Acquisition project | Practo
Hi there, we'll take this one step at a time!
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If you struggle with a blank canvas, use this boilerplate to start. Remember, this is a flexible resource—tweak it as needed. Some sections might not apply to your product and you might come up with great ideas not listed here, don't let be restricted.
This is not the only format, we would love to see you scope out a great format for your product!
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Go wild and dive deep—we love well-researched documents that cover all bases with depth and understanding.
Refer to the project brief and the additional resources before you begin this project!
(Go through them at least 3 times or till the time you don’t have a mind map in your brain)
Let’s begin
It's time to kickstart the project by taking a crack at building your Elevator pitch.
(Think of this as an introduction to your product- make it remarkable!)
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Practo elevator pitch for doctors, hospital and members -- notes for self
Ever wished managing your healthcare could be as simple as ordering a coffee?"
With Practo, you can consult top doctors instantly, book appointments, order medicines, and schedule diagnostic tests—all in one seamless app.
Backed by over 150,000 verified doctors across 20+ specialties and trusted by millions of users, Practo is the ultimate platform for reliable and convenient healthcare.
Say goodbye to juggling multiple apps or dealing with local limitations—Practo simplifies everything, giving you access to trusted care anytime, anywhere, 24/7.
Join the millions who trust Practo. Download the app now and take control of your health today!
(Go and speak to different users of the product and the people in the chain: households buying the product, shopkeepers selling the product, churned users, and users using competitor's products. In the case of B2B products identify the decision makers, the influencer, the blocker, and the end-user)
Understanding your ICP
(There are separate tables for both B2C and B2B products, put down your your ICP’s in a Table Format, use this as a reference.
This table makes it super clear for anyone to understand who your users are and what differentiates them)
B2C Table
Criteria | User 1 | User 2 |
|---|---|---|
Name | Mrs Riya | Mr. Arvind |
Age | 31-40 | 35-45 years. |
Occupation | Ex corporate, currently on a career break | Travel guide |
Education | Engineering | High school graduate with basic digital literacy (uses smartphones for WhatsApp, online payments, etc.). |
Family | Married with 1 child. Lives in a nuclear family with her husband, two children (ages 7 and 11), and elderly in-laws (father-in-law aged 78, mother-in-law aged 74). | Married with two children. The eldest, a 7-year-old daughter, has a chronic health condition - asthma, which requires regular monitoring and occasional emergency care. |
Income levels | none, upper middle class | Travel guide, earning a modest income (~â‚ą30,000-â‚ą40,000/month). |
City | Mumbai, urban | Kerala, sub urban |
Pain Point |
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Behaviour |
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Current Solution/alternatives | Pharmeasy: Uses it to order medicines and lab tests, appreciates the convenience.
| Plans and adjust his schedule to take his daughter to the hospital for regular checkups. |
Goals |
| Ensuring his daughter’s health while managing family finances efficiently |
Frequency of use case |
| High |
Adoption curve | Low | Low-moderate |
Appetite to pay | High | Moderate |
Tech usage |
| Regular smartphone user for social apps, primarily WhatsApp, YouTube, and basic UPI payments (PhonePe/Google Pay). |
Commonly used apps | ||
Social circles | Interacts with a mix of homemakers, working mothers, and relatives who might influence her app choices. | Strong ties with the local community; often interacts with neighbors and friends for recommendations. |
Note: This is not an exhaustive list, you know your product better, add/remove as per the context! | ​ |
B2B Table:
Criteria | ICP1 | ICP2 |
|---|---|---|
Name | ​ | |
Company Size | ​ | |
Location | ​ | |
Funding Raised | ​ | |
Industry Domain | ||
Stage of the company | ||
Organization Structure | ||
Decision Maker | ||
Decision Blocker | ||
Frequency of use case | ||
Products used | ||
in workplace | ||
Organisational | ||
Goals | ||
Preferred Outreach Channels | ||
Conversion Time | ||
GMV | ||
Growth of company | ||
Motivation | ||
Organization Influence | ​ | |
Tools Utilized in workspace | ||
Decision Time | ​ | |
Note: This is not an exhaustive list, you know your product better, add/remove as per the context!​ |
