In the previous blog, we learned about the Marketing Strategy Of Dr Vaidya – as India’s one of the leading brands in Ayurveda. We learned about the marketing mix, its marketing strategy, and marketing campaigns. Today in this blog, we are going to talk about the marketing strategy of Wysa, an Indian-based AI-enabled mental health application.
The objective is to learn and gain insights into Wysa and how it became India’s leading AI-enabled mental health application. Wysa keeps the intention of patrons’ welfare at the core and makes their lives better 24×7.
So, as you can see, the world is fully online now, and marketing is the rib of every industry. If you are interested to know more about marketing then do check out our Free Masterclass on Digital Marketing by the CEO and founder of IIDE, Karan Shah.
We will learn the entire marketing strategy of Wysa by the end of this blog. Before diving deep into the marketing strategy of Wysa, let’s begin with the company’s story, target audience and digital presence.
About Wysa – Company Overview
Wysa is a mental and emotional well-being Life Coach powered by AI. Mr Ramakant Vempati, the founder of Wysa, is also the company’s president. The service was launched in 2017 and uses three techniques to deliver early intervention to high-risk groups: an AI chatbot, a library of evidence-based self-help materials, and messaging-based support from human therapists. Wysa has enabled 3 million people in 60+ countries to have 100+ million talks and is anonymous, empathic, and available 24 hours a day, seven days a week.
Wysa is a global leader in digital mental health, with a 93 percent rating from ORCHA, the NHS’s digital health app evaluation organization, and a 100 percent clinical assurance rating. It has been recommended in the NHS for the past 18 months. For World Mental Health Day 2018 and 2019, Google selected Wysa as their top mental health app on Google Play. Apple Entrepreneurship Camp, Philips Health Works, and Swiss Re’s Insurtech incubator program have all featured Wysa.
Now that we know what Wysa is, and what the company is all about. Let’s go straight into their fragmented marketing strategy.
| CEO | Jo Aggarwal |
|---|---|
| CMO | N/A |
| Area Served | India |
| Industry | Information Technology |
| Market Share/ Revenue | $31.4M (2021) |
| Vision | Provide access to mental health support to the under-served. |
| Tagline | Everyday Mental Health |
Marketing Strategy of Wysa
Segmentation, Targeting, and Positioning
Segmentation is the process of breaking a targeted market into segments that may be contacted. Market segmentation divides a market into subgroups based on demographics, requirements, priorities, shared interests, and other psychographic or behavioural traits that help to better understand the target audience. Talking about the segmentation of Wysa it has segmented its business into Technology, HealthTech / MedTech / Healthcare, Public policy, Aerospace & Defense to help the general public from mental health issues.
Targeting in marketing is a kind of strategy that divides the market into various segments so that effective service can be provided by concentrating on a specific group of customers. Wysa partners with corporations, healthcare, and government agencies to provide an online chatbot platform for people to manage their mental health and help them feel better. Similarly, Wysa is a safe place for all the people who need a little extra help.
Wysa is well-positioned in the market to gratify the needs of the customers as it offers unique services to its customers. It has been walking the long road keeping up with its competitors.
Marketing Campaigns
Wysa and Whatsapp
Wysa was just accepted into the 2022 cohort of the #WhatsApp Incubator Program (WIP), which is a program that helps firms develop digital solutions for healthcare concerns. Wysa is one of ten groups that will receive technical assistance to create, prototype, and pilot their health use cases in order to improve efficacy and impact for various areas in India during the epidemic. As a result, Wysa is looking forward to the coming months as they work on the prototype and pilot of their use case.
Wysa and Mayden
Additionally, Mayden has teamed with Wysa, the world’s most sophisticated conversational AI for mental health, to allow the integration of a new triage with Iapetus, Mayden’s digital care record (DCR) for psychological therapy services. This will provide a safer atmosphere for patients, as well as speedier access and more individualized care.
Wysa’s AI chatbot is used in the new triage system to enable interactive digital self-referral to therapy services. It will allow patients to access the care system more quickly while also freeing up administrative and clinical work, resulting in increased patient access. Wysa will share real-time patient data with clinicians during the waiting period for the first time in the UK, to help identify high-risk responses and flag for crisis attention.
