Acquisition project | Clinikk
About Clinikk
What is Clinikk and what are we trying to solve?
Clinikk is a health tech company with one mission- to provide affordable and accessible healthcare facilities to everyone.
Over the years, Clinikk has created a healthcare service and product which can be any person’s first point of contact for their illness or worry.
The healthcare system in India is not the ideal solution for an ailing customer. Clinikk is trying to redefine the healthcare experience by solving core problems and providing exceptional and quality care at an affordable cost.
Problem Statement 1:
In India, only the top 1% have the purchasing power to treat at the best hospitals and consult the best doctors. What it means, is visiting a doctor for health for a lower socio-economic background person can sometimes be a luxury.
This 2015 survey says over 52% of Indians indulge in self-medication. Source
This number has significantly increased since COVID-19. Self-medication is very common in India because:
- Easy availability of drugs over the counter for minor health issues
- Little trust over doctor's intention - overprescription
- Expensive treatment
In India, when a patient is sick, in his/her entire journey to cure, it's the patient who suffers the most - mostly because of the healthcare system.
Unfortunately, doctors have tie-ups with pharmaceutical companies to overprescribe their drugs or with diagnostic partners to overprescribe tests for commissions. This leads to incorrect treatment, unnecessary medicines and tests and most importantly higher expenditure (often not needed) for the patient.
Adding to it is the loss of time waiting in queues, unhygienic clinics and waiting bays and dissatisfaction with very little face time with the doctor. In their entire journey, the patient who needs care is nothing but a token number and a mode of extortion for money.
The doctors generally have a hospital job and they consult patients for a shorter duration of the day. So, even if you are sick, your access to the doctor is generally for a few hours at the clinic, unless you want to visit the hospital's Outpatient Department (OPD) Also, many times, the patients have to travel a while to the referred diagnostics for tests, which might be physically stressful, since the patient is already unwell.
Solution:
Clinikk wants to provide the best primary care at the most affordable cost to anyone, and everyone. The intent is "when you are sick, you should rest and rely on Clinikk to get the job done of treating you; without the worry of convenience and affordability."
To solve the issues in healthcare in India, Clinikk has 11 primary clinics across Bengaluru striving to serve the people with the care they always deserved.
These primary clinics are called Clinikk Health Hubs and have a General Physician (MBBS), pharmacy and blood test facilities under the same roof.
- At Clinikk, the doctor fees are extremely affordable - just ₹250. (Average doc fees in Bengaluru - ₹550)
- The clinics are premium-looking, clean, modern, and hygienic - and the doctor sits for 8 hours a day - from 9:00 am to 8:30 pm (with some break time during lunch hours).
- At Clinikk, overprescription of tests and medicines is a strict no - and prescriptions are regularly audited.
- To maintain quality across all centres and different doctors, we have developed a protocol-based doctor tech that recommends dosage and diagnosis as per the symptoms. The doctors are mandated to use this software to generate prescriptions and are not recommended to change the dosage ( as per the software after feeding the symptom) unless needed.
- Teleconsultation is available 24x7 for follow-ups and future consults for convenience.
Problem Statement 2:
In India, because of the kind of healthcare system, people avoid going to the doctor unless necessary. This sometimes is detrimental to their health.
Let's imagine the following scenario:
1️⃣ Rahul has a mild pain in his abdomen. He ignores the pain and avoids consulting a doctor because of long waiting hours, distrust of the doctor, fear of unnecessary prescriptions and huge expenditure
2️⃣ Rahul's pain aggravates and reaches an unbearable condition. He is forced to visit a doctor
3️⃣ At this stage, the doctor writes a ton of tests, which Rahul had to comply resulting in huge expenses. Also, to relieve his pain, the doctor prescribes several medicines that add to the bill amount.
4️⃣ Even after the medication, the pain doesn't subside and Rahul is forced to follow up with the doctor in 2 days.
5️⃣ The doctor now diagnoses Rahul with a Kidney stone and refers him to immediate surgery.
