Health app Apollo 24 | 7 is a platform for every Indian to have access to quality health care anywhere, anytime. Within a year of its launch, the application managed to attract over 7 million registered users with over a million active users per week.
Today Apollo 24 | 7 is a leader in healthcare in some cities in India, and the app is well on the way to replicating the success across the country. Shamik Banerjee, the heads the app’s marketing team, has previously worked with well-known brands in the health insurance segment such as Reliance, Aegon, Apollo Munich and IFFCO-Tokyo and brings 20 years of experience to the table. He has witnessed the changing role of content first hand and says that the creation of relevant content is now in the foreground.
Content relevance is more important than ever
“In my first role in market research, the content was mostly one-sided. Customer feedback was rare due to the lack of real connectivity. Then I got into insurance, and in 2005 the government gave insurance companies the freedom to set their own prices. At that point, market forces took control and we decided to develop content and build a strong brand for my company. Because people could choose which insurance to choose, we introduced the problem-free claims concept. It was unique of its kind and one of the first steps in the insurance industry to create relevant content, ”explains Shamik.
Watch the video here:
He adds that the relevance of content has become increasingly important over the past 20 years as market forces keep getting stronger.
“If the industrial revolution solved the speed problem, the digital revolution solved the distance problem. Things have changed and the next five to six years will be more interesting in terms of content, ”says Shamik.
Healthcare content and Apollo Birth 24/7
Distance has always been a major obstacle in healthcare. At some point in 2019, Apollo 24/7 realized that it had to create a platform that offers customers a concept for a continuous support concept. Customers usually go to a search engine or pharmacy before going to a doctor when they get sick. It was therefore important to democratize the availability of doctors at Apollo. At that point, they felt the need to create a platform – Apollo 24/7.
“It’s not an e-commerce medical platform. It’s where you go when you get sick. You read about your illness and can see a doctor from anywhere in 15 minutes. When the doctor asks you to take medication, click and the medication will be delivered to your home. When the doctor tells you to do a test, click and someone will come home and take your sample and the doctor will see the results and so on. We launched this platform on February 5, 2020 and grew with the beginning of the pandemic and challenged ourselves accordingly, ”explains Shamik, explaining that content is at the heart of her business concept.
There is a shortage of relevant personalized content in healthcare and so Apollo engages people by answering their questions through such relevant content. That helped them:
· Have around 3 to 5 million active users per week, around 85 percent of whom come for content only
· Service approximately 17,000 PIN codes in the country
· Consult from approximately 400 cities
· Have 10 million users registered with them
· Have two million active users on the platform
Integration of data and content into use
At Apollo, Content runs like a pod. They don’t have a content or social department, but they have a growth marketing team and they support that team with CRM, branding and account marketing.
Shamik informs that this pod runs on two things:
1. Customer data is where we have a complete understanding of the customer, such as B. Types of customers and their needs
2. Huge collection of medical content
“These pods connect the data and content and pass them on to the recycling team. We currently have four pods, each with three to four people, and a layer of technology to support us. It’s extremely important to understand what people are looking for and get there quickly, ”he says.
Measure the effectiveness of the content
Apollo 24/7 follows the philosophy not to publish large amounts of content, but to publish relevant content. Shamik explains this with an example.
“When the pandemic broke out, we were sitting on stacks of data based on who was at risk of COVID. In two days we studied it and did a COVID scanner. We launched it in March 2020 and within 6 days 15 million people took this test. So it’s not about the amount of content, but about making it bite-sized, appealing and relevant, ”he says.
As an authority in the industry, it is important that Apollo 24/7 continuously maintain the quality of the content. Because of this, Shamik explains that content creation should serve two purposes – be personalized and viral.
“Content has to target one person, but it should be contagious and of the quality that person sends to everyone. This happened with the COVID scanner. When we sent the test out to people, it was personalized. But 98 percent of the distribution happened when people shared it among themselves, ”he says.
This proves the importance of targeting and segmentation in digital marketing. Whatever the format, if you get the time you want from the reader, it will be successful.
How the pandemic changed the healthcare industry
Digital as a platform took shape as demonetization took place. What the pandemic did was to connect the digital pace with healthcare and accelerate its growth. Traditionally, everything in the medical genre was done physically. This has changed now. The adoption of this new concept has increased as you can consult the best doctor in 15 minutes and have medication delivered to your doorstep. Suddenly this segment has become much more relevant.