Medibuddy is the leading and pioneer in digital healthcare platform that integrates multiple healthcare service both for B2B and B2C segments. It aims to address the healthcare accessibility to India focusing ion urban and semi urban population via a single App based service.

Services Core

• 24/7 Teleconsultation : Real time access to doctor and specialist consultation for medical advice, second opinion and medicine prescription service
• Medicine Delivery : Medicine delivery at home with same day service on demand for acute and chronic needs.
• Diagnostic service like Lab test @ Home : Book any diagnostic service and sample collection at home with on of largest Phlebotomist teams readily available for sample collection. Making it accessible and convenient.
• Wellness Programs : Preventive health plans, personalised diet plans and mental wellness cover for all preventive and wellness programs.

What is the Value Proposition:

• Convenience : Medibuddy users can access healthcare service from home reducing any in person visit and plus family can book these services for their relatives from anywhere in the world.
• Comprehensive service all at a single access window: Combining multiple services at a single access including subscription plans like Medibuddy Gold for unlimited consultation adding value and to over all service and users.
• Affordability : Offering affordable pricing models and subscription plans

Problems being solved

• Lack of timely healthcare access : No wait time no travel time and no geographical barrier.
• Affordability: As already mentioned comprehensive and competitive pricing for broader audience.
• Trust and safety : All certified medical professionals are available with accredited lab ensuring utmost quality service.

Understanding the Product :

Here we will try to understand the product based on Kotler's Five product level's

• Core Benefit ( What is the fundamental if the product ): The core benefit of medibuddy is to provide as already mentioned accessible, timely and affordable healthcare through its different platforms app and web based. Its promises to provide instant healthcare in metro and semi urban areas reducing cost and time.
  
• Basic product ( What are the basis must have features ) : Medibuddy offers
  - Teleconsultation : Audio and video teleconsultation with the Doctor Live with multiple specialities
  -Medicine Delivery : Prescription uploads, and home delivery Same day, order tracking and refill.
  -Diagnostic tests : Book lab tests and home sample collection and digital Reports.
  - Wellness Programs: Personalised health plans and mental wellness Support.
  
  These features along with new Surgical support provides fundamental service level for the users for all healthcare digitally
  
• Expectation ( what are the users expectation as a minimum for such service )
  Users expect Medibuddy to offer User friendly interface which is easy accessible and quick.
  They expect a secure transaction and confidentiality of data and records.
  Most importantly they expect quality since its a healthcare service they expect trusted doctors and service and medicine source.
  They want 24/7 Availability for all service maintaining the promise that is expected including emergency support.
  
• Augmented Product (How is MediBuddy different from competitors?)

•MediBuddy offers additional services and features that enhance user experience: Such as Insurance support and claims reimbursements , Surgical support for minor and major surgery with their trusted part hospitals and surgeons.

•MediBuddy Gold: They offer Subscription-based unlimited consultations with reduced service costs. With unlimited consultation and support

•Insurance Integration: Facilitates easier insurance claims for teleconsultations and lab tests.

•EHR Integration: With Digitisation of health records becoming the bare minimum Enables users to store and share their Electronic Health Records with healthcare providers. Also access them anytime from their vault

•Allows users to access services in multiple Indian languages, improving inclusivity.

These augmented features differentiate MediBuddy from competitors like Practo, 1mg, and  VISIT by providing a more comprehensive and integrated healthcare solution.

Ideal Customer Profile 😀

While talking about the B2C user before we chalk out the profile lets talk about the influencer and blockers for this section:

• Influencer :
  Influencer would be colleagues as they are likely to use the product basis someone who has used.
  Second are likely to influencer are the family members if someone in the family have used this service it would definitely want them to try it out.
• Blockers :
  In this case the main blockers would probably be self that would be trust and issue with digital healthcare quality os service and if it would be provide same comfort and if they would be able to rely on these digital Healthcare support .Trust in terms of secure and privacy as well so much talk about the security and privacy would definitely lead to concerns
  

Ideal Profile for a summarised B2C customer

B2B Profile
When looking at a B2B profile lets chalk out that would be the Influencer and blocker for the same.