Wellbeing series for teens & parents
On June 25th 2021, Wysa collaborated with School Initiative for Mental Health Advocacy (SIMHA) for a well-being series for parents and adolescents. This series was aimed to help young people and parents to learn about coping during the COVID pandemic. The series was free and open for all. This series helped many parents and adolescents to keep their mental health on point after this thrilling pandemic.
Social Media Marketing
Wysa places a strong emphasis on creating and implementing digital and social media activities. The brand uses a sharp engagement strategy throughout its social media platforms to assist them to learn more about its target audience, including their likes, dislikes, and interests, so it can improve its marketing plan and attract more customers.
They’re aiming to develop a strong digital presence for each platform in order to strengthen its brand, deliver its message, and manage consumer engagement. The brand is active on social media sites such as Twitter, LinkedIn, Facebook, and Instagram.
Facebook: 2.2K
Instagram: 59.6K
LinkedIn: 10.7K
Wysa is generating informational content clusters to cover a wide range of topics, with several blogs to rank for related terms under each umbrella topic. They also worked on developing a social strategy, which included a few conversations with therapists and a lot of deliberation over the messages.
SEO Strategies
Wysa has a total of 759 keywords, which isn’t awful but isn’t particularly impressive either. They receive 6399 organic monthly visitors. Wysa also has a low domain authority, according to the data. All of this data indicates that Wysa has yet to discover the benefits of SEO in today’s digital marketing arena. Because customers trust search engines, and establishing a presence in the top places for the keywords the users are looking for enhances the website’s credibility, Wysa should up its SEO game and upgrade its SEO strategies to stay on top of the digital marketing game and boost engagement.
Influential marketing
Wysa has not employed any form of influential marketing to promote its services. This has to be one of the weaknesses of Wysa because working with influencers will allow them to build their audience’s confidence in Wysa’s product. This is the ideal instrument for building a dedicated army of Wysa brand advocates in the long run. Wysa should absolutely pursue influencer marketing in order to raise brand recognition and gain consumer confidence in the near future.
Ecommerce Strategies
Wysa has its website but the company prefers the use of its mobile application to avail of the services provided. So, it would be a good thing if the company should introduce e-commerce strategies on their website as many customers prefer websites over mobile apps for the first time they avail of a service, also website increases the traffic and target audience eventually.
Mobile Apps
Wysa has a mobile app called “Wysa: Anxiety Therapy Chatbot” that includes features such as a mood tracker, mindfulness coach, anxiety helper, and mood-boosting buddy. It is utilized by over a million people from all walks of life. Wysa features a variety of useful tools to help people deal with depression, stress, anxiety, sleep, and a variety of other mental health and wellness issues.
Content Marketing Strategies
Wysa focuses on offering useful and fascinating informational content to its target audience and provides help with anxiety, sadness, and stress management. They offer meaningful knowledge about therapy-based approaches for helping people cope better with mental diseases, reduce stress, and improve their mental health. Wysa works with therapists to develop a social plan that includes a few conversations with them and a lot of posts about mental health awareness.
This ends our elaborative marketing strategy of Wysa. Let us conclude our learning below from the marketing strategy of Wysa
Conclusion
Wysa has become a global leader in AI-driven mental health care, offered both to individuals and through programs, thanks to its ingenious marketing strategies. One of the reasons that the app is loved by users and is making its way through people’s hearts is because of its main purpose of helping people who are dealing with stress, depression, and anxiety with an “emotionally intelligent” bot that uses evidence-based techniques (CBT), meditation, breathing and mindfulness exercises, as well as micro-actions.
We all know that digital marketing is one of the most beautiful marketing methods available today. Today, no business can exist or live without marketing because marketing is ultimately what drives their business and connects businesses with consumers.
With the increasing importance of digital marketing, learning about the growing field is an important step. If you would like to learn more and develop skills, check out IIDE’s 4 Month Digital Marketing Course to learn more.
We hope this blog on the marketing strategy of Wysa has given you a good insight into the company’s marketing strategies.
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