Complete Marketing Strategy of Aster DM Healthcare – With STP Analysis

Updated on: Jul 6, 2022
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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Business Review helped the students from this course present this analysis.

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In the earlier article, we discussed and learnt the SWOT analysis of Aster DM Healthcare. In this article, we will study the in-depth marketing strategy of Aster Dm Healthcare.

Marketing is the backbone of any organisation, as the world is changing the concept of marketing has also stepped up to digitalization. In this new age where digital takes the lead, digital marketing is gaining more and more importance and attention. Be it a small business or large organisation, a digital presence has become a necessity. As it has become a necessity, digital marketing as a career field has also emerged and there is an emergence for digital marketers. 

If you are interested in strategizing to know more about the same or want to gain knowledge about digital marketing and take your business to the top, check out this free masterclass on digital marketing, led by the Founder & CEO of IIDE – Mr Karan Shah.

In this blog, we will run through the detailed marketing strategy of Aster DM Healthcare and find out the company’s overall performance. Before we begin our deep dive, let us start by learning about the company’s overview, target audience, and digital presence. 

Digital Marketing Academic Challenge 2024 - DMAC

About Aster Dm Healthcare

A leading health care service in the Indian region – Established by Azad Moopen in 1987 in Dubai, Aster DM Healthcare is a publicly-traded Indian conglomerate healthcare organisation. The founder Azad Moopen comes from Kerala, India. The company is registered in India and operates in hospitals, medical centres, diagnostic centres, and pharmacies in India and the Middle East.

The first-ever medical centre of Aster Dm Healthcare was opened in May 2011, in Sharjah, United Arab Emirates.

They have almost 14 hospitals that are present widely spread in Karnataka, Kerala, Maharashtra, Telangana & Andhra Pradesh, Kochi, Calicut, Kottakkal, Hyderabad, Kolhapur, Wayanad, and Andhra Pradesh in India and more in many nations in the middle east with world-class amenities and treatments.

They describe their values as Excellence, Respect, Compassion, Passion, Integrity, and Unity. Below have a look at a quick stats table off all basic information about Aster Dm Healthcare –


Quick Stats on Aster DM Healthcare
CEO Azad Moopen
CMO Dr Azad Moopen
Area Served India, south-east Asia, USA, UK,377 Establishments in 15 countries
Industry Healthcare
Market Share/ Revenue US$89.5 Million (2022)
Vision “A Caring Mission with a Global Vision to serve the world with Accessible and Affordable Quality Healthcare. To become the first choice of healthcare partner for individuals, doctors, & medical institutions.
Tagline Care Beyond Boundaries


Marketing strategy of Aster Dm Healthcare

Now after a brief understanding of the company let’s understand the marketing strategies implemented by Aster Dm Healthcare to reach the level they are at today.

Segmentation, Targeting, and Positioning

“We think there’s a significant opportunity at the bottom of the pyramid,”  Azad Moopen has mentioned once. “In India, we are currently catering to the middle-income group. Below that is a huge segment of people who are now going into Ayushman Bharat. We’re strategizing on how we can go there,” the founder of Aster Dm Healthcare, Azad Moopen said, indicating the large opportunity that they have in India. And hence they started targeting and achieving the middle-income group in India. 

The target audience of Aster Dm healthcare is in general everyone but yet the high class of society who can afford the high price of the hospitality and services. Though they have their centres in major cities of various countries, not everyone can afford the price.

They positioned themselves in major cities over India like Kochi, Calicut, Kottakkal, Hyderabad, Kolhapur, Wayanad, Andhra Pradesh, and Karnataka in India, and over 51 branches in the United Arab Emirates, over 6 branches in Oman and Qatar,  and many more. Having locations in so many major locations helps in “brand recall value” that is people remember them. Also helps in attracting customers. 

Marketing campaigns

Marketing Strategy of Aster DM Healthcare

During the COVID-19 pandemic when the whole world was going through a tough time,  Aster Dm healthcare has been fighting at the forefront and helping people against the pandemic. The marketing strategies of Aster dm Healthcare experimented with. During this, they launched “Our New Earth” a microsite at the end of May 2020.

A microsite is nothing but a brand-specific website (or a single web page) that companies use to promote their individual products, events, or campaigns

This microsite was developed keeping in mind the difficulties people are facing to adjust to the “New Normal”. It has been a platform where people seek h, health, wellness, and development around the ‘New Normal’ which is validated by trustable professions.

Helping people with the latest informative-help tools, helping their children and more are a few things done by this microsite. In the lockdown phase there were a lot of issues and the hospitals not being much available for a common cause, this microsite helped a lot of people by guiding them from the inconveniences.


Social media marketing

Aster Dm healthcare is active on social media platforms like Instagram, Youtube, Twitter, and Facebook. As well as they have a channel on youtube where they have uploaded several videos, a few of their achievements, and a few about their services. They have roughly 8000 followers on Instagram.

Twitter: 24K followers
Linkedin: 228,092 followers
Instagram: 8K followers

On Twitter, they have more than 24K followers whereas on Instagram the number is more than 8000. They have a well-maintained Linkedin profile as well on which they have 228,092 followers. They are present on Facebook and youtube as well. 

But the most followed platform of aster Dm healthcare has to be twitter. They mostly have posts about their staff as well as their achievements and the services provided.


SEO strategies

Marketing Strategy of Aster DM Healthcare - SEO

SEO is the most essential part of any website and we can see that Aster Dm healthcare is using it fairly. We can see that they use a fair amount of organic keywords and drive a good amount of organic monthly traffic.

We can see that they have a good average of 48,571 organic monthly traffic. They fairly used 5,081 organic keywords and have over 86.043 backlinks on their page.

Influencer marketing

It has been announced that Sachin Tendulkar is the official Brand Ambassador of Aster Dm healthcare. Moopen stated that Tendulkar would now be a part of their Corporate Social Responsibility initiatives, who will help to spread the message and reach out to the public with socially relevant clauses. 

Ecommerce strategies

Aster Dm healthcare has a website for selling pharmacy products in the UAE. The website offers a variety of medical products ranging from nutrition, baby products, personal care, equipment, and much more. This website helps Aster dm healthcare to attract other customers who would want to buy commodities from them.

Mobile apps

Nowadays, having a mobile app has become a necessity, and it applies to healthcare too. And so even Aster Dm Healthcare has its app on both the play store as well as on AppStore. They have Aster Consultant, Aster Medical journal, and Dr Econsultant @aster as their apps.

These apps are very handy and help you with various things.

Content marketing strategies

Aster Dm Healthcare has an active blog. They have posted several articles surrounding new information about the COVID-19 pandemic as well as various health issues and updates around the world. Apart from that they also have other blogs surrounding healthcare topics and news.


This ends our elaborative marketing strategy of Aster DM Healthcare. Let us conclude our learning below from the marketing strategy of Aster DM Healthcare.

Digital Marketing Academic Challenge 2024 - DMAC

What’s unique about Aster Dm healthcare’s marketing strategies?

We have seen above a brief about Aster Dm Healthcare’s marketing strategies but now what’s so unique or what are the fields of improvement. We can see that they don’t necessarily have a good social media presence, but nowadays that is a must. Having a more impressive social media presence might help the organisation attract more people.

Check our Online Digital Marketing Course if you want to learn more and improve your skills. Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of Aster DM Healthcare has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of Aster DM Healthcare check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Aster DM Healthcare, and do share your thoughts on this case study marketing strategy of Aster DM Healthcare in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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