Industry

Healthcare
2014
June 10
Redcastle Marketing helps Global Health
City transform Brand Image and Sales
for GAMET 2014. Creates the Digital
Marketing Model and delivers 1000%
ROI.
Case Study
Global Hospitals is India's leading and the fastest growing
super specialty care and multi-organ transplantation
hospital.Pioneers in performing transplantation surgeries,
Global Hospitals has to its credit many trailblazing
achievements made possible by combining research,
teaching and patient care. GAMET is Global Annual Meet
on Emergency & Trauma, a program targeted to train
medical professionals, Doctors , Nurses & paramedics on
emergency medicines.
GAMET 2014 is the Global Annual Meet on Emergency
Medicine & trauma, conducted for the first time by
Global Health City. The purpose of the event was to
train the doctors, nurses & paramedics and bring focus
on the subject of Emergency Medicine & trauma. The
event was to be conducted in Chennai with an agenda
to get maximum participation through Online regis-
tration. However, being launched for the first time it
didnt have any brand presence in Medical Fraternity.
That effectively means, the brand reach at start point
was Zero and the objective comprised of first reaching
with brand and then converting leads in a tight dura-
tion of 2 months.
Having a background of previous projects targeting
similar target audience; Redcastle approached the
problem statement through a 360 Degree marketing
strategy. The solution included following five steps:
a)Defining target audience & mapping their behavior
& interests both in Online & Offline Space.
b)Creating Content Strategy.
c)Channel Optimization to ensure Maximum ROI.
d)Execution of Innovative Campaigns & monitoring
the performance indices.
e)Tweaking the optimized channel plan as per
analytics feedback and Key Indicators.
Target audience was defined based on following in-
puts:
a)Inputs from Global Health city on what kind of audi-
ence do they expect
b)Market Research by Redcastle Team for Competitive
and Historical Landscape.
c)Inputs from Google, Facebook and Other Platforms
Volume Search
Based on the data from above mentioned source the
target audience was defined as mentioned.
The Client
The Case at Hand GAMET 2014
Our Approach
Defning Target Audience
Benefts Delivered to the Client
Overall Brand Reach
realized
Total Unique Reach
Overall Engagement No.
Total No. of Online
Registrations
Total No. of Offline
Registrations
Revenue Per Transaction
ROI % (Sales : Expense)
12.34 Lakh Target
Audience
7.09 Lakh Target
Audience
6837
200 Plus
500 Plus
Rs. 700 - 4500
1000%
Redcastle Campaign for GAMET 2014
Doctors from Hospitals
Nurses
Paramedic Staffs
Medical College Students
Researchers
Academicians
Technicians
By Profession

India
UK
South East Asia
GCC Countries
Geography
Based on the mentioned channel optimizer matrix, the
channel plan was derived.
Defning Channels of Promotions
Strategy - Defined target audience based on the val-
ue proposition offered. Formulated content strategy
in line with that. Finalized Keywords and Targets in
Google Ads - Both search and display networks were
used here.
Facebook Marketing:
Initial Weeks - Awareness Building on why emergency
medicine training is important for target audience.
3rd Week Onwards - Individual Workshop wise
benefits and use cases were promoted. In some cases
the wokrshop specific agencies logos and brand was
used in campaigns to build the credibility of Workshop.
Variety - We also briefly ran campaigns about the Trust
Factor and Endorsements, Facebook Likes Milestones,
Unique Endorsements, Saving Lives Theme etc.
We believe in building thought leadership for us and
for clients, since people today engage with businesses
they know and trust. The first time someone converts
on your website, the probability that they really know
who you are or understand why they should do busi-
ness with you is very small. Therefore our entire effort
is towards creating top of mind recall, lead nurturing
and other engagement and trust building activities that
lead to sustainable high traffic in short term and more
sales / conversions in long term.
We ideate, execute and deliver results to make your
brand, products and services succeed in the market-
place. Contact us today on info@redcastle.in and we
will be happy to assist you.
About Redcastle Marketing
Overview of Strategy and Work
Facebook
Twitter
Linked In
Google Search Engine Marketing
SMS Campaigns
Email Campaigns
High
Reach
High
High
High
Low
Low
Medium
Relevance
Low
High
High
Low
High
Low
Cost
High
High
Medium
High
Medium
Branding/
Sales
Optimal
For
Branding
Branding/
Sales
Sales
Sales
Branding/
Sales
Google Ads targeted specific geographies and were
optimized for impressions initially and clicks / CTR
later part when conversions were very high.
contact us
+91 98866 12463
R E DCAS T L E
www.redcastle.in
info@redcastle.in