How MediBuddy is capitalising on the transformative opportunities within health tech

In conversation with Adgully, Saibal Biswas, Senior Vice President and Head of Marketing, PR, and Partnership at MediBuddy, offers insights into the company’s approach to establishing and maintaining a robust brand presence in the digital healthcare arena. Biswas delves into their strategy, recent campaigns, and the integration of traditional and digital marketing methods, while emphasizing the importance of innovation and adaptability in the ever-evolving landscape of healthcare technology.

Could you walk us through your strategy for establishing and maintaining a strong brand presence in the digital healthcare space? How do you ensure that your brand stands out amidst the competition?

The healthcare landscape is reshaped by a constant wave of digital innovation. We are at the forefront of wielding the power of digital channels as our strategic choice of tool. This laser focus on online engagement, amplified by social media platforms ensures we connect with our audience on their terms, maximising impact.

We prioritise high-quality, informative content that empowers users with reliable health information. Think educational blogs, expert interviews, and interactive tools – all addressing real user needs. Being patient-centric in our industry is very critical. At MediBuddy, patients are at the core of all our decision-making. From user-friendly interfaces to seamless navigation, we ensure that we build trust and long-term engagement. By simplifying access to qualified doctors through video consultations we demonstrate our commitment to providing convenient and accessible healthcare anytime and anywhere 24x7, all 365 days of the year.

By harnessing the power of digital presence, we are poised to capitalise on the transformative opportunities within the health tech landscape while maintaining a commanding market position.

Could you provide us with a brief overview of the marketing campaigns launched by MediBuddy this year? What were the objectives of these campaigns, and how did you measure their success?

We focus on critical areas like Close the Care Gap, our last campaign on World Cancer Day in February. In this campaign, we highlighted the fact that people in certain regions, socioeconomic backgrounds, and marginalised communities often face significant barriers to accessing quality cancer prevention, diagnosis, and treatment. Through this campaign, we aimed to raise awareness and encourage early detection and treatment.

MediBuddy’s #InspireInclusion campaign, launched on International Women’s Day, tackled a critical and long overdue conversation: women neglecting their own health while prioritising their families. With this campaign, we aim to shift the conversation toward a woman’s own healthcare journey. Women can make informed choices and celebrate their well-being by understanding their unique health strengths and potential risks. MediBuddy wants this campaign to be a stepping stone to a healthier and more inclusive society where women prioritise their health alongside everything else they do.

The most recent campaign, #InspireInclusion, has garnered significant attention. Can you share the inspiration behind this campaign and how it aligns with MediBuddy’s brand values? Additionally, what were the key metrics used to evaluate its impact?

The #InspireInclusion campaign was inspired by the concerning statistic that 70% of women tend to prioritise their families’ health and neglect their own, This pattern contributes to the high prevalence of serious health issues such as diabetes, cancer, and heart disease among women.

We want to create awareness about this issue and also empower our users with correct information and the right knowledge and tools to manage their health effectively. #InspireInclusion encourages women to proactively seek preventive care and prioritise self-awareness and focus on self-care.

The campaign emphasises the importance of women understanding their potential health risks, MediBuddy believes that empowering women with the right information about their health is a crucial step towards fostering a healthier and more inclusive society.

As we have just gone live with the campaign, showcasing brand metrics will take some time. However, we usually track social media engagements in a digital marketing campaign. We go beyond just social media. We map the website traffic to observe if the campaign could drive traffic to our women’s health-focused pages, potentially showcasing user interest and leading to booking video consultations. Lastly, we map campaign-specific landing page conversions. These are just a few elements we examine while measuring the campaign’s success.

How do you approach the integration of traditional marketing methods with digital strategies in promoting MediBuddy’s services and products? Can you provide examples of successful integration?

At MediBuddy, we take a comprehensive and integrated approach to marketing, seamlessly blending traditional marketing methods with cutting-edge digital strategies to effectively promote our services and products. This multi-channel approach allows us to reach and engage with our target audience through various touchpoints, ensuring maximum impact and resonance.

Our strategic partnership with a leading employee engagement platform, exemplifies this commitment. This collaboration allowed us to extend our reach beyond individual users and tap into the vast potential of corporate wellness initiatives. Through their platform, MediBuddy’s high quality healthcare services, such as video consultations, health checkups, and personalised wellness programs, become well known to the key decision makers of various companies who were part of this platform. This resulted in promoting overall preventive healthcare fostering a healthier, more engaged workforce.

In the rapidly evolving landscape of healthcare technology, how do you ensure that MediBuddy’s marketing efforts remain innovative and adaptable to industry changes?

We take a proactive and agile approach to stay ahead of the curve and continuously evolve our marketing strategies.

Continuous market research and trend analysis: Our marketing team stays abreast of the latest industry trends, consumer behaviours, and emerging technologies through regular market research. We analyse data from various sources, including market reports, consumer surveys, social media listening, and competitor analysis. This allows us to identify emerging opportunities, potential threats, and shifts in consumer preferences, enabling us to adapt our marketing strategies accordingly.

Agile marketing methodology: Our adoption of the agile marketing approach has proven to be a game-changer. This methodology prioritises flexibility, cross-functional collaboration, and rapid iteration, allowing our marketing team to work in sprints. We continually test, learn, and refine our tactics based on real-time feedback and performance data. This iterative process enables us to swiftly respond to market and consumer behaviour changes, pivoting our strategies as needed. The result? Improved performance and a competitive edge.

Embracing innovation and experimentation: We actively encourage innovation and experimentation within our marketing team. We allocate resources to explore new marketing channels, test cutting-edge technologies (such as augmented reality, virtual reality, or voice marketing), and experiment with novel campaign concepts. This fosters a culture of creativity and ensures that we stay at the forefront of marketing advancements in the healthcare industry.