​About Clinikk

What is Clinikk and what are we trying to solve?

Clinikk is a health tech company with one mission- to provide affordable and accessible healthcare facilities to everyone. In India, healthcare is not straightforward.

Problem Statement 1

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In India, only the top 1% have the purchasing power to treat at the best hospitals and consult the best doctors. What it means, is visiting a doctor for health for a lower socio-economic background person can sometimes be a luxury.

This 2015 survey says over 52% of Indians indulge in self-medication.(https://www.thehindu.com/news/cities/Delhi/52-per-cent-indians-indulge-in-selfmedication-survey/article7096902.ece.

This number has significantly increased since COVID-19.

Self-medication is very common in India because :

1. Easy availability of drugs over the counter for minor health issues
2. Little trust over doctor's intention - overprescription
3. Expensive treatment

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When a patient is sick, in his/her entire journey to cure, it's the patient who is the victim. Unfortunately, doctors have tie-ups with pharmaceutical companies to overprescribe their drugs or with diagnostic partners to overprescribe tests for commissions. This leads to incorrect treatment, unnecessary medicines and tests and most importantly higher expenditure (often not needed) for the patient. Adding to it is the loss of time waiting in queues, unhygienic clinics and waiting bays and dissatisfaction with very little face time with the doctor. In their entire journey, the patient who needs care is nothing but a token number and a mode of extortion of money.

Another issue that exists is that doctors generally have a hospital job and a clinic job for lesser duration of the day. So, even if you are sick, your access to the doctor is generally to few hours at the clinic, unless you want to visit OPD of the hospital. Also, many a times, for tests, the patients has to travel a while to the referred diagnostics which might be physically stressful, since the patient is already not well.

Solution:

Clinikk wants to provide the best primary care at the most affordable cost to anyone, everyone. To solve the issues in healthcare in India, Clinikk has 11 primary clinics across Bengaluru striving to serve the people with the care they always deserved.

These primary clinics are called Clinikk Health Hubs and Since follow-up have a General Physician (MBBS), pharmacy and blood test facilities under the same roof.

At Clinikk, the doctor fees are extremely affordable - just ₹250. (Average doc fees in Bengaluru - ₹550)

The clinics are premium-looking, clean, modern, and hygienic - and the doctor sits the entire day - from 9:00 am to 8:30 pm (with some break time during lunch hours). At Clinikk, overprescription of tests and medicines is a strict no - and that is regularly audited. Since follow-upfollow-ups is a primary clinic, the doctors follow a tech-based protocol, where they are not recommended to change the dosage ( as per the software after feeding the symptom) unless needed. Apart from this, teleconsultation is available 24x7 for follow ups and future consults.

Problem Statement 2

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managed care intro

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Product Structures

There are essentially two products that drives the revenue of the company.

1. The physical primary clinics located at 11 places in Bengaluru. (Average AOV - 550). Clinics have - General Physicians, Medicines, and Tests. The medical revenue from Clinikk has 80% profit margin.
2. The Subscription product that offers free OPD services (up to OPD limit) at all Clinikk Health Hubs and Health Insurance (in case of hospitalization) at 10,000 network hospitals pan India (third-party insurer tie up). The Clinikk Subscription product starts at ₹4,800 for an individual (OPD limit - ₹15,000 & Sum Insured for Insurance - ₹5 Lakhs). The profit margin is 30% on this product

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Scope of the project

For this project, I will go ahead with the first product.

Reason & Justification:

Over time, we figured out the clinic revenue is the easiest to scale and replicate. With more profit margin, a good care adds to the trust building that eventually helps in retention in Healthcare industry. With more people finding and liking Clinikk, it opens up another acquisition channel for subscriptions later (on repeat). Subscription product on the other hand is difficult to scale given the low trust factor and dependency on third parties for insurance fulfillment. Also with big players in the market, and limited budgets to compete in the digital marketing space, the acquisition channel is purely through field sales agents.

As of now, for the company, growth of the medical revenue through more clinikk walkins is utmost important and I prefer to solve this problem using this exercise.

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Understanding the product

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Product Flow

Clinikks are retail outlets or physical clinics. The modes of discovery are:

1. Clinikk Branding - You live in the area and you happen to see our board/branding and discovered us.
2. Online - You went to search for a doctor in Google or Practo and found us
3. Word of Mouth - You saw it and you let others know or you used it and referred a friend/family
4. Marketing activities (BTL) - you might have seen a leaflet or a banner somewhere in the area.

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A patient can walk in directly without booking an appointment from any of the above modes of discovery. However, they can also book an appointment through our website.

1. They find us on Google and click on book appointment or visit the website on the GMB page:

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Option 1: Book Appointment:

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Option 2: Website

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Website Booking Flow:

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1. You land on the respective Clinikk HealtH Hub's page with all the necessary details. You can select a time slot on the right and click on continue -

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2. Login/Register with your number and OPT

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3. Add Patient's name and reason to visit and confirm:

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button

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4. Get a confirmation on the success page

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5. Get a confirmation WhatsApp

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Reviews

All the Clinikk Health Hubs have great Google Reviews, and the staff at the store takes extra pain to make sure they ask the customer for their feedback. Google My Business Reviews are of utmost importance as they help to convince people to try us out during discovery. For people coming through Practo, Practo reviews are taken.

