{"id":16967,"date":"2022-05-15T11:59:00","date_gmt":"2022-05-15T06:29:00","guid":{"rendered":"https:\/\/blog.themediaant.com\/?p=16967"},"modified":"2022-08-18T14:28:03","modified_gmt":"2022-08-18T08:58:03","slug":"case-study-how-practo-used-digital-medium-to-generate-brand-awareness-and-increased-website-traffic","status":"publish","type":"post","link":"https:\/\/www.themediaant.com\/blog\/case-study-how-practo-used-digital-medium-to-generate-brand-awareness-and-increased-website-traffic\/","title":{"rendered":"Case Study: How Practo used Digital Medium to generate brand awareness and increased website traffic"},"content":{"rendered":"\n<p>Practo is one of the largest online healthcare service platforms that aggregate top-notch doctors to deliver on-demand healthcare consultations to its users.&nbsp; Practo allows consumers to search for doctors and diagnostic labs, book appointments, consult doctors online, and order medicines.&nbsp;<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_55 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\" role=\"button\"><label for=\"item-6a0a3d3d9b794\" ><span class=\"\"><span style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input aria-label=\"Toggle\" aria-label=\"item-6a0a3d3d9b794\"  type=\"checkbox\" id=\"item-6a0a3d3d9b794\"><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-practo-used-digital-medium-to-generate-brand-awareness-and-increased-website-traffic\/#Campaign_objective\" title=\"Campaign objective\">Campaign objective<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-practo-used-digital-medium-to-generate-brand-awareness-and-increased-website-traffic\/#Target_Audience\" title=\"Target Audience&nbsp;\">Target Audience&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-practo-used-digital-medium-to-generate-brand-awareness-and-increased-website-traffic\/#Geography\" title=\"Geography&nbsp;\">Geography&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-practo-used-digital-medium-to-generate-brand-awareness-and-increased-website-traffic\/#Challenge\" title=\"Challenge&nbsp;\">Challenge&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-practo-used-digital-medium-to-generate-brand-awareness-and-increased-website-traffic\/#Approach\" title=\"Approach&nbsp;\">Approach&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-practo-used-digital-medium-to-generate-brand-awareness-and-increased-website-traffic\/#Solution\" title=\"Solution:&nbsp;\">Solution:&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-practo-used-digital-medium-to-generate-brand-awareness-and-increased-website-traffic\/#Campaign_Execution\" title=\"Campaign Execution\">Campaign Execution<\/a><ul class='ez-toc-list-level-4'><li class='ez-toc-heading-level-4'><ul class='ez-toc-list-level-4'><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.themediaant.com\/blog\/case-study-how-practo-used-digital-medium-to-generate-brand-awareness-and-increased-website-traffic\/#Campaign_Outcome\" title=\"Campaign Outcome: \">Campaign Outcome: <\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Campaign_objective\"><\/span><strong>Campaign objective<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul><li>Create awareness about the Practo<\/li><li>Drive website traffic&nbsp;<\/li><li>Build trust among the consumers through word of mouth publicity<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Target_Audience\"><\/span><strong>Target Audience&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul><li>People who are open to check and <a href=\"https:\/\/www.marham.pk\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">book online healthcare consultation services<\/a>, and order medicines online<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Geography\"><\/span><strong>Geography&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul><li>Teri-1 Cities in India<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Challenge\"><\/span><strong>Challenge&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul><li>To filter out the relevant audience:<\/li><\/ul>\n\n\n\n<ul><li>People who are open to check, book, and purchase online healthcare services like doctor consultation and appointment booking, medicine purchase, and book diagnostic lab tests.&nbsp;<\/li><\/ul>\n\n\n\n<ul><li>Reaching out to the relevant audience while ensuring minimum wastage.&nbsp;<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Approach\"><\/span><strong>Approach&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>&nbsp;While selecting the advertising platforms and keeping the objectives in mind, the following were some of the factors that were considered:&nbsp;<\/p>\n\n\n\n<ul><li>The majority of the tech-savvy services\/solutions are often adopted by the working professionals, majorly the people who fall under the age group of 23- 40. They prefer promising brands and tech-driven solutions than local services. Hence, targeting working professionals on popular platforms would give the brand more consideration.&nbsp;<\/li><\/ul>\n\n\n\n<ul><li>Practo is a digital platform hence targeting users who are already present on the digital mediums would be more effective and helpful.&nbsp;<\/li><\/ul>\n\n\n\n<ul><li>Platforms that offer the option of targeting users on the basis of age, interest, or profession would give the brand more leverage to reach out to their relevant audience.&nbsp;<\/li><\/ul>\n\n\n\n<div>[formidable id=&#8221;2&#8243;]<\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Solution\"><\/span><strong>Solution:&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Keeping the approach and objectives in mind, and based on the past campaign execution experience, the following were the digital platforms that were suggested:&nbsp;<\/p>\n\n\n\n<ol><li><strong><a href=\"https:\/\/www.themediaant.com\/digital\/google-display-google-advertising\" target=\"_blank\" rel=\"noreferrer noopener\">Google Display<\/a><\/strong>&#8211;&nbsp; Google display advertising is considered as the cornerstone of a digital marketing strategy, you can reach out to your targeted audience on your niche websites, apps, games or wherever your ad can appear through AdWords. It also offers numerous targeting options like age, geo, profession, etc. Hence, Google display ads helped the brand in reaching out to the relevant set of audiences and helped in driving the awareness as well as the website traffic to Practo.