Analysis of Level of Awareness and Usage of Social Media in Healthcare Sector in Tricity Chandigarh

Digital marketing has changed the shape of advertisement. Social media, one of the popular tool of digital marketing is extensively utilized in various sectors. Though it looks challenging in some of the sectors like healthcare sector. Social media has given an opportunity to the marketers to spread awareness about various services offered by the healthcare service providers. Marketers can connect to the customers and are able to manage their relationship with them. It also helps to attract more customers and enables customers to be co-producer of services. According to ICUBE report 2018, India had 483 million internet users (growth of 18%) and was expected to be 627 million by 2019. This figure is projected to grow to 666.4 million internet users in 2023. According to study, the number of social media users in India stood at 326.1 million in 2018 and is expected to grow to 448 million by 2021. A social media user in India spends averagely 17 hours per week on social media. This rapidly increasing awareness of social media in India shows the more prospects of advertisement to the marketers. This research paper aims to analyse the difference in the level of awareness and usage of social media in healthcare services by social media users in tricity (Chandigarh, Mohali and Panchkula). The study was done by randomly selecting 130 respondents from each city through structured questionnaire.