curve and maintain a decent presence across different
(H points: online platforms. These are keen observers and quick-learners
H: Health Point
with consistently improving engagement levels.
20H-25H)
Each parameter has been assigned certain weightage,
quantied as H They are your silent observers, biting their time, pondering
Digital over the thought of being actively and visibly digital. Limited
Onlookers to ofcial websites (majorly) for now, the onlookers is the
Total Points: 100H cohort for companies that are currently planning and prepping
(H points: <20H)
for the imminent digitally oriented future.

7
Whats New?
To keep report ndings relevant, a few adjustments have been made this year. Weve tweaked a few parameters and
added fresh ones for a more accurate study of digital platforms. In addition to this, weve also included two new online
portals in this years India Digital Health Report.

Weve included microblogging site Apart from this, SlideShare Also, Vine makes way
Tumblr this year. Tumblr hosts a (that was earlier a separate for image & video
variety of multimedia content with platform) has been drafted in hosting portal Flickr.
customizable settings. parameters under LinkedIn.

8
Grading Parameters

www

WEBSITES www

APPS FACEBOOK TWITTER

20H 10H 8H 8H

Presence 3H
Page Present Presence and Veried 2H
2H
and Veried
International page 7.5H Availability 3H Country centric page 1H
Use of Facebook
1H
integrated apps
Country centric
7.5H HCP Utility 1H More than 10k followers 1H
page
More than 10k likes 1H
Cross device More than 75k followers 1H
5H Patient Utility 1H
compatibility More than 50k likes 1H Use of 50% visual
1H
Research/ 1H content (GIF/Images)
More than 7
Informative utility 1H
updates per week More than 3
1H
If rated more 1H tweets/day
than 3 stars Blog updates 1H
More than 7 1H
Country centric page 1H tweets/day

This suggests that the specic

platform recognises the authenticity of
the ownership of the page by the
respective company.
9
Grading Parameters

LINKEDIN YOUTUBE GOOGLE BLOG

PLUS
7H 7H 7H 7H

Page Exists 0.5H Page Present 1H Presence 1H Presence of 1 blog 1H

Presence on Slideshare 0.5H

Career Channel 1H More than 10k followers 1H More than 1 blog 1H

More than 10K Followers 1H At least 2

Subscribers more than 2k 1H More than 50k followers 1H 1H
updates/week
More than 50K Followers 1H
More than 6
Subscribers more than 10k 1H More than 50k views 1H 1H
updates/week
At least 5 updates/week 1H
At least 1H Country centric page 1H Integrated in the web 1H
More than 50 followers 1H 1update/2weeks
on Slideshare
More than More than 3 1H
At least 5 slides shared 1H 1H updates/week Utility content 1H
1update/2weeks
More than 7
Country centric page 1H Country centric channel 1H 1H Country centric content 1H
updates/week

10
Grading Parameters

PINTEREST FLICKR INSTAGRAM TUMBLR

Blog updates 1H

7H 6H 7H 6H

Presence 1H Presence 1H Presence 2H Presence 1H

Followers more Followers more At least 1 update

Veried 1H 1H 1H 1H
than 50 than 100 in 4 weeks
Number of boards 1H Followers more 1H Followers more 1H More than 1 update 1H
more than 3 than 100 than 500 in 4 weeks

Number of boards At least 1 update At least 2 At least

1H 1H 1H 1H
more than 10 in 4 weeks updates/week 30 notes/post

Number of followers 1H More than 1 update 1H Updates more than More than 1H
1H
more than 200 in 4 weeks 2/week 30 notes/post

Number of followers Country centric Country centric Country centric

1H 1H 1H 1H
more than 500 page page page

Country centric page 1H

This suggests that the specic

platform recognises the authenticity of
the ownership of the page by the
respective company.
11
Research Snapshots
As per report ndings, only 14% of the 160 companies studied emerged as Digital Primes. 54% companies qualify as Digital
Aspirants while the remaining 32% fall under the category of Digital Onlookers.