6️⃣ Rahul is hospitalized and gets the surgery. He had already spent thousands of rupees towards his OPD expenses. Now, he is also forced to pay for the hospitalization.
This is a common story of almost everyone in India. OPD expenses contribute to 62% of healthcare costs in India. OPD expenses include doctor consultations, diagnostic tests and medicines. Source
The sheer reluctance to get early checkups leads to serious diseases resulting in massive loss of money.
Solution:
Whatever Rahul faced could have been avoided if he had access to "Managed Care".
The term “managed care” is used to describe a type of health care focused on helping to reduce costs, while keeping quality of care high.
Clinikk provides managed care in the form of their subscription/Membership product called Clinikk Smart Plan.
With Clinikk Smart Plan, Rahul would get Health Insurance along with OPD benefits like free doctors, medicines, and lab tests at any Clinikks in his city. He would also have access to teleconsultation with a doctor 24x7.
In other words, by paying just one premium he would be covered from both OPD and Hospitalization expenses.
if Rahul had Clinikk Plans, his case would look like:
1️⃣ Rahul has a mild pain in his abdomen. He calls his doctor to ask if it is serious. The doctor calls him for a checkup
2️⃣ Rahul visits his doctor, someone who knows his medical history. He prescribes tests that are already covered, so they are free for Rahul
3️⃣ The doctor diagnoses early signs of kidney stone and starts medication
4️⃣ After 2 months, Rahul is cured without the need for surgery.
Just because Rahul had access to quality and affordable healthcare, he prevented a serious disease at the early stage because now he did not mind consulting a doctor for any issue. This resulted in a better health regime and wellness. This is managed care and this is what Clinikk is trying to introduce in India.
Product Structures
There are essentially two products that drive the revenue of the company.
1. CLINIKK HEALTH HUB:
Clinikk Health Hubs are primary clinics owned and maintained by Clinikk.
These are physical primary clinics (retail) currently located at 11 places in Bengaluru.
At a Clinikk Health Hub, you have a General Physician (MBBS), Nurse Staff and a Care Co-ordinator.
Services:
- General Physician Consultation,
- In-house Medicines (only prescribed by Clinikk Doctors; no over-the-counter drugs)
- Blood Tests ( No imaging available as of now)
- Medical Procedures like Injections, IV Fluids, Wound Dressing etc
The Average AOV - 550. ( Doctor consultation - ₹250, Generic Medicines & Lab Tests at MRP for the customer (b2b cost for Clinikk),
The medical revenue from Clinikk has an 80% profit margin.
Clinikk Health Hubs are open from 9:30 am to 1 pm and 4 pm to 8:30 pm (8 hours) from Monday to Saturday.
Operational Costs include = Centre costs (Rents, electricity, repairs etc) + Staff Salary + Medical Equipment ( needles, swatches, etc) + B2B Commision for Meds & Tests ( 30% for both)
Premium Looking Modern Clinics - highly affordable.
(picture of Adugodi branch, Bangalore)
Exceptional Google Rating across all centres
2.CLINIKK SMART PLANS
Clinikk Smart Plan is a subscription/membership product that provides complete financial cover for all medical expenses.
The Subscription product offers free OPD services ( free doctor, meds, tests, specialists up to OPD limits) at all Clinikk Health Hubs and Health Insurance (in case of hospitalization) at 10,000 network hospitals pan India (third-party insurer tie-up).
The Clinikk Subscription product starts at ₹7,680 for an individual (OPD limit - ₹15,000 & Sum Insured for Insurance - ₹5 Lakhs). The highest product price is ₹28,600 for a family of up to 3 children (OPD limit - ₹25,000 & Sum Insured for Insurance - ₹55 Lakhs)
The profit margin is 30% on this product
Scope of the project
For this project, I will choose the first product - CLINIKK HEALTH HUBs
Reason & Justification:
- Over time, we figured out the clinic revenue is the easiest to scale and replicate.
- With more profit margin, good care builds the trust that eventually helps in retention in the Healthcare industry.
- With more people finding and liking Clinikk, it opens up another acquisition channel for subscriptions later (on repeat).
