Kalbe Farma: Telehealth Retargeting & Fraud Prevention for KlikDokter & Hallobumil
Driving full-funnel acquisition, re-activating dormant users, and safeguarding ad spend during COVID-19 and post-COVID-19 periods.
Account Overview & Ecosystem
Kalbe Farma is recognized as the #1 homegrown pharmaceutical company in Southeast Asia. As Customer Success Manager, I managed two flagship digital health applications under the Kalbe Farma umbrella:
- KlikDokter: A leading B2C telehealth platform and healthcare marketplace facilitating online consultations, vitamins, medicine, and wellness products.
- Hallobumil: The first interactive app in Indonesia dedicated to mothers and expectant mothers.
CSM Strategy & Core Contributions
During the COVID-19 pandemic and post-COVID transition, telehealth demand spiked rapidly. I designed and executed structured growth and protection playbooks for both apps:
1. User Acquisition & Retargeting Strategy
Formulated targeted user acquisition and retargeting frameworks to re-engage dormant app users and nudge non-purchasing users toward lower-funnel conversions—such as booking doctor consultations and ordering from the health marketplace.
2. Partner Quality Optimization
Evaluated ad network performance indices and recommended high-performing partner networks that consistently delivered high-quality user cohorts with minimal fraud risk.
3. Fraud Prevention Solutions (Add-Ons)
Recommended and integrated advanced fraud prevention tools to protect media investment against attribution fraud, ensuring data integrity and maximizing ROAS.
Summary of Impact
- Full-Funnel Activation: Successfully drove dormant user re-engagement and lower-funnel marketplace transactions.
- Media Quality Optimization: Shifted spend toward verified, high-quality ad partners.
- Ad Spend Safeguarding: Cross-sold and integrated fraud protection add-ons to secure campaign budgets.