Elevator Pitch

"Your health deserves a hype squad! 🎉💪"

Tired of Googling symptoms at 2 AM? 😵‍💫 With Even, you get unlimited 24/7 doctor consultations, wellness coaching, and a health plan that actually has your back—all starting at just ₹300/month!

💙 No more waiting rooms

💙 No more hidden costs

💙 Just real care, real fast!

Life is Evenly balanced with Even Healthcare Because good health shouldn’t be a luxury—it should be a lifestyle. 🌟

👉 Ready to upgrade your healthcare game? Join #TeamEven today! 🚀

#HealthWithoutHassles #EvenBetterCare #NoMoreDrGoogle

👀  About Even:

https://www.youtube.com/watch?v=28d6-ShJFQk

Even is a healthcare provider that offers 24/7, unlimited consultations with in-house clinical and wellness team to offer episodic care, lifestyle care and managed care to keep members healthy and out of hospitals. Members can access these services online (pan-India) or by visiting Even Clinics in Bengaluru.

Vision :

💡Providing premium healthcare at affordable pricing and Best in class Service.

Understanding Core Value Proposition:

The core value proposition of Even.in is around providing a seamless and user-centric digital Healthcare experience. Here are the key elements of this value proposition:

• Transparency: It starts from the communication which is presented on the Official Platforms to Communication from the sales team post sharing the interest.
• Affordability: As we are in a modern era, where all the details been compared online with rest of the players in the market.
• Ease of using the Product: Post taking and using the services without any hassle.
• Customer Services: Some customer might not understand the impact of the product while, But Customer services can make or break the customer trust and reputation.

Understanding our ICP:

This is to understand the behaviour & characteristics of ideal customers of Even Healthcare, why they decide to sign up and what values them most. By understanding this we can define our acquisition strategies.

Understanding the Market

Even operates as a Aggregator between Insurance service provider - End Consumer and Hospital segment of the Healthcare market, focusing on tailored costumer service in Tire 1(T6) market. This market has a potential TAM of 6.37million, SAM of 4.1million and SOM 1.8million customers with AOV of 1Cr*

Lets look at in-depth competitor analysis-

Assess Market Potential

🌍A Bottom Up approach to market sizing

Total Addressable Market (TAM): This is the total revenue opportunity available if Even Healthcare captured 100% of the market. It would be based on

-> The total number of banking customers in India.

-> Average revenue per user (ARPU) for banking services.

TAM = No of banking clients * ARPU

= 18,632,250 * $ 6,097

= $113,611,280,488 ~ $11.36 billion

Serviceable Addressable Market (SAM): This represent the portion of TAM which can be addressable based on different product features and services. Given that Even.in is targeting tech-savvy urban millennials and Working Professional users who prefer convenience and personal insights , we will assume 65% Metro in Tier 1 users are addressable based on Even Insurance model

SAM = TAM * % of serviceable market

= $113,611,280,488 * 65%

= ~ $7.38 billion

Serviceable Obtainable Market (SOM): This is portion of SAM that Even.in can realistically capture. Given the strong competition in market from different kinds of banks and market penetration strategies, we will assume that Even can obtain 45% of the market .

SOM = SAM * % of obtainable market

= $7.38 billion * 45%

= ~ $3.3 billion

If your product is in early scaling stage

🕹Acquisition Strategy

Even is in early scaling phase because it has achieved PMF, evidenced by a growing user base and positive customer feedback on its digital healthcare services. It is trying to enhance its product offerings to improve user experience and rapidly expand the user base which is a key characteristic of the early scaling phase.

Channel Selection

💡We will be focusing on 3 key acquisition channels : Referral Program, Paid Ads and Product Integration for enhancing user base for Even.

Detailing Paid Advertising

Paid ads are an effective acquisition strategy for Even.in because they enable targeted outreach to specific demographics, ensuring the brand reaches potential users who are most likely to engage. With immediate visibility, measurable results, and scalable campaigns, paid advertising can quickly boost brand awareness and user acquisition.

📊 LTV: CAC Framework:

💡Note : Considering CAC: LTV > 6.37, If the above assumption is delivered by 50%, the campaigns will generate 3x of the total spends hence going ahead with paid channel for acquisition

Paid Channel - Platform wise Framework:

Base on channel selection framework above, we will focus on google search ads, Facebook ads and Instagram.

Google Search Ads (30% of budget):

• Audience Selection : Campaigns are structured based on 3section (Brand, Generic and Competitor)and the demand will be generated based on it | Tier 1 + Metro
• Campaign Objective: Capture high-intent traffic through search queries related to Brand related, Insurance related and Competitors related keywords etc.
• Ad Type : Text Ad (for Google Search)
• Budget: Assuming a total ad budget of ₹10,00,000, Google Search Ads would get ₹3,00,000.
• Ad Specifics:
• Headlines:
• • Headline 1: "Best Health Insurance!"
  • Headline 2: "Trusted by 2+cr customers"
  • Headline 3: "Service Rated at 4.5*"
  • Headline 4: “Free consultations & tests”
  • Headline 5: “Cashless hospitalisation”
  • Headline 6: “Free specialists consultations”
• Description: "Tired of Googling symptoms at 2 AM? 😵‍💫 With Even, you get unlimited 24/7 doctor consultations, wellness coaching, and a health plan that actually has your back—all starting at just ₹300/month!"
• Display URL: even.in/Health_Insurance/Affordable_Plans
• Callout Extensions:
• • 24/7 Customer service
  • "No extra cost"
  • "Hassle-free bill approval"
  • "Hassle-free payments"
  • “No hidden Cost”
• Promotional Extensions:
• • First transaction is on us - Limited period offer