- Influencer :
The Main influencer in this would be the HR and health and wellness Managers as they want to provide new age methods and means for providing employee benefits and packages and also they have a budget that they would want to allocate for such benefits

• Blocker : The main blocker for this would be C Suite and CHRO who may want to look for other options or may be more twisted with the budget constrains which may come along with this benefits they also may be vary of the privacy and other concerns when it comes to expose their employee would outside health and wellness programs with Employee data being floated outside the organisation
  

If your product is in the Early Scaling Stage:

Based on the current stage of the Medibuddy which is around Early scaling stage and the criteria that has been discussed for the channel selection keeping the core criteria in mind.

We will evaluate the channel based on the options and also the various variables.

Basis evaluation please find below the grading of the each channel and its effectiveness based on factors such as cost, effort, effort, speed and so on as mentioned below:

Lets look at each channel and basis understanding and identify which channel we should be focusing on and expand further

Cost:

-Organic has the low cost but has a major effort to be put in.

-Referral programme have lower cost and is cost effective and is driven by user behaviour

Flexibility:

-Organic channels have high flexibility as well has paid ads as you can alter or pivot based on understanding and learning

-Referral and Integration probably have low flexibility since they are highly dependent on user behaviour.

Effort

-Organic channel and reach needs high level of effort to optimise and SEO both internal and external also Paid ads needs regular optimisation so its also effort based which needs monitoring

-Referral needs low efforts since if implemented once it can be monitored also Product integration needs higher effort to establish and also maintain the relation and see that both parties are benefiting from this.

Speed

-Paid ads offer the fasted result after optimisation and implementation

-Organic would probably have the slowest result based on implementation and also referral based on User behaviour could have moderate to slower movement unless your discounts or offer becomes viral

-Content loop can be slow as its needs user adoption to become effective and yield results.

Scale :

-All have the right scaling potential but organic has high scaling potential if the content and the SEO strategy is effective.

-Paid ads are all based on budget and it can scale well if under good budget

-Referral and content loop as mentioned can scale well based on user engagement and user interaction

Budget:

-Organic and content loop needs low budget and are in house efforts so probably will be the lowest in budget.

-Paid ads and product integration will probably be high on budget paid as is completely budget dependent and results are promotional and product integration will definitely have high initial budget.

-Referral programs will involve budget but will also depend on the the way referral is introduced and can be cost effective if is based on usage.

Depending on the Analysis it is concluded that the two main channels that at early scaling stage Medibuddy can be benefitted from for the B2C ICP focused would be

• Organic channel with Optimisation and SEO to grow long term growth and also have strong brand presence
• Paid Ads for which would be good for quick visibility and user acquisition and stringer impact

These both in combination would be idle for improving both Brand presence and and also for acquisition that is needed at the early scaling stage.

Some context

Medibuddy boosts of almost 30million users across country the platform boosts of about 35000 DAU indicating string engagement across all its services.

This is based on its vast spread of 90k doctors and 7k hospital and 4k plus diagnostic in its ecosystem.

Medibuddy greatly plans to enhance its user experience which could further significantly boost its user base and DAU and MAU metrics.

Exclusion

Keeping these and other aspect in light we decided to proceed with Organic and paid Ads and not some other key channels like referral and Product integration or most important Content loop which could have been effective.

With it good DAU in this segment and high user base it still places Organic and high with least investment

Organic channel such as SEO and social building and community can highly harness the existing user base for future referrals and engagements

Paid Ads with its earlier funding of 120 million and recent further funding of 18 million would be ideal for continuous investment.

Further its major brand endorsements with Amitabh Bachchan and other Marketing projects this seems like a right direction.

Medibuddy currently are more suited for channels which are rapid and referral programs need very clear incentive and high engagement in healthcare and medibuddy the engagement is not as high as other product platforms.

Content loop can still be considered and they generally and are more suitable for timely investment and continuous iteration. This probably would be well suited for a mature scaling product. Also sharing something positive while related to healthcare is challenging also many users would not want to talk about their health challenges.

Step 2 User flow path to follow :

Awareness → Consideration → Onboarding → Booking & Consultation → Post-Consultation → Follow-Up & Retention

• Awareness

User searches for healthcare solutions online. > Sees Medibuddy  ads via social media posts, or content marketing articles and blog posts  >>Google Search Ads, Social Media  Blogs, Influencer posts >> the user at this stage is curious and not sure  >> Informative content highlighting the benefits of Medibuddy.

