The COVID-19 pandemic may have elevated digital sales, but it also exposed severe cracks in retailing supply chains globally. The winners are companies that are quick to change demand forecasting models, improve visibility into their supplier base or simply pivot. It’s a mammoth task and one that Medlife, India’s largest e-health platform offering services that enable home delivery of medicines and lab diagnostics and equip consumers to book doctor consultations in-how and online, tackled head-on. In this episode of our bi-weekly series Reimagine Growth sponsored by CleverTap, our host Peggy Anne Salz talks with Meera Iyer, Medlife CMO, who shares her smart strategy for optimal order fulfillment and customer satisfaction in challenging times. Meera recalls how her company worked with suppliers to ensure the uninterrupted movement of medicine and supplies and the role of audience segmentation and personalized messaging in shaping customer demand. She also discussed the marketing benefits, which include a boost in conversion rates and, more importantly, brand trust.