Step 1: Product Selection

Product: Philips Heart Print

An innovative solution designed to help people become more aware of their current heart health status and take proactive steps towards improvement or management.

Philips is building a new category in healthcare and the product they are building is the preventive and continuous healthcare space.

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Tech product ✅

It is a web app based healthcare assessment (english) for cardiovascular health.

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pre-PMF

📍 So, why am I still choosing this product?

In phase 1, the product was rolled out to 10k users. Product need and the science behind the accuracy of the product have been validated.

For the next phase, the team is working on improving the product design and user experience based on feedback. And the growth problem is to identify the right partners via whom end users can discover the product.

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📍 Why chose the partnership route to get new users?

Going directly to end users and asking them to pay for a product that is not in the top of their needs will be challenging. Approaching intermediary partners via whom the product can be discovered by end-users can help reach a larger audience whilst providing appropriate value to both the partner and their customer base.

Step 2: User journey

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Now, if we're planning to reach end users via partnerships, it would be a good idea to understand how the partner delivers value to their customer base. Accordingly, create product experiences tailored to the needs and motivations of their customer base. These modifications can be done in:

1. First fingerprint scan / Assessment
2. Explore other heart health investigative journeys

Step 3: Litmus Test

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Step 4: Identifying the right partner

• 30-50 year old white collar workers
• The ones with ageing parents, young kids, and a lot of pressure on them.
• Socially under stress, work stress, in an income group that can put them into financial distress if a health scare emerges.

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ICP 1: Family Guy

Cares about his family’s health but neglects his own. Is responsible for taking care of aging parents as well as his family. Busy with work and family commitments due to which he doesn’t get time to take care of himself.

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ICP 2: Concerned Adult

Recently got a health check up done and discovered that many parameters are on the borderline for risk of chronic diseases like diabetes, hypertension, unhealthy cholesterol, etc. They are driven to improve on their healthcare markers

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ICP 3: Sedentary Corporate Slave

Leads a stressful and sedentary lifestyle. Feels too overwhelmed to take better care of health by making significant changes.

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• Customer first: Philips focuses on understanding and meeting the needs of its customers through innovative solutions.
• Quality and integrity: The company is committed to delivering high-quality products and services while maintaining the highest standards of integrity in all its actions.
• Meaningful innovation: The company aims to develop innovative solutions that make a real difference in people's lives, focusing on improving healthcare outcomes and promoting sustainability.
• Team up to win: Philips encourages collaboration, both internally and with external partners, to achieve success and create value for customers.

Geography: Urban cities in India where majority of the population is working in white collar jobs.

Industries: Medical and diagnostics, Sports and Fitness, Wearables, Insurance, Non-healthcare where ICPs are present.

Medical and diagnostics partner category

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Sports and Fitness, Wearables categories

Insurance category

Non-healthcare category where ICPs are present

1. Cult.fit
2. Decathlon
3. Playo
4. Tech parks / Coworking spaces
5. Gated communities

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1. Based on certain heart health metrics, personalized workout plans can be suggested.
2. It will become another metric users can track pre, post, during workouts.
3. Cult can segment its users based on their heart health data and recommend nutritionists, running shoes, health coach, etc in a more targeted way.
4. With the help of leaderboards for specific cohort groups (based on centres/locations/group classes), cult can motivate their users towards the path of improvement.
5. Cult can provide digital assessments for users to self monitor the month-on-month impact of their workouts on heart health parameters like VO2 max, HRV, heart rate, etc.

Step 5: Outreach strategy

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1. Head of Growth
2. Sr. Manager - Growth
3. Lead Product Manager - Member experience and retention
4. Business Lead - Wearables category

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First outreach message

Email and/or LinkedIn outreach

Sub: Philips & Cult.fit | Partnership

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Follow up strategy

Channel 1: Email (1 week after initial email)

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Channel 2: LinkedIn outreach (1-2 weeks after initial email)

Reach out to different team members and tailor the message to them based on their motivations.

Approach not more than 5 team members for each message.

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Channel 3: Cold call (2-3 weeks after initial email)

Prepare a script with

• Short intro about self and company
• The reason for calling: we're building something that might be of interest to you and add value to your users. refer to previous efforts of outreach.
• Value proposition for cult fit
• CTA: would like to discuss this partnership opportunity with the team. connect me to the concerned person.

