Making the most of Facebook Carousel Ads

Not so long ago, Facebook took a plunge into uncharted territories by launching Carousel Ads. Though this ad type was initially meant to showcase multiple products in one ad, Facebook crafted a strategy for the Carousel Ads to tease e-commerce clients and make them buy more ads on the platform. But the Carousel Ads slowly moved across verticals, towards becoming one of the advanced Facebook Advertising techniques that is extremely engaging in promoting businesses.

According to a recent survey conducted by Kinetic Social, Carousel Ads can render up to 10 times more traffic to a business’ website, than static sponsored posts on Facebook. LOVOO found that they got a 72% higher click-through rate versus single image mobile app ads. Mirroring the effectiveness of interactive cover pictures on Facebook Pages, it appears quite clearly that these ads can be extremely effective, but how can you maximize their potential? Here are 3 simple ways to use carousel ads that can nail your targets with a bull’s-eye!

1). Showcase products in detail
Carousel Ads allow you to place up to 5 cards with images that can communicate messages effectively. If it’s a single product that you are highlighting, it would be prudent to describe its features in detail, keeping the CTR on an inclined angle. A ballet shoe manufacturer made effective use of showcasing a product, where each card of the ad focused on one distinct feature. They also used the headline copy to provide defined context to each image.
Showcase products in detail

2). Tour your product
It always sums up to be a perfect formula when you try to deliver a good idea of what customers can expect from your offering. This will improve the quality of enquiries/leads, thereby increasing the probability of sales through Facebook. An automobile giant promoted one of its newly launched Coupé by creating an expressive Carousel Ad campaign that displayed features that made the car stand out from its competitors. The cards highlighted the key specs and of model and attracted genuine customers to engage with the carousel ad.

Tour your product

3). Tell a story
Stories are an incredibly effective way for branding, talking to customers, and engaging with them. A popular western airline company created an effective carousal ad campaign to market their vacation packages to The Grand Canyon. They infused a panorama of the location to tell a story that triggered people to book their air tickets to visit the location.

Tell a story

The Monetary Game
Can Carousel Ads be used as a solution to drive clicks to the website? We conducted a small experiment to test the hypothesis on the Clicks to Website Ads, for a glass manufacturing giant. Here’s how the results panned out:

  • The Clicks to Website Ad had a CTR of 3.09% versus a 4.32% from the Carousel Ad for website clicks
  • The CPC for the Clicks to Website Ad was 5.06 INR versus 3.49 INR from the Carousel Ad for website clicks


In our view, with a little bit of testing and optimization to avoid common mistakes, the effectiveness of the Carousel Ads in driving clicks to URL destinations, is very cost effective. Have you experimented with Carousel Ads as a way to drive clicks to your business? We love to hear your thoughts and experiences in the comments below this post.

The Social DNA – 5 tips for healthcare marketing on social media

In the constantly evolving digital space, social media has undoubtedly become the nuclear weapon of mass persuasion. Social media analyses huge number of people with tremendous levels of information, the places they go, the people they talk to, their connection, and activities they are interested in.

Recently, social media began to elope with the healthcare vertical, successfully abducting the elements of marketing the same – something that social media has been adept in. This act has caught the attention of a vast pool of healthcare businesses which are on a constant poach to tap its potential, trying to deploy a team internally to manage the same.


The 5 social media tips listed below will help healthcare businesses, acting as a compass to claim the treasure of maximum potential in healthcare marketing.

Don’t wait for an ambulance. Pull your super-car out of the garage!
Though many believe that social media is a temporary trend, the fact is that it has pulled the handbrakes for the next decade and beyond. The sooner your organization seat belts on a super-car and accelerates itself to an active presence in social media, the less chances it will face to summon and wait for an ambulance to rescue it.

Fill the preoperative form
Establish a social media policy that will protect your business against security and privacy breaches. Mandate the policy and educate all your staff regarding the same through training and outreach programs. This is to make sure that all your staffs are able to fully comprehend and carry out the policy.

Trial your medicine
You don’t have to prime an elaborate social media plan in the start. Remember that social media is a medicine which is potentially going to improve your business. So test the medicine by starting small and monitoring the outcomes. Based on the results, ask what your business should be doing to maximize the outcomes by leveraging social media to accomplish your key healthcare goals.

Formulate an antidote
Customers are the antidote to cleanse your business through social media. Follow them, listen to what they are talking about your products/services, and your business as a brand. Monitor your competition on social media and listen to what they are saying about themselves. This will make you alter your communication to your customers, in a more effective manner.

