Healthcare companies in need of a ‘Digital Prescription’

More than half of the healthcare companies in India have a placeholder presence on digital platforms, and are failing to actively engage with their stakeholders, the ‘India Digital Health Report 2017’ by D Yellow Elephant, revealed in a report.

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

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

Findings reveal 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. 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.”

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