How Healthcare Sector in India is adopting Social Media?A case study of Narayana Nethralaya

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The healthcare industry is a growing industry in India. The raising health awareness and consciousness of the public combined with the improving economic status of the people has contributed much to this growth. Hospitals in India have started adopting social media as a tool to grow their business. Super-specialty hospital chains such as Apollo Hospitals, Fortis Healthcare and Max Healthcare have aggressively pursued social media marketing. On the other hand, Columbia Asia and Manipal Hospitals are yet to take up active social media marketing. Max Healthcare has 125 video uploads on its official YouTube channel which includes testimonials from patients and the channel targets mainly international patients. It also makes proper use of hash-tags in Twitter and it has been using the medium for giving valuable information about healthcare and for promoting its services. Fortis Healthcare boasts of 1402 followers on its Twitter handle. Apollo Hospitals has a whopping 37,651 Facebook Fans and it is very active in engaging with fans.

Super specialty hospitals are not an exception either. For instance, Narayana Nethralaya which is a super specialty eye hospital in Bangalore and which has been adjudged as among the top 5 ‘Best multi-speciality hospital in Ophthalmology’ by The Week/HANSA research survey 2011 has been adopting social media actively. It has 5,273 Facebook fans and has been using Facebook to promote campaigns such as Eye Donation campaign and events such as Ophthalmology CME for pediatrician, etc. It also reinforces its leadership in the industry by posting an update on debunking the contact lens myth which spread like wildfire on Facebook. The post got 32 shares by public and received positive feedback from people who got scared about the contact lens myth. The hospital is also one of the few hospitals in India maintaining a blog.

Narayana Nethralaya Foundation funds KIDROP as a part of her social responsibility in keeping with the hospital principle that “no child must go blind for want of financial resources”. KIDROP is also present in Facebook and it uses the channel to create awareness about Retinopathy of Prematurity (ROP) which is the leading cause of Infant Blindness in the World.


Disclosure: This article is not a sponsored article, Narayana Nathralaya is a client of the owner of this blog

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