A bird's eye view of the Digital Landscape for Communications & Health

1. Digital
Communication,
Transformation, &
Health
Not for reproduction or
redistribution

2. Overview
Size of Indian advertising market: Rs. 61,878 crores)
Growing at CAGR of 10.62%
Top Spenders on Digital: BFSI (38%) of all their marketing budgets.
followed by consumer durables (36%), e-commerce (34%) &
Telecom (31%).
2Source: Dentsu Digital Report

3. 612 million Indian
internet users
90% of them are on mobile
3Source: TRAI Performance Indicator report
Yet, businesses spend 53% of their budget on
desktop communication (5716 crores!)

4. 4X Growth in rural internet users
Source: Bain & Company: Digital for Bharat Report
8 GB data consumption per user per
month
Source: Nokia MBTI Report
160 million users transacting online
Source: Bain & Company: Digital for Bharat Report
4
The Big Picture

5. “ Earlier, information would be released on need basis (e.g.
required by regulators).
Digitzation leads to abundance of information available online
– people search online for solutions to all of their daily
problems.
Patients share their experiences with drugs, doctors and
companies online, which are available for other patients to
see.
Therefore, in this digital age, patients are increasingly less
dependant on their doctors for advice. Instead they rely on
plethora of information available online to validate their health
concern & choices.
5
The SHIFT

6. The Old
Internet
Male & Consumer
The split of men on
digital media has
always been around
70-80% (depending
on platform). For
brands, the share of
voice has been B2C.
English
9 out of the 10 new
users of social media
or audiences of
targeted digital ads
are likely to be Indian
language users.
Generic: Brand
Awareness
While Reach led
campaigns will be
integral to B2B
brands, metrics to
judge them can be
shallow.
Plus Female &
Business
The user base is
increasing tilting
towards women
(expected to grow to
45%). LinkedIN &
Publishers allow B2B
brands to have a
captive voice.
Vernacular
People are 88% more
likely to respond to
regional language
communication on
digital and social
media.
Specific:
Performance &
CTAs
Digital
communication is 5X
more effective in
driving incremental
consideration.
6
The New
V/s
No longer just male, millennial & metro
Source: Crossmedia Research

7. Source: Dentsu Digital Report, 2018
7

8. Impact Consumerisation of Healthcare: Customers are better
informed across self-health, diagnosis & treatment
Not just communication: Digital intervention across the
value chain from R&D till commercialization
Increased accountability due to transparency &
data.
8

9. 9
The current presence of
Pharmaceutical Giants

10. Mobile
Devices
&
Medicine
3 in 5 people use their phone for research:
What do people search:
- 38% symptoms
- 37% health conditions
- 19% Brands, Hospitals, Doctor details
- 6% Others
61% search for medical purposes happen at home &
16% at medical facilities
10
Source: Google Search Study
Mobile Marketing Hygiene:
- Mobile Website Responsiveness
- Adapting mobile content
- Leveraging mobile advertising features
(click to call ads)

11. 11
Search for symptoms
& attempting pre-
diagnosis
Checking for the right
hospital, doctor,
scheduling
Checking drug side
effects, posting about
health status/recovery
Reviewing, feedback,
experience sharing

12. 12
Why? What? How?Where? Who?

13. Why?
▫ Differentiating Brand Voice
when everyone’s talking
▫ “Having an Instagram
account is not a strategy”
▫ Going beyond the obvious:
Your Campaign is what the
Algorithm makes it
▫ Measuring ROI
▫ Digital Messaging amplifies
Brand Communication by 6X
13
Source: LinkedIn Internal Data,
Q3, 2018

14. What?
▫ Creating Content
▫ What does the user
need?
▫ Going beyond just
beautiful
advertising/push
communication
▫ Challenges of what they
want to hear v/s what
you can say (in a
regulated ecosystem)
14

15. Where?
▫ Part A: Geographical
Targeting – Who sees my
communication?
▫ Part B: Choosing
Platforms – Where do
they see my
communication & how do
I choose?
15

