July 2017 onwards
Distribution of Liver Transplant Flyer to 500 Physicians in Rwp, Isb, Lhr & Mirpur
To inform physicians about the availability of state of the art liver transplant services at Shifa International Hospital Islamabad. The Marketing Team took the initiative of sending specially designed Liver Transplant Flyer to more than 500 Physicians across various cities in Pakistan.
The cities selected were as follows;
Rwp/Isb…………………….385
Lahore……………………….75
Mirpur……………………….40
Marketing team plans to further engage in direct mail campaigns by identifying physicians and hospitals in other cities of Pakistan as well.
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500 Liver Transplant Booklet
On acheivement of 500 Liver Transplant Surgeries Markeitng Department redeigned and reprinted the Liver Transplant booklet as follows;
Shifa’s Liver Transplant Team marked History by Performing 500th Liver Transplant Surgery on 9th Aug 2017
Shifa’s Liver Transplant team marked history by performing 500th Liver Transplant Surgery on 9th August 2017. Dr. Faisal Saud Daar (Director Liver Trx Program & Lead Surgeon) narrated the event as a golden moment in his life. A cake cutting ceremony & a get-together was arranged by Marketing Dept with MSA & FNSD to commemorate the achievement of Shifa’s Liver Transplant Team.
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Production of Liver Transplant TVC with Healthy Media
A TVC was produced with Healthy Media team to be played on various communication mediums to highlight the sustainability & success of Shifa’s Liver Transplant Program.
Youtube Link (TVC):
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Two Month TVC Campaign on Nayatal Cable TV Channels:
Nayatel is a premium Digital Cable TV subscriber in Rawalpindi & Islamabad with almost 50,000 subscribers of Cable TV services. The Liver TVC campaign is functional from Mid of July with total of 540 (35 sec TVC) in a month.
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Web Marketing
- Marketing department develops & provides content to the Social media Team for postings
- Through “Google Alerts”, Marketing team tracks any online news-clipping/ article related to “Liver Transplant in Pakistan”, and accordingly post information about Shifa’s Liver Transplant Program. It also improves SEO (Search Engine Optimization) for the key search word; “Liver Transplant in Pakistan”
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Re-designing of the Webpage (www.shifa.com.pk/livertransplant)
The inquirers and patients do use online information platforms to gather details about potential service providers. It is important to provide easy access of such information to the online users for better decision making.
The most recent updates include adding new web-banners and updated information on the web page.
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Content Development, & Printing of Publication Material
Printing and publishing material also plays an important part in communicating the service information to the prospective patients and families. Therefore, Marketing Dept. invests almost 30% effort on monthly basis to design and develop the info material of the required specialties
- Liver Transplant Flyer (updated version & printing of 1,000 copies) – provided 200 copies to Dubai Referral Office team
- Single Pager Flyer – FAQs related with Liver Transplant Surgery (Bi-lingual)
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Facebook Posts (Content is Designed & Developed by the Marketing Dept. with healthy media)
Marketing department has continuously been developing content with Healthy media team and providing it to Social Media team for postings at Shifa’s Facebook Page
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Jan 2017 to June 2017
Activity 1: Patient Testimonial Project: (Liver Transplant Program)
For patient & family decision making, trust & endorsement factor plays a very important role. In order to build the same trust level, Marketing Dept. took-up a project of patients’ testimonial in which we have collected the testimonials from the Liver Transplant patients and used them across different communication mediums to better position Shifa’s Liver Transplant Services.
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Activity 2: Outdoor Promotions (To Project Shifa’s Liver Trx Program as a National Pride/ Accomplishment)
In order to propogate sustainability and success of Shifa’s Liver Transplant program as a National accomplishment and pride, Marketing Dept rationally selected Faizabad Bridge for a 2 month outdoor promotions campaign. On average 50,000 vehicles commute through the said location on daily basis.
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Oct 2016 to Dec 2016:
Activity 1: Paid Facebook Campaign
Marketing Dept. initiated a paid Patient Testimonial Campaign to communicate Shifa’s Liver Transplant Service to the potential audience in different cities of Pakistan.
Campaign STATS:
Total reach: 169,120
Total likes: 6,639
Total clicks: 8,339
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Activity 2: Participation as an Exhibitor at 10th Annual Conference of Pakistan Society for the Study of Liver Diseases (PSSLD) – Karachi
The PSSLD forum is an ideal opportunity to communicate the success and sustainability of Shifa’s Liver Transplant Program to different stakeholders, i.e., Gastroenterologists, Internists, Hepatologists, GPs, & other healthcare industry professionals, practicing in Karachi and interior sindh.