- Subscription product on the other hand is difficult to scale given the low trust factor and dependency on third parties for insurance fulfillment. Also with big players in the market, and limited budgets to compete in the digital marketing space, the acquisition channel of subscription is purely through field sales agents.
Right now, the growth of the company's medical revenue through clinic walk-ins is of utmost importance. The prime focus is to break even at all the Clinikk centres to negate the Operation costs and create a playbook for retail growth.
With ongoing fundraising discussion, the next step for Clinikk is to scale across multiple cities (after fund-raise) and establish more clinics to fulfil the care needs of India, and eventually acquiring users for subscriptions.
Understanding the product
Product Flow
Clinikks are retail outlets or physical clinics. The modes of discovery are:
- Clinikk Branding - You live in the area and you happen to see our board/branding and discovered us.
- Online - You went to search for a doctor on Google or Practo and found us
- Word of Mouth - You saw it and let others know or you used it and referred a friend/family
- Marketing activities (BTL) - you might have seen a leaflet or a banner somewhere in the area.
A patient can walk in directly without booking an appointment from any of the above modes of discovery. However, they can also book an appointment through our website.
- They find us on Google and click on book appointment or visit the website on the GMB page:
Option 1: Book Appointment:
Option 2: Website:
Clinikk Website Booking Flow:
- On clicking "Visit Website" or " Book appointment", you land on the respective Clinikk Health Hub's page on the Clinikk website with all the necessary details. You can select a time slot on the right and click on "Continue" -
- Login/Register with your number and OTP
- Add Patient's name and reason to visit and confirm:
- Get a confirmation on the success page
- Get a confirmation WhatsApp
- They find us on Practo and click on book appointment:
"Book Appointment" takes them to Practo's flow of login and confirmation.
Reviews
All the Clinikk Health Hubs have great Google Reviews, and the staff at the store takes extra pain to make sure they ask the customer for their feedback. Google My Business Reviews are of utmost importance as they help to convince people to try us out during discovery. For people coming through Practo, Practo reviews are taken.
Google Reviews
Practo Reviews
Marketing Ads
Organic Search
Offline Ads/Collaterals
Understanding the user
Actual user interviews:
Customer Name: Arihant
Clinikk Visited: Adugodi Branch, Bengaluru
Clinikk Subscriber or Paid Walk-in: Paid Walk-in
First-time visit or Repeat user: Repeat user
Reason for visit: He had visited for a muscle spasm during work out.
How did they find Clinikk: Initially he had seen the store at the traffic signal. From the exterior assumed it to be a diagnostic centre. Later when his mom was sick (last October), he googled and discovered Clinikk & used it for the first time
What is their usual alternative: He doesn't have a regular doctor in the city. He generally searches online. He has moved to this locality a year ago. He is from Indore and has shifted to the city for work.
Why did they choose Clinikk: 1. Convenience (just 1.2 Km away from his place) 2. Reviews (Saw the Google Ratings and went through the reviews, chose to visit)
Demographic & Socio-economic profile:
- Works at Deloitte.
- He is 32 years old. Married. No kids.
- Wife is a working professional (IT).
- He is super aware of his health. Regularly works out, and eats healthy. (On asking whether he needs assistance in Health planning, he mentioned he does regular checkups and is well aware of his parameters).
- He has an Apple watch and an iPhone. (tech-savvy)
- Browses Social Media occasionally, but not an addict. His top SM apps were Instagram (follows health influencers), and YouTube (for Podcasts).
-
What did they like about Clinikk:
- There was less waiting time to see a doctor.
- The setup was "modern" (a term used by the user). "Modern" in his definition meant clean, hygienic, premium-looking interiors, uniformed staff etc.
