Product-Market Fit Case Study
How we helped HODO identify Product-Market Fit in just 3 months
55%
Reduction in CPL
250%
Return On Investment
150
Qualified leads
About HODO
HODO is an enterprise management software for clinics, hospitals, and diagnostic centers operating in India. It is one of the first Indian companies to be registered in the National Resource Centre for EHR Standards (NRCeS) and Telemedicine Registry of India to successfully integrate with the Ayushmann Bharat Digital Mission (ABDM).
What pain points HODO addresses?
- HODO solves the automation and documentation problems at mid-sized labs, clinics, and hospitals.
- It offers features like appointment management, a patient health app, EMR systems, a teleconsultation module, billing, payments, a marketing module, and more.
Background
- They were doing in-house campaigns.
- They were able to generate MQLs but consistently failed to convert even a single one into SQL.
Website :
hodo.ioBusiness Type :
B2B SaaS
Industry :
Healthcare
Ideal Customer Profile :
Regions: India
Buyer Persona: Business owners/managers of private hospitals and labs
Domains: Healthcare
Company Size: small labs/clinics, up to 100 bedded hospitals, and multi-chain diagnostic centers
TL;DR
Our Observations & Analysis
- We identified that their overall messaging was poor.
- Conversion event tracking was never set.
- Similar campaigns were run without A/B testing.
- They ran Google campaigns using broad match, which resulted in unqualified leads and an exhausted budget quickly.
- They were unable to create precise audience segments (SQLs).
- Negative keywords were not added efficiently, leading to an increase in unwanted leads.
- As they were unable to effectively track conversions, they were left with vague ROI numbers.
After understanding their challenges and business we started creating a growth-led strategy for HODO. However, following are the challenges that we faced while building the strategy for them.
Our strategy
After understanding HODO’s business, audience, and goals. Our team conducted in-depth research and created a strategy ensuring our content is engaging, effective, and aligned with their objectives.
Channels
- Meta: Facebook & Instagram
Campaigns
- Awareness campaigns
- Lead generation campaigns with instant forms
- Lead generation campaigns with website form submissions.
- Database and re-targeting campaigns.
Creatives
- Static posts with targeted statements that address the pain point of the prospect.
- Carousel posts highlighting the USPs of the product.
Videos
- Videos explaining the product benefits
- Animated 30-sec videos
- Short testimonial videos
Creative copies
- Creative copies:
Revolutionize Your Diagnostic Centre with HODO Healzapp.
- Best-in-class features for lab solutions
- Secure, reliable and future-ready
- Registered with NRCeS and Telemedicine Registry of India
Book your demo now and see the difference HODO Healzapp can make for your diagnostic center! And see the difference HODO Healzapp can make for your diagnostic center!
- Copy highlighting an offer:
Get the most out of HODO Labzapp at just Rs. 90,000/- for lifetime access.
Book your demo now and see the difference HODO Healzapp can make for your diagnostic center! And see the difference HODO Healzapp can make for your diagnostic center!
Our execution
Phase I: First 25-30 days
- Research and Analysis
100% fund allocation on Meta campaigns.
- With tools like Meta Ad library, Google Ad Transparency center, Sparktoro etc we did basic research and identified the search volume in different demographics, and targeted specific locations in different ad groups.
- A detailed competitor's research was also carried out with the help of Meta Ad Library.
- A/B testing of campaigns to determine the best audience segment
- We A/B tested with different messages featuring testimonials and product’s USPs.
- Single posts, carousels, product videos, and existing customer testimonial videos were used.
- Regular optimization of campaigns in different ad sets
- We targeted a bunch of interests and demographics of the targeted group at a time and tested if they worked.
- Later, we experimented with a different bunch until we found the set of detailed targeting that worked best for the client. Similarly, the creatives were updated before it went into a state of creative fatigue.
- Launched campaigns with Custom & lookalike audience created using database
- Integrated tools like Google Tag Manager and Microsoft Clarity for effective event conversion tracking, and analyzing user behavior.
Phase II: From Month II to III
- Completed keyword research and started Google ads
80% of funds were allocated to Meta and 20% to Google ads campaigns.
- We created a comprehensive list of keywords and filtered what would exactly put our ads in front of the prospective audience.
- We set up Google Search campaigns with highly targeted keywords with phrase matches.
- Google Search ads were optimized regularly
- Monitored search terms report on Google ads once the ad started getting clicks and impressions daily.
- Newly discovered keywords were added to the keyword list from this regularly.
- On a regular basis, we excluded unwanted keywords from search terms.
- Leveled up on Meta ads and found what worked
- On Meta ads (Facebook and Instagram), we experimented with even more campaigns in different formats (carousel, image, video) to drive engagement.
- 30-second videos have been identified as the most engaging content format for Meta ads, effectively driving an increase in SQLs.
- Later, we scaled up such video campaigns featuring testimonial and product benefits to accelerate conversions.
Now, we have a regular inflow of leads from Meta and Google campaigns.
What worked?
- Meta campaigns with videos fetched a lead at a lower CPC.
- Format: 30-second animated video
- Ad copy & creative messaging: Information briefly highlighting the product & the problems it solves.
- Meta testimonial campaign fetched leads at lower CPC with better CTR.
- Format: 45-second video
- Ad copy & creative messaging: Real users talking about their pain points and how our product solved their problem
- Google campaigns have generated brand awareness along with leads.
- Format: Search campaigns
- Ad copy & creative messaging: Product features and problem statement-based copy.
- Database and retargeting campaigns
- Integrated over 10,000 databases and executed campaigns on Meta and Google Ads.
- Implemented retargeting strategies for audiences and similar ones from websites who have engaged in the same.
What didn't work?
- Meta campaigns using a custom audience made from the database had a high CPL. Therefore, it was discontinued.
- Meta single post campaigns were not enough to convey the product's USPs. Hence it failed to bring a lead at a good cost.
- Google campaigns are yet to fetch leads that convert. This requires some more testing, learning time period completion, and optimization.
Other Works
Key Services : Website UI, Content Marketing, Messaging, Positioning, Wordpress Development, SEO, LinkedIn Growth, Outbound Marketing
Key Services : Branding, Website UI, Content Marketing, Messaging, Positioning, Wordpress Development, SEO, LinkedIn Growth, Outbound Marketing.
Key Services : Branding,Website UI, Content Marketing, Messaging, Positioning, Wordpress Development.