About Clinikk

What is Clinikk and what are we trying to solve?hello world

helo

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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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

Reason to choose: Although the frequency is less, there is a high adoption rate & TAM for this cohort. They value digital adoption, tech integration, modern interiors, cleanliness and the experience. Chances of referral to a similar cohort and later subscriber upselling or upselling of other health packages are high on earning their loyalty. Also possibility of kids in future can increase the frequency of usage.

​Summary:

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2. ICP - User 3

Adoption: Medium Open to new experience, subjected to budget; also should fulfill aspiration aspect

Frequency: Medium to High With elderly parents and kids in the house, the frequency of the doctor usage will be eventually higher

Painfulness: Medium The pain to visit the local doctor far is there, but since they know the doctor for a long, the push to change their doctor is a little less. Will be open to a change of doc, only if the new ones provide similar treatment (here treatment = quick recovery)

TAM : Medium There are a lot of localities that are aspirational, but those who are looking to change their doctor frequently will not be that high

Distribution Feasibilty: High. They have a good network of friends, neighbours, family who stay in the city. Word of Mouth referral can create a great impact in the local community.

Reason to choose: Although the TAM is low to medium, the frequency of this cohort will be on the higher side. At the same time, if they have a great experience (something they aspired for or never experienced before), the chances of word of mouth referral are high. Also, tapping into these cohorts in the community helps to get more trust and eventually attract more locals not dependent on Google/practo

Summary:​

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3. ICP - User 6

Adoption : High Tech Savvy, Digital person - open to trying new things; only if they are valuable; also less option for current pain point

Frequency : Medium to High With elderly parents and kids in the house, the frequency of the doctor usage will be eventually higher

Painfulness : Low Although pain points are not being solved, still okay to visit experienced expensive doctors

TAM : High Migrants who had shifted 10-15 years ago and now are looking to settle here (purchase property, kids schooling etc) are high. They are not moving out of the city anymore

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

Reason to choose: Although the painfulness is low, this cohort values the care, doctor experience, interiors, and modern and technology-driven aspects. Access to doctor anytime who have their medical records will be a plus. Also, they are open to referrals to their friends, colleagues etc.

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Summary:​

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Understanding the market/category

Google Search for use cases with search volumes

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Competitor Research:

Weakness Existing doctor practitioner in the area - difficult to crack

Strength online presence:

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TAM/SAM/SOM

Defining the Target Market:

Understanding OPD market in India:

The number of doctor consultations in FY21 = 4 Billion

Outpatient Prescription cost = total of $26 Billion

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Source

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The target market primarily includes:

a) Individuals from other cities who are living in Bangalore (or Tier I cities) & are earning moderately well (30k+ monthly income) so that they can afford an average AOV of ₹500 (250 - Doctor fees, 300 - meds & tests)

b) Those without a family doctor who are willing to look out for doctors when sick.

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Let's calculate for Bangalore first:

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Population of Bangalore: Approx 14,000,000

Migrants in the city: Approx 55%

People looking for a doctor: Assume 75%

TAM=14,000,000×0.550×0.75 = 5775000 ~ 5.8 million

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For SAM, factors to consider:

1. Type of Medical Services Offered: population looking for general doctors; assume 60% (given the pollution, desk jobs, and weather of Bangalore)
2. ​Geographical Reach: Clinikk Health Hub's location within Bangalore and its accessibility to the migrant population; assume 70% (with the maximum number of centres within a radius of 5km & willingness of customers to travel for healthcare)

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SAM = 0.60 x 0.70 x 5775000 = 2425500

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With operational capacity = 10255 patients/year/centre; the number of centres needed = 236!

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For SOM, factors to consider:

1. Market Penetration: Marketing campaigns, partnerships, and patient experiences
2. Competition: Number and quality of competing clinics or hospitals
3. Affordability: Migrants who can afford an AOV of ₹500 = say 80%

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Assuming realistically 10% of the market can be captured. (considering budget constraints; competitor existence duration; affordability)

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SOM = 0.1 x 2425500 = 242550

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Average AOV = 500; estimated revenue = 242550 x 500 = ₹12,12,75,000

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​Operational Capacity for paid patients: The number of patients we can serve in a day realistically = The current service capacity = 45 patients a day in a centre; say an average of 10 patients a day are subscription holders. So, room for max patients who are paid = 35/day = 35* 293 (365- 52 + 20; removing Sundays & public holidays) = 10255 patients a year a centre

With operational capacity = 10255 patients/year/centre;

The number of centres needed to serve SOM = 23!

Core Value of the product:

Get high-quality, trusted and convenient treatment for your health issue.

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Stage of the product

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JBTD of acquisition: Early Scaling

Early Scaling

Existing Acquisition Channels:

1. Google: High Intent users searching for "Doctors near me", "Clinics near me" etc are shown Google Ads that drive them to the clinic
2. Practo: People searching on Practo discover our doctors and can book an appointment
3. Informal Word of Mouth: Subscribers of our product or paid members who have had good experience refer their friends or families.

Organic Search:

There is a huge scope of SEO for this ICP.

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Keywords that can help to rank higher:

1. Doctor near me
2. Clinic near me
3. Fever Doctor
4. Diabetes Symptom
5. Is General Physician good for allergy?

Idea: Improve SEO Ranking for these keywords. Additionally, try to rank keywords like "diabetes symptoms" "fever medication" etc for users who are looking for symptoms or methods to self-medicate online. Introduce them to a blog post answering their medical query and eventually introducing them to our brand with a quick Teleconsult CTA.

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Referral:

1. Who do we ask for referral? 
2. How will they discover it? 
3. Why & how will they share? 
4. How will they track? 
5. How will they keep referring? 

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Who do we ask for referral? 

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User story of Clinikk:

User books an appointment

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User visits the Clinikk Health Hub

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User consults with the doctor & likes the experience

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Users gets well and gets a followup call on health

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Users gives a 5 Star rating on Google/ Feedback form

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User now considers Clinikk for primary healthcare issue

Anyone who is happy with the experience. Today there are two nudges that are done to fresh users.

a) they are requested for a Google Review

b) after 2 days or follow up date (whichever is earlier), a "how are you doing" call is scheduled to check on their health and then a feedback form is sent (this is for internal audit report)

Any

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