Publisher's Synopsis
The Summer Training Project Report "Designing a digital marketing campaign for the marketing of cardiac procedures in the international market for Fortis Escorts Heart Institute" is prepared as a result of 8 weeks' training at the company's corporate office.After reading many peer reviewed articles, research has been done on the boom of medical tourism sector in India, rise of cardiovascular diseases in the world and the relevance of digital marketing and social media in particular has been detected. Therefore, all this research work executed through primary research (interviews of people at Fortis Healthcare Ltd.) and secondary research (research and analysis work done on the internet) has been taken into account while devising the strategy for the digital campaign.This report outlines all this research and analysis work conducted during the internship, the strategy formulated for the campaign and finally the tasks performed and learnings obtained during the course of the internship.About the CampaignObjective: To design a digital marketing campaign for the marketing of cardiac procedures in the international market for Fortis Escorts Heart Institute.Strategy: The following media have been proposed for marketing of cardiac procedures through the digital campaign in the international market:1. Blogs2. Search Engine Optimization(SEO)3. YouTube4. Twitter5. Facebook page6. Facebook application7. Facebook ads8. Microsite9. Dedicated Chat Service10. Google AdWords11. Google AdSense12. Banner ads13. Pinterest14. Smartphone application15. Video Testimonials (iii) Measure of effectiveness: Various methods have been proposed in the study to measure the success of the campaign, like Google Analytics, Adobe Digital Marketing Suite, Google Mobile App Analytics, etc. for measuring the traffic on website, microsite, blogs and mobile applications. Another measure is the calculation of the number of leads generated by the campaign.Timeline: The proposed duration for running this campaign is minimum 6 months and if the campaign proves to be successful, it can be continued for an indefinite period of time. Basically, it can be kept running till the time it remains effective, i.e. till the time it is successful in generating leads and improving the brand image of the organization.