16. 16
Define accurate audience groups based on location +
demographics + Interest Clusters
Expand reach or drop location pins to relevant audience
groups
Retarget people who have engaged with or visited
BRAND
• Increase awareness among TARGET AUDIENCE SEGMENT
with Behavioral Audiences
• Use Custom Audiences & Lead funnels to expand custome
audience
• Creative: Leverage relevant image of audience data segment
to improve ad recall
Geographical Mapping

17. Who?
▫ The power of targeting
Digital Communication
right
▫ Who are we building up
for?
▫ Moving beyond
demographics to
understand obstacles,
fears and intent digitally
17

18. Social Class | Interest | Lifestyle | Personality | Attitude
18

19. How?
19
Content Marketing:
With the
information-seeking
mindset most
consumers today
possess, building
knowledge
resources can
establish an
enduring, positive
brand association.
Especially with
regulatory
limitations
Search Engine
Optimisation:
Ranking for
important keywords
demonstrates
expertise in that
field; a crucial factor
for pharma
companies to
develop credibility.
It also ties in with
content marketing

20. Search is critical
20

21. How?
21
Online
Reputation
Management
Responsive
Websites
Social Media &
Community
Groups

22. 1st Party Data
Data collected
through self-owned
sources like website,
App, CRM, customer
(doctor/patient)
surveys, activations
etc.
.
Data &
Digital
Marketing:
Two peas
in a pod
2nd Party Data
Someone else’s 1st
party data which is
generally transferred
from one line of
business to another
within the same
company or group,
22
Collecting data about the brand users/consumers through
multiple touch points and multiple attributes like demographics,
geography and psychographics, and effectively translating them
into the marketing strategy
3rd Party Data
Data bought from
outside sources,
Here, aggregators
tie up with
publishers and
collect their first
party data to
convert it into one
large data set and
sell it to other
brands/advertisers
as 3rd party data.

23. Data
Analytics
for
Marketing
Descriptive
Analytics
Diagnostic
Analytics
Predictive
Analytics
Prescriptive
Analytics
Most frquently
used. Revealing
the key metrics
and measures
within any
business by
studying past data
with an eye on the
future
Diagnostic
analytical toolsaid
to dig deeper into
an issue at hand so
that they can arrive
at the source of a
problem.
Descriptive and
diagnostic
analytics go hand-
in-hand.
Forecast trends
using predictive
analytical models.
Different but co-
dependent
variables are
analyzed. Example:
prospective health
risks can be
predicted based
on an individual’s
habits/diet/
genetic
composition.
Step – by – step
solutions to be
deployed. This is
niche and can be a
top layer on the
three main kinds of
data analytics
needed in digital
marketing.
23
Examining 1st, 2nd,3rd party data sets in order to draw
conclusions about the information these sets contain, which is
increasingly aided by specialised systems and software which is
a blend of various tools, algorithms and machine learning
principles with the goal of identifying patterns.

24. AI: Machine +
Man = Magic
Backend Tech such
as:
Artificial Intelligence
(AI)
Machine Learning
(ML)
Natural Language
Processing (NLP)
Frontend tech such
as:
Voice recognition
Facial expression
recognition
Context aware
software that
optimizes marketing
campaigns.
Full stack market
solutions include:
Website analytics
Campaign
management
Advanced features like
web personalization
Marketing automation
AI makes it possible
to:
Targeting parameters
that a man couldn’t
think of, which gives
phenomenal scale to
Campaigns. Yield a
level of optimization
comparable to what is
achieved after
investing 30 minutes
every day for 15 days
by manual efforts
24

25. AI Case
Study:
Thinkwith
Google
25

26. AI Case
Study:
Canon
India
26
Objective
Reduction of Cost
Per Acquistion
digitally for Canon
India. Test
campaigns optimized
manually versus by
AI.
A/B testing on two
sets of data.
Technology
Granular interest level
performance for
Facebook campaigns
with recommendations
for optimizing interests.
Algorithms that
optimize budgets to
performing sets.
Auto-pause on under-
performing creative.
Performance
7% Increase in
impressions
23% Increase in actions
taken
15% Reduction in Cost Per
Acquistion.

27. Fin.
Thank You.
27