Here’s How Healthtracka’s Digital Marketing Campaign Is Improving Healthcare for Middle-Class Nigerians
Who would have thought you could easily get your blood test done in the comfort of your home? I mean, without being a rich kid or some Otedola lite family. We all understand the overwhelming state of the Nigerian health industry. First, people fear going to check-ups only to return home worse. While some others are scared of the unending queue at the government hospital.
Meanwhile, private hospitals are not an option, especially in states like Nigeria. No wonder a lot of people would rather lie about their status. It isn’t completely their fault; a lot of Nigerians do not have a huge amount of money to patronize private hospitals, neither do they have the time to waste waiting for a doctor’s appointment at the government hospital.
This is why Healthtracka came to the rescue. The first time I heard of Healthtracka, Olumide Glowville had become their growth marketing lead, and I started following the brand to understand how it works. In this article, I will shed more light on how Healthtracka improves middle-class Nigerians’ health.
Brief History About Healthtracka
Healthtracka is a health innovation company leveraging its seamless operations, digital technology, and innovation to improve access to seamless healthcare in Africa. It was founded by Ifeoluwa Dare-Johnson, an Africa Oxford Health Innovation Fellow and a biochemistry graduate from the University of Ilorin. Healthtracka’s services include diagnostic services, treatment and care support for the community, and digital innovation.
How Healthtracka Built Their Online Community
While I do not know about Healthtracka’s debut entry into the health industry, I believe it must have been a challenging move. Firstly, the UNDP 2022 Multidimensional Poverty Index (MPI) survey has revealed that 63% of Nigerians (133 million people) suffer from multidimensional poverty, which means they face deprivation across a wide range of indicators, including access to basic healthcare, high-quality education, socioeconomic inclusion, affordable housing, and living below the standard of living that is acceptable to society. Another report says 83 million Nigerians are poor and cannot afford premiums for healthcare. These facts are indicators that navigating the health industry as a trailblazer might be difficult. Other factors that may prove to be challenges include fear in people's hearts. Why would anyone want to hire a new company online to take their blood samples? What if their team isn’t licensed and several other questions.
The Healthtracka team must have put these and many other factors into consideration; hence, they focused on building an online community — a place where their target audience is primarily found. They organized several Twitter Space talks and invited a couple of health influencers to talk on high-demand health topics. I vividly remember when they talked about STI after a series of people on Twitter shared their STD stories.
As a content marketing and branding expert, I strongly recommend every startup to invest in online building. Social media is the new marketplace; you should leverage these platforms for your brand visibility. While I may be biased, I think hiring active team members on social media is a plus for every business. Remember that I said I discovered the brand because of Olumide. Often, employee branding has great potential for selling your company to a larger number of people. Learn to invest in employee branding and encourage your team to share content about your brand online.
Affordability & Comfort at its Peak
Let’s talk about the unique selling point of Healthtracka, and it is the affordability, efficiency, and comfort for me. Remember, the major reason a lot of middle-class Nigerians don’t go for health check-ups is because of finance and time. With Healthtracka, you can have your blood samples taken from the comfort of your home. In fact, you can have your complete body checkup for as low as #20,000 and have your results sent to your mobile phone ASAP.
Since its inception, they have partnered with several other health organisations to educate society on the importance of health across 14 states in Nigeria.
Conclusion
If you intend to own a brand like Healthtracka, you should take notes on how they have successfully impacted over 1,000 lives and become the best health companion to the average Nigerian citizen.
I would like to always review the marketing process of my favourite brands. You can follow me on Medium.
