Story
Marham is Pakistan’s largest health-tech platform with users accessing the platform from multiple countries in GCC, Europe and North America. They raised seed investment in 2021 and have to jump on to the rapid growth trajectory. The main challenges they were facing were:
- High acquisition cost
- Erratic growth with no control on KPIs
Challenge
The requirement was to show consistent 10% growth month over month and they had a very haphazard pattern of 5-6% growth in one month and then a decline by 2% in the next month. Apart from that they were unable to identify the right levers of growth.
Their Solution
Marham had plethora of data and it was overwhelming for them to comprehend what they need to focus on at a particular time as all the data was available in the admin panel of the product in the form of infinite tables. The data structure was complex and the user needed guidance from an expert to get to the right information. As a solution, with the help of Ascend Analytics we developed the complete data dashboard on Power BI and through that we were able to identify the gaps. This also the helped in developing the key understanding (that they were missing) that health is a need-based concern and there’s a need to shift focus towards pull marketing rather than 100% push. The revised strategy involved the following:
1. Paid Google Search to capture high intent audiences
2. More focus on SEO to be gain the top position in a universe of over 50,000 primary keywords around specialties, doctor names, disease names, hospital names, symptoms etc. Exclusions, for keywords where the brand was organically ranking 1st, were added to the Google Search campaign to avoid cannibalization
3. Also with help of Supply vs Demand gap dashboard we were able to identify the specific specialities and localities where we needed to focus our ad spend on.
4. A catalogue of more than 15,000 doctors was created through a dynamic feed of Marham App on Meta. We ran a catalogue sales campaigns on Meta with the strategy to land people on the doctor’s profile on App. There was one campaign with funnel broken down at ad-set level and budget optimization at the campaign level.
5. The new users were being recruited to install the app and then taken to the doctor’s profile. There was also a UAC campaign running on Google for app installs
6. Also implemented D.Engage to run remarketing and CRM campaigns