What is Orange Health Labs?

Orange Health Labs is a full stack diagnostic lab that provides on-demand pathology testing to customers across top Indian cities.

Orange health labs view on healthcare is that, like much else, it should reach our homes – conveniently and affordably.And effective medicine will be only when online and offline worlds combine.

To deliver on this vision , Orange health labs has 3 business model:

• D2C : Customer is end-users like us , who wants to get tested at home to get the right treatment.
• B2C : Customer is Doctors, who wants assess and diagnose patients health and provide the right treatment.
• B2B : Customer is Corporate/ businesses, who want to diagnose their employees for their own policy compliance.

Here we will focus on only D2C customers where the customer wants a health checkup/test at home

Why Orange health labs?

Over the last two years, healthcare and diagnostics have emerged as a key theme for India,
especially in Tire 1 cities, and people are more proactive, rather than reactive, for their daily healthcare checkups. However convenient , effective and accurate diagnosis is something our customer refuse to trade off. And that's where Orange Health Labs steps in.

Here, are the 3 major pain points of out consumers, that we are trying to solve:

• Accurate diagnosis : Do you know how accurate is your blood test? Are you misdiagnosed?
• Getting tested with the convenience of being at home : Is it safe to allow technician in our home? Only my old parents are at home, will they be treated right in my absence?
• Get the right treatment from a doctor at convenience.

Jobs to be done by the product are these 3 and we need to onboard user by delivering these core values as soon as possible without them gone through the valley of disappointment.

User Goals

Who is signing up ? - ICP

Here we took interviews with 6 users who are active on our D2C application and we found out below are the ICP for Orange health labs:

What they are trying to do - Customer journey map

ICP 1 : Chronic Patient (thyroid)

ICP 2 : Busy working children

ICP 3 : Health-conscious millennial

Why they are signing up - JBTD

ICP 1 : Chronic Patient (thyroid)

ICP 2 : Busy working children

ICP 2 : Health-conscious millennial

Looking at ICP's goal primary job of our product is to help our user attain their personal goal.

The Teardown - Onboarding process

Activation metrics

Hypothesis : Users placed 2 orders in 6 months

Reasoning : Based on insights gathered from user calls, I discovered that, on average, users make 4 orders per year. If they have a positive experience with their 1st order, there is a high likelihood that they will place a 2nd order for a blood test or checkup with Orange Health Labs within the next six months. Therefore, this metric proves to be valuable for monitoring.

Hypothesis : At least 1 family member added in 1 months

Reasoning : If a user has a family member and user has experienced good service then adding a family member to his/her account it shows he/she trust Orange health labs and most likely to place order for the family member when there is a need. It is an early signs of core user and hence important to track

Hypothesis : User has uploaded at least one external report/prescription in 6 months

Reasoning : This show user's commitment to the product and consider our product as his/her health repository. It also shows user is less likely to switch from the our product ecosystem.

Hypothesis: User has ordered one recommended test/checkup in 3 months

Reasoning : Most users I spoke to had their initial test as a full-body checkup. The anomalies in the results led them to choose additional tests recommended in our product within the next 3 months to track improvements.

Hypothesis : Non-App User migrating to App-user in 1 month

Reasoning : App provide more levers or touch point to hook the user in long run. So this become an important metric if casual user is moving towards being a core user.

Metrics to track

MAU3: We will track users who are active monthly and ensure their continued activity in the next 3 months, 6 months, and a year. If not, the user is likely to have churned.

Funnel Dropout Tracking:

1. Home Section: Dropout from this section indicates how many users are landing on the home page but not proceeding further.
2. Search Section: Dropout from this section indicates how many users are unable to find relevant tests on our product.
3. Product Category Section: Dropout from this section highlights flaws or gaps in categorizing our tests/checkups.
4. Add to Cart Section: Dropout from this section suggests users found better prices elsewhere before committing to the order, i.e., booking the slot.
5. Book Slot: Dropout from this section shows that users are not able to secure their desired slots.
6. Payment Gateway: Dropout from this section indicates users found better prices elsewhere or lack trust in the product.

User Cohort: Tagging every user's characteristics makes creating user cohorts easy, providing key insights into how users are interacting with the product.

Average Order per Quarter: This metric shows the traction of our product and service.

% Canceled Order/Total Order: A high percentage indicates a suboptimal user onboarding experience or confusion due to unclear test details.

% Reports Delivered on Time: Demonstrates our commitment to delivering as communicated during acquisition and onboarding.

Orange Health NPS: Reflects our commitment to delivering perceived value according to user feedback.

% E-medics on Scheduled Time/Total Order: Demonstrates our commitment to delivering as communicated during acquisition and onboarding.

E-medics' Average Rating: Reflects the quality of our service.

App Uninstalls: Serves as a check to assess if our onboarding experience is unfavorable for users or if users find us expensive and not aligned with our Ideal Customer Profile (ICP).