Published on December 26, 2024
Key Business Challenges
Tata 1mg, India’s leading integrated health platform serves over 40 million monthly unique users and generates 500 million monthly page views. Ranked among the top 10 health websites globally, the company has grown to offer an extensive range of services including ePharmacy, eDiagnostics, eConsultations, specialty pharmacy, offline retail, hospital pharmacy and corporate health programmes.
A digital-first company, Tata 1mg allocates a significant proportion of marketing spends on digital channels. To optimise these spends, the company approached Tata Business Excellence Group (TBExG) to assess the effectiveness of its digital marketing initiatives. The objectives included:
- Understanding the marketing mix, channel construct, performance marketing, and lead management reporting mechanisms.
- Benchmarking digital marketing practices across group companies.
- Identifying KPIs used within the group.
Expectations from TBExG
As part of its business excellence journey, Tata 1mg’s senior leadership engaged with TBExG to determine the effectiveness of their digital marketing spends. The goal was to identify newer digital marketing opportunities, gain actionable recommendations, and incorporate best practices from across the Tata group to maximise ROI and positively impact its KPIs in the long term.
Engagement Approach
TBExG structured the engagement with a team of five Tata group subject matter experts (SMEs) from Tata AIA, Tata Capital and Tata Unistore. Their aim was to understand Tata 1mg’s marketing mix, channel construct, performance marketing, lead management reporting mechanisms, KPIs and tools used across group companies.
The study involved engaging with the leadership teams, digital marketing teams, external partners such as Google, agency partners and other key stakeholders impacted by the digital marketing efforts. The SMEs also analysed key historical data metrics as part of the study.
Value Delivered from the Programme
The engagement yielded several valuable insights for Tata 1mg. Some key areas of value from the deep dive included:
- Integrating top and bottom funnel strategies, incrementality measurement of top funnel through geo-lift studies.
- Creative performance evaluation with advanced tools like cognitive prediction software.
- Lead generation, harvesting and conversion processes.
Implementation of the Programme
While Tata 1mg continues to focus on its bottom-funnel digital marketing, the company has launched top-funnel digital branding campaigns for its eDiagnostics line of business.
These campaigns targeted key markets such as Gurugram and Bengaluru, leveraging YouTube as the primary platform for building reach and frequency. The media mix also included OTT platforms and Spotify, with short-form, non-skippable video ads delivered to targeted audiences across devices. The impact was measured through synthetic twin studies (geo-lift) conducted in conjunction with Google, along with metrics like brand lift, search lift and purchase intent lift.
Process/Business KPI Impact
The campaign delivered impressive results:
- A 100% increase in both markets.
- Brand lift of 2.6% in Gurugram and 3.9% in Bengaluru.
- Brand search lift of 17-19% in both markets.
- Purchase intent lift improved 1.92% in Gurugram and 5.92% in Bengaluru.
- A 15% lift in orders in both markets during campaign period based on the synthetic twin study.
- Conversion lift on overlapping top and bottom funnel audience.
Charting the Next Course
Following the success of these campaigns in Gurugram and Bengaluru, Tata 1mg plans to expand its top-funnel digital marketing efforts. Future campaigns will focus on optimal execution timing, ideal duration, and targeting high impact markets. The next phase will roll out in NCR, Hyderabad, and Jaipur.
EDGE Impact stories highlight the positive transformations accomplished by Tata companies in their business processes through interventions such as deep dive diagnostics and best practice implementations, in collaboration with Tata Business Excellence Group (TBExG).
Feedback
The digital marketing deep dive facilitated by TBExG was highly beneficial for the team at Tata 1mg. It was great to interact with experts across group companies and learn best practices being followed across industries. We will build on these learnings and continue to engage with experts on our journey towards a world-class marketing function.
— Gaurav Agarwal, Co-Founder and Chief Technology Officer (CTO), Tata 1mgAnnexure:
Campaign metrics Bangalore
Campaign metrics Gurugram
1mg’s branding on YouTube in Gurgaon helped it grow 15% in ‘Non-Fever’ Orders
1mg’s branding on YouTube in Bengaluru helped it grow 15% in ‘Non-Fever’ Orders
