All experience
ChatADoc → Mannkaa
Full rebrand handed over: name, story, and go-to-market as a mental-health brand
₹1,200
Average ticket per session — affordable mental-health, not a premium clinic price
₹250–275
Starting CAC on Meta before the rebrand was fully dialled in
6.3x → 7.2x
ROAS after the rebrand, once Meta was managed on the Mannkaa name
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Case study
Jan 2023 – Nov 2024Digital Marketing Manager
Source of Life Technology (Mannkaa)
Owned the full rebrand from ChatADoc to Mannkaa and the Meta engine behind it — ~₹1,200 a session, first acquired at ₹250–275, then taken to 6.3x–7.2x ROAS after the rebrand settled.
Mental health
3 of 5
The brief
The product already existed as ChatADoc. The brief was not “run some ads.” It was to rebrand the entire thing to Mannkaa and make mental health the public story, while keeping the offer affordable enough that paid could actually pay back.
Ticket size sat around ₹1,200 per session. Early on, Meta brought a customer in at ₹250–275. After the rebrand was live, that account was managed up to 6.3x–7.2x ROAS.
How I approached it
- Treat ChatADoc → Mannkaa as a full migration: new name, new positioning, then move existing users across so the old brand did not die in a vacuum.
- Put Meta first. That was the primary acquisition channel. Creative and landing path talked mental-health support at a price people would actually book.
- Judge spend on CAC and ROAS: start at ₹250–275 to acquire a ₹1,200 session, then after the Mannkaa rebrand take ROAS from about 6.3x to 7.2x.
What I actually did
Rebrand: ChatADoc to Mannkaa
Was handed the entire rebrand. ChatADoc became Mannkaa — name, identity, and how the product was explained in market. The public story shifted to a mental-health solution, not a generic “chat a doctor” utility.
Go-to-market as a mental-health brand
Positioned Mannkaa around talking to a professional without the stigma or the clinic price tag. Pre-launch and remarketing moved people who knew ChatADoc onto the new name so the relaunch did not strand the existing base.
Meta as the primary acquisition engine
Meta Ads carried the growth. Targeting, creative, and budget sat on that channel first. The job was to book sessions, not collect cheap leads that never showed up.
Unit economics: ticket, CAC, ROAS
Session price was around ₹1,200 — deliberately affordable. Acquisition started at about ₹250–275 CAC. After the rebrand, Meta was managed from roughly 6.3x ROAS up to 7.2x. Spend scaled on that return, not on CTR alone.
WhatsApp and SMS around the relaunch
Used segmented WhatsApp and SMS so the name change and session offers reached people who would never see the Meta ads, with different copy for old ChatADoc users vs new audiences.