Overview: Leading Platforms:

Digital: Social Platforms:
22 84 54 www

Primes Aspirants Onlookers www

Websites LinkedIn Facebook Twitter YouTube

Percentage of Primes, Aspirants, and Onlookers in each segment:

22% 11% 7% 4%
48% 18% 22%
32%

30% 71% 71% 64%

Pharmaceuticals Medical Devices Diagnostics Hospital & Healthcare
& Equipment

12
 Segment-wise Analysis
Pharmaceuticals

Key Highlights:
Primes Onlookers
22% 29
48%
H Points

Average digital Focus largely on Dominated by Aspirants

Pzer Highest percentage Highest percentage health score stands most popular social and Onlookers, must
(65H) of Primes across of onlookers across at 29 H Points media platforms change gears
30% all four segments all four segments

Digital Primes Aspirants Onlookers

Pzer 65 Novartis 56.5 Bristol-Myers Squibb 41.5 Glenmark 30 RPG Life Sciences Limited 20 Aarti Drugs Limited 16 Hetero Pharma 13.5
Boehringer 64 Novo Nordisk 56 Dr Reddy lab 39.5 Pharmaceuticals Strides 20 J.B.Chemicals & 16 Caplin 13
Ingelheim Glaxosmithkline 54 Jansen Cilag Private Limited 35.5 GSI Pharma 30 Cadila Pharmaceuticals 20 Pharmaceuticals Ltd Zenith 13
J&J 61.5 Merck Limited 53.5 Amgen 34.5 Pvt. Ltd. Sun Pharma 19.5 Jenburkt 16 Albert david 12.5
Bayer 61 Astra Zeneca 52 Wockhardt Limited 33.5 Zydus Cadila 28 Aristo 19.5 Pharmaceuticals Ltd IPCA 12
Roche Products 60.5 Abbott 51.5 Alembic Pharma 32.5 Alkem Laboratories 28 Indoco 19 Themis Medicare 16 Orchid 11
(India) Pvt. Ltd Fresenius Kabi India 32 Limited Unichem Laboratories Ltd. 18 Torrent pharmaceutical 14.5 Divis 11
Himalaya 59.5 Pvt.Ltd. Jubilant life 27 Elder Pharmaceuticals 17 Medley Pharmaceuticals 14 Wanbury 11
Sano 59 Mankind 31 Allergan 23 Intas Pharmaceutical 16.5 Limited Akumentis 10
Eli lilly 56.5 Biocon 30.5 Natco pharma 23 TTK healthcare 16 Coral Laboratories Ltd 14 Granules 9
Baxter int.inc 30.5 Ajanta Pharma 23 Aurobindo 16 Piramal Enterprise 14
Cipla 30 Panacea Biotec 22 Lupin 16 Blue Cross Labs 14
13
Segment-wise Analysis
Medical Devices & Equipment

Key Highlights:
11% Primes Aspirants
18% Onlookers 36
H Points

Average digital Near to equal focus Intense competition

GE HEalthcare Second highest Highest percentage Lowest percentage as Aspirants push to
(65.5H) percentage of of Aspirants of Onlookers health score stands mostly on social
at 36 H Points media platforms break the ceiling and
71% Primes across all across all four across all four become Primes
four segments segments segments

Digital Primes Aspirants Onlookers

GE Healthcare 65.5 Medtronic 49.5 Toshiba 32.5 Hitachi 18

Roche 54.5 Zimmer 48.5 Smith and nephew 32 Danaher 18
J&J 52 3M 47.5 Baxter 30.5 BL life sciences 14
Siemens 52 Abbott vascular 45.5 cardinal health 29
Philips 51 BD 37.5 Bio-Rad 28
B.braun 36.5 St Jude medical 27
Boston Scientic 36 Edwards 26
Olympus medical system 35.5 Stryker 25
Resmed 34 Fresenius 25
Terumo 32.5 Varian 24