• Considerate user 

Visits Medibuddy website or app >> Explores services, reads testimonials, checks pricing >> user would be interacting with Medibuddy landing page, website navigation, app. Interested but evaluating options >> for these users we Offers like free consultations, discounts, or trial services

• Onboarding process
  Registers or logs in for the first time >> Sets up profile and provides health information >> App onboarding screens, sign-up forms, welcome emails >> at this stage the user is concerned about the process and privacy >> Smooth, guided onboarding with clear instructions

• Booking & Consultation

Searches for doctors or services, schedules a consultation >> Completes payment and interacts with doctors virtually or in person >> user would be using the In-app booking, payment gateways, teleconsultation screens >> user is Confident but needs confirmation of a smooth and confident service important conversion stage v>> Real-time doctor availability, seamless booking, payment confirmation.

As we have chosen he organic search as a channel as the most valuable Channel we will be chalking down the key concepts and improvements as we may not have the access to the actual product details

1 ) Key Word conduct research:

Using the free Google keyword planner for these research which is easily accessible compare to other sites we did conclude that top keyword

The result of the top Word searches and competition analysis for has been attached here.

https://docs.google.com/spreadsheets/d/1o7D79_d60Nb4VZezGaZcwrZXuQmg3lAFKwShBAgBFag/edit?gid=921680008#gid=921680008

Below you can see the top top searches and optimising of the same.

We also need to search for the long tail key words that are more specific to Medibuddy’s target users (e.g., “online doctor consultation for diabetes” or “diet consultation packages

2) Its key to understand ICPm user intent :

Its is most important to know your User for any of this in depth

Breaking down user intent : eg: For online doctor consultation its would be Transactional for booking a service similar for lab test or medicine delivery at home

Informative : We need to have regular content for informational content since this is a medical and healthcare related site

We need to adjust out our content accordingly to these call to actions with each landing page being specific. For blogs and blog post for any informative search and and other for booking service making a seamless and CTC user experience.

User Segmentation for Medibuddy and allocation of keywords :

Some examples :

User segments - Young professional

25-35 years health awareness needs wellness tips and preventive health and emergency situation s

Keyword : 'Preventive healthcare for professionals',"Online doctor consultation"

User Segments - Parents with kids

Age 30-45 years , married needs paediatric consultation , paediatrician health

Keyword : "online paediatrician consultation","Child vaccination schedule","best paediatrician online"

We can follow similar examples and samples.

3) Next step would be understanding SEO Gaps

We need to conduct a through analysis on the

Table has been with reference from various posts and Ahrefs SEO guide and Moz On page optimization.

4) Create Optimised content :

Next step would be to create content that creates high attractive volume basis the content optimisation that has been identified look for improvements in content type such as Blogshttps://blogs.medibuddy.in/

Videos guides and case studies.

Some of the most common content optimisation techniques are include links and include headings tags and make sure these are user friendly not only ion webpages but also mobile friendly.

5) Most important of the whole segments in Tracking

We need to track the progress and the user behaviour by using google search console and other tools as mentioned in the briefs

Some key metrics to track -Analyse user behaviour to see which content and word performed the best.

-Adjust content strategy regularly to optimise data which is the key aspect like improve pages which are underperforming and make sure we expand good performing content.

Lets start this section by first following the standard and talking about the CAC to LTV ratio

1). Calculate Lifetime Value (LTV)

-LTV Formula:

Medibuddy LTV Calculation:

Average Transaction Value: Approx. 500/- per transaction assuming consultation tests and medicine deliver. 

Number of Transactions: Assuming healthcare is not transaction heavy and around 6 transactions per year would be ideal

Customer Lifespan: 3 years (as users typically return for regular health check-ups).

Estimated LTV: = 500 x6x3= 9000/-

-CAC to LTV Ratio:

If Medibuddy has a CAC of around 2,500, the CAC to LTV ratio would be:

= 2500/9000= 0.28

A ratio below 1 is generally considered good for paid ads.

2). Now lets focus on a Ideal ICP for the paid ads.

