mfine is a healthcare consulting app, through which patients can directly consult with doctors through video, voice call and text. The app offers various specialties including pediatrics, dermatology, gynecology, cardiology and general physicians.
The client wanted to focus on app installs and consultations specifically for pediatricians. They wanted to reach this goal by creating organic awareness among parents, the main target group.
Every parent’s biggest concern is the health of their child. Keeping this in mind, we knew that building credibility among parents was the first step towards convincing them to consult a pediatrician for their child through mfine. We developed a holistic child care and child nutrition microsite with authoritative and reliable content to reach the right audience. By delivering content of value to parents, rather than just making a hard-sell of the app, we were able to win their trust and encourage them to install the app.
We leveraged multiple content formats to appeal to every segment of our target audience.
We identified close to 800 child health and nutrition-related problems, which fueled our content marketing strategy for the entire microsite. We developed numerous blogs and two pillars, one on ‘The Ultimate Baby Food Chart for 0-12 Month Olds’ and ‘A Complete Vaccination Chart for Babies in India’.
The microsite also included two interactive tools: ‘Child BMI Calculator’ and ‘Child Growth Calculator’. These tools were a powerful lead generation technique as parents had to submit their contact details in order to get the results. The tools also had prominent CTAs to ‘Consult with a Pediatrician’ when results that were below normal or above normal were displayed. This prompted parents who had a clear identified need to download the mfine app.
Apart from paid amplification, we took
several steps to amplify our content
Participated in several parenting forums
Created Quora profiles specifically for Parenting
Created a complete Pinterest account for child health and nutrition.
Through this multifaceted content marketing strategy, we were able to rank