🌴 Engagement & Retention project | Hindmed

🌴

Engagement & Retention project | Hindmed

ENGAGEMENT FOR KNYAMED

I have chosen to work on my prospective competitor. Since I know this industry and the product quite well. I have a good understanding of what the customer expects and hence I think the quality of the output of the project will come out to be relevant.

UNDERSTAND YOUR PRODUCT

Core Value Prop: Medical Apparel that provides design, function and comfort for healthcare professionals.
How does users currently experience the core value proposition repeatedly? The user is likely to wear the apparel on every working day of theirs.
1. They will experience the value propositions of the product DAILY by using them on their job. They experience design with the fit of the garment, the pattern of the apparel and .
2. They experience function by having pockets that make carrying their essentials with them easily. They will experience the textile tech which makes the garment much more functional without having to worry about discomfort and so on.
3. They will experience comfort by the fit that has been researched and developed to make them last in them for hours together.
What is the natural frequency of your product?

The natural frequency of purchase of medical scrubs could be between 3 and 6 months. Since this is a functional garment that acts as uniform, Knyamed may not be able to increase the natural frequency of the product a lot.

Do you have other sub products?

To increase the breadth of the engagement, Knyamed has launched
1. Underscrubs -> Helps as an underlayer in cool weather OR in the air conditioning of the hospital.
2. HeadCaps -> Headcaps help both the patient and doctor or nurse stave off infection by covering and holding back their hair. These scrub caps are also necessary to prevent sweat to roll onto the face and possibly contaminate the surgical operating area.
3. LabCoats + Aprons.-> Healthcare professionals wear a labcoat to protect themselves and their clothes against any splash or cross contamination by adding an additinal layer on top - the labcoats. The LabCoats also have pockets that make the layer functionally.
What is their natural frequency like?

The frequency of the sub products is similar to the scrubs. About 3-6 months.

To counter this Knyamed has increased the breadth and depth of the collection.
a. Depth by increasing the colour options and have increased the number of designs they offer. They have gone one step ahead and launched different fabric as well to be able to get more share by a better quality product with additional pitch points (EcoFlex has been launched by them at a higher price points. It has higher product features and also speaks about sustainability).
b. Breadth by having ancillary products that healthcare professionals will use - such as LabCoats, HeadCaps, Underscrubs, shoes and so on. This approach might help in improving frequency. In addition to this to stay on top of the mind of the prospetive buyers, we will beed to interact with them via different channels.

DEFINE YOUR CORE ENGAGEMENT & RETENTION METRICS

Mention the actions(s) that makes someone an active user of your product.
Mention the natural frequency of your product.

I have attempted to share the actions that an active user (power / core / casual) with different metrics alongside depth / breadth / social media consumption / referral behavior and the usage of the loyalty program.

An Active User is anyone who has registered with us and has purchased something from Knyamed every 3 months.

Actions of an Active User	Power User	Core User	Causal User
Depth	Buys 80% colours and designs. Buys a new color at launch.	Buy 50% of colours and designs.	Is active and buys 2-3 pairs of scrubs every year.
Breadth	Has 80% of the variety of our range (underscrubs / lab coats / etc)	Has 50% of our variety.	Has at most bought 1 other sub-product (like Lab Coats)
Social Media	Reshares the content and engages with the posts.	Engages with the on-posts.	Follows
Referral	Actively Refers. Has more than 10 referrals.	At least 1 referral has been made.	Does not refer
Loylaty Program	Collects coins. Interacts with loyalty dashboard. Has made atleast 1 purchase using coins.	Collects coins. Interacts with loyalty dashboard.	Does not care much about the coins.
New Feature	Custom Embriodary services used on every purchase.	Custom Embriodary services used on their purchases.	Not done a custom embroidery.

DEFINE THE CUSTOMER SEGMENTATION

On the customer segmentation, I will again go with the approach of looking at it like a table so that the reader gets a good and easy understanding of what I am thinking.

