INFLUIDITY

SOLUTIONS
Archit Sahay
Sayandeep Mall
ATTRACT

• A Compelling Website That Appeals to Your Buyer

• Search Engine Optimization (SEO) by optimized images with HTTP compression and
CSS sprite along with CDN static file delivery system.

• Targeted, Appealing, and Newsworthy Content such as YouTube videos pertaining to

medical information, published papers, stellar staff pages and medical blog.

• Promotional Social Media Campaigns with thrifty health plans and check-ups

• Data collection via making email ID registration mandatory which can be used later to
contact potential customers about offers.

• Messaging capabilities so patients can communicate quickly

• Doctor or specialist lookup

• Insurance and financial help guides

CONVERT

• Creation of targeted email campaigns : Availability of online consultation in form of chat rooms on the
Hospital website free of cost but with email registration

• Segmentation of leads : Use patient personas to understand the needs and interests of different prospects
and tailor content to different stages in the patient journey.

• Provide the right offer : The right offer can increase response rate by up to 300%, so it’s worth taking the
time to find out what matters to each segment of your audience. Creation of email drip campaigns to engage
those leads with targeted content and present them with offers tailored to their unique needs and interests

• Follow up. Then follow up again : The vast majority of conversions take place after several interactions. It
may take four, five or six follow-ups before that lead becomes a patient.

• Know your data : Tracking key metrics like conversion rate, click-through rate, time spent on page, time
spent on site, visits before conversion and email open rates to determine how well lead nurturing campaigns
are performing. This will tell us where to invest your efforts and which strategies have paid off.
CLOSE

• For the customers walking through our door, free health

checkups .
• Provision cheaper medical tests and consultations in comparison
to the competitors
• Avoiding unnecessary, costly and intrusive tests to gain patient
goodwill.
DELIGHT

• Striving to deliver service on the schedule of the patient by

avoiding unnecessarily long waits for lab results to be distributed.
• Great customer service means systems as well as smiles.
• Solution of patient queries via chatrooms should be quick. If not then
preference should be provided to them while face to face check-ups.
• Quality of Patient Facing Staff should top notch.
• Implementation of CRM modules for the patient feedback system.
• Patients Are Your Best Ambassadors : Implementation of Patient
referral programs which by word of mouth can increase customer flow.
Patient Referral program

This is the most important part of our strategy is Patient Referral

Program or PRF:
1. There should be an Early Referrals Application i.e. electronic
referral option based upon a referral code provided to all the
customers.
2. New customers using this code during their first walk-in can get it
from existing customers.
3. Discounts on medication and admittance should be given to
existing customers which would convert them into loyal
customers.
Patient Loyalty program

• Loyalty cards should be offered to the customers which record

loyalty points on the basis of which discounts would be granted.
• This should drive up the drug purchases at the hospital.
• Loyalty points should also provide them with cash backs if paid via
paytm, phonepe, Google pay etc
COST IMPLICATIONS INBOUND VS
OUTBOUND MARKETING
COST IMPLICATIONS INBOUND VS
OUTBOUND MARKETING

• 86% of television viewers choose to skip through commercials.

• 84% of content consumers aged 25-34 exit a website for “irrelevant
or intrusive” ads.
• Inbound leads in 2012 cost an average of 9450/-, while traditional
outbound leads cost 24220/-on average. Businesses spend on
average 1400000/- less on inbound marketing versus the traditional
outbound techniques they’re familiar with.
• 54% more leads are guaranteed to come via our inbound approach.
Out bound strategies

• Professional Referral Marketing: A reliable and continuing stream

of inbound patient referrals from other medical, dental or other
professional sources. Doctor referrals can be rewarded with
monetary compensations.
• Public Relations: Includes planning and generating healthcare
publicity and free press exposure, such as newspaper articles or
broadcast interviews or medical webinars.
• External Marketing: TV & Radio ads explaining the dangers of
most common ailments and check-ups offers at the hospital.
#Both the inbound approach and outbound strategies should
generate sufficient walk-ins which can be retained using Patient
Referral Program and Patient Loyalty programs.