Even | Onboarding Project | Pranal Sontakke

Even: What is it?

Even is a healthcare provider that offers a managed care plan to its members ("Even Care"), with an additional option for its members to enroll for a group insurance coverage with an IRDAI-licensed General Insurance Company.

Even members can access unlimited consultations and preventive health initiatives with Even doctors, nutritionists, physiotherapists, and other in-house specialists under Even's managed care programme and, for members who opt for a group insurance offered by a general insurance company, also avail hospitalization and diagnostics cover under the group insurance policy.

Is Even classified as insurance?

No, Even is not classified as insurance, it is a healthcare provider that actively works with its members to keep them healthy. Our team of experienced doctors understands unique health profiles and helps members detect chronic lifestyle diseases to prevent and/or manage long-term consequences. This way, we ensure our members live an active and illness-free life and avoid hospital visits when things have taken a turn for the worse.

Even members can optionally choose to enroll in a group insurance cover with an IRDAI-licensed general insurance company to get access to numerous benefits such as cashless hospitalization and a cover for blood tests, hospital consultations, and diagnostics. These insurance benefits are not available to Even members who opt for the base Even Care plan and no insurance, since Even Care simply provides access to Even's doctors and wellness specialists.

What makes Even stand out? 🚶‍♀️

24x7 doctors & specialists: Unlimited access to experienced doctors for routine healthcare & emergencies
Unlimited nutrition & therapy: Book unlimited sessions with in-house nutritionists and psychologists

It's tough dealing with heartbreak no? Counseling with Even's Psychologists might help.

Need to fix your diet? Gain or lose weight? Talk to their certified in-house nutritionists.
Managed care: Personalised care based on lifestyle and medical history to reduce hospitalization risks
All-in-one app for primary care: Book consultations, and tests at home, in labs & facilities via one app

What does Even's ICP look like?

Modern ideal healthcare needs an ideal customer 🤝 Preventive healthcare is finally here 😮‍💨

ICP Basic Details: Basic information about the customer type
Category	Young Professionals	Health-Conscious Families	Senior Citizens	Startups and SMBs	Enterprises
Age Range	25-35	Parents 30-45, Children 0-18	55+	30-45	35-50
Title(s)	Analyst, Engineer, Consultant	N/A	Retired, Senior Citizen	Owner, Founder, CEO	HR Manager, HR Director
Education Level	Bachelor's or higher	Bachelor's or higher	Varies	Bachelor's or higher	Bachelor's or higher
Team Size	NA	NA	NA	10-50	200+
Budget	Low - Similar to existing health plans	Moderate	Moderate	Moderate	High
Stage of Company	NA	NA	NA	Growth	Mature
Income/Annual Revenue	10+ LPA	10-25+ LPA	Varies	$1mm - $10mm	$10mm+
Employee Count	N/A	N/A	N/A	10-200	200+
Location	Tier 1 & 2 cities	Tier 1 cities	Tier 1 cities	Tier 1 & 2 cities	Tier 1 cities
Key Responsibilities	Job performance, personal health	Family health management	Personal health management	Business growth, employee welfare	Employee health and satisfaction
Technical Sophistication	High	Moderate	Low to moderate	Moderate to high	Moderate to high
How do they spend time and money: Information about how the budget is allocated and the stakeholders involved.
Time Spent	Online forums, social media	Parenting websites, social media	Community centers, social clubs	Business forums, networking events	LinkedIn, HR conferences
Money Spent	Health and wellness services	Health services, family activities	Health services, medications	Employee benefits, wellness programs	Health benefits programs, wellness initiatives
Buying Decisions	Price sensitive	Quality service is prioritised	Reliability, relationship management, and quality service	Price Sensitive but key factor to attract and retain talent	Reliability and service
Decision-Making Role	Influencer	Primary decision-maker	Family and friends	Primary decision-maker	Primary decision-maker
Product Retention	Moderate retention - looking for better alternatives	High retention if the TTV is short	High retention if the TTV is short	Moderate retention - takes time switch	High retention - once product is selected it is difficult to switch
Marketing Channels	Social media, online ads	Parenting blogs, social media	Senior centers, community groups	Business networks, email marketing	Professional networks, LinkedIn
ICP Behavioural Details: Information about the problems and the solution present for the ICPs
General problem statement	Longer waiting times at hospitals and diagonistics centers Costly health plans Rising medical check-up costs	Complex comprehensive family plans Unavailability/unreliable of doctors - paediatrics and gynaecologist Costly tests and frequent visits to doctor	Low familiarity with technology Costly tests and frequent visits to doctor Limited understanding and awareness of illness and required treatments	Costly medical plans Limited support and service from health insurance companies	Complex comprehensive health insurance Active management from admin Limited integrations with employee management softwares
Present solution they have implemented for the problems	Dependent on employer provided health plans Over the counter medicines for minor concerns	Dependent on employer provided health plans Switching doctors due to limited assistance from hospitals Reaching out to family doctors in their hometown	Visiting family doctor for minor and major concerns	Providing health cover but limited to employee and not covering family	Costly health insurance cover
Other tools or services they use	Health apps, wearables, social apps	Family health apps, social apps	Basic health monitoring devices, social apps	MS Office, Zoom, Slack, Asana	Zoom, Atlassian Jira, Slack, Adobe, MS Office, HR management systems
Goals (Next 3 Months)	Improve health, reduce stress	Maintain family health, prevent illness	Manage chronic conditions, maintain health	Enhance employee health benefits	Improve employee wellness programs
Valued Features	Convenience, accessibility	Family-oriented services	Chronic disease management	Comprehensive health plans	Employee health improvement

