Human Biosciences Inc. (HBS), a leading global biotechnology company, specializing in collagen-based products for wound care management, is soon going to expand its India operations. HBS was established in the year 1989 by Dr Manoj K Jain and develops, manufactures, and distributes its products worldwide. HBS is based in the United States of America with offices in Europe and India. HBS has a state of the art manufacturing facility in Maryland USA and Ahmedabad, India. The COVID-19 pandemic has forced HBS, like many other businesses across the world, to re-strategize its operations. The HBS plans to use its innovations in biotechnology to aid India’s fight against the pandemic. The post COVID era will be a completely different world for the Biotech industry and new challenges stare at the industry. MsNisha Jain, Creative director of HBS and head of branding, design and public outreach programme, elaborates the company’s vision for India.
How would you categorize Digital Marketing?
Digital marketing is how we present ourselves to the world. That includes our website and e-commerce channel, social media campaigns, and online advertising. A lot of doctors and health care professionals are extremely knowledgeable about collagen and its benefits, with digital marketing, we are able to reach a much wider demographic of people who previously didn’t have access to this kind of information and with our e-commerce channel, they are able to purchase our products for themselves. Its like a doctor in a box.
What are the most efficient and useful Digital Marketing tools?
There are hundreds of ways to reach people, whether it be social media or any other kind of digital outpost. But the people who are behind the scenes working on interacting with the community are our biggest asset. They are the people who create all the content to promote our products and our brand. We have an amazing team that is focused on helping as many people as possible.
Why do you believe that online marketing will be more beneficial to our company compared to offline marketing?
I think that both forms of marketing are very important. Its an emerging technology and we are a tech based company so digital marketing holds a lot of value By using a combination of offline and online marketing, we can reach a large range of people. Things like TV and radio ads traditionally have shown a lot of success. Now, the market has moved to platforms like facebook and linkedin. It doesn’t matter how you heard of us, what matters is that you have heard of us.
Do you believe that there are limitations or challenges to Digital Marketing and how would you overcome these?
The biggest challenges are the extra noise in the form of unreliable information and privacy. There are so many sources of information on the internet that creating a brand that is trusted and credible is a tricky thing. People are concerned about their personal information being mined on illegitimate websites. We have to be mindful to these concerns so that we can instill a confidence in people that their information is safe. As far as limitations are concerned, paper is disappearing every day. People are trending towards going green and saving resources.
What are the differences between Digital Marketing and Branding?
Digital marketing is broad. It involves the entire web space. Branding is how we are representing ourselves in that space.
What is your strategy to improve our current business through Digital Marketing?
Currently we are working on our new web store. Our brand is emerging in the digital sphere now and we are aiming to bridge the gap between distributors and end-users by providing a way for them to buy directly from us. This is a specific example but we have several other outreach programs that you can read about on our website.
How do you plan on optimizing our site ranking and increase the traffic on our website?
We have all sorts of outreach programs. For example, we are using things like social media posts and podcasts and linking them to keywords so that we can utilize search engine optimization to increase traffic. We are working with our customers, distributors and clients to get the word out about or business to increase the site ranking and visibility.
How to do Keyword Analysis? What keywords would you pick?
You find out things that are common in peoples everyday lives and link it to how what we’re doing can influence their lives in a positive way. For example, some of the key words we use right now are collagen, healing, and tissue engineering.
What tools do you use for Keyword Analysis?
We mostly use people and focus groups.
Why is social media important for a business and what are the most successful social media platforms according to you?
Social media is how a business can connect with the public. For example, we are collaborating with influencers who could potentially benefit from our products. All the platforms are incredibly useful and currently, you can find human biosciences on Facebook, Twitter, Linked In, Instagram and Pinterest.
What successful social media campaign you have run from beginning to end?
I was involved in creating our new website and since it has gone up a few months ago, traffic and general interest has increased exponentially.
What are the most effective ways to increase traffic to your website?
Reaching a demographic who has never been targeted before is going to increase the amount of traffic immediately.
What are the key areas where you can use keywords to optimize your site ranking?
We use keywords to reach specific demographics, for example we could use a word like foot ulcer and reach people who have diabetes related wounds. We could also use our indications like burns, cuts and scrapes to link to people who could have been hurt on the job or while playing sports.
What can be the ideal approach for effective PPC campaigns?
An all inclusive one.
What attracted you to the Digital Marketing industry?
I grew up in the spotlight. I did a lot of theatre in high school and then when I went to college, I did film. As I grew up type of media I used evolved. Digital marketing was a natural next step for me because I have the skills to create content in writing scripts, making videos and photography.
Do you think Digital Marketing will replace traditional marketing practices in india the near future?
Not just in India, but worldwide there is a shift where people are moving in the direction of digital marketing. Because of the demographics in india, with the young crowd speaking good English and are tech and computer savvy, there is a good chance that the shift will happen sooner rather than later.
How are you going to drag the attention of more potential buyers for the products /services offered by our business via social media channels?
By content creation, placement and outreach amongst other things.
Do you find anything wrong with the Digital Marketing tactics that we are adhering to right now? If yes, how would you like to change it?
I find our current practices to be highly successful. The change that I would like to see is growth in the digital sphere.
What would make you an effective creative director, specifically at our company?
I am able to bring in new patients every day with my digital outreach. Once you can help one person with their pain, you can broadcast how we use our technology to ease the pain and suffering of people worldwide and the cycle continues. As a creative director, if I can help someone out there heal their wounds then I would consider myself successful. Our motto is every patient matters, every wound matters.
How do you keep your team motivated and productive under high pressure and tight deadlines?
My team is already motivated by just seeing the results of the product itself. But what really helps is that they understand they are making a difference. Of course people understand deadlines and the stresses which come with the work but when you talk to people and keep them focused on the mission, they have a chance to shine.
Can you name someone who has inspired you? Any other leader you often look up to?
My dad (DrManoj Jain) is an inspiration not only to me but to countless people since before I was even born. Dr Manoj Jain created a technology that has alleviated suffering to millions of people worldwide. Dr Manoj Jain is the founder of a successful company and the leader of a large group of people who are passionate and focused on just helping people.