Target chosen one : ICP

-The main focus should be on Tier 1 city and on Young professionals (ages 25-35), residing in urban areas, seeking quick healthcare solutions also with probably migrated population and limited connect within the city

-Key Attributes: Occupation: IT professionals, corporate employees or in startup’s

Pain Point: Need quick access to online consultations, telemedicine, and diagnostics. Limited patience and time constrains, most probably in situation when need immediate support and not many family around.

-Preferred Channels: Instagram, Google Search, and YouTube, as they spend significant time on these platforms.

-Why did we choose this ICP: Medibuddy having its large base in tier 1 and urban areas and can also leverage gaps in this segment with quick and timely healthcare delivery as promised.

Also these users have higher disposable income, making them likely to convert via paid ads and are open to trail methods with digital ads as they have been used to this conversion before.

3. Select Advertising Channels : 

Before we start the paid ads and decide where we invest our money lets identify which channel will suite them best.

Based on the ICP’s media consumption and Medibuddy’s goals, the selected channels are:

• Google Search Ads: As the preferred first choice.

-Why: Captures high-intent users actively searching for healthcare services like online doctor consultation, nearby lab tests. As per our results also in the top keywords as well.

-Ad Types: These will most probably be Text-based ads with expanded titles and descriptions targeting healthcare keywords.

• Meta Ads (Facebook & Instagram):  

-Why: These offer precise targeting and also specific geographical targetting also these have a much better engagement rates for healthcare services as these users have either visited this section before.

-Ad Types: These will most probably be Video ads, and story ads, promoting Medibuddy’s various services (e.g., teleconsultations, health packages). We can also leverage Medibuddy famous ads and prints using Key starts like Amitabh Bachchan for these sections adding more trust and validity. 

• YouTube Ads (as a potential addition): Probably lowest in the paid ad sections but would be a fit as this has one of the largest user base and reach possibility in terms of users.

-Why: Strong storytelling potential, especially for healthcare education, which can convert users with detailed video explanations. This will need specific video based content and key word targetting, also this may not be immediate conversion but may be targeted as a reminder or future case reference for users to come to your page or other healthcare related content. 

-Ad Types: Video ads with doctor testimonials, service walkthroughs, or success stories.

Most important for this section would be story telling and testimonials with would add emotional and support talking more about how medibuddy was a support they could not have imagined.

4. Align with Product-Market Fit

Now we need to make sure that our Product market fir aligns with each add we use :

• The Main focus of the paid ads will be on the already established and most conversion prone service of medibuddy like tele consultation and diagnostic service and medicine home delivery.

Segment ads based on users’ behaviour: We will definitely need to align the ads based on user behaviour and journey as we mapped earlier and also as per intent. Eg: 

• High-Intent Users: Google Search Ads for users actively looking for healthcare services.
  The conversion rate immediate the click to action should be limited within 3-4 clicks. ( in healthcare could a little more as this is also based on selection but to get to the conversion page should be quick.
• Discovery & Awareness: Meta Ads and YouTube ads are for those users who are here for awareness and not for immediate conversion they might be encouraged to briefly look based on awareness and alertness.

5. Define Your Creative Strategy:

This for healthcare would be straight forward and on a serious conversion note:

• Marketing Pitch:

“Get medical consultations anytime, anywhere. Access verified doctors on Medibuddy now!”

Include CTAs like “Book Now,” “Start Consultation,” or “Explore Packages.”

6. Different pitch based on ICP:

Below is the sample pitch created based on the user base for example

• For young professionals: 

“Save time with online consultations during your busy workday.”

• For families: 

“Quick consultations for the whole family—book anytime, anywhere.”

• For Mothers:

“Worried about your child cough, book a consultation with specialist paediatrician 24/7"

Sample Add creative :

7 Example Execution :

Below are the sample of the Google ads texts for the Online doctor consultation.

Also find below the sample of google Add for the Phone users.

8 Tracking and Iteration:

The final and most important aspect of this would be tracking and iteration

for any ads or channel you create tracking progress and spend is the most important aspect with allows you to pivot and change direction basis immediate feedback and use case

• Google Analytics: 

Use google analytics to check for conversions, bounce rates, and average session duration to optimise targeting.

• Meta Ads Manager: 

Monitor engagement, clicks, and conversion metrics. 

This will be helpful in adjusting user target and creatives based on performance.