Apollo 247 E&R

Engagement & Retention Strategies - Apollo 247 app

Understand & Define

What is the core value prop of your product?

Apollo 247 facilitates buying of medicines and other healthcare wellness products from their vast & trusted network of Apollo pharmacies, delivered straight to the user's doorstep, in a timely manner. This could be to the user's home, their office, their family's home or any other servicable area.

The products delivered range from medicines (over-the-counter and others), supplements, personal hygiene, wellness and fitness products.

The users also have access to features to book appointments at partner clinics and hospitals, schedule lab tests where the tests are taken at home, and also consult doctors online - telemedicine.

How do users experience the CVP of the product?

Users currently experience the CVP by ordering medicines, supplements and other wellness or healthcare products from the Apollo 247 app. While there is a website as well, for this particular project, we will be focussing on the app only.

What is the natural frequency of the CVP?

Casual Users - Order once in 3-4 months
Core Users - Order once every 2 months
Power Users - Order every month

{Note: Different types of users are elaborated upon in the next section "Segmentation"}

Are there any sub-products? What is their natural frequency like?

On the Apollo 247 app, users can also

book appointments at clinics and hospitals - once a year
consult doctors online - once in 6 months
schedule at-home lab tests - once a year

What is the best engagement framework for your product?

Engagement Framework	Key Tracking Metric	Selected	Rationale
Frequency	Number of checkouts/ frequency of purchases made by user per month	NA	The number of checkouts refers to the number of times the user is experiencing the CVP. But the use case of ordering 100 times a month doesn't exist. We cannot increase the frequency without the user's need for products.
Depth	AOV	Secondary	Higher AOV does give a better value to customer - discount on the order upto Rs. 125 based on order value. However, the user can make a high value purchase once, but never return again.
Breadth	Different/new features & sub-products used over a year	Primary	The user gets more value by using the sub-products like lab tests and doctor consults - they can order their medicines on the app, post tests, experiencing the CVP. The user is also in the ecosystem of Apollo and their partners which builds a core trust value. They get cashbacks as well.

Define the action(s) that makes a user an active user -

The user is considered as active -

if they have made atleast one order from the app in the last 4 months. This way, the user would have experienced the core value prop and continues to do so when required.
if they have booked any appointments in the last year
if they have scheduled atleast one lab test in the past year
if they have used the telemedicine feature in the app in the past 6 months

An active user is also someone with an active subscription called Circle [member].

Segment

User Based

Casual Users - Order once in 3-4 months
These users do not require medicines on a recurring basis. They buy when required, based on any illness that may have come. Usually, a season change is every 3-4 months, making the probability of someone falling sick and ordering medicines high.
Core Users - Order once every 2 months
These users not only order medicines but also order other associated items like supplements, personal hygiene items etc. The frequency of buying these items conveniently is higher here.
Power Users - Order every month
These users order medicines on a recurring basis, keeping in mind the functional goal of staying organised and prepared for the medicines they have to take. The users also buy other items as it is a convenient way of buying everything together.

ICP Deep Dive

Information	ICP - 1	ICP - 2	ICP - 3	ICP - 4
Name	Sujatha	Avinash	Prem	Sushmitha
Age	57	35	28	27
Gender	Female	Male	Male	Female
City	Hyderabad	Mumbai	Hyderabad	Bangalore
Marital Status	Married	Married	Single	Married
Members in the house	2	3	1	2
Type of employment	Retired	Professional	Professional	Professional
Salaries	-	40LPA	15LPA	12LPA
Shopping avenue	20% online, 80% offline	70% online, 30% offline	60% online, 40% offline	50% online, 50% offline
Typical Purchase	Medicines, Supplements	Medicine, Supplements, Personal Care products	Medicines, Supplements, fitness & wellness products	Mainly personal care products, sometimes medicines
Most Purchased	Medicines	Supplements	Medicines	Personal Care products
Frequency of healthcare products purchase	Once a month	Once in 2 months	Once in 3 months	Once in 3 months
Willing to pay extra for delivery (if applicable)?	Yes	Yes	No	Yes
Free Member?	No	Yes	Yes	Yes
Quality vs. price	Quality	Quality	Quality	Quality
Decision maker	Self / Combined	Combined	Self	Self
Pain points fixed	Convenient & timely delivery of medicines to the house - no transport available	Convenient way to get medicines and supplies especially for kids products like diapers	Easy ordering and delivery of essential items	No hassle delivery of items within two hours
Free time used on-	Stock market, news, Social media	Social media, board games, walking	Social Media, OTT, Working out	OTT, Social Media, Music
Persona of ICP	Stay-at-home Elder	WFH Professional	Health Conscious Human	Need Based User
Type of User	Power	Core	Casual	Casual