Ideal Customer Profile	ICP - 1 Dr. Kartikey Sharma (Buyer)	ICP - 2 Dr Sujith NS (Buyer + Influencer)	ICP - 3 Nurse Pooja Sharma (Influencer)
Age	26	32	30
Gender	Male	Female	Female
Location	Mumbai	Mumbai	Mumbai
Salary	₹12,00,000 per annum	₹24,00,000 per annum	₹6,00,000 per annum
Apps	Medscape, WhatsApp, Epocrates	Medical reference apps, organizational apps	Gmail, WhatsApp
Social Media	LinkedIn, Instagram	Facebook, LinkedIn, Instagram	Facebook, Instagram, LinkedIn
Marital Status	Single	Married	Married
Moved to New City	No	No	No
Children	No	No	One
Employment	Full-time PG Student in Surgery	Full-time General Surgeon	Full-time Nurse
Shopping Preferences	Online shopping on weekends, uses credit card, relies on product reviews	Shops online during evenings, prefers digital wallet payments, reads reviews before purchasing	Prefers online shopping during lunch breaks, uses debit card, values high ratings
Healthcare Specialty	Surgery, works in a hospital, often has shifts	General Surgery, hospital and clinic settings, works standard hours with some shifts	Nursing, works in ward and ICU, has a rotating shift schedule
Professional Development	Attends seminars, reads surgical journals, member of the Indian Medical Association	Participates in online courses, reads medical journals, member of professional surgical organizations	Attends nursing workshops, subscribes to nursing magazines, member of the Nurses Association of India
Lifestyle and Hobbies	Enjoys playing tennis, reading medical literature, and occasional traveling	Enjoys yoga, reading fiction, and cooking	Enjoys jogging, family outings, and watching movies
Technology Usage	Uses a smartphone and laptop, prefers Chrome browser, comfortable with online tech	Uses smartphone, tablet, and laptop, prefers Safari browser, highly comfortable with online tech	Uses a smartphone and laptop, prefers Firefox browser, moderately comfortable with online tech
Values and Motivations	Values high-quality products, brand reputation, motivated by innovation in medical apparel	Values breathable, low-maintenance products, motivated by durability and hygiene	Values comfort and antimicrobial properties, motivated by affordability and practicality
Media Consumption	Watches medical documentaries, listens to surgical technique podcasts, follows renowned surgeons	Watches medical dramas, listens to motivational podcasts, follows health and wellness influencers	Watches reality TV and medical dramas, follows fitness influencers, listens to popular music

	ICP - 1: MEDICAL STUDENT. This customer will use medical apparel for the first time in their lives. They are very active on social media and will depend on their seniors' advice. Depending on the year of Med School they will be from light to heavy users. In PG Days there might be days where they will use their scrubs for 36 hours at a go as well.
	POWER	CORE	CASUAL
Natural Frequency	Buys something from us every month.	Buys something from us every quarter.	Buys something from us every 6 months.
Revenue Generated	~ Rs. 12,000 per annum.	~ Rs. 6,000 per annum.	~ Rs. 3,000 per annum
Product Features Used	- ICP has used the custom embroidery services of our scrubs. - Follows / interacts and reposts Social Media Content.	- ICP has used the custom embroidery services of our scrubs. - Follows/interacts with Social Media Content.	S/He Has not tried embroidery and does not follow on social media.

	ICP - 2: PRACTISING DOCTOR. This customer has used medical apparel in the past and is likely that what s/he has used in the past has been provided by their healthcare employer. They are unhappy and hence will shift to paying for these scrubs from their own pocket. Will influence their employers to get this for the whole team as a standard for all the healthcare professionals at the employers facility.
	POWER	CORE	CASUAL
Natural Frequency	Buys something from the premium range every month.	Buys something from the premium range every quarter.	Buys something from the premium range every 6 months.
Revenue Generated	~ Rs. 20,000 per annum.	~ Rs. 10,000 per annum.	~ Rs. 5,000 per annum
Product Features Used	- ICP has used the custom embroidery services of our scrubs. - Follows / interacts and reposts Social Media Content.	- ICP has used the custom embroidery services of our scrubs. - Follows / interacts Social Media Content.	Has not tried embroidery and does not follow on social media.

