Apollo Hospitals Group

Apollo Hospitals, India’s largest private multispeciality hospital group, is known for pioneering the nation’s private healthcare revolution. It is one of the leading healthcare brands working towards eradicating misinformation. To drive health awareness, the brand aimed to increase their content views on Quora and attract relevant traffic to their Business Profile.

Apollo realized the potential behind discussions on Quora. The platform offered access to a relevant audience, and by writing on Quora, Apollo’s team could capitalize on existing conversations around health, Covid-19, and their brand. They accelerated engagement by promoting their answers with Quora Ads. Not only did this increase brand awareness among users, but it also empowered Apollo to address misleading health information.

As experts in healthcare, the Apollo team knew some questions were better answered with video than with text. To provide more context to readers, the team included videos with medical experts in their Promoted Answers. This helped users understand complex information, and also made Apollo’s ads more visually appealing.

With the help of Promoted Answers, Apollo Hospitals' Business Profile generated 4+ million content views. Their Quora Ad campaigns also had lower CPCs than other digital channels. Moving forward, the team plans to continue using Quora as a platform to spread awareness and accurate health information.