Healthcare is getting social savvy in India. Recently, Apollo Hospitals doubled its Facebook fans to reach the 1 million milestone and join the rank of most of the Indian telecom and FMCG companies on Facebook. And the largest healthcare group in Asia is celebrating it with a simple Facebook contest. Called as the ‘1 million celebration’ app on Facebook, it invites you to share how Apollo Hospitals has touched your lives, with the six most creative answers winning exciting prizes. As can be seen on the app, these prizes have already been claimed!
I was being bombarded with Facebook ads about Apollo’s 1 million Facebook feat since some time now. Although a very basic attempt at fan engagement, I’m quite impressed with the campaign copy and topic of engagement. Letting fans share how the brand has touched their lives and giving incentives to the most creative ones, is a simple yet effective idea. But, what really stands out is the tone of communication that brings out only gratitude and humility. Referring to fans as friends is not only beautiful, but also brands Apollo Hospitals as the friendly family doctor.
A couple of months back, Apollo Hospitals had also hosted a blogging contest in partnership with Indiblogger, where it invited bloggers to share about how modern healthcare is touching lives. The contest drew 251 stories from all parts of India, what with the exciting prizes on offer like iPad, Bose headphones and Flipkart vouchers. In fact, it was the beginning of this year that Apollo Hospitals had a fan celebration on its Facebook page. The healthcare brand had crossed the five lakh fans number on Facebook and had celebrated the milestone with a basic app asking fans to complete the phrase ‘Health to me is…” with gift vouchers for the best answers. The Facebook cover copy had referred to the fans as ‘our family of 5 lakh friends’.
Apollo’s Facebook page is a good example of community management. Sharing useful health-related content and listening to the community, has helped the brand build a healthy community, quite literally!