 Welcome everybody. I think Mr. Mehta already said the ball rolling for this discussion. There was so much in this talk about Digital marketing Welcome welcome to all the panelists. I think digital is Is here whether we like it or no Earlier everybody used to just watch television. I think today people watch YouTube videos of people watching television, then they make reels out of it Then they put it on Instagram and then the reels are soon trending and I think that's just here to stay Within the health and wellness and farmer space. I think we've been a little bit slow in adopting digital marketing probably because This is one of the segments which needs to be very responsible very accountable and a lot of compliance Are there in place? so I think we've been slow cautious and But very well meaning because it's about the lives of people now within this Within staying within the compliance is and the regulators and being responsible several marketeers have made a very good start and have driven the digital marketing space very relentlessly and we are here to hear from them today and We'll set the ball rolling with What's happening with the latest digital trends and what are the newest digital trends? I think we'll start with Atul about how about you? Hi So there's this funny thing about digital trends You know If I were to get into the the buzzword of the season which is chat GPT and say okay digital trends care They'll straight away bucket you you know iot blockchain AI ML But those are not trends those are tools and I tell my teams often that whenever you think of trends Think about who that person is that patient? You know for farm arts a patient for wellness. It could be any human being What is happening to that human being? What are the trends that you see with that person? Because we're talking digital marketing here. Who is it for it's for that guy or girl over there? So let's look at what are the causal factors? The behaviors of those people that will automatically dictate the trends and today anything can be applied digital can be applied to anything So we don't marketeers here I assume and you know marketeers the best thing about them is if you don't come up with four P's or three P's or something like that nobody gives them enough bhabh So I've also done that and I've come up with five C's as far as you know causal things that create trends really keeping An individual or a human being or a patient in mind and the first thing really is the first C really is consciousness Today every person is conscious about health and wellness Where the covert did that where the looking good on Instagram did that to them? I don't know but the point is today Everybody is conscious of their health and wellness so as marketeers what are the trends that come out is something That's what we need to see can we bring in awareness of diseases? Can we bring in awareness of? Cures a very broadly speaking so that's what you as a digital market here need to focus on How can I bring in more consciousness so that he's drawn into our product or our service or whatever? It may be that's the first C the second C. I call is control Today every individual wants to be in control of his or her health and wellness It's as simple as that how does that relate to a digital thing whether it's going to be wearables Whether it's going to be internet of things that you know, okay I have a reminder or an alert that comes to me that spikes me to take a medicine in time Whatever it may be how can I then as a digital market here leverage that? you know so Getting into the mind of a patient or an individual who wants to take things into control Personalized they want to do it themselves. They're looking at personalized die charts coming in for them How can I provide that for them as a digital market here? What is it that I can play on? That's the second C really with an individual The third thing is and everybody from the farm industry will tell you it's all about the patient journey Yes, it is but it is care at the end of it all that's something it has to be outcome-based care How can that care be given now? Is this what my? Target audience is thinking how can I leverage in digital into this? What can I do for care? Can I make it personalized again? How can my communication go up to them? So look at these three behaviors as far as the individual is concerned now? We're all in companies The other see related to more of you know as marketers doing things themselves is something that I call of convergence Now convergence the simplest thing today everything everybody thinks of is health and technology And that's actually the trend that's going to catch up and is already there The bus is already moving if you're not on the bus and like I did like the way she brought it out that Farmer industry has been rather slow in not just adapting to adopting but even absorbing technology Really, you know, I was at a panel some time back and a fellow farmer from a ranked Top five companies was also in the panel. He didn't like that's right. No, no, no So I asked him a simple question. I said when was the last time you actually went to a bank? I mean you're doing everything sitting at home on your device But tell me before COVID how often did you actually get into telemedicine or practical? What are those other platforms? Maybe we have been late as an industry to absorb? Digital technology and I'm not talking manufacturing. I'm not talking research and development Actually, I'm also talking research and development. Yeah, how much of AI have we leveraged in? NDD a new drug discovery coming about I mean the fact of the matter is we hardly have an entity as a country today But we have been rather slow in adoption of digital But I think digital marketing also we've been slow, but I think we're on the bus now. We just need to propel Further, so it's about convergence. It's not just