ICP/Persona Based

The Stay-at-home Elder
- Aged 55 or above, no one in the house has a full time job - retired from work.
- Earn passive income from stocks and their planned retirement funds - annuity payments.
- Unable to go out to get medicines - no transport - easy & convenient to get them delivered
- Typical purchase is medicines & vitamin supplements - frequent requirement
- Value time over money
- Circle member
The WFH Professional
- Aged 35-40, married with one or more kids.
- Work full-time jobs. Convenient way or ordering medicines and supplements. Ocassionally order personal hygiene items such as soaps and moisturisers.
- Not a very frequent requirement but enjoys the convenience of the service
- Kids tend to fall sick quicker, increasing the frequency of order.
- Value time over money
- Free user
The Health Conscious Human
- Aged 25-30, single
- Work full-time jobs. Convenient way of ordering medicines, supplements, personal hygiene items and wellness products as well.
- Infrequent order of medicines. Orders health/fitness related items once every quarter.
- Value time over money
- Free User
Need Based User
- Aged 25-30, married with no kids.
- Works a full-time job. Requires personal care items delivered to the house - convenience.
- Infrequent order of medicines and other products - orders only when needed.
- Values time over money
- Free time is mainly spent on social media and OTT
- Free user

Advanced Segmentation

Criteria	Champions	Loyalists	In Danger	Hibernating
User Type	Power User	Core User	Casual	Casual User
Recency	Last Month	Last two months	Last 3-4 months	Over 6 months
Frequency	Once a month	Once in 2 months	Once in 3 months	Infrequent
Monetary	High	Moderate	Low	Low
Breadth and Actions	Completes all medicine related purchases via the app, by uploading prescriptions for non-OTC drugs; makes purchases from other categories as well	Explores other categories for products available on the app and makes purchases from different categories. Interacts with notifications regularly	Explores different categories but ocassionally interacts with notifications. Does not purchase from various categories	Limited only to OTC medicines or other products. Purchases infrequently (need based)

Note - The above segmentation is based on hypotheses and not real data as access to real data is not available.

