Success Story

Apollo Hospitals Group

Eradicating misinformation & becoming a popular healthcare brand with Quora Ads
content views

Quora Internal Data

Lower CPCs
than other digital channels

Quora Internal Data

About Apollo Hospitals Group
Established by Dr Prathap C Reddy in 1983, Apollo Healthcare has a robust presence across the healthcare ecosystem. From routine wellness & preventive health care to innovative life-saving treatments and diagnostic services, Apollo Hospitals has touched more than 120 million lives from over 120 countries, offering the best clinical outcomes.




Their Goal

Increase health awareness & eradicate misinformation

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.
We are proud to partner with Quora to lead the baton of accurate health information in the age of misinformation. We are happy to extend the community on Quora and engage our users with relevant medical information. As partners we have to lead the next revolution in health information.
Akhil Kapoor

Akhil Kapoor

Digital Marketing Associate

Apollo Hospitals Group

Their Solution

Trigger conversations through Quora ads

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.
Click on the image to enlarge

Their Creative

Answers with influence & results

Promoted Answers proved to be an invaluable way for Apollo to share medical information. The authenticity and authority of their answers contributed to their highest upvote rate, and over 10% of their answers are requested by Quora users. In addition to Promoted Answers, Apollo leveraged image ads and Topic Targeting to build their reputation as a Centre of Excellence.

Their Advice

Use videos to demonstrate expertise

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.

Their Results

A spike in content views & low CPCs

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.
As brands function in the post-truth world, we are proud to partner with Quora to fight against misinformation & fake-news in India. Quora has been a high-quality platform for triggering conversations, spreading accurate health information & empowering users to ask us the most critical questions for their well being. We’re looking at a strong partnership with Quora in the coming months.
Gaurav Phogat

Gaurav Phogat

General Manager - Digital

Apollo Hospitals Group
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