convergence about health and technology when I look at conversion Convergence I look at data everything that we have has to be a data driven driven decision And data is not just about okay. How many hits this that and the other Every little thing that concerns a patient or concerns an individual What is he doing? How's he where does he work? Every little thing is an input to you AI can get that for you AI is listening at all points of time And therefore what you need to do is to focus on this aspect firstly health and technology and Second get data to everything that you do whatever you do based on a data decision will Willy-nilly be absolutely correct and the last see when we talk about companies at our levels I talk about collaboration today without collaboration. You can do nothing even in the digital health tech space What is collaboration collaboration can be big plus big a fine example could be the vaccines that came about Pfizer collaborating with bio N and Being manufactured by Senofi arc rivals otherwise, but they collaborated for a cause at that point of time It could be big and small a big pharma company collaborating like we were at You know a pre-meets all of us were sitting and we was trying to see how we we can help each other And it said I'll step in and help you because he's into Sanitary napkins and things like that. I was trying to get a piece of the cake and tell him I you know three gynecology teams from the others reported to me. So and I cover 30,000 Gynecologists every day Can I collaborate with him? So I'm not saying I'm big and he's small But I'm just giving you an example how collaboration also works small and small also works So you need to have a collaborative mindset Bring in the digital piece into it and you will see that we guys are actually rocking I've I think taken a little more than the time that you allotted to me my apologies for that. Thank you Thank you. Thank you very much. I think I was just telling somebody this Lot can happen over coffee is near never really worked for me But I think it has worked for a tool it has worked for Karthik also I think many of these new alliances happened over coffee. That's a that's a nice thing There is one very important thing which you said at all was of your all the seas which are here Since we are in health care and care. I think is a very very big part of health care I would like to move that question just a little bit more to Ashish since they are in the service Industry they are in the health care services. Do you see as Ashish? Care is something which is going to be digitalized and which is digitalized right now I'm going a little of my questions which I've sent to you earlier But I think it's an interesting conversation to see whether how much of this care is really going to go into digital marketing And how much are you? Going to talk about it So I'll take the leaf from what I was saying about Control and care will go hand in hand. It's working so I'm saying Control and care will go hand in hand There's already a lot of effort that has been put what I think just adding another see that is the consumer and What's missing out right now from both? The health and pharma industry and being an outside just a year into the service delivery model What we are missing out you're building Big ecosystems, but which is minus consumer So the minute you put consumer into it the care will automatically be into his or her control Thus you need a medium which is served at right in their palms. So I think that ecosystem follows brilliantly well Yeah, I think it does and it should also because that's what we are all about Within the health care. I think care has to become like a really really big component and if digital we have to use it We have to put it to good use over there Moving to our next question is about how is it that we are going to use data? to drive Digital marketing Many have done it. I think Calderma has done it very well with Citafil and we would like to hear from Sunil, how do you think it works and what are the good learnings from it? So I think I believe there's enough spoken about data people say it's oil fuel gold silver platinum month I think a lot of world has been given but if you see that Data is not just a data Data and technology is what create an experience. So I'm nodding it and I'm not adding another see I'm adding an E So it's all about experiences and when we saying that we want to partner with each other because consumer when they look today We all look that you want to sell our product. Let's say I want to sell only Citafil or something else But I think ultimately we all come together to create an experience for the consumer I think data there are a lot of articles published recently if we all know that there's a month But there's article that using data and a engine predicted Briskins are supposed to happen after two years from that day tied There is a scientist called Scott Hayden who put it some sensors into a your mattress And he analyzed that how you sleep what deep your sleep? How are you moving you're not moving? So just think hypothetically that you're using that mattress You slept deep sleep for four hours. You get up in the morning. You set up your watch Thinking that I'll do a 30 minute cardio and watch it saying sorry. You're not slept. Well, you just do 10 minute You do a 10 minute cardio Then you move towards your freezer and say think that I'll have to eat something and then your freezer saying okay Hello, you you have not slept well. You just did 10 minute cardio. You only drink juices So how this is gonna possible this is all will be possible using the data and how the data will be integrated So if we look there is no one company who can do this There's a multiple company will come together Utilizes data very well and then create experiences now coming into our industry like skincare Yes, we are utilizing data