	ICP - 3: PRACTISING NURSE / TECHNICIAN. Nurses in India still depend on the scrubs that are given to them by their healthcare employer. Not many nurses buy scrubs. They form a part of the TAM, but in todays circumstances they form a very small part of the SOM.
	POWER	CORE	CASUAL
Natural Frequency	-	-	-
Revenue Generated	-	-	-
Product Features Used	-	-	-

DEFINE THE ENGAGEMENT PRODUCT HOOK

LOYALTY PROGRAM - Kyna Coins 🪙

Goal - The goal of KnyaCoins is to create a loyalty program that keeps customers engaged and encourages repeat purchases. By rewarding customers with KnyaCoins for their purchases and referrals, Knyamed aims to build a loyal customer base and increase customer retention.

Success Metric - The success metric for KnyaCoins is the number of customers who redeem their KnyaCoins for rewards and the overall redemption rate. This metric will help Knyamed measure the effectiveness of the loyalty program and identify areas for improvement.

Problem Statement - The problem that KnyaCoins solves is the lack of a loyalty program that rewards customers for their purchases and referrals. This problem is particularly relevant for Knyamed, as the company operates in a competitive market and needs to differentiate itself from other companies.

Current Alternative - Currently, there are no loyalty programs that specifically reward customers for their purchases and referrals. However, some companies offer rewards for specific actions, such as referring friends or completing surveys.

Solution - summary and a detailed version with a user flow.
The solution provided by KnyaCoins is a loyalty program that rewards customers for their purchases and referrals. Here is a detailed version of the user flow:
1. Sign-up: Customers sign up for the KnyaCoins loyalty program by providing their email address and other relevant information.
2. Earn KnyaCoins: Customers earn KnyaCoins for each purchase they make and for each referral they make. The number of KnyaCoins earned depends on the type of purchase or referral.
3. Redeem KnyaCoins: Customers can redeem their KnyaCoins for rewards, such as discounts on future purchases or free products.
4. Track Progress: Customers can track their progress and the number of KnyaCoins they have earned through the KnyaCoins dashboard.

Metrics to trackThe metrics to track for KnyaCoins include:
1. Number of customers who redeem their KnyaCoins for rewards
2. Overall redemption rate
3. Number of KnyaCoins earned per customer
4. Number of referrals made per customer
5. Customer retention rate

Ramp Up Milestones.

The ramp-up milestones for KnyaCoins include:

Month 1: Launch the KnyaCoins loyalty program and promote it through email marketing and social media.
Month 3: Analyze the performance of the loyalty program and identify areas for improvement.
Month 6: Introduce new rewards and incentives to encourage customers to continue earning and redeeming KnyaCoins.
Month 9: Evaluate the overall success of the loyalty program and identify opportunities for further growth.

DESIGN ENGAGEMENT CAMPAIGNS - 5 campaigns

	Campaign 1: Free Embroidery to Casual Users In our User Segmentation we laid out that a casual user does not use the customization service. Once they experience that they feel very connected to the brand which helped them get that customized piece and are very likely to get upgraded to Core.
Segmentation - Type of User	Casual Users
Goal of the campaign	Shift Casual to Core
Pitch / Content	Get your name custom embroidered free of cost!(Add high-definition graphics of an example of what the embroidered name of a doctor looks like).
Offer	Offer a free custom embroidery service on the first purchase for casual users who sign up for the loyalty program and make a purchase within the next 30 days.Show this on Instagram and Facebook to targeted casual customers.
Frequency / Timing	Run the campaign every quarter to maintain a consistent presence and keep the brand top of mind.
Success Metrics	Increase in sales by 15% within the first quarter. 20% increase in social media engagement within the first quarter. 30% increase in customer retention within the first year.

	Campaign 2: 6 colours for 6 Days! The idea behind this campaign is that a core customer who has already accepted our fit/fabric and design and should now wear Knya scrubs every day and needs to increase their depth.
Segmentation - Type of User	Core Users
Goal of the campaign	Shift Core Users to Power Users
Pitch / Content	Wear 6 Colours on 6 Days and get 16% OFF
Offer	Customers can add any 6 colors from any design. On adding 6 pcs of scrubs to the cart s/he sees that the offer gets activated automatically. It also suggests at the cart page to add x more to get the 16% OFF.
Frequency / Timing	Run the campaign every quarter to maintain a consistent presence and keep the brand top of mind.
Success Metrics	Increase in sales by 15% within the first quarter. 20% increase in social media engagement within the first quarter. 30% increase in customer retention within the first year.