Channel 4: In-person (3-4 weeks after initial email)

If we haven't still got any response, go to Cult.fit HQ in the city and ask for an appointment to meet XYZ. Carry a leave behind resource which can be passed on to XYZ team member in case the meeting doesn't happen or is scheduled for another date.

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Step 6: First call design

Before the call

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1. Promote physical fitness: Helping people be more physically active and fit.
2. Accessibility: Make fitness accessible to a wide audience by offering a variety workout formats, user-friendly app, and multiple locations across India.
3. Innovation in Fitness: Continuously innovate in the fitness space by introducing new workout routines, incorporating technology, and using data to personalize fitness plans.
4. Mental Wellness: Address mental health through mindfulness and meditation classes, as well as mental health counseling and resources.
5. Preventive Healthcare: Shift the focus from reactive to preventive healthcare by promoting regular exercise and healthy habits to prevent lifestyle-related diseases.

• ​Preventive Healthcare: Emphasizing early detection and prevention of heart diseases.
• Cardiovascular Health: Improving heart health through innovative solutions.
• Data-driven care: Utilizing data for personalized and effective treatments.

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Goal alignment​

Philips and Cult.fit share a common goal of helping people prevent health issues. Philips focuses on providing people with objective metrics to track their health status, while Cult.fit encourages and enables people to lead an active lifestyle, which is crucial for maintaining good health.

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Competitive Analysis

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Value Proposition​

1. Beyond Tracking: Philips Heart Print goes beyond simple tracking and alerts, providing actionable guidance to help users stay fit and prevent heart incidents.
2. Seamless Integration: As a smartphone-based mobile app, Philips Heart Print eliminates the need for separate accessories, charging, or hospital visits, offering a convenient and user-friendly experience.
3. ​Targeted Recommendations: Segment users based on heart health data to offer relevant suggestions for upselling/cross-selling nutritionists, running shoes, and health coaches, enhancing user experience and engagement.
4. Engagement tool: Foster a sense of community and encourage users to improve their heart health through cohort-based leaderboards for specific centers, locations, or group classes.

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During the call

Conversation script for the first call​

[Me]: Hi [PoC Name], thank you for taking the time to speak with me today. I'm [Your Name], [Your Role] at Philips. I'm excited to discuss the potential partnership between Philips and Cult.fit.

[PoC]: Hi [Your Name], it's great to connect with you. I'm looking forward to learning more about how our companies can collaborate.

[Me]: Great! Our main objective is to integrate Philips Heart Print, our innovative heart health tracking solution, into Cult.fit's platform. This will allow your users to track their heart health metrics, receive personalized workout plans, and enhance their overall experience. We believe this partnership could be truly beneficial for our mutual customers.

[PoC]: That sounds interesting. Can you tell me more about how this integration would work and the timeline you have in mind?

[Me]: Absolutely. Our team will work closely with yours to ensure a seamless integration of Philips Heart Print into your platform. We propose a pilot testing phase followed by a full-scale implementation. The personalized workout plans and targeted recommendations based on heart health metrics will help optimize your users' fitness journeys and keep them engaged.

[PoC]: I can see how this could be valuable for our users. How does Philips Heart Print differentiate itself from other heart health tracking solutions?

[Me]: Philips Heart Print goes beyond simple tracking and alerts. It provides actionable guidance to help users prevent heart incidents. As a smartphone-based app, it eliminates the need for separate accessories or hospital visits, making it convenient and user-friendly. Additionally, the longitudinal health data collected can help Cult.fit provide more effective, data-driven recommendations over time.

[PoC]: Data privacy and security are crucial for us. How does Philips ensure the protection of user information?

[Me]: At Philips, we prioritize user privacy and data security. We adhere to strict data protection regulations and employ advanced security measures to safeguard user information. We are committed to maintaining the highest standards of data privacy throughout our partnership.

[PoC]: That's reassuring. What would be the next steps if we decide to move forward with this partnership?

[Me]: If you're interested in proceeding, I propose scheduling a follow-up meeting with relevant team members from both our organizations. We can discuss the technical details, implementation plans, and establish key performance indicators to measure the success of our partnership. We'll also set a timeline for delivering the integrated solution, marketing materials, and a joint press release.

[PoC]: That sounds like a good plan. We'll need some time to review the information and discuss internally, but we'll get back to you soon with our thoughts and next steps.

