In today’s episode of the Conversational Messaging Podcast, we spoke to Ashish Bajaj, who’s the Head of Marketing at Medibuddy, and Srinivas Vijayaraghavan, who’s the VP of Marketing at Gupshup.
In this insightful conversation, Ashish walked us through the comprehensive chatbot flows that his team have to manage at Medibuddy. Medibuddy is India’s largest healthcare platform and they help integrate the entire healthcare lifecycle for their users through their chatbot communications.
Managing the Online to Offline Integrations
Medibuddy and Ashish’s team have to look at managing and automating the entire customer lifecycle. Everything from online to offline. That means setting up appointments with the right doctors to manager your particular ailment, to partnering with pharmacies to help provide the medication.
As you can imagine, getting the numerous process and possible scenarios toward which the company must interact with their customers is hugely important, but also really challenging. And in this episode, Ashish breaks down exactly how they do it!
“So, touch is very important factor in how the offline world works, from a point of view of one-to-one interaction. But if you map how digital platforms are doing it, doesn't mean if the touch is not there, the empathy is not there, when you come on a digital platform, the first step then becomes knowing more about you, and the kind of information require any illnesses previously, any reports that you want to upload. This feeds into a lot of information back to our databases, and allow us to have a much more stitched, experience for the consumer.” - Ashish
The importance of Social Listening
Social Listening through automated tools helps you truly understand what your customers are saying and think about you. It also helps understand what areas you need to improve. Ashish and his team and Medibuddy consistently use this to help create their content and make improvements to their processes.
“I think it's important for any marketing team to figure out what their consumer is saying. The other day we were, we were having a chat at one of the other panels for future in terms of how the brand will listen to consumers. I think, consumer sourcing is going to be a very, very, very, very thing in terms of immediate impact. Now coming from there, and we being into healthcare. just imagine that, you need a lab test to be done, and you're fasting since seven and somebody's supposed to come by eight and pick up. We need our SLAs in place with partners to execute on this. We are one of the highest rated app in terms of doctor consultations in the medical category itself.” - Ashish
"So, we have more than 1200 FAQ videos through doctors where people have asked questions to us. And I'm talking about four different languages, five different languages. And that now has become a repository that sits on our platform as well, where you can find out already, similar FAQ kind of things which people are looking for, that answer is already there.” - Ashish
Bio:
Ashish Bajaj is the Head of Marketing at Medibuddy, which is India’s largest and highest rated Healthcare app. He has had an incredible career in marketing and is considered one of India’s greatest minds in the space.
Srini has over 2 decades of experience in running marketing for high-growth technology companies and managing corporate marketing, product marketing and demand generation. Prior to Gupshup, he held marketing leadership positions with Qubole, Pluralsight, Mobileum and Tejas Networks.
Resources:
Gupshup.io
Follow Ashish on LinkedIn