	Campaign 3: Embroidery - 3 at the cost of 1. The logic behind this campaign is that for an 1100/- product a 250/- customisation is quite expensive (almost 25%). To shift a core user to a power user, we are asking him to buy 3 scrubs and get all 3 embroidered at the cost of 1. The actual cost of embroidering is not that much. Its just the logistics of customisation that are painful.
Segmentation - Type of User	Core User
Goal of the campaign	Shift Core Users to Power Users
Pitch / Content	Customize 3 scrubs at the cost of customising 1.
Offer
Frequency / Timing	Run the campaign every quarter to maintain a consistent presence and keep the brand top of mind.
Success Metrics	Increase in sales by 15% within the first quarter. 20% increase in social media engagement within the first quarter. 30% increase in customer retention within the first year.

	Campaign 4: Community Engagement “Knya-Conntect”
Segmentation - Type of User	Casual to Core
Goal of the campaign	Stay on Top of Mind of the Casual Users. Launch a community platform for doctors to learn from each other. Juniors have a great deal of learning to do from their seniors. If we can build a community that is managed and regulated digitally I think this will be a great brand-building activity. - Could be a WhatsApp group OR a Slack channel, where doctors can join sub groups basis their specialty. - Events and catchups can be organised.
Pitch / Content	Join the community - be a part of the inner circle - invite only.
Offer	Folks who are a part of the community will get a discount code that they can use at any point throughout the year when making a purchase.
Frequency / Timing	All through the year.
Success Metrics	Increase revenue from Casual users by 15%Check for engagement in the community

	Campaign 5: Time Bounch Offers to Take Casual To Core
Segmentation - Type of User	Casual User
Goal of the campaign	Shift Casual to Core
Pitch / Content	Loved your first scrub, Buy your 2nd at a 20% discount.
Offer	Loved your first scrub, Buy your 2nd at a 20% discount.
Frequency / Timing	Launch this after 30 days of the first purchase of a casual user. Offer is from the 30th day to the 37th Day.
Success Metrics	Increase in sales from Casual users by 30%.

RETENTION FOR KNYAMED

RETENTION DESIGN

What is the current retention? D0, D7, D30, M6, M12 depending on the context of your product.

I think the way to look at retention is like below. I do not have enough data, but I am hypothsizing the information on Knyamed and have created a table basis a few customers and have correspondingly created a graph.

D0 (Day of acquisition): Initial purchase or sign-up.
D7 (Day 7): Engagement within the first week.
D30 (Day 30): Continued interaction and possible second purchase within a month.
M6 (Month 6): Mid-term retention, indicating consistent usage or purchases.

M12 (Month 12): Long-term retention, reflecting annual purchasing behavior.

Which ICPs drive the best retention?

ICPs Driving Best Retention:

ICP 1: Medical Students

Retention Rate: 60% retention at M6, 40% at M12.
Purchase Frequency: Average of 3 purchases within the first 6 months.
Engagement: High engagement through custom embroidery services (used by 70%) and active on social media (50% resharing content).

ICP 2: Practicing Doctors

Retention Rate: 75% retention at M6, 55% at M12.
Purchase Frequency: Average of 4 purchases within the first 6 months.
Engagement: High-value purchases, with 80% opting for premium ranges and 60% using custom embroidery services. Significant influence on bulk orders for teams (25% influencing team purchases).

ICP 3: Practicing Nurses/Technicians

Retention Rate: 50% retention at M6, 30% at M12.
Purchase Frequency: Average of 2 purchases within the first 6 months.
Engagement: Steady buyers focused on comfort and practicality, with 40% using custom embroidery services.

Which acquisition channel has the best retention rate?

Organic Search:

Retention Rate: 70% at M6, 50% at M12.

Details: Customers acquired through organic search tend to have higher retention rates due to genuine interest in high-quality medical apparel.

Social Media Campaigns:

Retention Rate: 60% at M6, 40% at M12.
Details: Engages customers through targeted content and promotions, with Facebook and Instagram being the most effective channels.

Referral Program:

Retention Rate: 80% at M6, 60% at M12.
Details: High trust factor from referrals leads to better retention rates. Customers referred by colleagues or friends show strong loyalty to the brand.

Which sub-products drive the best retention?

