Apollo Hospitals Group
Eradicating misinformation & becoming a popular healthcare brand with Quora Ads
Quora Internal Data
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.
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.
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.
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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.
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.
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.
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