14
 Segment-wise Analysis
Diagnostics

Key Highlights:
7% Aspirants
22% Primes

29
H Points
Percentage of Aspirants Highest percentage Average digital Divided focus Dominated by Aspirants
Lowest percentage
equivalent to Medical of Aspirants across health score stands across social media slowly moving up the
of Primes
71% devices sector all four segments at 29 H Points platforms digital ladder

Digital Primes Aspirants Onlookers

Apollo Diagnostics 70 Dr lal path labs 41.5 Lifecare 30.5 Medall Healthcare Pvt ltd 19
BioMrieux India Private 33.5 Oncquest Laboratories 29.5 Ortho Clinical Diagnostics 17
Limited Thyrocare 29 India Pvt. Ltd
SRL Diagnostics 32 Span Diagnostics 22 Lucid medical diagnostics 10.5
Suburban Diagnostics 32 Hitech Diagnostics 20.5
Metropolis 32

15
 Segment-wise Analysis
Hospitals

Key Highlights:
4% Aspirants Onlookers
Primes
32%
28
Kokilaben Dhirubai
H Points
Ambani Hospital & Lowest percentage Third highest percentage Second Lowest percentage Average digital Near to equal focus 4% Primes carry a distinct
Medical Research of Primes across all of Aspirants across all of Onlookers across all
Center (56 H) health score stands mostly on social advantage over 94% of
64% four segments four segments four segments at 28 H Points media platforms players

Digital Primes Aspirants Onlookers

Kokilaben Dhirubai Ambani 56 Seven hills 50 PD Hinduja 36.5 Sterling Hospitals 28 Dr. Agarwal's 21.5 Vasan eye care 20 Batra Hospital 16
Hospital & Medical Apollo hospitals 49.5 Max Healthcare 36 Alchemist Hospitals 26.5 Eye Hospital Action cancer hospital 19.5 Lilavati Hospital & 16
Research Center Manipal Hospital 48.5 Medanta 35.5 HCG 25 Peerless 21.5 Asian institute 19 Research Centre
Sir H. N. Reliance 52 BLK Super Speciality 47.5 Columbia Asia 34 CMRI hospital 25 Hospital SAL Hospitals 18.5 Sagar hospital 15
Foundation Hospital and Hospital Fernandez Maternity 33 Jaslok Hospital 25 Zydus 20.5 MIOT Hospital 18.5 Breach Candy Hospital 15
Research Centre CIMS Hospital 43.5 Hospital Glocal medicare 24 Hospitals Aravind Eye Care System 18.5 Sri Ramachandra 12.5
Desun Hospital 40.5 Shalby Hospital 31 Disha Eye Hospital & 23 Kalra hospital 20.5 Advanced Medicare & 18 Medical Centre
Wockhardt Hospital 39.5 Cygnus Hospitals 30 Research Centre M.S Ramaiah 20.5 Research Institute Ltd Rockland Qutab 12
Fortis Hospital 38 Dr. L.H. Hiranandani 30 Ruby General 22.5 Memorial (AMRI) Vijaya hospital 11
Global Hospitals 37.5 Hospital Hospitals Hospital Sir Gangaram Hospital 18 Mallya hospital 8
Narayana Health 37 Dr. Balabhai Nanavati 30 BGS global 22 Billroth Hospitals 17
KIMS 37 Hospital Hospital
16
 The Digital Primes

Pharmaceuticals Medical Devices & Equipment Diagnostics Hospitals

Pzer 65 GE Healthcare 65.5 Apollo Diagnostics 70 Kokilaben Dhirubai Ambani 56

Boehringer ingelheim 64 Roche 54.5 Hospital & Medical Research
J&J 61.5 J&J 52 Center
Bayer 61 Siemens 52 Sir H. N. Reliance Foundation 52
Roche Products (India) 60.5 Philips Healthcare 51 Hospital and Research Centre
Pvt. Ltd
Himalaya 59.5
Sano 59
Eli lilly 56.5
Novartis 56.5
Novo Nordisk 56
Glaxosmithkline 54
Merck Limited 53.5
Astra Zeneca 52
Abbott 51.5