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(Let's begin by doing a basic competitor analysis)
Factors | Competitor 1 | Competitor 2 | Competitor 3 | Competitor 4 |
|---|---|---|---|---|
Name | Lybrate | Mfine | 1mg | Medibuddy |
What is the core problem being solved by them? | Lybrate addresses the challenge of accessibility to healthcare professionals, especially for users in remote or underserved areas. It helps individuals find trusted doctors and schedule consultations without geographical constraints. | Mfine aims to reduce waiting times and make healthcare more accessible through its on-demand telemedicine services. It helps patients with quick consultations, diagnostics, and prescription services from the comfort of their homes. | 1mg focuses on providing transparency in healthcare by offering reliable information about medicines, healthcare providers, and tests. It also solves the accessibility problem by offering online medicine delivery, lab tests, and doctor consultations. | MediBuddy focuses on providing a seamless, all-in-one healthcare solution that makes it easier for people to manage health insurance, consultations, and other medical needs, particularly for the insured population. |
What are the products/features/services being offered? | Online consultations, lab tests, medicine delivery, health records management. | Teleconsultations, AI-driven health monitoring, lab tests, medicine delivery. | Medicine delivery, doctor consultations, lab tests, health info. | Doctor consultations, health insurance management, lab tests, wellness programs. |
Who are the users? | General users, patients in remote areas, health enthusiasts. | Urban dwellers, elderly patients, tech-savvy individuals. | Chronic patients, those looking for affordable medicines, health enthusiasts | Health insurance holders, urban families, tech-savvy users. |
GTM Strategy |
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What pricing model do they operate on? |
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What is your product’s Right to Win? |
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What can you learn from them? |
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(Then let's try to understand the market at a macro level and evaluate the trends and tailwinds/headwinds.)
Now it’s time for some math, calculate the size of your market.
TAM = Total no. of potential customers x Average Revenue Per Customer (ARPU)
SAM = TAM x Target Market Segment (percentage of the total market)
SOM = SAM x Market Penetration/Share
Organic Channel
(Understand the existing organic channel strategy for your product and highlight the success and failure thereon.
Provide your suggestions and devise new strategies.)
Step 1 → Conduct keyword research on Google, Amazon, Youtube, Quora etc.
Step 2 → Collate all your insights from all your searches.
YouTube (YT):
- Overview: Practo is active on YouTube with 421 videos and 130k subscribers, regularly posting content on health-related topics.
- Multilingual Approach: It caters to a diverse audience by producing videos in multiple languages, covering a wide range of topics from sexual health to dental surgeries.
- Current Focus: Most videos are promotional in nature, highlighting clinics and services rather than providing actionable or educational content to users.
- Challenges:
- The frequency of informational and value-driven content is low, which reduces engagement and trust.
- Opportunities Missed: There’s limited focus on addressing user health concerns in-depth or creating long-form content that fosters trust and credibility.
- Recommendations:
- Introduce dedicated podcast series featuring healthcare experts to discuss pressing health concerns.
- Create how-to guides, Q&A sessions, and success stories that directly address user pain points.
- Utilize short-form video formats (reels, shorts) to attract a broader audience.
Healthfeed:
- Overview: Practo’s Healthfeed offers a repository of high-quality articles on various health issues, contributing to its authority as a healthcare platform.
- Features:
- The "Know Your Medicine" section provides verified information about medicines, aiding users in understanding prescriptions better.
- Articles cover diverse health topics, helping users make informed decisions about their well-being.
- Challenges:
- Engagement and Accessibility: Healthfeed content could be promoted more effectively on social media or through newsletters.
- Underutilized Data Insights: Leveraging user search patterns and queries can help tailor content to address trending or underserved topics.
- Recommendations:
- Develop interactive tools within Healthfeed, such as symptom checkers or medication trackers.
- Include multimedia content (videos, infographics) to make articles more engaging.