Jobs to be done: Identifying the primary goals of the ICP

Category	Goal	Description
Young Professionals	Personal	Access to mental health services to manage stress and maintain work-life balance. Regular check-ups and preventive care to maintain good health.
Health-Conscious Families	Personal	Access to specialized pediatric care for children. Managing chronic conditions within the family to prevent complications.
Senior Citizens	Personal	Effective management of chronic conditions to maintain quality of life. Regular screenings and preventive care to detect and manage health issues early.
Startups and SMBs	Functional	Ensuring the health and well-being of employees, leading to increased productivity and job satisfaction.
Financial	Preventive healthcare can reduce long-term medical costs for both the employer and the employees.
Enterprises	Functional	Providing healthcare benefits can boost employee morale and engagement, fostering a positive workplace culture.
Financial	Receive tax benefits for providing healthcare to employees, improving the company's financial health.

Narrowing down ICPs

Even is a subscription-based service that requires a certain level of tech literacy and can be adopted easily by new-age tech-savvy firms. It could potentially cater across all segments as core functional and financial goals overlaps. Even has sided itself away from legacy insurance providers by positioning itself as friendly and new-age. We can notice it from their social media which consists of memes to educate and their website which is quirky and still helpful.

Considering the information and ICP prioritization framework we will focus on Young Professionals and Startups as the primary ICP.

Young Professionals are early adopters and potentially become evangelists propagating the adoption in their respective firms and among peers.
With the country's booming startup landscape, lots of new-age firms are looking for corporate/team plans from new-age healthcare providers that provides holistic wellness and not hard on the pocket.

Product Teardown

Even Onboarding Teardown.pdf

Landing Page - Webpage
Onboarding Flow - The flow had a lot of social proof and progressive disclosures while signing up made it less overwhelming.
Does this page help get my job done? - Unfortunately, I could not get the job done as I received an error, and no matter how many times I refreshed again I was unable to complete the process.
Feeling while being onboarded? - Mixed feelings as the UI was clean with vibrant and friendly colors but it had many hyperlinks that would take me to other pages.
AHA Moment - The ability to select different plans for the family members was an Aha moment.
Remove / Replace / Add - I would reduce the number of social proofing to 2 for B2C prospects or arrange it in such a way that it doesn't feel repetitive. I will also push the News Links, Term Document download button, and Pricing to the bottom part of the landing page.
Cognitive Biases - I observed Social Proofing to be used throughout the landing page and progressive disclosure while signing up.
User / System Problems in the funnel - It is trying to cater to all the prospects instead of core ICPs. The unsystematic arrangement of the landing page was noticeable. Even should analyze the Heap Map and Click Map to assess the landing page.

Hypotheses

Hypothesis 1: Completion of First Telehealth Consultation within 14 Days of Signup

Reasoning: Completing a telehealth consultation within 14 days signifies a user experiencing the core value proposition of Even-convenient access to healthcare professionals. Early conversion indicates a positive initial experience and increases the likelihood of continued engagement.

Tracking Metrics:

Number of Telehealth Consultations Scheduled within 14 Days - Shows intent to utilize telehealth services.
Patient Satisfaction Score for First Telehealth Consultation - Measures user experience and identifies areas for improvement.

Hypothesis 2: Completion of Health Profile within 7 Days of Signup

Reasoning: A completed health profile allows Even to personalize healthcare recommendations, medication management, and preventive care suggestions. This fosters user trust and encourages further engagement with the platform.

Tracking Metrics:

Percentage of Key Profile Fields Completed (e.g., medical history, allergies, medications) - Identifies the comprehensiveness of user data for personalization.
Number of Follow-up Prompts Sent to Complete Profile - Tracks the effort required to obtain necessary user information.

Hypothesis 3: Booking of First Preventive Care Appointment within 30 Days

Reasoning: Even aims to promote preventive healthcare. Booking a preventive care appointment (e.g., annual physical) within 30 days indicates user adoption of this key platform benefit.

Tracking Metrics:

The number of Users Who Viewed Preventive Care Information - Shows user awareness of this service.
Cancellation Rate for Preventive Care Appointments - Identifies potential barriers to attending appointments.

Hypothesis 4: Activation of Medication Reminders within 1 Month

Reasoning: Utilizing medication reminders demonstrates user trust and reliance on Even to manage their health. This ongoing engagement increases customer lifetime value.

Tracking Metrics:

Average Number of Medications Added to Reminders - This shows the extent of medication management on the platform.
Frequency of Medication Reminder Usage - Tracks user adherence to medication schedules.

Hypothesis 5: Completion of First Wellness Challenge within 60 Days

Reasoning: Participating in a wellness challenge (e.g., fitness goals, healthy eating) signifies user engagement with Even's preventative health initiatives beyond core healthcare services. This fosters a holistic approach to well-being.

Tracking Metrics:

Number of Users Who Explore Wellness Challenge Options - Shows user interest in these programs.
Completion Rate for Different Wellness Challenges - Highlights the effectiveness of various challenge types.

Additional Metrics to Track

Login within 7 Days of Signup (1 login in 7 days): This metric measures how many users return to the platform after signing up for an account.
Account Setup Completion within 3 Days (All required account setup actions completed in 3 days): This tracks the completion of essential steps like adding payment information or verifying an email address within 3 days of signup.

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