17
Presence:
By maintaining presence across most social
media handles, Digital Primes have managed
to increase online visibility and are able to
tap a variety of online audiences.
Digital Primes:
What are they
doing right?
Listening:
Observing online conversations and activities
is crucial for an impactful digital experience.
Social media listening helps Primes have ears
on the ground and make strategic amends
accordingly.
Content:
Through relevant and informative content,
Primes are not only adding value to overall
customer experience, but also fostering
online conversations.
Engagement:
Primes are consistently engaging with their
online audiences through various platforms.
By staying in touch, Primes strengthen their
credibility and authority.
18
Overall Insights
LinkedIn

The professional social network, LinkedIn, owned by Microsoft ranks

India as its second largest market in terms of users after the U.S. 91% 36% 11% 22%
The company which achieved a milestone of 500-million-member mark
across 200 countries has about 42 million users in India.
LinkedIn enjoys the Close to 36% players Suffers from low Merely 22% of the
maximum presence have established an engagement with healthcare entities are
LinkedIn has grown more than 40% in India over the past two years. The with 91% players having India centric page as only 11 % companies leveraging the power of
country contributes over 35.5% to the APAC community which has their LinkedIn page. well active on LinkedIn Slideshare and Pulse.
more than 118 million members.

Why LinkedIn matters to What next?

healthcare?
LinkedIn is one of the most effective ways to recruit
new talent.
LinkedIn Primes Fostering strategic partnerships is a powerful way
to grow a business and LinkedIn provides just that.
Create a complete prole, design matters as
much as content on social media pages
Dont just be present, engage.
Make relevant company oriented, end audience
relevant updates on a regular basis

Biocon Apollo Diagnostics Review your wall regularly and share, comment
LinkedIn is even more important to B2B on and like your connections updates and
marketers than Facebook long-form posts.
Siemens Healthcare Medanta - The Medicity The power of LinkedIn groups
Create or join and participate in groups

Post content on LinkedIn publishing tools

19
Overall Insights
Facebook

Facebook is the most popular social networking site in India. Facebook While presence is high,
engagement is low for
users in India have crossed 240-million mark, becoming the largest
audience country for the social media giant.
90% 86% 19% Facebook by Healthcare
rms in India.

Facebooks active users in India also skew young, with more than half of
After LinkedIn, Facebook
the countrys users below the age of 35. While about 23% of Facebook is the 2nd most
base in India is 45+ of age, embracing is on the rise preferred platform with
90% presence rate.
Pharma has maximum
number of players
amongst the 4 categories
on Facebook with a
presence rate of 86 %.
However merely 19% There is also the habit of
accounts from the initiating and abandoning the
companies surveyed, platform midway, or selectively
actively engage with utilizing the medium, as and
their audience. when the need arises

Why Facebook matters to healthcare?

Almost 88% of organisations surveyed have a Facebook
page
But more important than size alone, Facebook is fast
Facebook Primes becoming a primary resource for users looking for
health information.
Pzer Apollo Diagnostics Very often the reason people turn to Groups on Facebook
is because theyre looking for advice, for suggestions from
similar people, or others who might be in a similar situation.
GE Healthcare Fortis Hospitals
Facebook in particular, provides a two-way communications
channel for healthcare. Individuals can connect with others
interested in the same medical topic, illness or injury, and in
some instances, give and get feedback from health facilities.
In India, Facebook reports key discussion
topics as Parenting, Schools, Health & Food
and Sports being the leading ones.
What next?
Think of Facebook as a connected and targeted
community
Facebook provides a voice of the customer
Facebook extends your reputation and branding
message
Facebook boosts search engine visibility and
visitor trafc
20
Overall Insights
Twitter

Twitter is a discovery platform. News rst breaks on Twitter.