- Liked the digital record feature. He loves the fact that he doesn't have to carry medical reports and everything is in the web app at his disposal when he logs in. ("Paper-less" was a term he used to describe the same)
- Cost is normal and good for the kind of "normal problems" (non-specialist health issues like cold, fever etc)
Will they visit again/ are they converted to loyal customers: Yes, he will. But only for normal/minor primary health-related issues. He still won't trust us for all medical issues. We did not win him as the sole family consultant for all problems who can guide him to a specific specialist if needed. But have won him as their nearest primary clinic. He will try for Clinikk if he shifts to a new area but won't put extra effort into travelling a lot if there isn't a Clinikk in his new locality.
Customer Name: Suresh
Clinikk Visited: Adugodi Branch, Bengaluru
Clinikk Subscriber or Paid Walk-in: Paid Walk-in
First-time visit or Repeat user: Repeat user
Reason for visit: He had come for his diabetes prevention check follow-up.
How did they find Clinikk: His regular doctor was out of town, and he wanted to get a health checkup. He Googled for health checkups near his workplace; saw good reviews and it was close to work, so decided to try.
What is their usual alternative: He has a regular doctor of 20-25 years near Bomanahalli where he stays.
Why did they choose Clinikk: 1. Reviews (Saw the Google Ratings and went through the reviews, chose to visit) 2. Proximity to his office 3. Pictures looked good
Demographic & Socio-economic profile:
- Admin work at a Non-IT company (Company name not sure).
- He is 48 years old. Married. 2 kids.
- He has been diagnosed with Diabetes for 5 years now.
- He feels stressed from his job. He is a local and stays in Bommanahalli forever. Born and brought up in the same house.
- Browses Social Media occasionally, but not an addict. His top SM apps are Facebook, YouTube and WhatsApp. He spends most of his time on YouTube watching news, and discussions on political issues in Kannada.
What did they like about Clinikk:
- The cost was quite low.
- It was close to his office, also it takes less time to meet a doctor
- Liked the fact that blood tests, doctors, and medicines at one place - quite helpful for his diabetes tests.
Will they visit again/ are they converted to loyal customers: Not completely. He’s not loyal in general. He has stopped visiting his regular doctor of 20 years mainly because It wasn't worse than his usual doctor and the cost was minimal. At Clinikk, he’s happy enough. But since he has a repeat use case for Diabetes, being able to set up a relationship with the doctor and being able to guide him more would help.
Customer Name: Shalini
Clinikk Visited: Kammanahlli Branch, Bengaluru
Clinikk Subscriber or Paid Walk-in: Paid Walk-in
First-time visit or Repeat user: First user
Reason for visit: She had come to show her mother who was suffering from gastritis.
How did they find Clinikk: She found Dr Aswitha (Clinikk doctor at Kammanahalli branch) on Practo. Read her reviews, and liked it.
What is their usual alternative: Shalini has a Nephrologist in Padmanabhanagar (around 20 km away) who she visits for all her issues given her medical problem. There is no regular doctor for her mother.
Why did they choose Clinikk: 1. Reviews - She first saw Practo reviews, and liked it. Then checked Google ratings, surprised to see 5 stars from 600 reviews, read many reviews and was satisfied.
Demographic & Socio-economic profile:
- Working Professional.
- She is 32, married.
- She had kidney failure early in her life and had to undergo a kidney transplant. Her father was the donor. That's why her nephrologist has become their regular doctor for consulting any medications.
- Mother was 64 years old, and a housewife. The family is from Chennai. They shifted near Kammanahalli recently (6 months back) because of their office.
- Browses Social Media occasionally, but not an addict. Her top SM is Instagram. Mother & Father are not tech-savvy, but can use WhatsApp, and Uber.
What did they like about Clinikk:
- The way doctor explained the diagnosis.
- It takes less time to meet a doctor
- Doctor did not prescribe many medicines but suggested lifestyle changes
Will they visit again/ are they converted to loyal customers: Yes they will. Extremely satisfied with the experience, and also ready to refer colleagues to the Clinikk
Customer Name: Vincent
Clinikk Visited: Kammanahalli Branch, Bengaluru
Clinikk Subscriber or Paid Walk-in: Paid Walk-in
First-time visit or Repeat user: First-time user
Reason for visit: He had come for cough and cold.