Deploy medication
Commission a social media team with members who have a good knowledge on social media and its tools. Pick people who are internet-savvy and are excited about the using social media in the healthcare domain, to benefit your organization. Through time, this will be the medication that will determine your existence in the digital universe.

Using Internet for Medical / Health Needs: Trends

India has reached a total of 205 million internet users in October 2013 (137 million in urban and 68 million in rural areas)*. Beyond Emails, communication and social media, internet has also become a medium to access a plethora of information in any domain. Webchutney findings from a survey** reported that 72% respondents admit to using internet to access healthcare related information and 8 out of 10 respondents have looked for information not only for themselves but others also.

Internet Usage for Health & Medical Trends

The following are some key trends in the Internet Usage for Health & Medical Needs

Understanding Diseases, Diagnosis & Treatments

There is a huge amount of healthcare related information available online today, including journals, articles, YouTube Videos, blogs and publications by reputed healthcare providers, Institutions & Organizations. It is not uncommon today to search online and diagnose a medical condition using symptoms. The consumers of healthcare in the internet age want to be better informed before making any decision and hence, have a pro-active approach to resolving any medical condition. There are many online resources, particularly international web portals such as WebMD, Medicinenet, Mayo Clinic, rightdiagnosis, etc., that are popularly used to diagnose medical conditions, perhaps before making a doctors’ visit or after to confirm the diagnosis. These portals provide a plethora of other health related information in areas of disease research, drugs, treatments and healthy living etc.

Searching for Doctors/ Hospitals

Growing incomes, Knowledge and awareness have also fueled the sentiment to get the best available in healthcare. People are increasingly searching for doctors across locations, specialties and ratings to avail the best there to suit their requirements. Platforms like Practo and Medindia facilitate online search of doctors across such parameters

Booking Appointments

Awaiting on a phone line or in a queue outside the doctors clinic is soon becoming a thing of the past. Today majority of reputed hospitals and doctors are working on creating a strong online presence, not just to address their branding and marketing requirements but to also create a more seamless, direct and easy contact process with patients/public. Click on this link for more information in this area

Virtual Clinics

Availing healthcare from your desktop is an emerging concept that intends to provide instant primary medical consultation/assistance irrespective of patient location. This could be extremely useful to time- starved/ busy people and the elderly who can save the effort on commuting to and fro the clinic. Consultations are given through video conferences, phones etc. on a one to one basis. However, this concept has its limitations in the type of medical conditions that can be treated, depending on the complication, tests required and where personal examination of the patients is indispensable. Some of the popular US online clinics are Teladoc, MDLIVE, American Well and Doctor on Demand. Many states in the US are reviewing their medical practice rules, so availability may change. In India too icliniccare is one such provider that offers 24/7 doctor consultation online

Booking Nurses/ Caretakers online

Given the growing aging population and the emergence of nuclear families in India, has increased the need to monitor the heath of the elderly / sick remotely, or to arrange for paid assistance at doorstep when required. In some cases, it is also the post- operative care that has moved from hospitals to home beds. Many companies have surfaced to meet this requirement. In India, industry estimates of the market size for home healthcare are aboutRs 12,600 crore***. Portea Medical, India Home Health Care, Health Care At Home, Homital all have websites and provide easy booking / contact to avail these services

*IAMAI, 2013

** “Catching the e-Healthcare Bug Survey”2011

*** Economic Times,  Apr 15, 2014

Evaluating the Online Presence of Clinics in India

Online Presence of Clinics Most consumers today are not only just net savvy, but also explore better options and share their opinions and grievances online. It has become imperative to be able to compete in the online environment with an online presence that is robust in aesthetics, functionality and above all user friendly and targeted to keep the consumers engaged and loyal.

Clinics/ Hospitals are soon realizing the above trend and moving towards creating an online presence which helps them retain their existing patient base on one hand and broadening it on the other. The infographic above evaluates the current trends in online presence of clinics. Three categories of clinics- eye, dental and maternity were surveyed for the purpose. It shows that online booking is an important functionality enabled by most dental clinics; nearly 80%, also have a presence of Facebook. Key players in the maternity segment have maximum likes on their page from all the clinics surveyed. The average domain rank of eye clinics is the highest, implying better visibility on various search engines. The following are the three Key areas of focus in the digital strategy for clinics.

User Friendly website

Creating a website with the end-user and their pain points in mind is the first step to building a robust online presence. For example, one of the issues that patients face is to obtain doctor appointments, if this issue is addressed upfront by enabling online booking both the patients and clinics would benefit. Also, other functionalities like submitting patient queries can be enabled. An A/B tested website would ensure optimal use and low bounce rates.

