Doubling Online Consultations at MediBuddy
Transforming digital healthcare delivery across India through technology, partnerships, and people-first innovation.
Overview:
In a market with multiple healthcare apps, driving differentiation through brand trust was critical. More importantly, Healthcare as a category is still in its nascent stage and we wanted to build this category. This meant, driving behavioral change only through storytelling using visual mediums such as video campaigns.
So, we set out to double online doctor consultations by creating an emotionally resonant yet performance-driven campaign that spoke directly to urban India’s digitally savvy users. The core challenge was to establish credibility, drive trials, and do all of this while efficiently deploying the annual budgets.
Objective
To double online consultations through targeted awareness and trust-building video campaigns, while reinforcing our key USPs:
- Doctor in 10 minutes
- 24×7 availability
- Consultations in 16+ Indian languages
Creative Strategy: High-Relevance Storytelling
5 main films which addressed common health concerns (Gynecology, Pediatrics, Gastroenterology, General Medicine and Dermatology) were created. These conditions were chosen after understanding the most commonly faced problems of the customers. In addition, 4-5 feature films, i.e. smaller films that reinforced the core messaging were also created.
- Each film was short, sharp, and behaviorally insightful.
- The main films were under a minute and the feature films under 20-25 seconds.
- The storytelling focused on finding the most common scenarios that customers / consumers usually face and addressing them through humor while staying true to the Brand Archetype of “Empathy”.
Post creation, we launched campaigns with just one main film to test the waters and optimise early. Based on performance metrics like view-through rate, impressions & clicks, we staggered the release of the other creatives over 9 months, creating freshness without overwhelming the audience.
Media Strategy: Audience First, Platform Optimized
We used Google Ads’ Reach Planner extensively to forecast outcomes and fine-tune the media mix. Here’s how the strategy played out:
TargetGroup:
25 – 45 year olds, living in Tier 1 cities, with behavioral targeting focused on “Online Shoppers” — a proxy for digital maturity, trust in app-based services and the core of our corporate TG.
Channel Allocation:
- YouTube: 75% of monthly spend
Prioritized TrueView for reach and frequency optimization. - Focused on 15s and 30s ads for mid-funnel awareness, remarketing.
- Meta (Facebook + Instagram): 25% of spend
Traffic & Engagement campaigns to reach mass & to re-target viewers. - Frequency capping and sequencing ensured story progression across creatives for users who have viewed the videos.
Remarketing in healthcare is not allowed, so we only created audience buckets of people who had viewed the ad (this is allowed). In parallel, we tracked people who purchased, this information was fed to CleverTap. Through this channel, we created audiences, pushed it back to GoogleAds for audience creation and experimented by creating lookalike audiences and campaigns.
Results: Consultations x2 — and Beyond
Online Consultations:
- Grew the daily online consultations by 2x in 10 months.
- Brand Lift (YouTube Survey):
+22% in ad recall
+15% in brand trust - First time Consultation: Increased by ~15% – 20% month over month indicating improved urgency and platform trust.
- Creative View Rates:
Main films: >60%
Feature-led films: >80%
Key Takeaways
- Detailed breakdown of the Target audience helped us ensure that we’re clearly targeting the audience who is in line with or part of our corporate network.
- Staggered creative rollout helped maintain freshness and reduce fatigue.
- Single CTA clarity (“Consult Now”) drove better performance and was in line with the video narrative.
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