Case Share: Halodoc and its role in Indonesia's health-tech sector

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Introduction:

In the ever-evolving landscape of healthcare technology, Halodoc stands out as a beacon of innovation in Indonesia. Offering a comprehensive array of digital health services, from teleconsultations with doctors to medication purchasing, Halodoc has become a trusted ally for individuals seeking convenient and accessible healthcare solutions.

Background of Halodoc:

Halodoc's journey began with a simple yet powerful mission: to revolutionize healthcare accessibility in Indonesia. Founded with the vision of bridging the gap between patients and healthcare providers, Halodoc has since emerged as a leader in the country's health-tech sector. With its user-friendly interface and wide range of services, including teleconsultations, medication delivery, and health information resources, Halodoc has garnered widespread acclaim and a loyal user base.

Objective: Increase New Users

Amidst the challenges posed by the COVID-19 pandemic, Halodoc recognized the opportunity to expand its reach and impact. With more individuals confined to their homes during lockdowns, the objective was clear: to convert these potential users into active participants of the Halodoc community. To achieve this goal, Halodoc devised a digital strategy centered around leveraging the immense popularity of TikTok and its vibrant user community.

Execution of Digital Strategy:

Collaborating with TikTok For Business, Halodoc embarked on a journey to engage and attract new users to its platform. The first step involved crafting captivating creatives tailored to the dynamic nature of TikTok. These creatives, designed to resonate with the platform's user base, were meticulously crafted to spark curiosity and drive action.

Once the creatives were deployed, Halodoc closely monitored their performance, analyzing metrics such as click-through rates and conversion rates. This data-driven approach allowed Halodoc to identify the most effective creatives and allocate resources accordingly, ensuring maximum impact and return on investment.

In addition to optimizing creatives, Halodoc refined its targeting criteria to ensure precision and efficiency. By excluding existing users from viewing the ads and splitting the campaign into distinct objectives, Halodoc maximized its reach and minimized wastage. Furthermore, the implementation of Lookalike Audience targeting and App Event Optimization features enhanced the campaign's effectiveness, enabling Halodoc to reach new audiences with profiles similar to its existing user base.

Results:

The collaboration with TikTok For Business proved to be a resounding success for Halodoc. Not only did the campaign drive significant awareness and engagement, but it also delivered tangible results in terms of user acquisition and cost efficiency. Halodoc achieved a remarkable 42% improvement in overall cost efficiency for App Installs and Registrations, signaling the effectiveness of its digital strategy. Moreover, the campaign resulted in an 18% increase in new users who signed up for a doctor's appointment, underscoring the impact of TikTok as a marketing platform. With a 24% lower Customer Acquisition Cost (CAC) compared to traditional channels, Halodoc demonstrated the power of innovation and strategic partnerships in driving business growth.