2nd edition of the ‘India Digital Health Report’ analyzes 160 India based companies on their digital health
LinkedIn enjoys the maximum presence with 91% players having a dedicated page, but only 11% companies actively engaging on the platform
Facebook is the second most preferred platform with 90% presence rate, followed by Twitter and YouTube.
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 specialized 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 are 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
Mr. Aman Gupta, Managing Director, D Yellow Elephant, said, “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.
The study revealed that only 14% companies emerged as Digital Primes. 54% companies qualify as Digital Aspirants while the remaining 32% fall under the category of Digital Onlookers.
Of the four industry verticals, pharma accounts for the highest number of Digital Primes (22%). Medical devices & equipment and diagnostics have maximum Digital Aspirants, with 71% 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.