Please use this identifier to cite or link to this item: http://hdl.handle.net/11718/26277
Title: Developing an extensive digital marketing strategy for retail business in the healthcare industry
Authors: Prachi
Paranjape, Pranjali
Keywords: Digital marketing;Digital marketing strategy;Healthcare industry;Effects - Covid-19;Emergence of telehealth
Issue Date: 14-Dec-2021
Publisher: Indian Institute of Management Ahmedabad
Abstract: With the advent of Covid-19, consumers avoided going out of home. But for safe & appropriate recommendations about one’s health, they needed access to the doctors. Hence many individual doctors as well as various online websites felt the need of delivering medicines to the patients after online consultation. According to a McKinsey report in April 2020, the overall telehealth utilization was increased by 78 times and on an average the usage has been increased by 38 times from pre-Covid era. With the increasing demand, the service providers should reach the appropriate group of customers. Taking this into account, we would focus on Vyas Ayurvedic with a healthcare provider with an existing established offline setup which is basically build up upon word-of-mouth marketing only. These providers are assumed to have a loyal offline customer base but need a strategy to bring in new customers and maintain the loyalty rate on the online platform.
URI: http://hdl.handle.net/11718/26277
Appears in Collections:Student Projects

Files in This Item:
File Description SizeFormat 
Developing_an_extensive_digital_marketing_strategy_for_retail_business_in_the_healthcare_industry.pdf
  Restricted Access
653.88 kBAdobe PDFView/Open Request a copy


Items in IIMA Institutional Repository are protected by copyright, with all rights reserved, unless otherwise indicated.