Scrubs:

Retention Rate: 75% at M6, 55% at M12.
Details: Core product with the highest purchase frequency, often bought in multiple colors and designs.

Underscrubs:

Retention Rate: 65% at M6, 45% at M12.
Details: Popular for added comfort, frequently purchased alongside scrubs.

LabCoats and HeadCaps:

Retention Rate: 60% at M6, 40% at M12.
Details: Essential items with steady demand, particularly among doctors and technicians.

FIND REASONS FOR CHURN

What are the top reasons for user churn? Divide the reasons into voluntary and involuntary.

1. Voluntary Churn

a. Product Quality Issues:

Fabric Quality: Discomfort or lack of durability.
Fit Issues: Inconsistent sizing.
Durability: Products wearing out quickly.
Metrics: High returns/exchanges, negative reviews, support tickets.

b. Price Sensitivity:

High Cost Perception: Products seen as overpriced.
Value for Money: Lack of perceived value.
Metrics: Low repeat purchase rate, price feedback, competitive analysis.

c. Lack of Engagement:

Communication Gaps: Insufficient updates or promotions.
Unengaging Loyalty Program: Low interest in Knyacoins.
Metrics: Low email open/click-through rates, loyalty program participation, social media engagement.

d. Unmet Expectations:

Marketing vs. Reality: Product not meeting advertised promises.
Metrics: High return rates, negative survey feedback, support tickets.

2. Involuntary Churn

a. Payment Failures:

Transaction Issues: Failed or complex payment processes.
Metrics: Abandoned carts, payment-related support tickets, transaction failure rates.

b. Account Inactivity:

Forgetting Accounts: Lack of reminders.
Metrics: Drop in website visits, low login rates, loyalty program interaction.

c. Shipping and Delivery Issues:

Delays or Lost Shipments: Frustrating delivery experiences.
Metrics: Delivery times, shipping-related support tickets, negative delivery reviews.

d. Limited Product Range:

Lack of Variety: Not enough new products or variety.
Metrics: Product feedback, low repeat purchases, inventory turnover rates.
Negative Actions to Monitor
Low NPS (Net Promoter Score): Indicates dissatisfaction.
High Volume of Support Tickets: Recurring issues.
Low CSAT (Customer Satisfaction) Scores: Dissatisfaction signals.
Reduced Purchase Frequency: Potential churn indicator.

What are the negative actions that you would look for?

Low NPS (Net Promoter Score): Indicates dissatisfaction and likelihood of churn.
High Volume of Support Tickets: Points to recurring issues with products or services.
Low CSAT (Customer Satisfaction) Scores: Reflects overall dissatisfaction.
Reduced Purchase Frequency: Decrease in buying patterns, signaling disengagement.

DESIGN RESURRECTION CAMPAIGNS

Campaign	Segmentation of User Type	Pitch/Content	Offer	Frequency & Timing	Success Metrics
Re-Engagement Email Campaign	Inactive users who haven’t purchased in 3 months	“We Miss You! Here’s 20% Off on Your Next Purchase.”	20% discount on the next purchase	Quarterly; first email after 3 months, reminder after 2 weeks	Increase in repeat purchases, email open and click-through rates
Personalized Product Recommendations	Users with history of multiple purchases	“Based on Your Purchases, We Think You’ll Love These!”	Personalized product recommendations with 10% discount	Monthly	Conversion rate of recommended products, increase in AOV
Loyalty Program Revamp	Users enrolled in Knyacoins but with low engagement	“New Ways to Earn and Redeem Knyacoins! Exciting Rewards Await!”	Double Knyacoins for next purchase, additional points for social media engagement	Bi-annually	Increased loyalty program participation, Knyacoins redemption rates
Special Anniversary Offer	Users with over a year of membership	“Happy Anniversary! Celebrate with Exclusive Discounts Just for You.”	Special anniversary discount of 25% off	Annually on the user’s sign-up anniversary	Customer retention rate, number of anniversary redemptions
Feedback-Driven Improvement	Users who left negative feedback or support tickets	“We Value Your Feedback. Here’s How We’ve Improved!”	Free product trial or 15% discount on next purchase	After the resolution of a support ticket or receipt of feedback	Reduction in negative feedback improved CSAT scores, increase in repeat purchases