Search Engine Optimization

With so many clinics competition for new visitor traffic online, having a website with both online and offline SEO will help drive new and targeted traffic to the website.

Social Media Presence

An impressive and interactive social media presence, is the best way to engage at an informal, yet at a high responsive mode with patients. While achieving brand awareness, reputation is built by sharing important/ useful information, responding to queries and interacting with patients regularly.

Infographic: Why Doctors need Digital Marketing

Why do Doctors Need Digital Marketing?

The key challenge that doctors and clinical practices today face is gaining visibility under tough competition. It has become imperative to explore modern day marketing techniques for gaining patient leads, building brand presence , maintaining reputation both offline and online, as well as proactively keeping in touch with the existing patient base. Digital Marketing can bring value to a clinical practice by the following ways


Increasing Patient Base

  • Optimizing website user experience by keeping both aesthetics and ease of use in mind
  • Making the website SEO friendly, to be easily found by target audience/ patients
  • Digital/ Online Ads to direct traffic to website

Reputation and Brand Building

  • Building and Maintaining Social Media Presence on various platforms, and engaging proactively with audience as well resolving queries
  • Creating easy brand recall through blogs and by posting specialization specific literature on appropriate platforms to gain mindshare

Streamlining Appointments and Reducing Patient Waiting time

  • Better Scheduling by enabling appointments on Website and following it up with SMS/ Email

Relationship Building

  • Staying in touch on a regular basis with both old and new patients through Email Marketing, sending regular e-newsletters/ Updates/ offers



Pure offline business adopting the internet

Offline and Online : Getting the mix right Offline and Online : Getting the mix right

The recent Havell’s advertisement “Havaa Badlegi” aptly sums up many of the changes we are seeing in Indian Businesses today. Entire industries are beginning to get disrupted by technology and innovation. While businesses have been doing things the same way for decades, the drastic changes in the landscape, both globally and in India, have prompted many senior executives to relook at their digital strategy. While some industries have already seen massive changes in the last 5 years, for some industries, the next 5 years are going to be even more impactful.

Sectors where we have seen significant impact already

Offline Retailers: Offline Book retailers have been one of the first casualties of the ecommerce space. With a standardised product and ease of shipping, ecommece players have undercut book prices to take away a large chunk of the book market. Similarly, mobiles and small gadget sales are growing significantly online. Apart from sales, pre-purchase research online now plays a decisive role, where one recent survey showed over 80% of urban consumers now look up for research online prior to buying a mobile. Window shopping at stores and then going online to buy has prompted many large players in the US to shut shop. We haven’t seen a similar impact in India as yet, but this shift from offline to online is irreversible.

Travel Booking: Travel booking for nearly all segments – flights, trains, buses, taxis and now even Autos in some cities, have seen significant market share being taken by online players. While holiday booking has some strong online players (e.g. SOTC, Thomas Cook and regional players like Raj Travels), online travel companies are now going aggressively after the holiday market. Expect more people to book their holiday packages online in the near future. As per a report by the IAMAI, over 80% of online commerce is travel related, reaching Rs.15000 Crores in 2012 and growing at a staggering 40% annually.

Recruitment / Hiring: Technology has changed the way someone searches for a job. From mass market sites like Naukri to Linkedin and Referring friends for jobs on Facebook, technology disrupted the way the 1990’s head hunter worked. The HR agencies adopted to add value on top of these platforms instead of taking them head on, ensuring profitable growth. Due to the smart repositioning by off-line players, Online portals account for only 3% of the $250M market, while still playing a critical role in the ecosystem.

Upcoming sectors where technology will drive change

Education: Elearning has been a buzz word for a while, but there have been no large education companies which have nailed learning in India. Schools have changes, with smart blackboards, digital media lessons and online report cards, but the fundamental way of teaching and learning has not really shifted. On the other hand, globally, there are companies really breaking out. Successful examples include Coursera which allows anyone to take a virtual class from the best universities in the world on a wide range of topics to Codecademy, where one can learn computer programming. These global companies are seeing traction, even from Indian consumers. Some Indian players like Sikkim Manipal University have started initiatives like the EMBA course. It won’t be too long before innovations in elearning change the way we learn.

Healthcare: Hospitals and Doctors in India are being swamped by the number of patients. While the leading hospitals and chains have invested a lot in technology, seamless connect with the patients pre-treatment and post-care is missing. New initiatives like booking a doctor appointment online to storage of reports on the cloud are seeing traction amongst the more adaptable medical organisations. Read our Healthcare Digital Marketing Case Study.

In our upcoming blogs, we shall discuss more about the options you have in your industry to adapt and lead the digital revolution.