MediVision Eye Care Centre, Hyderabad comes with 20-plus years experience in offering comprehensive eye-care services and positioned as a unique entity that presents premium treatment at affordable costs [1].
The centre is backed by the reputation of its Founder Dr Ravi Kumar Reddy and a team of experts who address vision issues with advanced test and surgical procedures [2].
MediVision is known for responsible treatment – attending cases with focus on long-term benefits to patients; from routine sight corrections to galucoma, from LASIK to softening the nucleus, through femtosecond laser technology [3]
LEAD GENERATION: Through Traditional Methods
SERVICE EXPANSION: Limited
GEOGRAPHIC EXPANSION: No; one centre so far
LOCATION ADVANTAGE: Accessible from 10 major urban and sub-urban areas of Hyderabad
REACH ENHANCEMENT? Primarily through empanelment, cashless (insurance/reimbursement) procedures, and eye-camps
MEDIVISION DIGITAL MARKETING & OBJECTIVE
#1: RETENTION [1] [2] [3]: Values, Methodology, Men, Machines, and Awareness on EyeCare for image building and community engagement (first 2 months) – posts, text messages, greetings, tips, videos, and pictures.
#2: ACQUISITION: Generation of new leads and conversions of online traffic into business leads, based on short-term and long-term goals of the Centre.
#3: OOH – DIGITAL CONNECT: Development of innovative content tools and poll/survey reports, and hashtag campaigns to route offline traffic to website/social platforms. Typical bridge between MassCom and Communities, between Direct Messaging and Field Interaction.
#4: TARGET BASED PROMOTION: Run campaigns and promotional events to address specific eye-care needs of different groups of individuals (gender, age, location, occupation, lifestyle, earnings, so on).
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NEED BASED ACTIVITY 1. Establish the brand 2. Get new walkins for routine vision corrections and popualr procedures such as LASIK and Cataract. Target groups shall be youth, women and the elderly. 3. MediVision is not so popular and not known to many people by its name or location. IDENTITY: [1] The business at present / service is based on the strong foundation laid by Dr Ravi Kumar Reddy and the Charity associated with it. Since it is in proximity to Sarojini Devi Eye Hospital, which was headed by Mr Reddy earlier, the eyecare centre has not lost the image of affordable eye treatment. But the facilities are at par with corporate eye hospitals, perhaps a trust-hospital. Is it based on his vision, or run by a trust to bear that affordability? Or is it a system driven (with a backbone such as CRM) corporate eye hospital? |
CONTINUOUS ACTIVITY | Keep reaching out to the locations which are not covered so far | Present the eye-care center as a chosen treatment zone who look for premium services with advanced treatment procedures | See the paid visitors out number the cashless walkins | Establish communication with different student/activity/NRI groups and encourage referrals by the influential segment | Publish the eye-camp updates and interact with organisations that look for better eyecare services as part of their EHS | Promote the cause: organ/eye donation | Announce schedules as per businee calendar, market calendar, and social calendar. |
ACTION FURTHER Maximum number of testimonials / comments / rating reports in specific format: from visitors, vendors, patients & their attendants, doctors, and other support teams [4]. Use [4] to launch the upcoming centers of MediVision, to cater to eyecare needs of people who essentially belong to one region or one economic category. |
Channels:
NETWORKS/COMMUNITIES: Facebook, YouTube, LinkedIn, Twitter, Blogs, WhatsApp
ADVERTISEMENTS: Facebook Ads, Google Ads + SMS, eMail (Direct Messaging)
LISTINGS: Yellow Pages, Maps/Business by Google, Industry-based Websites
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