If you want to know whats happening across the world, you
come to Twitter.
73%
25.3 million active users in India.
Twitter is slowly and steadily
becoming the favorite and
Accounts for almost 17% of social media usage. falls under the category of
3rd most preferred platform
after LinkedIn and Facebook
with a presence rate of 73%.
29% 16% 41%
Twitter seems to Players who have veried 41 % players share
attract more hospitals account on Facebook, visual content to up the
as compared to other ensured to have a veried engagement quotient.
categories with a twitter account too!
presence rate of 29%. Hence its 16% across
both the platforms.

Why Twitter matters to healthcare? What next?

Pharma can use Twitter for identication and proactive
Twitter Primes engagement with opinion leaders
Twitter allows pharma to engage with an audience that
is yearning for more information about healthcare,
Abbott Apollo Diagnostics
diseases and treatment options
Tweetchats are the gateways to gain better understanding
GE Healthcare Apollo Hospitals of issues relating to particular disease areas
Be present, engage and plan ahead
Be more human, engage in conversations, be adept,
be quick. Create a feel and tonality for your brand.
Use Hashtags for conversation initiation and
collation
Have a strong community management guideline.
Play with content format.

Engage in listening and optimize your content

regularly.

21
Overall Insights
YouTube

India has 180 million monthly active users of YouTube on mobile devices alone.
4th 70%
YouTube has 14 Indian independent content creators on its platform with one million subscribers each.

With over 300 million smartphone users now in the country, creators are nding audiences beyond the top Youtube giving a tough competition to Nearly 70% of the players from all
metros thanks to improved access to the Internet, as well as more Indians coming online in tier 2 cities who Twitter and comes across as the 4th the categories nd their presence on
are discovering new content in their languages. This demand is driving more hunger for YouTube content most preferred platform YouTube
across all genres.

These trends are driving YouTube's massive growth in watch time, with mobile contributing to 80 per cent
of YouTube's total watch time in India. That mobile watch time is growing at a staggering 400 per cent year
on year. Earlier this year, YouTube announced that its 1+ billion users worldwide are now watching
24% 13%
1 billion hours of video daily.
Close to 24% players actively upload 13% players make an effort to upload the
videos on YouTube video content at least once in 2 weeks

Why YouTube matters to healthcare? What next?

Provide useful, patient friendly information.
Twitter Primes Video is an engaging way to educate patients and healthcare
professionals.
Have real experts lead the content, if possible.
Video content has highest consumption rate.
GSK Apollo Diagnostics Engage with content creators and develop more
Video is especially useful for patients with low literacy levels. palatable content.

Content once created has a longer shelf life and provides for Monitor for adverse events
J&J Seven Hills multiple usage.
Be creative with awareness led information.
22
 Patient Module
As governments, payers, and healthcare providers rapidly move toward a health system that focuses on outcomes rather than products and services, pharmaceutical companies are
nding their way toward a new business model: patient-centricity. This shift of emphasis from products to patients represents a radical departure for the pharma industry, upending a
half-century old business model based on blockbuster drugs, incremental innovation, and physician preferences.

At D Yellow Elephant, we constantly strive to embrace ourselves with the insights on ever evolving digital playground, user consumption pattern and market challenges. The Patient
module of the India Digital Health Report 2017 captures the very essence of changing consumer choices and information gathering techniques when it comes to dealing with the
online space.

We interviewed close to 250 respondents across India and tried to understand a shift in the information consumption and decision-making pattern pertaining to health topics.

The questionnaire was framed keeping in mind the decision-making journey one goes through when it comes to health of oneself or his/her loved ones.

