LinkedIn most preferred digital platform for pharma & healthcare Cos

LinkedIn, followed by Facebook and Twitter have emerged as the leading platforms for healthcare and pharmaceuticals companies in India for digital engagement, according to the data revealed by the‘India Digital Health Report 2017’. 

The report was published by D Yellow Elephant, a full-service digital & social media firm, with a specialised focus on pharmaceuticals, medical technology, healthcare and wellness. 

The report studied 160 India-based companies across 4 verticals – pharmaceuticals, medical devices & equipment, diagnostics and hospitals on 12 key digital and social parameters – websites, apps, Facebook, Twitter, LinkedIn, YouTube, Google+, Blogger, Pinterest, Flickr, Instagram and Tumblr. 

The companies have been segregated into three categories – Digital Primes (the torch-bearers), Aspirants (gradually moving up on the digital curve) and Onlookers (silent observers) based on their presence, engagement, response, and consumer followership. 

The study revealed that only 14 per cent companies emerged as Digital Primes. 54 per cent companies qualify as Digital Aspirants, while the remaining 32 per cent fell under the category of Digital Onlookers. 

Of the four industry verticals, pharma accounts for the highest number of Digital Primes (22 per cent). Medical devices & equipment and diagnostics have maximum Digital Aspirants, with 71 per cent of the surveyed companies maintaining digital presence, but lagging in engagement. 

Apollo Diagnostics takes the overall top spot with a score of 70, followed by GE Healthcare with 65.5 and Pfizer with 65 points. Amongst hospitals, Kokilaben Dhirubhai Ambani Hospital leads with 56 points. 

Aman Gupta, Managing Director, D Yellow Elephant, noted, “The report indicates that pharmaceutical and healthcare companies in India are affected by ‘Engagement Draught’ – present across most social media platforms, but reluctant to engage with stakeholders. With HCPs (Health Care Professionals), patients, caregivers and policymakers consuming bulk of information online, it is imperative for companies to develop a digital ecosystem spread across multiple channels.” 

“Launched in 2015, the India Digital Health Report has set benchmarks for digital presence across the sector. The second edition reveals that the digital journey for most companies has started, but restricted to presence. A robust digital engagement strategy should be integral to the corporate strategy, rather than an afterthought,” he added.

Top Findings:

  • Apollo Diagnostics comes on top with a highest score of 70 H
  • Amongst industry areas Pharmaceuticals lead the way to embrace Digital, with leading number of 14 Primes in its bucket
  • Websites are still the most popular outlet with 100% presence across 160 companies and also most preferred by end consumers
  • LinkedIn enjoys the maximum presence with 91% players having their LinkedIn page, but suffers from low engagement with only 11% companies active on LinkedIn
  • After LinkedIn, Facebook is the 2nd most 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% accounts from the companies surveyed, actively engage with their audience
  • Twitter is slowly and steadily becoming the favorite and falls under the category of 3rd most preferred platform after LinkedIn and Facebook with a presence rate of 73%. Twitter seems to attract more hospitals as compared to other categories with a presence rate of 29%
  • YouTube is giving a tough competition to Twitter and comes across as the 4th most preferred platform, nearly 70% of the players from all the categories find their presence on YouTube
  • Close to 24% players actively upload videos on YouTube
  • Presence Vs Engagement. While healthcare companies are present on the web across platforms, the level of engagement is very low
  • There is also the habit of initiating and abandoning the platform midway, or selectively utilizing the medium, as and when the need arises
  • With an internet penetration of 35%, Indian Patients and HCPs are Empowering themselves everyday. While Hospitals are spending high on paid promotions, end consumer engagements are very low

 

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