how effectively it's working. It's working very for us But if you ask me what is going to happen in three years using data We all know there are a lot of apps Available online which can analyze your face and tell you that your skin is oily or skin is dry You are a skin is combination skill and everybody use the same product But let's say company come with the offering that okay You use my app analyze your skin and then after that you sign a subscription that for next one years You utilize my product, but I'll create a product which is specific to Sunil Nobody will have that kind of I Say precision for a consumer. So when you create that product give it to that Sunil I'm sure not noising for one year, but using for so many years So then what are you creating there is experience individualized personalized and that's all possible with the data. Otherwise, it's not So what you're saying is using of data for more personalization for more personalized experiences Have you begun doing that? Do you have any kind of? Life cases that you might be putting that to use though. I don't very very much like this word data I don't want to be a data, but yeah, that's how it's being used But in these days it has not data So in these days everybody's individual and I feel ask us have you utilizing yes We are so if we analyzing who's buying our cleanser if he's what is the frequency they're buying How can I ought to send them the another third order after analyzing two purchases if he's buying only two what I can purchase another thing So data is not a data for us at these days. It's each individual They are patterns of buying consuming Behaving with us and then accordingly we interact with them using our marketing channels It may be a sales first marketing cloud and you can add up to what's SMS and everything into that and this is how we are using that Right. Are there any kind of patterns which you're saying particularly to the say for example the metallurgy industry where you see that You know, this is how you're probably going to be looking at data in the future And this is how you're going to use it in the digital marketing space So I think there are different different places where the data has been utilized and in these days if you see the Companies were particularly in dermatology creating products for the skincare if you see the entire market now moving into Dharma cosmetic, it's not only cosmetic Dharma cosmetic now I'm sure people sitting here 50% of them know what is an SNMI to what and I learned I said and all that if you see now Companies started mentioning this so companies making products humanize not doctorized So they understood the pattern that what consumer are searching for what does their need what are the ingredients rather than Doctor writing it before that even consumer know what is his skin needed? And that's where you you come into analyzing those data that what each consumer is using what's searching for it? I think a point well taken because many times data itself can drive innovation after you see the trends which are happening Coming to our next question is which is very very important talked about very greatly within the digital digital marketing space Everybody's going crazy with it. Everybody is just talking content content content all the time now, how do you what are the latest things and content and what is something special that you're doing with this content And what are the great learnings for especially for me as a marketer for this Panel here and also for our for our audiences I would like to pitch that to to Karthik Before you actually get on to the content It would be nice Karthik if you tell us the space that you're in and where you're using the content just for our audiences so that they understand especially the Category that you're in and the products that you are that you're marketing. Absolutely. It would be happy to So I represent noble hygiene. We are the category leaders for 23 years and adult diapers We have the largest Indian baby diaper brand We also have a sanitary napkin brand called Rio Which was the first one to launch heavy for heavy flow products in the category and all of this Came out from one of the seas which you know Ashish very graciously added which is consumer I think being a blend of FMCG and healthcare that's always put us far more closer to a consumer Then would say from any other category mostly which would be prescriptive in nature To swing back to content, right? I think we've leveraged this in In a multitude of ways and one of the key things here is personalization And I'm going to share some tactical inputs, you know stuff that has worked for us And we've experimented and we've learned for the benefit of everyone Personalization is now gone beyond language. It's gone beyond cohorts and look alike audiences, right? I see a lot of market ears and brand owners trying to figure okay content content, etc But there is no power unless you can create sheer volume of content because that is what allows you to AB test that with The right kind of cohorts so for us when you're talking about incontinence with adult diapers Anyway, so massively taboo topic and I guarantee that half the room here you have Either grandparents or your own parents in your home struggling with this issue and they haven't spoken to you about it Now incontinence can be caused by diabetes. It can be caused by prostate issues It's a regular feature in post birth for women and how much conversation do we see around that now? My team in house we have developed the capability with our own designers on stack using some of these beautiful Generative AI tools to spin out 30 46 creatives on you know a semi on a 48 hour cycle So diabetes search user is going to see a very different line of communication as would a mother Who's trying to look right of and again consumer is when how he ties all together So for a mother