How did they find Clinikk: His roommate had visited the same clinic. He then found it through Practo and liked it, so now he referred and booked Vincent's consultation through Practo again.
What is their usual alternative: He used to go to a super speciality hospital around 1 km from the Clinikk, but it has shut down.
Why did they choose Clinikk: 1. Strong Referral
Demographic & Socio-economic profile:
- Out of college, now upskilling in UI/UX design - Student
- He is 23 years old. Unmarried.
- He is originally from Kerala but has been staying in the area for 5 years now.
- Browse all kinds of Social Media apps. Podcast fan; listens to Audible, and Spotify.
What did they like about Clinikk:
- The approach of the doctor and her way of diagnosis
- Explanation of drugs by sister was through and helpful
- Digital Prescription since it is easy to read and convenient to find; minimal chance of misplacement
Will they visit again/ are they converted to loyal customers: He would come back again. But only for general and minor problems. For a severe injury or fracture, he would not prefer us because he doesn't think we can treat serious issues.
Customer Name: Nandini & Kushal
Clinikk Visited: Nagarbhavi Branch, Bengaluru
Clinikk Subscriber or Paid Walk-in: Paid Walk-in
First-time visit or Repeat user: Repeat user
Reason for visit: Nandini had a private issue (did not disclose)away .
How did they find Clinikk: Kushal had seen Clinikk and had assumed it to be a lab centre. Later when their mother visited from Hubli, they Googled and discovered this clinic.
What is their usual alternative: He had a regular doctor who stays far away (10 km away), but he sits only in the evenings, 3 times a week. He charged 150 Rs.
Why did they choose Clinikk: 1. Reviews (Saw the Google Ratings and went through the reviews, chose to visit) 2. Proximity 3. Pictures looked good 4. The cost was much less for the premium infrastructure
Demographic & Socio-economic profile:
- Operations Manager in a local logistics company; Nandini is a housewife.
- He is 35 years old. Nandini is 30 years old. Married. 2 kids.
- He is a local. They have been staying in the area for 12 years now. His elder son has just started school.
- They have a scooter (Activa), and he is planning to purchase a Royal Enfield around August, during their wedding anniversary.
- He uses all SM apps. He additionally has Daily Hunt on his phone for news. He uses all e-commerce but prefers Meesho.
What did they like about Clinikk:
- The cost was low compared to the modern and premium infrastructure
- He liked the doctor, found comfortable in discussing all health issues - easy to talk to
- Here doctor spent more time and no rushed consultations.
- Extremely clean and "beautiful interiors" (as mentioned).
Will they visit again/ are they converted to loyal customers: Yes. They have already considered Clinilkk as their family clinic. His entire family uses the services.
Is the Product a NEED or WANT?
The product is a "Need" for people who are migrants - who are out of their hometown with no knowledge or contact of trusted family doctors in their area.
The product is a "Want" for people who want to upgrade. They are aspirational towards their choices. They are localities who have been in this area but want to change their doctor and "upgrade" to a more modern, premium-looking setup and are okay to spend an extra 50 for this experience.
