Social listening on SRL and Dr. Lal Pathlabs
Dengue, Chikungunya, Cholesterol, Malaria- we’ve heard these words more often than we’d like and with good reason. Ill health and disease isn’t far from us today. Lifestyle related, diet or just the hygiene in the environment.
Whether it’s a trip to the doctor that sends us to the lab to get tested, or we heading there pre-emptively, none of us are strangers to a testing lab. Apart from the hospitals themselves, there are over a 100 brands of laboratories in Delhi NCR only. How do you choose whom to trust?
Hence the space is getting interesting from a consumer communication point of view with brands beginning to use celebrities, events, endorsements to stand apart from the crowd and strengthen their customer base.
We used our social listening tools to hear two of the more louder voices in recent weeks.
Dr. Lal Pathlabs and SRL Diagnostics. Here’s our learnings for the brands.
Share of Voice:
SRL had a 2:1 share of voice versus Dr. Lal. Clearly, SRL has been the louder voice.
Specifically, SRL had 3K mentions with a potential to reach 1.1 Bn consumers, compared to 600Mn for Dr. Lal.
SRL had a net preference score (% positive — % negative mentions) of 14%. Not ideal, but still tilted in the right direction. This compares to a near 0 NPS for Dr. Lal.
Whats interesting is that social media mentions of SRL were very strongly in the diagnostics space, whereas for Dr. Lal, these mentions were slightly more peripheral. Eg: feedback from consumers rather than specific discussions around the service.
There are intriguing differences on how media has been utilized by the two organizations.
Dr. lal has areas of strength for extremely in the well known news mediums. It very well may be connected with Dr. Lal being the seat of the FICCI Wellbeing administrations Panel and thusly an extremely impressive and pertinent voice for the business.
Here SRL comes a far off second as far as notices as well as the flow of magazines where it is referenced. Dr. Lal subsequently has all the earmarks of being a heavier voice in this industry.
Yet, on the web, on web journals, twitter and Facebook, SRL rules.
SRL has an extremely dynamic blog page, which is not difficult to track down. It is important and written in simple conversational style. The work is to make believability with content.
The procedure for SRL has all the earmarks of being to make a noisy voice on the lookout, and afterward direct people to the site to fabricate discussions and authority.
Though Dr Lal is prevalently Twitter centered. It isn’t a lot zeroing in on websites, truth be told. Content is sporadic, the blog is concealed somewhere down in its site and uses pictures more than words to make the discussion.
What’s striking is the “non controlled” media presence of the two brands. A great deal of content out there is driven by the monetary media/powerhouses/examining the financials of the organization and their reasonableness in a venture portfolio. These recordings are watched by enormous numbers and make view of the brand, totally autonomous of the brand supervisor’s message!
While the two brands are putting forth attempts to be “out there”, web-based entertainment is a two way road. The two brands need to intently pay attention to buyers. Their FB pages and twitter makes reference to mirror countless criticism and customer grievances over the most recent a half year that poor person had a reaction.
SRL is involving Shilpa Shetty as its face in making elevated mindfulness about its administrations, but they are facing Dr. Lal, and his persona that drives the picture of Dr. Lal Pathlabs. A decent brand diplomat and mission truly does without a doubt drive up the mindfulness and interest around a help, however online entertainment today is about various marks of access and broadcasting, yet tuning in at each point. Here, the two brands have a best approach.
Virtual entertainment isn’t about what “the brand director” says. Hers is just a single voice, upheld by crusade monies. In any case, purchasers listen better to different customers. The brand today is worked by customers. Web-based entertainment takes into consideration the beginning of an exchange. Be that as it may, the account is molded by a huge number of your image’s clients. It is basic to Remain associated with those discussions.