KEY ISSUES

1. Content for all platforms being shared is very mediocre, most of the times PharmEasy
team is rewriting it
2. Basic mistakes/Content hygiene are not checked for, the brand understanding is
missing. The team is very adamant sometimes at what is shared and fails to understand
what the brand really needs
3. Same mistakes are made repeatedly in copies
4. There is a disconnect between internal teams and because of which PharmEasy suffers
sometimes. (Indigo + Leo) No brand custodian at their end who can maintain the brand
personality
5. Social Media Calendar is always shared at the last minute. Reporting not being done
every 10 days and monthly reports are also not being shared timely
6. Again the creative and copy output is on a decline for social handles. Despite
highlighting it multiple times, the team isn’t working to make it better.
7. We are never given exact timelines. There is always a delay in meeting deadlines given.
Multiple follow ups required.
8. Not proactive at all
9. No strategic thinking in roadmap or property creation
10. Influencer campaign has been stuck for almost 2 months
11. Twitter specific activities not being done, despite highlighting every month. We have
been asking them for it since 3 months now
12. There is no revert from the team on building weekly, monthly content buckets
13. Team is not very receptive to feedback related to content
14. Use of Stories on Instagram - Not started at all. Plain vanilla content being posted
15. No use of Hashtags to increase following being done even after suggestions
16. The team is absolutely not innovating. It should be compulsory for them to share 1
innovation every month. (this is asked so many times)
17. No updates on how the user base can be increased on all platforms
18. Trending formats are not followed up well, TAT for them is very high
19. Copies are way too long for the user and not at all fun
20. Major issues with TAT commitment, timelines are never shared or maintained. Social
media posts are shared at last minute for approvals
21. The content front is stuck - youtube videos (Dr.Mishti etc)
22. Contextual posts/campaigns are missing
23. Bollywood theme being stretched even after being explicitly told not to do it
unnecessarily
24. No performance analysis even after reminders
25. Many briefs are stalled till the last moment, mediocre work shared which leads to
PharmEasy team getting the work done internally
26. Deliberately start email chains with no seniors marked. This delays work further
Key References:

● Dr. Mishti
● Weekly properties for social
● Influencer activity
● Referral Program
● Strategic plan to increase user base on social media
● 360 degree planning not there, social media campaign was not at all planned well when
we were on air
● Onboarding emailer
● Wrapup emailer
● Digital Creative copies super bad, need minimum 4 to 5 revisions
● Most CRM creatives are made inhouse and when briefed in time, they send very bad
options that we are left with no other option but to make them internally