Empowering with Trusted Health Information
Ankita Srivastava
General Manage (Product & Strategy)
The Healthy Indian Project
The rampant spread of health misinformation is one of the biggest challenges Ankita Srivastava faces as General Manager (Product & Strategy) at The Healthy Indian Project (THIP). The rapid dissemination of inaccurate information across digital platforms, coupled with the complexities of health literacy, makes it increasingly difficult to reach the right audience with credible content. Scaling THIP further complicates this challenge, as maintaining quality while expanding reach requires constant balancing. The ever-changing nature of SEO and social media algorithms adds another layer of complexity, increasing competition for attention in an overloaded digital space. To tackle these issues, Ankita combines technology with expert human oversight, ensuring all content is rigorously fact-checked and verified by medical professionals. She focuses on empowering audiences to critically evaluate health information and engage with trusted, verified sources. Additionally, Ankita is committed to building a sustainable, scalable model that prioritises content quality as the platform grows. By collaborating with cross-functional teams and adapting strategies to the dynamic digital landscape, Ankita ensures THIP remains a reliable source of health content. With her expertise in technology, analytics, and digital media, Ankita drives meaningful engagement, positioning THIP as a leader in health literacy and combating misinformation effectively. Speaking with TradeFlock, Ankita shares her strategies and plans.
What’s your strategy for aligning your long-term vision with organisational goals?
My strategy for developing and implementing a long-term vision at THIP centres on aligning technology, expert oversight, and clear communication to combat health misinformation. I focus on building scalable digital products powered by data analytics to deliver personalised, fact-checked health content. Cross-department collaboration ensures we remain adaptable to emerging trends, while our commitment to education and health literacy strengthens our mission. Ultimately, I aim to transform THIP into a leading health platform that not only provides reliable information but also empowers users to make informed, impactful health decisions, driving lasting change in India.
How have you driven digital transformation to boost efficiency and engagement?
In my role, leading digital transformation efforts has focused on scaling traffic and boosting customer engagement through targeted social media marketing and content optimisation across various platforms. One key initiative has been tailoring content for each platform’s unique format and audience, significantly increasing traffic and reach. Additionally, we’ve built a scalable infrastructure to support growing traffic without compromising performance. Enhancing backend systems has ensured seamless user experiences even as our audience expands. Our data-driven strategies enable real-time content adjustments, while SEO optimisation and targeted campaigns have improved engagement. These efforts have enhanced operational efficiency by automating content distribution and data collection while delivering personalised health content that drives higher customer engagement and platform growth.
How do you mentor emerging leaders to build a strong succession pipeline?
Mentoring emerging leaders is crucial for building a strong succession pipeline at THIP. I identify high-potential team members, set clear goals, and provide regular feedback. I offer opportunities for hands-on leadership, allowing them to manage projects and collaborate across departments. I emphasise emotional intelligence and communication skills to help them navigate challenges and motivate teams. Additionally, I ensure access to learning opportunities, including training and networking with senior leaders, preparing them for leadership roles to support THIP’s long-term growth.
What emerging trends are shaping your industry, and how is your organisation preparing?
Emerging trends in fact-checking, media, and healthtech in India are reshaping the industry. A key trend is the growing demand for accessible, reliable health information as health awareness increases and misinformation spreads rapidly. The rise of personalised health solutions, driven by data-driven healthtech platforms, is empowering individuals to take proactive control of their health. At THIP, we are positioning ourselves to capitalise on these trends by integrating technology with expert oversight. We are enhancing our fact-checking processes and expanding our digital platforms to deliver tailored, accurate health content while prioritising health literacy and improving public health outcomes in India.
What KPIs do you prioritise to measure the success of your strategic initiatives?
To assess the success of our strategic initiatives, I prioritise KPIs that align with both short-term goals and our mission to combat health misinformation. Key metrics include traffic growth and engagement, such as increases in website visits, page views, unique visitors, and time spent on-site, to gauge content effectiveness. Social media engagement metrics, like shares, likes, and comments, help assess reach. Conversion rates, including email sign-ups and course enrolments, measure user actions. User retention and return visits indicate longterm engagement, while platform performance metrics ensure scalability and technical stability. These KPIs help us optimise our approach and maintain operational efficiency while advancing our mission.
Ultimately, I aim to transform THIP into a leading health platform that not only provides reliable information but also empowers users to make informed, impactful health decisions, driving lasting change in India.
What are your top strategic goals for the next five years?
Over the next five years, my strategic goals for THIP focus on expanding our reach, strengthening our role in combating health misinformation, and enhancing technological capabilities. I aim to grow our audience by scaling content strategies, optimising for multiple platforms, and leveraging targeted social media campaigns. Personalised educational initiatives like webinars and online courses will further engage users. Technologically, I plan to invest in infrastructure, integrating AI tools and improving data analytics. Expanding partnerships with healthcare organisations and media outlets will amplify our impact. Additionally, I aim to build a comprehensive health literacy ecosystem and ensure long-term growth by diversifying revenue streams and investing in capacity building.
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