Developing a full-funnel strategy on Quora by leveraging Quora's high intent audience
improvement in lead quality
compared to previous campaigns
Quora Internal Data
interested in niche industry topics
Quora Internal Data
Onco.com is the world's first patient-centric cancer care management platform where patients get access to world class cancer experts, treatment centres and quality accredited diagnostic centres in India. Onco’s care management team provides end to end support, and helps patients connect with the right oncologists, hospitals and labs for their treatment.
Drive awareness & leads
Onco.com was founded with the sole mission of making high quality healthcare accessible to every single cancer patient in the world. They are changing the status quo by empowering patients with the right information about diagnosis, procedures, risks and outcomes before they decide to undergo treatment. With their mission in mind, Onco’s social media team found an opportunity to go beyond their existing platforms and reach an untapped audience on Quora.
An all-in-one funnel
Onco’s team noticed conversations about their brand on Quora, and recognized their existing credibility amongst users. They took the opportunity to develop a full-funnel strategy, starting with brand awareness and education. As their brand reach increased, the team adopted lead generation campaigns to convert users further into the funnel. Leads from this strategy were notably higher quality since they already engaged with Onco’s Quora content.
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Education & function
For brand awareness, Onco promoted answers written from their Business Profile. Their content team and co-founder, Amit Jotwani M.D., also provided in-depth answers to common cancer questions, which invited users to learn more on Onco’s website. Onco also delivered relevant image ads on topics related to health, nutrition, and cancer.
Onco’s Quora ads experienced a 58% improvement in lead quality compared to previous campaigns. According to Vinay Shivashankar, Onco's Vice President of Marketing, "We also saw a jump in traffic to our website coming from Quora. We feel this will be a channel that will be crucial in our efforts to establish Onco as a leading, credible platform helping people in their cancer treatment journey.”
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