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Google Reviews

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​Practo Reviews

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​Marketing Ads

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​Organic Search

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Understanding the user

Actual user interviews:

1. User Name:

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Clinikk Visited: Adugodi Branch, Bengaluru

​Clinikk Subscriber or Paid Walkin: Paid Walkin

First-time visit or Repeat user: Repeat user

​Reason for visit: He had visited for a muscle spasm during work out.

How did they find Clinikk: Initially he had seen the store at the traffic signal. From the exterior thought it was a lab centre. Later when his mom was sick (last October), he googled and discovered Clinikk & used for the first time

What is their usual alternative: He doesn't have a regular doctor in the city. He generally searches online. He has moved to this locality a year ago. He is not from Indore and has shifted to the city for work.

Why did they choose Clinikk: 1. Convenience (just 1.2 Km away from his place) 2. Reviews (Saw the Google Ratings and went through the reviews, chose to visit)

Demographic & Socio-economic profile:

Works at Delloite.

He is 32 years old. Married. No kids.

Wife is a working professional (IT).

He is super aware of his health. Regularly works out, and eats healthy. (On asking whether he needs Health planning health, he mentioned he does regular check ups and is well aware of his parameters).

He has an Apple watch and an iPhone. (tech-savvy)

Browses Social Media occasionally, but not an addict. His top SM apps were Instagram (uses to follow health influencers), YouTube (for Podcasts).

What did they like about Clinikk:

There was less waiting time to see a doctor.

The setup was "modern" (a term used by the user). "Modern" in his definition meant clean, hygienic, premium-looking interiors, uniformed staff etc.

Liked the digital record feature. He loves the fact that he doesn't have to carry medical reports and everything is in the web app at his disposal when he logs in. ("Paper-less" was a term he used to describe the same)

Cost is normal and good for the kind of "normal problems" (non-specialist health issues like cold, fever etc)

​Will they visit again/ are they converted to loyal customers: Yes, he will. But only for normal/minor primary health related issues. He still won't trust us for all medical issues. Did not win him as the sole family consultant for all problems who can guide to a specific specialist if needed. But have won him as their nearest primary clinic. He will try for Clinikk if he shifts to a new area but won't put extra effort into travelling a lot if there isn't a Clinikk in his new locality.

​2. User Name:

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Clinikk Visited: Adugodi Branch, Bengaluru

​Clinikk Subscriber or Paid Walkin: Paid Walkin

First-time visit or Repeat user: Repeat user

​Reason for visit: He had visited for a muscle spasm during work out.

How did they find Clinikk: Initially he had seen the store at the traffic signal. From the exterior thought it was a lab centre. Later when his mom was sick (last October), he googled and discovered Clinikk & used for the first time

What is their usual alternative: He doesn't have a regular doctor in the city. He generally searches online. He has moved to this locality a year ago. He is not from Indore and has shifted to the city for work.

Why did they choose Clinikk: 1. Convenience (just 1.2 Km away from his place) 2. Reviews (Saw the Google Ratings and went through the reviews, chose to visit)

Demographic & Socio-economic profile:

Works at Delloite.

He is 32 years old. Married. No kids.

Wife is a working professional (IT).

He is super aware of his health. Regularly works out, and eats healthy. (On asking whether he needs Health planning health, he mentioned he does regular check ups and is well aware of his parameters).

He has an Apple watch and an iPhone. (tech-savvy)

Browses Social Media occasionally, but not an addict. His top SM apps were Instagram (uses to follow health influencers), YouTube (for Podcasts).

What did they like about Clinikk:

There was less waiting time to see a doctor.

The setup was "modern" (a term used by the user). "Modern" in his definition meant clean, hygienic, premium-looking interiors, uniformed staff etc.

Liked the digital record feature. He loves the fact that he doesn't have to carry medical reports and everything is in the web app at his disposal when he logs in. ("Paper-less" was a term he used to describe the same)

Cost is normal and good for the kind of "normal problems" (non-specialist health issues like cold, fever etc)

​Will they visit again/ are they converted to loyal customers: Yes, he will. But only for normal/minor primary health related issues. He still won't trust us for all medical issues. Did not win him as the sole family consultant for all problems who can guide to a specific specialist if needed. But have won him as their nearest primary clinic. He will try for Clinikk if he shifts to a new area but won't put extra effort into travelling a lot if there isn't a Clinikk in his new locality.​

The product is a "need" for people who are migrants - that is out of their hometown with no knowledge or contact of family doctors that they can trust.

The product is a "want" for people who want to upgrade. They are aspirational towards their choices. They are localities who have been in this area but wants to change their doctor and "upgrade" to a more modern, premium looking setup and are okay to spend an extra 50 for this experience.

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Possible ICPs

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Note for self : Add Peenya labourer, Localite family - retired uncle, Student localite, Family migrant

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Final ICPs as per Prioritization Framework:​

1. ICP - User 1

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Adoption : High Tech Savvy, Digital person - open to try new things; also no option but try and learn

Frequency : Low Health conscious, young, so frequency of falling sick is less

Painfulness : High. Needs urgent and good solution to their problem

TAM : High Increasing job market with good salaries and facilities in the city that attract migrants who are well educated

Distribution Feasibilty: High. Open to referrals and spread word of mouth in their group/circle

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