Evidence of how social media is altering healthcare marketing (and access)

As reported on India’s pharma portal Pharmabiz.com, Apollo Hospitals has signed on with deal-of-the-day website Groupon India to spread awareness of its medical services, beginning with its health check programmes.

The programmes will be offered over a specified period, at discounted prices, and can be redeemed at all Apollo-owned clinics and hospitals. According to its VP Marketing & Operations, “the social media outlet will assist both in spreading awareness as well as delivering healthcare solutions to our customer’s doorstep, thereby providing them an impetus to take their health more seriously. With Groupon India, we would add on more services including cosmetic surgery.”

Other modes of campaign like mobile & email marketing to subscribers are bundled along with Apollo’s brand presence on the website. Currently available only in Apollo Hospital Bangalore, the company will cascade this programme to its other branches nationwide, based on the initial customer response.

Is this a win-win for both consumers and providers? Do you see any downside?