How upGrowth Helped Maatra Validate Audience & Messaging

Maatra Story

Maatra is a digital family health management platform designed to help families securely organise, access, and share medical records in one place. Beyond document storage, the platform aims to reduce the mental load of managing family healthcare by offering features such as health summaries, reminders, emergency health cards, and secure record sharing.

Unlike traditional healthcare apps that focus on fitness or disease management, Maatra introduces a relatively new category – family health preparedness. Its primary audience is the family member who naturally becomes responsible for coordinating doctor visits, managing reports, remembering medications, and keeping health information accessible for everyone.

As a new product entering the market, Maatra’s biggest challenge was not just acquiring users – it was helping people recognise a problem they had learned to live with.

Identified Challenges

During the discovery phase, we identified several growth challenges:

Low awareness of the family health management category.
Users did not actively search for solutions to organise medical records.
The product value proposition needed validation before scaling the acquisition.
Multiple audience hypotheses required testing to identify the ideal customer profile.
Messaging needed to move beyond product features and create emotional relevance.
No historical campaign data was available to guide media strategy.
The budget needed to be optimised while simultaneously learning about audience behaviour, messaging, and acquisition costs.

upGrowth’s Strategy & Execution

Scope of Engagement

Our engagement focused on validating product-market messaging while building the foundation for scalable user acquisition.

Key initiatives included:

Market and audience research
User persona development
Positioning and messaging framework
Meta Ads strategy and execution
Google App Campaign setup and optimisation
Creative strategy and testing framework
Landing page recommendations
Audience experimentation
Weekly performance analysis and optimisation
Growth insights and strategic recommendations

Rather than running only performance campaigns, we approached this engagement as a structured experimentation program designed to identify the strongest growth levers for Maatra.

Initial Situation

At the beginning of the engagement, Maatra was an early-stage product entering a category with low consumer awareness.

While the platform offered valuable functionality, users were not actively looking for a health record management solution because they did not yet recognise the underlying problem.

This meant traditional feature-led advertising was unlikely to generate strong adoption.

The initial challenge was therefore to answer three critical questions:

Who is the ideal customer?
Which messaging creates the strongest emotional connection?
Which acquisition channels can sustainably drive growth?

The Objective

The engagement focused on achieving four key objectives:

Identify Maatra’s Ideal Customer Profile (ICP).
Validate messaging that resonates with family caregivers.
Build awareness around family health preparedness while driving quality app installs.
Generate actionable insights to inform future product positioning and paid media strategy.

The upGrowth Strategy

Rather than relying on a single campaign approach, we designed a structured experimentation framework across audiences, messaging, creatives, and channels.

Audience Validation

We tested multiple audience segments, including:

Family Health CEO
Caregiver audiences
Parents managing children’s healthcare
Adults managing elderly parents
Chronic care audiences
Health-engaged users
Open audiences
Lookalike audiences
Tier 1 vs Tier 2 city audiences
Male vs Female caregiver segments

This helped identify which audience segments showed the strongest engagement and long-term scaling potential.

Messaging Validation

Instead of promoting app features, we tested different emotional and functional messaging angles, including:

Family health preparedness
Everyday caregiving responsibility
Managing ongoing care
Doctor appointment readiness
Hospitalisation preparation
Distance caregiving
Mental load of remembering everything
Scattered medical records

The goal was to understand which narratives users naturally connected with.

Creative Experimentation

Throughout the engagement, we launched multiple creative variations across image, carousel, and video formats.

Each creative explored different healthcare moments rather than different product features.

Examples included:

“Do you have the previous report?”
The One Everyone Calls
Managing Dad’s Health Never Really Stops
Family Health Doesn’t Run on a Schedule
Hospitalisation Preparation
Scattered Health Records

This iterative testing allowed us to continuously refine messaging based on audience response.

Channel Strategy

Each platform was assigned a distinct role.

Meta Ads

Category education
Audience validation
Messaging experimentation
Awareness building

Google App Campaigns

Efficient app acquisition
High-intent install generation
Conversion-focused optimisation

This complementary approach balanced long-term learning with short-term acquisition.

Impact

Over the four-month engagement, the campaign generated valuable business insights beyond traditional performance metrics.

Campaign Highlights

₹1.72 lakh invested across campaigns
91.6 million impressions
39.1 million people reached
126,808 clicks
27,559 website users
234 Meta app installs
956 Google App Campaign installs at a CPI of ₹6.88

Strategic Learnings

More importantly, the engagement helped validate several critical growth hypotheses:

The Family Health CEO emerged as Maatra’s strongest customer segment.
Messaging around preparedness consistently outperformed messaging around document storage.
Everyday caregiving scenarios resonated more strongly than fear-based emergency messaging.
Tier 1 audiences demonstrated stronger engagement and product-market fit.
Male caregivers showed higher engagement than initially anticipated, highlighting an additional growth opportunity.
Google App Campaigns proved to be the most efficient acquisition channel, while Meta played a critical role in audience discovery and message validation.
The website homepage delivered better engagement than the standalone landing page, indicating users wanted to explore the product before installing.

These insights now provide Maatra with a clearer roadmap for future product positioning, creative development, and media investments.

Conclusion

For early-stage products entering new categories, growth depends as much on learning as it does on acquisition.

Our engagement with Maatra was not simply about running paid campaigns – it was about systematically discovering who the product resonates with, what messages build trust, and which channels can efficiently scale adoption.

Through continuous experimentation across audiences, creatives, messaging, and platforms, we helped transform assumptions into evidence-backed insights.

Today, Maatra has a stronger understanding of its Ideal Customer Profile, a validated messaging framework centred on family health preparedness, and a scalable foundation for future growth initiatives.

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