Practo's digital campaign 'If You could sing to your doctor' is back with a follow up called "If your doctor could sing to you".
Speaking about the objective behind the campaigns, Shashank ND, CEO and founder, Practo Technologies, says, "As a brand, we never ever want to be alarmist or use 'fear' to convey our message. Far too often, people resort to fear and anxiety to convey a message in this sector. We think that there is already a lot of fear and anxiety that consumers have when they think of healthcare. Our products help simplify their healthcare decisions and reduce this anxiety. Adding a hint of humour to our communication can further alleviate some of the anxiety that consumers face."
After Practo uploaded a few funny creatives, users started participating. "We got thousands of responses from consumers and many of them were just so amazing that we couldn't help but do a second series using this content - that's when it really became crowdsourced. We published the best responses on our Facebook page, along with creatives and credited the person who submitted the idea when we ran the first campaign," informs Shashank.
Shashank informs that Practo works with both doctors and consumers, to connect with both sides and highlight aspects of one side to the other. "This is evident with our hugely successful #ThankYouDoctor campaign where we tried to bring out the doctor side of the story," he adds.
The overall Indian healthcare market is valued at US $65 billion as per Brand Equity Foundation. The private sector accounts for almost 72 per cent of the country's total healthcare expenditure.
For the record, Practo Ray is an online medical practice management software that provides doctors with appointment scheduler and electronic medical record services, prescriptions along with billing, IVR telephony and other healthcare management services. Most doctors use practice management software to assist their practice on administrative and financial matters.
Practo is a web and mobile based platform where a consumer can discover a doctor and book an appointment for a particular specialty near his/her vicinity. The platform allows consumer to filter through doctor listing based on distance, availability, consultation (fee, days and hours), gender and recommendation. The company does not charge consumers or doctors to book an appointment or to be listed on Practo.
The doctor discovery platform currently claims to receive over ten million hits every month and has 2,00,000 healthcare practitioners listed on Practo.com.