How UrsDigitally Helped One of The Largest Health Tech Companies in India to Diagnose Their Negative Digital Mindshare & Perception | UrsDigitally
Abstract
The brand, a popular health-tech company in Maharashtra, India, approached us to diagnose why their brand was being loaded with negative comments and growing negative sentiments. In the digital marketing world, customer testimonials function like report cards of a brand. So, getting negative reviews is something that no brand would prefer. Perplexed by the negative reviews and sentiments, our client wanted to figure out its root cause. Accordingly, we conducted a set of activities to find out the loopholes.
In this case study, we will present the kind of activities we carried out to find the root cause of the problem which was eventually presented to the brand both in terms of Root Cause Analysis (RCA) and recommendations covering both Reactive and Proactive Approaches. The recommendations were further elaborated with a thread-wise activity plan, budgeting, and goal setting from a Brand Equity POV.
About the company
The brand is one of the largest health-tech companies in India that promises to cover the monthly medical expenses of people. These medical expenses include doctor consultations, laboratory tests, medicines, doctor fees, and many more.
The company offers a medical subscription to its users. These subscriptions start from Rs. 299 and can go up to Rs. 999. This cost of the subscription depends on your income, age, health status, current medical expenses, etc.
The Brand does not work on a one-size-fits-all policy. Instead, different subscription plans have different customized coverages. The inclusions of the plans depend on a custom-built score.
How is the score calculated?
When a customer subscribes to the brand, she is directed to a new web page where she has to enter her phone number. Next, the brand presents a questionnaire to the customers. In this questionnaire, customers are asked questions regarding their health which then results in a custom score-based proprietary algorithm. A higher score obviously leads to better coverage in the subscription plans.
Pain points of the brand
Even though the brand has a scientific operational process to manage its customers still suffers massive issues primarily due to its service response framework. Moreover, reputation management techniques like digital PR and selected keyword-driven article posting, and brand customer connect campaigns were missing.
Our approach
To figure out the actual reason behind the negative reviews, we followed an effective and strategic plan. For a detailed understanding and proper implication, we broke down the strategy into the following stages:
Stage 1: Understanding The Authenticity Behind Negative Comments
In the initial meeting, we tried to understand the business model, customer support system, operation process, and everything that marketed the brand. Our primary goal was to understand if the negative comments were genuine or plotted to promote the brand negatively.
If the negative comments were genuine, we thought of finding out the reason behind them.
Stage 2: Mystery Audit
After the first meeting with the brand team of this health-tech company, we felt the need for a mystery audit to gather first-hand experience and identify the gaps. In the Mystery audit, we completed the whole sales and onboarding process mimicking a customer and could identify certain gaps like:
- The brand website lacks basic information about its offerings and processes
- There is no active customer care support to guide customers when they get stuck
- The whole work of the brand lies in the sales team. The sales team is a third-party service provider that makes false promises and tall claims to persuade users to purchase their subscription. During the time of claim settlement, the users do not get the reimbursement
- The website was not user-friendly enough. Neither did it have a basic FAQ series to address the general questions of the customers.
Stage 3: Scrutinizing third-party portals
Our digital marketing team took an effort of going through all the relevant social media portals of the brand, forums, and groups to find out the negative comments. This was further presented to the brand as a comprehensive matrix highlighting the name of the portals, the number of negative comments, the search authority of the portals, and possible remedial actions (if any).
Our next move was to get in touch with the customers to find out their motives or factors that led them to comment negatively about the brand. We jotted down the reasons behind the customer grievances to design Reactive and Proactive measures.
Stage 4: Keyword Analysis
The fourth stage involved a keyword analysis where our digital marketing and SEO experts tried identifying the keywords used for negative comments. Here, our goal was to pick those keywords and use them in the form of blogs or other informative content on the website of the brand and third-party sources to push the negative threads further down which appeared in Google searches.
We suggested the brand use the negative sentiments in a positive way and gave them a set of key phrases which consumers were using their mindshare regarding the brand. We gave them a plan of creating a series of videos and influencer campaigns using those same phrases to rebuild transparency and trust.
Stage 5: Plan of Action & Standard Operating Procedure
Finally, our digital marketers developed a plan of action for this health-tech company consisting of both a proactive standard operating procedure and a reactive response standard operating procedure to bring the brand into a positive light.
The proactive measures would include addressing consumer issues like claim rejection, maternity coverage, hidden policy, delay in medicine delay, etc. To get rid of these issues, we suggested including the following:
- An FAQ page
- Brochure for all subscription plans
- Detailed information both on the website and app
- Guideline videos
- Quora marketing
- On-page and off-page SEO
- Influencer campaigns
- Regular posting on social media channels
On the other hand, the reactive measures focused primarily on social media channels like Facebook, Instagram, Twitter, YouTube, and LinkedIn. We decided to break the whole reactive response process into five steps.
- Step 1: Asking for details of the user
- Step 2: Address the user and provide a valid complaint number (for valid cases)
- Leave a message stating the unmatchable status of user details (for invalid cases)
- Step 3: Update complaint details along with a number in the app
- Step 4: Resolving the issue with proper justification
- Step 5: Updating the customer
Even after two to three follow-ups, if the user doesn’t respond, we recommended closing the case with a polite message.
Stage 6: Suggestions
Finally, after completing the Mystery audit and keyword analysis, we concluded that the brand required the following digital interventions:
- Website Revamp – to provide customers with a guided interface.
- Grievance Management System – to streamline and automate the response framework.
- Explainer Video – to create transparency with prospects and consumers.
- Influencer Campaign – to generate positivity and authority.
Takeaway
After finding these loopholes, the brand was much aware of its present condition related to digital reputation. As part of our strategic engagement, we provided them with Root Cause Analysis (RCA) Metrices, Action Maps, Program Calendar, and Budgetary Plan to redefine their consumer response framework leading to better Digital Reputation & Mindshare.
Hopefully, this case study on one of the largest health-tech companies in India will give you better clarity on the strategy and execution of diagnosing a brand’s negative digital mindshare & perception.