Google Push Ads (20% of budget):

• Target Audience are segregated into 6 sub category
• • Re-marketing code.
  • Similar Audience.
  • Interest Based (Frequent Travellers, Engaged shoppers, Soon to be a parents, Parents of Toddlers).
  • People who visits certain websites (All the insurance companies sites, Top finance news sites).
  • People who searches certain keywords (Health insurance, Life Insurance, Acko, Go digit).
  • People who uses certain Apps (Fintech, Health tech, Mygate etc).

Meta Ads (30% of budget):

• Audience Selection : Target both ICP1 and ICP2 for more impressions and CTA.
• Campaign Objective: Drive more traffic on the Even.in website and encourage potential customer to enquire.
• Ad Type : Carousel Ad
• Budget: Assuming a total ad budget of ₹10,00,000, Facebook Ads would get ₹3,00,000.
• Ad Specifics
• • Slide1 - Video.
  • • Content: Playtime is 30sec, First 10sec - Video opens with a Happy/Satisfied customer who had a seamless experience(All the bill are approved without any much intervention and Payment made via app with no hidden cost)." Second 10sec - Talks about the paperless onboarding process in just 10-15mins with the best in class premium features Third 10sec - Closing with Total happy customer served, NPS (Net Promoter Score) and a quote as “Life is Evenly balanced with Even Healthcare”
    • CTA: "Enquiry for more special offers"
  • Slide 2 - Static.
  • • Content: RTB’s . Onboarding Process in 10mins . Customer Services 24/7. . 5cr+ happy customers.
    • CTA: "Enquiry Now!"
  • Slide 3 - Static.
  • • Content: New features/Services, Most affordable pricing .
    • CTA: "Get Quote Today"
• Targeting: Making the most use of Facebook's detailed targeting to reachout more working professional, People who has passed out from top grade Institute and some interest based.Audience are segregated into 6 sub category
• • Re-marketing based of pixels
  • Lookalike Audience
  • Interest Based (Frequent Travellers, Engaged shoppers, Soon to be a parents, Parents of Toddlers)
  • Based on the current working Organisation.
  • People who has passed out from certain colleges.
  • People who follow certain influencers.

Programatic / Native Ads (20% of budget)

Communication: Two sets of communication based on the websites is being promoted

• Financial: Best investment options to saves money by starting the plan early in your career.
• Time management: The amount of time it save’s during onboarding and in the process of claiming.
• Healthy lifestyle: Provide peace of mind: When your in hospital and need to spend time with our loved once by 100% claim ration.
• Ad Type : Stories Ad
• Budget: Assuming a total ad budget of ₹10,00,000, Programatic Ads would get ₹2,00,000.

Detailing Product integrations:

Even can leverage product integration as a key acquisition channel. By educating the Product USP’s and its benefits, Enhancing the product visibility to the right set of audience at the right time and this will help in Improving/Increase the Valid Enquiries. Strategic partnerships will boost visibility and attract new users, while insights gained from these integrations will allow for more effective, targeted marketing strategies.

⭐ Product Integration Framework:

💡Let’s understand the Integrating Even Banner in the payment gateway at Practo and its importance with below case studies:
Product Integration 1 Let’s understand the Integrating Even Banner at the Practo’s payment gateway and its importance with below case studies:

Situation 1: Patient is not keeping well and wanted to book an appointment with Doctor(PT needs to make a payment before consulting).
Situation 2: Same patient is not full recovered and wanted for second consultant, Again he/she need to make a payment.
Situation 3: Same Patient family member need to go through minor surgery, Need to make the payment again for Surgery and Medical Bill’s.

All Pain point for all the above three case studies can be managed with a single Group Health Insurance plan

Product Integration 2: Lets Analyse the Integration of Even banner in Apollo’s Payment gateway:

Unlike Tata 1MG, Apollo doesn’t have its own Insurance division, Integrating it would be a win-win for both the parties. Even can establish its Product and its features to the right set of audience, As most of the patient’s make payment for Medicine, Consultation, Operation and all these features are covered under one single group plan. Apollo can increase the foot falls with higher bill value.

🎁 Referral

When will users experience their "AHA moment" while using the Even Services?

• Transparency, Affordability, Ease of using the Product and Customer Services:
  
• • Transparency: It starts from the communication which is presented on the Official Platforms to Communication from the sales team post sharing the interest.
  • Affordability: As we are in a modern era, where all the details been compared online with rest of the players in the market.
  • Ease of using the Product: Post taking and using the services without any hassle.
  • Customer Services: Some customer might not understand the impact of the product while, But Customer services can make or break the customer trust and reputation.
    
    

What is the platform currency and how it can be used?

Currently the Rewards are shared as Amazon coupon, Instead we give the same value as Even Cash/Points, This helps customer can use it to pay there next instalments without fail

New Referral Layout/Structure:

🤝 Collaboration

• Brand collaboration (With The Whole Truth).
• Corporate collaboration (Corporate health Insurance plan)