Healthcare firms & hospitals should adopt mobile-first marketing: Kuldeep Chaudhary

At the e4m Health Communications Conference, Kuldeep Chaudhary, CEO & co-founder of ADOHM explained how healthcare businesses can leverage their own data with AI & machine learning

e4m by exchange4media Staff
Updated: Mar 6, 2020 9:13 AM
Kuldeep Chaudhary

The first edition of e4m Health Communication Conference and Health Marcom Awards kicked off on March 5, 2020, in Mumbai. It was a meeting of minds of some of the biggest names in Indian healthcare and marketing, deliberating on ways to be more customer-centric in their approach.

At the conference, industry leaders shared insights on why customer still reigns supreme. CEO and co-founder of ADOHM Kuldeep Chaudhary was one of the speakers at the event who delivered an insightful session on ‘How Marketing Technology is supporting the Healthcare Industry.’

Long before coronavirus sent the world into a symptom-Googling tizzy, people have always been anxious about their health on the internet. Chaudhury spoke at length about how marketers and healthcare brands can leverage the opportunity to not only address customers’ medical problems appropriately but also boost businesses.

He began the session by explaining what led to the genesis of ADOHM: “I started this company, related to a problem I was facing earlier. In the age of digitisation, when you are generating terabytes of data for your company, which you don’t realise how to use it.

“In 2010, when the boom of digital advertising started in India, we started getting a lot of clients and were spending millions of dollars on their behalf on Google and Facebook.”

“The biggest challenge we faced is that we were collecting data and we had no means to use that data. Except, how Google and Facebook were using that data, customers were not able to use that data,” he said.

He added that even though it’s humanly possible to use the data, the cost incurred can be humongous. “No one is willing to spend that amount,” he emphasised.

All it took was an idea five years ago. “We thought, why don’t we utilise this data that we have accumulated for all our clients and the experience that we have generated in digital advertising? Why not use it in something that we can bring more value using artificial intelligence?” Chaudhury added.

ADOHM came up with a martech product to help clients leverage this information.

“Marketing technology itself is a $121.5 billion market worldwide, which is basically going to increase at a 44% CAGR in the next five years,” he explained.

He went on to detail how martech can prove useful for the healthcare industry and how it can be used in multiple healthcare scenarios.

“In case you are a brand, a lot of searches happen on your brand itself. It takes years of hard work, money and time to make a single brand. Every brand is unique. Even the clothes you wear and the shoes you buy of a particular brand is a promise,” he pointed out.

He said that the days of blasting, cold-calling and SMS-driven marketing are over. “It has to be very, very, very precise,” he stressed.

Emphasising on the need to map a “user journey” and “behaviour”, and generate ads that are specific to them.

Citing a study ADOHM had done, Chaudhary said that showing relevant ads to users will always work.

He used a visual to depict the customer journey on how they interact with brands. A roadmap showed how a brand made itself a brand, using multiple touch-points.

There has been a two-fold increase in health-related searches in the last 30 months. There’s a 20 per cent YOY growth in these searches and 54 per cent growth in online video content.

“Healthcare has so much data on customers that they can target them using AI and lot of machine learning that can analyse every individual and personalise their experience online as well as offline,” he pointed out.

He also added that mobile phones have been driving the growth of searches. “So a mobile-first strategy is the first thing any health management company or hospital needs to take care,” he said.

YouTube is another driver, he said, where healthcare brands and marketers should focus, considering the amount of time people spend watching videos on weight loss and diet. “YOY, there’s a 50 per cent growth on searches on YouTube,” he said.

He also observed that TikTok, which is considered a frivolous content-consumption platform, is also a big opportunity for healthcare. “There are a lot of doctors giving tips on TikTok and they are getting really popular among millennials. These doctors have started their own brands, which they are selling on TikTok,” he revealed.

He also observed that radio and TV promotions can reflect back onto your increase in search queries on digital. Brands like Dr Lal Path Lab, Thyrocare and SRL have managed to top the list of diagnostic centres.

Chaudhary lauded the efforts of companies like Jio who brought down the cost of internet and phone manufacturers, which have led to increased awareness among people.

He also highlighted the importance of using free apps that cost virtually nothing. Google Maps was one.

Stating that customers generally follow doctors and not hospitals, Chaudhary explained how an exercise done for a hospital brand turned out to be a huge success.

“We collaborated all the staff info of the hospital and put them in Google Map Business. “In just one month, they had to shut down the call centre because they cannot handle so many calls,” he said.

Without spending a single penny on Google Search, which they were lavishly spending. Their count of patients increased by 300%.

“It’s a free service and we underestimate it,” he added.

“You cannot conquer an ocean, but you can make dams around rivers. That’s the best strategy,” he said.

He signed off stressing on how healthcare businesses can utilise their own data with the health of AI and machine learning to improve businesses and revenue.

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