How Halodoc strengthened its market position in a post-COVID Indonesia with YouGov

Business challenge

During the COVID-19 pandemic, Halodoc established itself as a clear leader in Indonesia's digital healthcare market, driven by the rapid adoption of online consultations and medicine delivery.

As the market normalized post-pandemic, consumer healthcare behaviors diverged. In-person healthcare services rebounded, and new HealthTech providers entered the space, creating a more competitive environment across healthcare services.

At the same time, Halodoc continued to expand its portfolio of healthcare services. While the business maintained a strong overall market position, category-level brand tracking provided limited insight into how its expanding portfolio of services was performing individually against the new competition.

To navigate this evolving competitive landscape, Halodoc needed a more detailed understanding of brand performance across its portfolio. They needed service-level insights that could help evaluate competitive position, identify opportunities for improvement, and inform strategic decisions across its growing healthcare ecosystem.

Solution & research results

YouGov enhanced Halodoc’s existing brand health tracking framework by using BrandIndex to expand beyond overall brand measurement and provide a more detailed view of performance across its healthcare portfolio.

Rather than assessing Halodoc as a single brand within a single category, YouGov redesigned the framework to reflect the realitities of a multi-service platform, with Halodoc’s sub-brands added to the YouGov’s syndicated, daily brand tracking surveys. Each service offering was evaluated within its own competitive landscape, with tailored competitive sets, brand funnel metrics and key performance metrics aligned to the dynamics of that market.

Powered by insights from YouGov’s global panel of 30+ million registered members, BrandIndex provided continuous visibility into evolving consumer perceptions of the overall Halodoc brand, individual service categories, and how they all changed alongside competitors.

This approach delivered the dual perspective Halodoc need: a holistic view of overall brand health alongside detailed insight into how individual offerings were perceived relative to competitors within their respective markets.

Business outcomes

With the enhanced brand health tracking in place, Halodoc gained greater visibility into its position across a broad and growing range of healthcare services. 

The data provided insights not only into overall brand performance but also into how individual service lines were resonating with consumers relative to their competitive set.

This level of granularity enabled Halodoc to refine service-level strategies, across their products like Halofit and Haloskin, strengthen positioning, improve messaging relevance and focus resources where they could have the greatest impact.

The insights also helped Halodoc identify emerging shifts in consumer behavior. Brand tracking insights highlighted growing consumer interest in using AI to ask health-related questions. These findings informed the development and monitoring of HILDA, Halodoc’s AI-powered interface, designed to help users access general health information, connect with appropriate healthcare professionals, and make informed decisions about medicines and vitamins.

While consumers continue to place the greatest trust in healthcare professionals, HILDA provides a convenient way to access practical health information, helping Halodoc respond to evolving consumer needs while maintaining a trusted healthcare experience.

With continuous insight across its portfolio, Halodoc was better equipped to evolve from a pandemic-era platform into a long-term, trusted digital healthcare ecosystem in Indonesia.

Customer testimonial