[Me]: Of course, I understand. Please take your time, and feel free to reach out if you have any further questions. I'm confident that this partnership will create a unique and impactful offering in the fitness industry, benefiting both our companies and our mutual customers.

[PoC]: Thank you, [Your Name]. We appreciate your time and the opportunity to explore this collaboration. We'll be in touch soon.

[Me]: Thank you, [PoC Name]. I look forward to hearing back from you and working together to create a successful partnership. Have a great day!

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After the call

Subject: Summary of Our Discussion - Philips Heart Print and Cult.fit Partnership

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Step 7: Company buy-in and alignment

1. Stakeholder concerns:

• Return on investment (ROI) and overall financial impact of the partnership.
• Alignment with company's strategic goals and vision.
• Potential risks and challenges associated with the partnership.
• Impact on brand reputation and customer perception.
• Scalability and long-term sustainability of the partnership.
• Competitive advantage gained through the partnership

2. Product team concerns:

• Technical feasibility of integrating Philips Heart Print into Cult.fit's platform.
• User experience and ease of use for customers
• Compatibility with existing features and functionalities.
• Data privacy and security measures for handling sensitive user information.
• Maintenance and support requirements for the integrated solution.
• Potential impact on product roadmap and development priorities

3. Marketing team concerns:

• Alignment with Cult.fit's brand messaging and positioning.
• Potential for co-branding and joint marketing initiatives.
• Impact on customer acquisition, engagement, and retention metrics.
• Effective communication of the partnership's value proposition to target audiences.
• Competitive differentiation and unique selling points of the integrated solution.
• Budget allocation for partnership-related marketing activities.

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4. Sales team concerns:

• Impact on sales processes and cycles.
• Training and enablement requirements for sales representatives to effectively pitch the integrated solution.
• Potential changes to pricing and packaging strategies.
• Compatibility with existing sales tools and resources.
• Ability to meet sales targets and quotas with the new offering.
• Potential for upselling and cross-selling opportunities.
• Handling customer objections and concerns related to the partnership.
• Coordination with Philips' sales team for joint selling efforts.

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Philips & Cult.fit Partnership.pdf

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Step 8: Building Trust

1. Consistently deliver high-quality work and meet deadlines.
2. Demonstrate expertise in health technology and data-driven solutions.
3. Prioritize data privacy and security, adhering to industry standards.
4. Be flexible and adaptable to Cult.fit's needs and preferences.
5. Align goals and communicate a shared vision for the partnership.

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1. Maintain open and honest communication channels.
2. Regularly share updates, progress, and challenges faced.
3. Provide clear explanations for decisions and actions taken.
4. Proactively address issues or delays and propose solutions.

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1. Actively seek Cult.fit's input and feedback throughout the partnership.
2. Schedule regular check-ins with key stakeholders.
3. Involve relevant stakeholders in key decisions and problem-solving.

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Step 9: Plan and Launch GTM

👉 What is the problem you are solving for?

People not being aware of their heart health in the early years (30s and 40s) that are crucial for prevention of heart incidents.

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👉 Is there demand for your offering?

Post COVID, people are more conscious about their health.

There is also a concern looming about people in much younger years having a heart incident. No one wants to be a victim of heart disease in the prime years of their life.

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👉 Who's your brand offering for?

Indians in their 30s and 40s who are working in white collar jobs.

They have ageing parents and/or kids + spouse.

They are either socially under stress, have work stress, or in an income group that can put them into financial distress if a health scare emerges.

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👉 Where does your ICP spend most of their time?

• Office (Tech parks, coworking spaces, individual office spaces)
• Travel (own vehicle, ola/uber, metro, airports)
• Social media (Youtube, Instagram, X, Facebook)
• Whatsapp (personal / work communication)
• Gyms, group classes (majority - cult.fit)
• Restaurants / Cafes / Pubs (family outing, friends meet, work get togethers)

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Since Philips is reaching end users via Cult.fit as a partnership channel for distribution, the value experience is for Cult.fit users.

Hence, it would make sense for Cult.fit to carry out the marketing efforts.

Philips' support and contribution towards execution of marketing efforts:

1. Collaborate with Cult.fit's marketing team to create a consistent brand message that highlights the benefits of the integrated solution.
2. Co-sponsor offline events, such as health camps or fitness challenges, to engage users and promote the partnership.
3. Collect user feedback and roll out improved product experiences.
4. Provide a clear roadmap for the integration of Philips Heart Print into Cult.fit's platform.

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Fin.

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