Overview

Practo is one of India’s leading digital healthcare platforms, enabling users to search for doctors, book in-clinic appointments, and consult online across a wide range of medical specialties. The app serves millions of users seeking fast, reliable access to healthcare services.

Practo partnered with Mobrand to scale mobile user acquisition and significantly improve down-funnel performance, with a core focus on confirmed doctor appointments, not just install volume.

• - App vertical: Healthcare
• - Platforms: Android, iOS
• - Geolocation: India

Campaign Goals

The campaign was designed to drive high-intent healthcare actions, not just installs:

• - Scale high-quality app installs at volume.
• - Increase the absolute number of confirmed doctor appointments.
• - Improve Install - to - Doctor Appointment Confirmed conversion rate.
• - Maintain funnel efficiency while scaling traffic.

What We Achieved

Over a 6-month performance window (July–December 2025), the campaign delivered strong growth in both scale and quality:

• - 2.5x growth in installs from July to December.
• - 6x increase in confirmed doctor appointments over the same period.
• - Install-to-Confirmed Appointment CR peaked at 9% in November, reflecting strong high-intent traffic quality.
• - Sustained 8% of Install-to-Confirmed appointment CR in December while continuing to scale volume.

This demonstrates successful optimization toward in-app user engagement and outcomes, not just installs.

Strategy & Execution

To drive scalable and high-quality healthcare conversions, the campaign followed a full-funnel, intent-driven strategy:

Audience & Funnel Optimization

• - Targeting:
  • - Geo targeting across priority regions.
  • - Interest-based targeting focused on high-intent users actively seeking doctors, clinics, and medical services.
  • - High-conversion OS/device clusters
• - Funnel optimization based on:
  • - Install → App Open.
  • - App Open → Doctor Search.
  • - Doctor Search → Appointment Confirmed.
  • - Appointment Confirmed → Appointment Payment.

Traffic Channels

• - Programmatic DSP campaigns.
• - In-app placements across health, utility, and lifestyle apps.

Ad Formats

• - Static banners highlighting “Book a Doctor Appointment” use cases.
• - Short-form video creatives explaining the booking flow.
• - Messaging focused on availability, speed, and verified doctors.

Optimization Methods

• - Continuous A/B testing of creatives.
• - Automated bid adjustments based on cost per confirmed appointment.
• - Day-parting aligned with peak healthcare-intent hours (early morning and evening).

Conclusion

By shifting focus from installs to confirmed medical actions, the campaign turned Practo’s mobile growth into measurable healthcare outcomes. The result was a scalable, sustainable acquisition strategy that delivered both volume and quality