⚖️ Doctor Escalations – Opt-Out System to Prevent Legal Risk
✅ Brief Summary
MediBuddy faced backlash across social media platforms (primarily LinkedIn) from doctors who discovered their profiles were listed online on MediBuddy without formal agreements. They voiced their concerns alleging consent violations — raising potential legal, reputational, and trust risks.
🔍 Audit / Strategy
We investigated and back tracked for almost 3 months going through all the social channels and listing out all the escalations / posts where this concern was raised. We also coordinated with the operations team and networks team and found that the profiles were created using publicly available data during an earlier scale-up phase — but without an active opt-in/opt-out workflow in place.
While technically compliant, it lacked clarity and transparency. The brand perception risk was far too high. We needed a solution that would balance legal protection, user trust, and SEO integrity.
🛠️ Execution Plan
- I worked with the teams to create a transparent opt-out landing page where doctors could verify and request removal of their profile.
- I then co-ordinated with our internal communications team to send out emailers and Whatsapp messages to all the doctors who weren’t part of our system but their profiles were online. The objective here was to showcase our commitment to transparency, inform them of this page to opt-in or opt-out basis their choice.
- Opt-in would get them moved to the networks team where the team would then setup a discussion and also send an agreement to them.
- Opt-out, the doctors’ page / profile would be removed within 72 hours post verfification This was an important aspect because we did not want any profile to be removed unless it was coming directly from the doctor itself.
- I also setup backend checks to prevent page creation without verified onboarding going forward
- Collaborated with Legal to ensure that the entire process brings transparency and also added disclaimers.
- Monitored social channels for continued escalations and responded proactively to maintain goodwill
🎯 Key Takeaways
- 🧩 Escalations dropped to zero within 2 weeks.
- Landing page being used to provide doctors with an option to opt-out reducing time wastage across social media channels explaining the process or in addressing the concern.
- ✅ Built a legally sound, opt-out-based consent system at scale
- 🛡️ Protected MediBuddy’s long-term reputation while keeping SEO intact
- 💬 Used the moment to rebuild trust with our ecosystem through proactive outreach.
About the Author
Subhag
I’m a marketing maverick with a method to the madness. A decade of experience across marketing and strategy, I write about insights, frameworks, and the lessons I've learned from building brands that matter. With a blend of creativity, consumer insight, and performance-driven marketing, I help brands grow revenue, maximise ROAS, and create digital flywheels that fuel sustainable success. I'm a problem-solver, Ferrari F1 loyalist, using this space to share my journey, real stories, tested strategies, and musings from my journey in marketing — and sometimes, from life outside it too.