Engagement

Campaigns

For easier viewing, the table below is also attached as a PDF here -

Engagement Campaigns v2.pdf

Parameters / Campaigns	Season Change Alert	Need a prescription?	Discover Circle	Stay Healthy	Get your money's worth
Target Segment	Casual	Casual	Core	Core	Core
Goal	To introduce the appointments feature and lab test packages to users, enhancing the breadth.Casual -> Core	To push to user to user the digital doctor feature where the user consults a doctor over the app.Casual -> Core	To get the user to experience the benefits of Circle membership.Core -> Power	To push the user to books a lab test package and then a digital doctor consultationCasual -> Core	To push the user to order more products from the store, resulting in higher AOV.Core -> Power
Context	A casual user usually only buys based on need. If the casual user is introducted to other features where the user can see the value of the ecosystem, then the user will be more likely to pruchase medicines when required from the app post doctor consult or lab test results.	A user who required non-OTC (Over The Counter) medicines will need a prescription when ordering over the app.This user can obtain said prescription from a digital doctor through the app without leaving their home.	A member experiences free delivery, discounts & cashback on the breadth of features. A core user is more likely to make purchases when they can save more.30 days of Circle membership is worth the delivery charge of one order. A core user making more than one order a month would end up savong a lot more and would move to a power user.	By targetting casual users who are health conscious, pushing for a yearly blood test to ensure health would build trust in the user.Moreover, the results of the test can be gone over by a doctor (digital or otherwise) and medicines/supplements can be prescribed.	By targeting core customers and offering them cashback on their order, the user is enticed to order from different categories and make a habit of getting these items from the app.Here we take a category that the user usually doesn't order from and offer cashback on that.
Pitch	"Stay healthy in every season! Get 20% off on your flu shot when booking thru the Apollo247 app.""Stay healthy in every season! 20% off your next flu shot when booking an appointment through the mobile app""Stay healthy in every season! Book any lab test and get 20% off your next flu shot"	"Need a prescription? Try reaching out to the Digital Doctor. Get free consultation for the first time"	"Try 30 DAYS FREE Circle Membership""Get FREE DELIVERY and much more with a FREE 30 DAY Circle Membership!"	"Your yearly blood test is due! Book now and avail 15% off on your next digital doctor consult!""Keep track of your health with a yealry blood report. Book a test now and avail 15% off on your next digital doctor consultation!"	"Get 25% cashback on ALL personal hygiene products! Offer valid until 11 PM""Avail 25% cashback on ALL fitness products, if you order before 11PM"
Channel	Push notifications; In-app banner	Push notification	Push Notification; Whatsapp	Push notification; In-app Banner; Whatsapp	Push notification; In-app Banner;
Offer	20% off on flu shots	Free digital doctor consultation	Free 30 Days membership (worth Rs. 99)	15% off on next digital doctor consult	25% cashback on particular category of products
Frequency	Push notifications - Weekly;In-app banner - rotated with other offers	Twice within a week - not rotated	Push notifications - Twice a week;Whatsapp - Once a week	Push notification - twice a week;In-app Banner - rotated among offers;Whatsapp - once a week	Push notification - Once; In-app Banner - Rotation
Timing	At the start of the season for a month	Right after the user closes the app with a non-OTC medicine in the cart	Right after user makes their 2nd purchase in 2 months	Mid year if new user.11 months after previous test for existing user	Banner displays until time limit (in this case, 11PM)
Metrics to track	1. Monthly appointments at clinics and hospitals for flu shots.2. Number of notifications clicked and conversion of click to booking for appointment.3. Number of users who click on banner and conversion rate of this channel4. Number of appointments bookings and lab tests browsed post notification.	1. Increase in orders of non-OTC drugs2. Number of notifications converted to consults.3. Number of consults converted to purchase of drug	1. Number of notifications clicked.2. Notification clicks to membership conversions3. Whatsappp to membership conversions4. Order count once membership is purchased	1. Number of clicks on each channel2. Conversion rate of each channel3. How many digital doctor consults were the result of this campaign?	1. Number of clicks on notification & in-app banner2. Conversion rate of each channel in ordering from particular category3. Whether there are repeat buys in category next time user orders items4. Frequency of items bought in category to update the "Buy again" tab
Success Metrics	- Purchases of Flu shots- Coming back to order medicines	- Doctor consults booked- Purchase of prescription drugs	- Sign-ups for trail- Order frequency increase- Orders in different categories	- Lab test packages purchased- Doctor consults booked post results- Renewal of membership once trial ends	- Higher AOV of orders- Higher number of orders across different categories

Retention

Bird's Eye View

As I do not have access to data for this product, this part is being skipped.

Microscopic View

Which ICPs drive the best retention?

Stay-at-home Elder:

The power user described as the stay-at-home elder drives the best retention. THis is because the ICP has to purchase medicines every month. The app helps them achieve their functional goal of staying organised with their medicine cabinet. These users, who deal with having to take medicines on a daily basis, need to repeatedly order and ensure they have what they need.

WFH Professional

The core user descirbed at the WFH professional drives relatively higher retention as they value time over money and wish to save time by ordering their medicines, supplements as well as personal care products to be delivered to their doorstep. They too have a need to stay organised especially with their supplement orders. While some supplements are taken daily (B12), others are taken weekly (D3).

What channels drive the best retention?

Since we are looking at this strictly from the mobile app, the channels that drive the best retention is Word of Mouth / Referral.

What sub-features or sub-products drive the best retention?

Digital doctor consultations drive the best retention. Post a doctor consultation, the doctor is likely to prescribe medication (only if needed) and the user can order the medicines from the app. The use of the ecosystem gives the user the feeling of calmness as they do not need to hurry out of their house to find a clinic, wait in line and get their consultation. The whole process gets carried out from the comfort of their home.

Define

What are the top reasons for churn?

Voluntary
- Better pricing, discounts and deals on competitor apps
- Too many sponsored sections
- Lack of personalisation
- More reliable delivery with competitor apps
- Delivery Charge is higher than other e-pharmacy apps
- Medicines which can be purchased Over The Counter in pharmacies need prescriptions in app
- Pushing their own Apollo branded products too much
- Lack of stock for certain medicines
Involuntary
- Payment issues - outdated information
- Moved to a different city/country where Apollo 247 is not available
- Lost purchasing capacity/job
- Death

What are the negative actions to look out for?