Search Engine Optimization (SEO):
- Strengths:
- Practo ranks high for important healthcare-related keywords, such as "online doctor consultation" and "diagnostic tests near me."
- Local SEO is well-optimized, with city-specific pages for clinics and doctors.
- Effective use of long-tail keywords targeting common health queries (e.g., "home remedies for cough in children").
- Challenges:
- Services like medicines and lab tests are not as prominently optimized, limiting their discoverability.
- Competitor Advantage: Platforms like 1mg and PharmEasy dominate in the medicine and lab test domains, creating a gap for Practo.
- Recommendations:
- Expand SEO efforts to medicine-specific keywords (e.g., "buy antibiotics online") and lab test searches (e.g., "full body checkup in [city]").
- Optimize the visibility of doctor reviews, ratings, and patient testimonials on search engines.
- Create cornerstone content targeting preventive healthcare trends to capture informational searches.
Referrals and Word of Mouth:
- Strengths:
- Practo has run referral programs for medicines and consultations, leveraging existing users to bring in new customers.
- Challenges:
- The referral program is not as widely publicized, limiting its reach and impact.
- There is a lack of exclusive loyalty benefits for frequent users.
- Recommendations:
- Launch a tiered rewards program offering exclusive benefits (e.g., free consultations or discounts) to loyal users.
- Integrate referral links directly into user-friendly workflows, like appointment booking or medicine purchases.
General Recommendations for Organic Growth:
- Educational Campaigns:
- Create campaigns around health awareness days to engage users and promote services.
- Collaborate with doctors or influencers to increase reach and trust.
- Leverage User Data:
- Use analytics from app interactions and search queries to predict and address user needs.
- Implement personalized content recommendations based on user behavior.
- Focus on Preventive Care:
- Develop resources (articles, webinars, videos) focused on preventive healthcare, like mental health awareness or chronic disease management.
- Community Building:
- Launch online communities where users can interact with doctors and other patients.
Content Loop
(Keep it simple and get the basics right)
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Step 1 → Nail down your content creator, content distributor and your channel of distribution
Step 2 → Decide which type of loop you want to build out.
Step 3 → Create a simple flow diagram to represent the content loop.
Content loop type: Quiz
Find Your Spirit Animal: Health Edition
- User Engagement: Users take a quiz to find out which animal they are closest to based on their health (like the lion for someone active). The quiz is fun and personalized, which immediately engages users.
- Sharing on Social Media: Once they receive their results (such as their spirit animal or health-related facts), they are encouraged to share it on social media. This serves as both entertainment and a conversation starter, which prompts their network to take the quiz as well.
- Increased Participation and Content Creation: As more people share their results, the quiz gains viral momentum, and more users are drawn in to try it themselves. This also results in more content (health facts, tips, or fun messages) being shared organically.
- More Engagement: With each person taking the quiz and sharing their results, you generate more engagement on your platform (e.g., quiz takers leaving comments, tagging friends, discussing results). Plus, this engagement leads to higher brand visibility, as the shared content reaches the user’s social circles.
- Follow-up and Retargeting: After someone takes the quiz, you can send them personalized follow-up messages (e.g., additional tips or product recommendations based on their results), which keeps them engaged even after the quiz ends.
Content creator: Users
Content distributor: Users
Distribution channel: Instagram, whatsapp, facebook
(Understand, where does organic intent for your product begins?)
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Step 1 → Identify complementary products used by your ICP
Step 2 → Use the selection framework
Channel Name | Time to go live | Tech Effort | New users we can get (monthly) | New Users we can get in Month 1 | New Users we can get in Month 2 | New Users we can get in Month 3 |
Integration Partner 1 | ​ | |||||
Integration Partner 2 | ​ | |||||
Integration Partner 3 | ​ | ​ |
Step 3 → Collaborate with necessary stakeholders
Step 4 → Map the customer journey
Step 3 → Design the wireframe with the new integration
Step 3 → Run pilot tests before launching
Step 3 → Measure post-integration metrics
Practo
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