&nbsp;<\/li><\/ol>\n\n\n\n<ol start=\"2\"><li><strong><a href=\"https:\/\/www.themediaant.com\/digital\/google-sem-google-advertising\" target=\"_blank\" rel=\"noreferrer noopener\">Google Search<\/a><\/strong>&#8211; With the help of Google search ads, the brand drove the website traffic directly from the people who are searching for online healthcare services like, online health consultation, book appointments, or purchase their preferred medicines online.&nbsp;<\/li><\/ol>\n\n\n\n<ol start=\"3\"><li><strong><a href=\"https:\/\/www.themediaant.com\/digital\/hotstar-app-advertising\" target=\"_blank\" rel=\"noreferrer noopener\">Hotstar<\/a><\/strong>&#8211; Hotstar is one of the top OTT streaming platforms in India with over 300 million monthly active users, and the most popular source of entertainment platform among working professionals. Hotstar offers advanced targeting options like age, gender, and category interest like healthcare, hence, it helped the brand generating awareness among the relevant group.&nbsp;<\/li><\/ol>\n\n\n\n<ol start=\"4\"><li><strong><a href=\"https:\/\/www.themediaant.com\/digital\/youtube-google-advertising\" target=\"_blank\" rel=\"noreferrer noopener\">Youtube<\/a><\/strong>&#8211; YouTube, owned by Google, is the most preferred platform for reaching out to the masses. It is not only an entertainment platform but also a great platform to search for reviews, tutorials and guides.<\/li><\/ol>\n\n\n\n<ol start=\"5\"><li><strong><a href=\"https:\/\/www.themediaant.com\/digital\/inshorts-app-advertising\" target=\"_blank\" rel=\"noreferrer noopener\">Inshorts<\/a><\/strong>&#8211; Inshorts is one of the top-visited news content platforms in India, also it has a high reach among working professionals as it produces an easy-to-grasp content based on categories which helps the users follow the categories they like, and brands to target relevant set of audience. Hence, Inshorts helped in driving awareness and well as traffic to the platform.&nbsp;<\/li><\/ol>\n\n\n\n<ol start=\"6\"><li><strong><a rel=\"noreferrer noopener\" href=\"https:\/\/www.themediaant.com\/digital\/social-media-influencers-social-media-advertising\" target=\"_blank\">Influencer marketing<\/a><\/strong>&#8211; Influencer marketing is, nowadays, considered as one of the most reliable forms of advertising. It works like the traditional word of mouth marketing wherein the people you follow encourages you to use the product\/service that could benefit you. Hence, it helped the brand in enhancing customer acquisition.<\/li><\/ol>\n\n\n\n<div>[formidable id=&#8221;2&#8243;]<\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Campaign_Execution\"><\/span>Campaign Execution<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Here\u2019s are some of the eye-catching and engaging content that Practo came up with and some of the execution images: <\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2020\/05\/practo-image.png?resize=194%2C347&#038;ssl=1\" alt=\"\" class=\"wp-image-16968\" width=\"194\" height=\"347\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2020\/05\/practo-image.png?w=451&amp;ssl=1 451w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2020\/05\/practo-image.png?resize=168%2C300&amp;ssl=1 168w\" sizes=\"(max-width: 194px) 100vw, 194px\" title=\"\" data-recalc-dims=\"1\"><\/figure><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/i0.wp.com\/blog.themediaant.com\/wp-content\/uploads\/2020\/05\/practo-combo.png?resize=282%2C218&#038;ssl=1\" alt=\"\" class=\"wp-image-16969\" width=\"282\" height=\"218\" srcset=\"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2020\/05\/practo-combo.png?w=976&amp;ssl=1 976w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2020\/05\/practo-combo.png?resize=300%2C232&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2020\/05\/practo-combo.png?resize=768%2C593&amp;ssl=1 768w\" sizes=\"(max-width: 282px) 100vw, 282px\" title=\"\" data-recalc-dims=\"1\"><\/figure><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Campaign_Outcome\"><\/span>Campaign Outcome: <span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<ul><li>40% Increase in website traffic<\/li><\/ul>\n\n\n\n<p>Want a similar success story for your brand? Write to us at Help@TheMediaAnt.com<\/p>\n\n\n\n<div>[formidable id=&#8221;2&#8243;]<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Practo is one of the largest online healthcare service platforms that aggregate top-notch doctors to deliver on-demand healthcare consultations to its users.&nbsp; Practo allows consumers to search for doctors and&#8230;<\/p>\n","protected":false},"author":34416,"featured_media":16970,"comment_status":"open","ping_status":"open","sticky":true,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5,2111,2320],"tags":[2351,2350,882],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2020\/05\/practo.png?fit=2000%2C1200&ssl=1","_links":{"self":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/16967"}],"collection":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/users\/34416"}],"replies":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/comments?post=16967"}],"version-history":[{"count":7,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/16967\/revisions"}],"predecessor-version":[{"id":21279,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/16967\/revisions\/21279"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media\/16970"}],"wp:attachment":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media?parent=16967"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/categories?post=16967"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/tags?post=16967"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}