Sample Size: Demographics: Key Findings:

What is the rst point of reference What do you use Online
for Healthcare related information? healthcare information for?
= 250
Male Female 38% 14% 65% Self-Diagnosis,
138 112 online information family and friends, symptom checks
(Google searches) previous patients
Age Group: Cities: Treatment checks
22% (cross checking
Ahmedabad Kolkata prescriptions given
18-35 35-45 45 years by HCP)
years years onwards 37% 11%
HCP consultation self-diagnosis
Mumbai Read Patient stories,
181 62 181 13% reviews and
Chennai
experiences

23
Patient Module
Overall search patterns:

people consulted a doctor people discuss web information people did not nd India-specic
47% 60% 69%
based on online search with doctors healthcare information on web

Insights:
Patients and caregivers are now actively seeking relevant, credible, India focused information online

Patients now arrive in physicians ofces armed with information, and their insistence on taking a more active role in their treatment is transforming healthcare from a
provider dominated marketplace to a consumer-centred system.

HCPs are also actively seeking a role in this information search, as they need to be well versed and keep up to speed with changing patient patterns.

Patient-centric cannot simply be a marketing buzzword. Pharma companies must walk the talk or else risk reputational damage.

The insights gained by listening to the voice of the patient can be applied at every stage of a Healthcare companys eorts, from drug discovery to winning regulatory
approval to post-market disease management.

Need to make a shift from brand to disease awareness and management.

More education is needed at every level, and healthcare rms have a huge role to play in listening to and informing both physicians and those they treat.

24
HCP Module
More informed patients have created a need for Medical Practitioners They are now on active lookout for newer and updated information
1 to be more informed and updated want to build own BRAND 2 to sync better with patient needs

More focused on easy accessible mediums like the web and material
3 4 Mobile and handheld devices are the driving force
available on online portals

HCP Networks and social media proling is on a signicant rise

5
even with patients

Our endeavour is to treat more and more patients and improve their health
status. Technology enabled channels, be it internet or mobile, help us get
information on new drugs, emerging treatment protocols, etc. It helps us do
our job more efciently and yet keep ourselves abreast of global changes in
As doctors, our bandwidth is committed to treating more and more patients and
improving their health outcomes. In this pursuit, technology-led information
sharing on new drugs, new indications and peer information on emerging
treatment protocols is of tremendous benet to the medical fraternity. It frees
the world of medicine. up our time for patients and at the same time, keeps us updated on the latest
-Dr. MS Dhillon, Head of Orthopaedics, PGI Chandigarh medical information
-Dr. Upendra Kaul, ED, Academics & Research (Cardiology),
Fortis Escorts Hospital, Delhi

The healthcare fraternity needs to ensure that we take advantage of the enabling
policy environment to help create new technologies and innovate for a billion
Indians to access quality healthcare. By 2030, no Indian should have to travel
over 100 km to access healthcare. The investment in healthcare and technology
The new generation of doctors are digital natives, and they're quite used to using smart-
phones and computers. They want to use these digital tools (which are with them 24/7)
in order to provide a better service to their patients. Doctors need to take a more active
role in how technology can be used to help them provide better care for their patients.
We owe this to our patients!
should reap the digital dividend for all Indians.
-Dr. Prathap C Reddy, Founder - Apollo Hospitals Group -Dr. Aniruddha Malpani, Founder Malpani Infertility Clinic

25
IDHR
Bibliography: Glossary:
https://wearesocial.com/special-reports/digital-in-2017-global-overview www.imshealth.com DYE: D Yellow Elephant

https://www.ibef.org/industry/healthcare-india.aspx www.socialmediatoday.com H: Health Points

https://data.gov.in/keywords/healthcare www.wired.com
HCPs: Health Care Professionals
https://www.consultantsreview.com/cxoinsights/indian-health forbesindia.com
care-outlook-in-2017-vid-769.html Veried: Account authenticated by a specic digital platform
http://www.livemint.com/Industry/38SCKIkJIyK-
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cle7655869.ece
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tal-healthcare-startups-dr-malpani
https://in.pinterest.com/

https://vine.co/

https://instagram.com/

en.wikipedia.org

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