Possible ICPs
| ICP - User 1 | ICP - User 2 | ICP - User 3 | ICP - User 4 | ICP - User 5 | ICP - User 6 | ICP - User 7 |
|---|---|---|---|---|---|---|---|
ICP Name | Adarsh | Jayamma | Hemanth | Swathi | Manjunath | Priyanka | Sunil Babu |
Age | 32 | 65 | 42 | 21 | 29 | 37 | 61 |
Goals | Stay fit and healthy. And if sick get cured sooner with easier access to a doctor | Keep already detected Diabetes and Hypertension in check through regular checkups | Get the best treatment from a trusted doctor. Wants someone who knows all family history, wants to give the best care for their kid's health | Get treated fast so that she doesn't miss classes; also cheaper medication preferred | Get treated sooner; need medicines with maximum effect; do not want to miss work as it might impact salary | Get the best treatment for her and her family; cost is not a barrier; doctor experience is important | Get the best advice for his health from a reputed/trusted doctor who has been in the area for years. |
Income levels | 1L-2L/ month | 30k- 40k/ month (son's income) | 40k-60k/Month | None | 10k-15k/month | 1.5L +/month | 65k-1.5L/month |
Gender | Male | Female | Male | Female | Male | Female | Male |
Location | Bangalore/ Tier I | Bangalore/ Tier I | Bangalore/ Tier I | Bangalore/ Tier I | Bangalore/ Tier I | Bangalore/ Tier I | Bangalore/ Tier I |
Moved to a new city? | Yes. Migrant | No. Local | No. Local | Yes. Migrant | Yes. Migrant | Yes. Migrant | No. Local |
Profession | IT/Non-IT Startup/Corporate Desk job | Housewife | Sales job, Operations job in local businesses, corporates , startups, private companies | Student - UPSC/Embedded Systems/JAVA | Factory Worker | New Age Startups, Technology-Driven Companies, Banking, Consulting, Entrepreneurs. | Retired Govt Employee |
Marital Status | Married | Married | Married | Unmarried | Married | Married | Married |
Pain Points | No regular family doc to trust; dependent on use and experience mode; language issue to talk to receptionists and medical stores etc | The cost of regular visits to the local doctor is more. Spends a lot on tests and medicines as they are often prescribed by him | Family has a local doctor who is far away, and the clinic is small and shabby with a long and uncomfortable waiting time. | No local doctors; less affordable doctors in the area. Reluctant to buy many medicines | No local doctor; When sick cannot afford to take leaves; costly medicines | Do not have access to a family doctor who has all medical history. For smaller issues have to spend on queues in Hospitals, where docs are changing and not available throughout the day. Not happy with unnecessary medicine consumption and tests. | Chronic diseases and expense on Medicines and Tests. |
Current Solution | Google, Practo - go to any doctor with a good rating; wait in the queue and get treated. | Local doctors visit less frequently which impacts diabetes, hypertension range | Visit the family doctor who stays far away, wait for the token number in the queue. Cost is just 100 | Try over-the-counter drugs from pharmacies unless very serious. Goes to a local doctor but is sceptical of buying a full course of meds | Over-the-counter drugs or direct injection/steroid shots from a Non-MBBS doctor (BA/MS) at Rs 100 | Visits hospitals like Fortis, Appollo etc to meet doctors. | Go to the local doctor for regular checkups; bear the expense |
Emotional Intent | None as such. Not loyal to any service as long as they get the best out of it. | Cares about how she is treated; very concerned about affordability. | Aspirational. Wants to upgrade in life as long as it is in budget; (Like phone, gadgets at home; wishes to replace scooter with a bullet someday.) Okay to spend a little extra for a better experience as long as it doesn't affect the budget | None as such; looking for the cheapest yet effective solution; Highly motivated on word of mouth from peers, | None as such; looking for the cheapest and most effective solution. | Wants to understand diagnosis; and composition of drugs; very particular about the quality of doctor's office; wants the best solution for the problem- not a believer of extra meds. | Trusts the doctor he has been going to for years; averse to change |
How do they spend time | Gym, Social media, OTT platforms, Shopping, Restaurants, Pubs | TV serials, Chatting in the neighbourhood, household work, Grand kids | Social Media, Hang out with friends in the neighbourhood, Parks, Restaurants, Fairs, temples | Social Media, Hang out with friends, Movies, Eateries | Short video platforms like Moj, Takatak | Social media, OTT platforms, Shopping, Movies, Restaurants, Pubs | Newspaper, TV, Chitchat with fellow retired neighbours |
Kids | No | Yes | Yes | No | No | Yes | Yes |
Elderly Family members | Not in the city. Back at home | She is the elderly family member herself | Yes, has parents in the family who also have to travel to the same doc far for any treatment and is dependent on him for commute | Not in the city. Back at home | Not in the city. Back at home | Yes, in-laws | They are the elderly family member |
INFLUENCER | Online reviews and ratings | Son | Spouse/Family Members | Friends | Friends/Colleagues | Online Reviews and Testimonials | Family/Neighbours |
BLOCKER | Time constraint | Online Reviews and Testimonials | Cost | Cost | Cost | Personal or Work-related Constraints | Trust |
Adpotion Rate | High | Low | Medium | High | Low | Medium | Low |
Frequency of Usage | Low | High | Medium to High | Low | Low | Medium to High | High |
Urgency/Pain Point | High | High | Medium | Medium | Medium | Low | Low |
TAM | High | High | Medium | Medium | Low | High | Medium |
Distribution Feasibility | High | Low | High | High | Low | High | Low |
Final ICPs as per Prioritization Framework:
ICP - User 1 (Adarsh)
Adoption: High Tech Savvy, Digital person - open to try new things; also no option but try and trust.
