Mobile first healthcare

In Indonesia, accessing medical services can be a real challenge with many remote locations lacking appropriate healthcare infrastructure, and major cities often too congested and with limited healthcare facilities. In a traditional market like this, how do you gain market share and get consumers to adapt to modern methods of online healthcare?

  • Increase in firt time consultations

    The percentage contribution of first complete orders driven by digital marketing campaigns against the overall user base grew from 40% to 57%; an increase of 71% of first-time consultations

Planning

The team at M&C Saatchi Performance were bought on by healthcare app, Halodoc to grow the user base by offering free first-time doctor chat to users and focusing on monetising from their existing users. To do this, the team recommended focusing on the acquisition of new first-time users looking at Customer Acquisition Cost (CAC) rather than Cost Per Transactions (CPT). M&C Saatchi Performance also recommended Halodoc to use AppsFlyer’s Cohort Report as it helps in determining how specific segments of users behave over time. The Cohort Report also allowed us to segment cohorts using their preferred filter (e.g. geography, campaign, user engagement), but also to measure user behaviour against KPIs (doctor appointment and medicines purchased) up to 180 days for specific events and the ROI gained from them.

Mobile first market understanding

‘Over the past few months, we’ve been working with the team at M&C Saatchi Performance to increase our customer acquisition in Indonesia and raise awareness on the importance of relying on real doctors to seek medical advice. Thanks to their extensive knowledge in mobile-first markets and their rounded expertise using digital marketing platforms like AppsFlyer, we were able to improve budget efficiencies and notably increase the number of our first-time users. We’re looking forward to continue working together in the objective to make good healthcare accessible to everyone across Indonesia’

Felicia Kawilarang, VP Marketing Communications, Halodoc

Growth mindset

Whilst the growth of the user base remained consistent across Q3 to Q4 2019, the percentage contribution of first complete orders driven by digital marketing campaigns against the overall user base grew from 40% to 57%; an increase of 71% of first-time consultations. Halodoc not only saw growth in first-time users, but also a 19% increase in the number of consultations led by digital marketing campaigns, when compared with Q3.