of very beautiful verbatim is you know when you laugh or when you sneeze You feel a few drops come out and the moment you mention that in a very snappy Fireline copy which you can use AI tools for as well Suddenly you start seeing conversion rates go up if you know your people well And if you've become really good at marketing the appropriate kind of content to them So my team very proudly we've received 3,000 4,000 shares on our posts on our brands without a single rupee spent This has happened on Rio. We've received 4,000 5,000 engagement and I qualify engagement as a comment or a share Again on like a 500 rupee spend on an adult type of category, which let's be honest No one wants to interact with on a daily basis, right? And I would urge everyone in the audience to think of content far beyond the single frame single frameworks that you're thinking of For for us one of the most vibrant pieces of content that we do is ORM So for all our ORM across our brands is personalized And I would vouch all of you to think of how much value that would add if you get a personalized comment on every single thing That you post with the brand For the price of two mainstream influencers campaigns in a year You can practically set up your own team and get far better strike rates and add genuine value to your own end consumers So a myriad of ways to think about content I think you have to expand your framework about it and you see opportunities just blossom Thank you Ashish also, I think I would like to ask this content question to you especially because you're a service brand and How do you look at content for? Narayana health and I before that I also wanted to check has your kind of content I think there has been a change in your position from Narayana. The other you've moved to Narayana health Has that you know influenced your content in any which way? Absolutely, yes, because the thought process was to Open up ourselves up for larger audiences in terms of that you are not being Categorized as just one department hospital you are multi So that means that is the way the business was doing and it was required to make that shift as well and they did it Oh 2017 and post that it has been a good decent story But if I if I pick up the content conversation, of course, what? Kartik was speaking about comes from the kind of consumer that they are working with we being No tangible product all entirely service It works with us not just only from a point of view of saying that our doctors have done some milestones Surgeries usually has been a typical content driving force for the entire industry And when you see those testimonies when you see that say for instance the content going out of any healthcare brand They all are similar just remove the logo and put anyone they will be absolutely same So that differentiation why because the content the consumer And the milestone Is something that what not consumer every consumer is looking for So that again personalization is one way where you are working towards what my big funnel user wants and then you bring your entire strategy about Solving making it easy bringing it to lead a layman not having a CABG thrown at a neck off one of the consumers to understand that this is what my content Bees and me as a brand look like those are high G the minute you saw start solving for Easy understandable content, and I think content is equally proportional to the span of time we all have From a days of watching a entire half an hour episode sitting down with the entire family To a 30 second at rate that's equally proportional to the the luxury of time We have so from a marketing base point of view you need to move to that and map yourself as a brand to that journey as well and And there's nothing better than personalization in service care as well Thank you very much. So would you say that you know to be say for example to be Good content on social media. You really don't need to be a market here You need to be a member of the community only then you can be a great market here if you try to be a market here, maybe then you're producing material which you would like to You know put out Do you consider yourself to be like a part of the member of the of social media and then think of the content? So I'll say that it's kind of a very thin line Because both ways it can damage because suddenly if you're part of the community, you're thinking very very differently So it's always the balancing game But if yes, if you are as a marketer able to do that, I think there is no better ticket golden ticket for you sure I Think I've been wanting to talk to you for a long time Do you have any great cases for examples that you would like to share with our audiences on how? By has used digital marketing With their audiences in any space whether it is physicians consumers anything that you can share with us Sure, I think So before I before I share an example or a couple of examples of how we've used digital marketing or effectively used digital marketing for driving brands to the consumers So one of the questions I often ask is so what is what is effective digital marketing really? Mean and I think there were lots of different things that we we heard in terms of the right consumer the right content the the right context so to me Effective digital marketing is really about when we bring all of this together. So it's really about reaching out with the right content to the right consumer at the right time in a relevant context and When we when we try to get all of these right or relevant Is when we create magic in terms of? Marketing or reaching out to our consumers and this is true whether it is digital marketing or marketing otherwise What digital marketing has done or what digital has done is that it has made? Getting these rights a lot easier Because gone are the days when you could only reach out consumers from a demographic perspective