This Year’s highlights of PSSLD Meeting:
- 50 Plus speakers representing local & International faculties of hospitals and institutions
- The academic sessions were attended by approx 500 participants (from 9th to 11th Dec)
- This year’s PSSLD conference was conducted in collaboration with Chinese Society of Hepatology
- Inaugural Session by Prof. Saeed Hamid (Head & Chair, Department of Medicine, The Aga Khan University Hospital, President PSSLD)
- Dr. Zaigham Abbass (Consultant Gastroenterologist, The Aga Khan University Hospital & Vice President PSSLD)
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July 2016 to Sep 2016
Activity 1: Web Initiatives (with MIS) – Stays No 1 at Google Organic Search
Competing hospitals in India were very active to prioritize and better rank thier webpage through Google Search. Marketing Dept. collaborated with MIS Dept. to increase the webpage ranking of Shifa Liver Transplant Center. As a result, the results for the key search term; Liver Trx in Pakistan, were optimized from Page # 3 to Page # 1 (at No 1 after Google adverts)
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Activity 2: Blog Posts & Classified Ads
- To optimize the webpage ranking of Shifa’s Liver Translpant Page, 60 plus blog posts were posted at different online communities and forums
Note: The list of online communities is available with Marketing Dept.
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Activity 3: In-house Promotions:
In-house promotional messages were placed by utilizing different signage options, i.e, backlit flex frames & inhouse hoarding etc.
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April 2016 to June 2016:
Activity 1: Radio Campaign in Karachi (35 sec Radio Spots)
Detail of Radio Stations:
Nationwide: FM 100 & Samma FM 107.4
Karachi based (FM 91, FM 96, Apna Karachi, FM 100, Samma FM 107.4)
1200 Radio spots for 10 Days (Morning & Evening Hours)
Radio Spot link: https://soundcloud.com/shifainternational/liver-transplant
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Activity 2: Outdoor Campaign (Khi)
A Hoarding Site was acquired for 1 month infront of Aga Khan University Hospital, karachi. The core purpose was to communicate the availability of Liver Transplant Services to the residents of Karachi, who visit AKUH to avail quality healthcare services.
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Jan 2016 to March 2016:
Activity 1: Direct Mail Campaign (500 plus External Physicians)
Marketing Dept. also keeps the external physicians updated about the performance of Liver Transplant program and communicate with them time to time by sending them the relevant publication material. The department verified postal address of 500 plus external physicians in Rwp/ Isb, Mirpur, Jhelum, Lahore, etc. and delivered information material by post.
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Activity 2: Printing & Publication Material (Volume 1)
- Designing and printing of Brochures for Shifa’s Liver Transplant Services
- Referral forms and folders
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Activity 3: Newspaper Ads
25 Panel ad insertions in Daily The News, Jang, Dawn (Isb/ Rwp Editions)
Upon completion of 500 successful liver transplant at SIH. Newspaper Ads of the achievement were published in Jang and News Islamabad.
500 Successful Liver Transplant Completion (Jang and News-August 28, 2017)
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September 2015 to December 2015
Activity 1: Liver Transplant Awareness Seminar – Faisalabad Serena Hotel
Collaboration with Jang Group (MKRMS), Fsd Hospital Team
Objective: To introduce Shifa’s Liver Transplant Facility to the Physicians’ community based at Faisalabad. (Outreach to 500 plus Physicians based in Faisalabad)
Chief Guest: Muhammad Ajmal Khan (COO Punjab Healthcare Commission), Guest Speakers: Prof. Muhammad Tufail (Allied Hospital), Dr. Faisal Saud Dar, Dr. Najmul Hassan Shah
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Activity 2: Newspaper Supplement (With sponsored Seminar Package)
Newspaper Supplement (Full page Colored): Jang (Rawalpindi & Lahore)
Outreach to approx 500,000 readers (Lhr, Gujranwala, Sialkot, Fsd, Rwp)
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Activity 3: Exploring Prospects for Liver Transplant Pre-evaluation & Post surgery care at Shifa Fsd Hospital)
Meetings with the relavent stakeholders, i.e., Liver Transplant Team and Fsd Hospital administration, and after taking thier consent developed a proposal to set-up Pre & Post Liver Transplant Surgery Evaluation center at Faisalabad Hospital & submitted the proposal to COO ESD for review and implementation.
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Marketing Updates 