WORKSHOP ON “DIGITAL MARKETING IN HEALTHCARE”

WORKSHOP ON “DIGITAL MARKETING IN HEALTHCARE”
A workshop on digital marketing in healthcare was held on Saturday, 23 rd February 2018.
Over the past few years, every industrial sector is welcoming the big data and digital
marketing in its line of business due to its numerous advantages. The rapidly growing
healthcare sector is also one of them.
The workshop commenced with a brief overview given by Mr. Vikas Tiwari and Ms. Sonal
Kabir; students of Symbiosis Institute of Health Sciences, about the contribution of symbiosis
in the field of digital marketing in the form of its Facebook page and SIHS blog.
Session 1:
Time: 10.00 am – 12:45 pm
Guest speaker: Mr. Swapnil Narake is a Digital Marketing Trainer and currently works as a
Marketing Manager at Sahyadri hospital, Pune.
Mr. Swapnil, very adept in his field of work, introduced us to the basic concepts of digital
marketing. He spoke about how digital marketing differs from traditional marketing. Digital
marketing is cost effective, simple to measure and gives real time results and is advantageous
over traditional marketing in a way that location targeting becomes very easy. We learnt
about calculating the cost of a newspaper and a radio ad. We also learnt about the different
modules that it comprises of. He impressed a lot upon Search Engine Optimization (SEO)
and the importance of studying both keywords and content in SEO. Mr. Narake quoted “A
Good content is not necessarily an SEO friendly content” and explained it further. Another
module that was focussed upon was ‘web analytics’ which is vital for making a marketing
strategy. He talked about creation of a blog that requires two main components- Domain and
Hosting. Other modules discussed were social media optimization and marketing, email
marketing, affiliate marketing and app store optimisation.
It was indeed an enlightening session where plethora of knowledge was shared by Mr.
Swapnil Narake within a few hours.
The session concluded with a Q&A round. This was followed by a vote of thanks by Ms.
Aswathy Kutti.

Mr. Swapnil Narake

Mr. Vidyabhushan Arya

Session 2:
Time: 2:00 pm – 4:00 pm
Guest Speaker: Mr. Vidyabhushan Arya, Assistant Media Director
The topic for this session was Brand management through Digital marketing.
Mr. Vidyabhushan quoted “India has a huge scope in brand management”.
He showed us a video of Baba Ramdev who is well known for his brand ‘Patanjali’, which
suggested how a brand can bring about a social media revolution. He spoke about novelty of
digital marketing in terms of its relevance, personalisation, cost effectiveness, scalability,
measurability and scope for high engagement. He emphasized on digital marketing as a way
of promoting sales and increasing brand awareness. Mr. Vidyabhushan discussed different
forms of media, roles, benefits and challenges of the same. He also spoke about the
importance of having knowledge about users’ behaviour in digital marketing. This was
followed by a video of our honourable Prime Minister Narendra Modi talking about “the
inevitability of digital marketing and its continuous growth over the years.” He impressed
upon a fact that in spite of digital marketing being an effective tool, it hasn’t been able to
replace traditional forms of marketing which still happens to be the most reliable source of
information.
The workshop concluded with a vote of thanks by Dr. Supriya Sharma.
The workshop created a positive impact on the minds of students. It provided us with the tips
and tricks of working efficiently as healthcare managers by making optimaluse of digital
marketing.