So today we are talking about, you know, whether when consumers are using They know about near-cinemite so you can actually find out which consumers are looking for near-cinemite products and you can target them So that is what digital has made possible Identifying those right consumers as per the brand strategy and developing the right content for them When I came in to buy a three years back from an FMCG background one of the things I very often heard was That health care is boring What interesting stuff are we going to do here? And I think one of the things we tried to do was change that We talked a lot about how Healthcare has been a little bit late to the party of digital marketing. I Think healthcare has also been a little late to Getting the right content, which is Simple and engaging for consumers to understand So and within healthcare I think pharma specifically because it's so there's so much science to it How do you really tell that science to the consumer? In a way, which is simple to understand but also memorable So that is really really important and I think that's the transition that is happening now And that's helping a lot because you can't Expect the consumers to understand the most complicated science and then be able to use the products themselves unless we are talking about prescription where Consumers are patients and they are other acting on a prescription given by a doctor So when it comes to self-care and when we are expecting consumers to buy on their own It becomes very important that the content is also Simple and interesting or engaging so one of the things that we've tried to do is one Talk to the consumers in a more contextual way. So a simple example I would give is that when we relaunch started on Now headache is something which has a hundred percent incidence. It is relevant to everybody However, different people get headache in different contexts. It could for a for a homemaker It could be because of the endless work that she does making everything happen for a for a Gig worker it could be to do with the with the hours Changing hours that they work on or for somebody it could be because of the EMI pressure or the financial troubles that they have So one of the simple things that we did in the content was to create I Would not call it personalized but personalized but contextual content and then using digital target that content Giving the right context of that headache to those individuals So somebody who's actually looking for some financial related problems You can serve a different piece of content versus a homemaker. You can serve a very different piece of content on digital And that has worked very well for us. In fact when we so when we started off our objective really was to Was to get consumers to act on headache because one of the things that we Understood from our from our consumer deep dives was that Indians being highly resilient They don't act very soon on headache and they try to you know use everything possible till It's not that they're not able to bear the headache and then they take a pill so one of the things we try to do was try that relevance and Using digital using social media creating topical content doing partnerships to create more engaging content All of this has worked very beautifully for us to the extent that We've seen almost nine percent more users enter the category of headache pills as a result of these interventions great Thank you. Thank you. I think Good learning there Yes, science is boring and it need not be it's our job to make science sexy And if it is not we are not going to be able to do a very good job of Marketing it Well, thank you so much for your time everybody. It was a great learning for me personally And I hope for our audiences also. I don't know. They've been sending me treats now to wrap it up Do we have any time for any questions? Or just in case if somebody has a question be great So maybe just one question It's open. It's an open mic. Just in case if you have a question read open to anybody for a question There is there is a gentleman right there Yes, please hi, thank you Sorry, I was kind of lead, but I come from Caldema I Handled the set of a baby portfolio Something that I want to ask with with the newest digital and and we as we see a lot of healthcare brands are moving towards consumers There is a lot of opportunity wherein we build the HCP through digital. So as a market here How much critical is it to ensure that we engage with our set of doctors that is dermas PDRs through digital platforms? I need to understand does it make sense wherein you know, you have a touch point where in your person directly reaches out to that Individual and has that personal touch a couple of minutes or say around 30 or seconds that he spends inside a cabin versus a digital intervention wherein you're reaching to mass number of doctors and you are not really sure if it is I mean the conversion metrics are very different as compared to what we see in consumers Like so I'll tell you what The the work of the platform is to bring the doctor and the patient to be patient I will say the consumer closer, right? That's the all the care part that we were discussing It's irrelevant. Why because that consumer is already searching It's not about that 30 second in the cabin But after that is the engagement or before that is the questions that I'm trying to get answered for myself right as a patient, so it's Again talk about we have some 30 plus doctors on on board and we are running almost 800 plus Digital platform equivalents for them whether be it the GBP's be their profiles be their Twitter handles by the way So we are running that and that's a very core strategy for us to bring Closer to consumer Thank you. Thank you, Ashish And I think any more questions we can take it offline and during our conversation. We are running short of time. Thank you Thank you