Shifting category narrative-Rebranding 1MG
2018 was a pivotal year for digital healthcare startups in India. Major players like Netmeds, PharmEasy, and 1MG were fiercely competing for market share. At the same time, new entrants such as MedPlus were securing funding, while established healthcare brands like Apollo and Dr. Lal PathLabs were expanding their digital footprint.Amid this flurry of activity, end consumers found it increasingly challenging to differentiate between the various digital healthcare offerings. The market was becoming saturated with similar services, making it difficult for users to discern the unique value propositions of each platform.
The rise of digital pharmacies faced significant opposition from traditional pharmacy associations. These associations frequently accused online pharmacies of selling counterfeit medications, creating a challenging operating environment for digital pharmacy platforms. Such widespread allegations made it difficult for online pharmacies to establish trust and conduct business smoothly.
Challenging times often present unique opportunities. 1MG recognized this and decided to leverage the situation to:
Differentiate itself from competitors
Shift the industry narrative
Launch an aggressive campaign to gain market share