Users (Casual, core, power) not purchasing based on their frequency buckets. For e.g. A power user not buying their products before 30-35 days of their previous purchase is a negative action.
User frequently browsing & adding to cart but not purchasing
Lower CSAT: Increase in customer support tickets - bad feedback on customer support tickets post resolution
Negative reviews on app store or play store
Higher percentage of low order ratings with delivery as the main reason
Not renewing their Circle membership (reduced commitment)
Users turning off notifications

Retention Campaigns

For easier viewing, the table below is also attached as a PDF here -

Retention Campaigns v1.pdf

Campaigns 👉 \| Parameters 👇	On Time Guarantee	Putting you first	Do you need this?	Just for you	Back in stock
Target Segment	All users with delivery delay issues	Core users who do not want to buy Apollo branded products	Power users who have become infrequent with their purchases	Core users who have not ordered much in the last 4 months	All users who face "out of stock Issue"
Context	Users are given a timeline on when the order will be delivered. This target time is not always met. Users receive a cashback if the delivery is later than the target time. The cashback is randomised of upto 100% of their order value. This can be claimed once they receive the delivery, only when it is late.This will be a one time availability. For the user to continue to use this feature, they would have to become a cirlce member.	From interviews of different users, one user specifically mentioned that the positioning of Apollo products led them to stop using the app. They did not want to buy Apollo products and only wanted their own trusted brands that they have been using longer.By doing this, the user would feel like Apollo 247 cares about their preferences and puts them and their healthcare before the Apollo brand. The user can toggle on or off their brand preferences in app.	A power user who usually orders once a month is slowly becoming infrequent. Since we know th pattern of the products ordered and the product itself, the notification can be personalised with the particular product and quantity required. Along with this, to entice the user to purchase, free circle membership for 30 days is given.	Core users order on a need based system but also from various categories. Usually, a core user would order once in 2 months. Letting the user know that Apollo 247 is there for them and giving them a list of essential items based on season/time of month (start or end) and showing them the various categories can entice the user to make a purchase. This list is curated just for them and personalised based on the ICP segmentation	Quite a few users face out-of-stock issues on the app. These users are not notified when the product is back in stock. For suplements and personal care, wellness and fitness products, this would drive the user back into the app and increase the chances of placing an order.
Pitch	Get assured cashback upto 100% if we don't deliver on time!	Apollo or not.. buy what you want, when you want! No discrepancy.	We noticed you haven't ordered THIS in a while. Order now and get free delivery.	We're here for you and all your healthcare needs. Checkout this curated list of items, just for you! With Free delivery on your next order.	Restocked! ITEM is back in stock. Order now & get 10% off!
Channel	Push notifications	Push notifications;Whatsapp	Whatsapp	Push-notifications;Whatsapp	Push-notifications;Whatsapp
Offer	Upto 100% cashback on order	-	Free Circle membership for 30 days	Free delivery	Get 10% off the product being restocked
Frequency & Timing	Push notification - once a week for 2 weeks until they place an order	Push notifications - Twice a week for two weeks;Whatsapp - Once a week for two weeksAll of the above are run only until time mentioned or preferences set whichever is shorter.	Whatsapp - Once. Do not repeat.	Push notifications - Twice a week for two weeks;Whatsapp - Once a week for two weeksTwo weeks or until order is made - whichever is shorter	Push notifications - Twice a week for one weeks;Whatsapp - Twice in one weekOne week or until order is made - whichever is shorter
Metrics to track	1. Clicks on notification2. Conversion of channels - user makes an order3. User comes back to app after order to browse	1. Clicks on notification and Whatsapp2. Conversion of channels - preferences set3. User browses products after changing preferences	1. Click on whatsapp message link2. Conversion of link to order3. User avails membership benefits in app	1. Clicks on notification and Whatsapp2. Conversion of channels3. Products added to cart	1. Clicks on notification and Whatsapp link2. Conversion of channels3. User browses other products related to category of restocked product
Success Metrics	Users places an order on the app	Preferences set & order is made	User makes an order	Order is placed	Purchase of restocked product