Frequency: Low Health conscious, young, so the frequency of falling sick is less.
Painfulness: High. Needs urgent and good solution to their problem.
TAM: High The increasing job market with good salaries and facilities in the city attract well-educated migrants.
Distribution Feasibility: High. Open to referrals and spread word of mouth in their group/circle
Reason to choose: Although the frequency is less, there is a high adoption rate & TAM for this cohort. They value digital adoption, tech integration, modern interiors, cleanliness and the experience. Chances of referral to a similar cohort and later subscriber upselling or upselling of other health packages are high on earning their loyalty. Also possibility of kids in future can increase the frequency of usage.
Summary:
Name | Age/Gender/Family Status | Profession/Income | Pain Points | Location/ Migrant or Localite | How do they spend time? |
|---|---|---|---|---|---|
Adarsh | 32/Male/Married | 1L-2L/ month | No regular family doc to trust; dependent on use and experience mode; language issue to talk to receptionists and medical stores etc | Bangalore/ Tier I | Gym, Social media, OTT platforms, Shopping, Restaurants, Pubs |
ICP - User 3 (Hemanth)
Adoption: Medium Open to new experience, subjected to budget; also should fulfil the aspirational aspect.
Frequency: Medium to High With elderly parents and kids in the house, the frequency of doctor usage will be eventually higher.
Painfulness: Medium The pain to visit the local doctor far is there, but since they have known the doctor for a long, the push to change their doctor is a little less. Will be open to a change of doc, only if the new ones provide similar treatment (here treatment = quick recovery)
TAM: Medium There are a lot of localities that are aspirational, but those who are looking to change their doctor frequently will not be that high.
Distribution Feasibility: High. They have a good network of friends, neighbours, and family who stay in the city. Word of Mouth referral can create a great impact in the local community.
Reason to choose: Although the TAM is low to medium, the frequency of this cohort will be on the higher side. At the same time, if they have a great experience (something they aspired for or never experienced before), the chances of word-of-mouth referral are high. Also, tapping into these cohorts in the community helps to get more trust and eventually attract more locals that are not dependent on Google/Practo
Summary:
Name | Age/Gender/Family Status | Profession/Income | Pain Points | Location/ Migrant or Localite | How do they spend time? |
|---|---|---|---|---|---|
Hemanth | 42/Male/Married/Kids/Elderly | 40k-60k/Month | Family has a local doctor who is far away, and the clinic is small and shabby with long and uncomfortable waiting time. | Bangalore/ Tier I | Social Media, Hang out with friends in the neighbourhood, Parks, Restaurants, Fairs, temples |
ICP - User 6 (Priyanka)
Adoption: High Tech Savvy, Digital person - open to trying new things; only if they are valuable; also less option for current pain point.
Frequency: Medium to High With elderly parents and kids in the house, the frequency of doctor usage will be eventually higher.
Painfulness: Low Although pain points are not being solved, still okay to visit experienced expensive doctors.
TAM: High Migrants who had shifted 10-15 years ago and now are looking to settle here (purchase property, kids schooling etc) are high. They are not moving out of the city anymore.
Distribution Feasibility: High. Open to referrals and spread word of mouth in their group/circle
Reason to choose: Although the painfulness is low, this cohort values the care, doctor experience, interiors, and modern and technology-driven aspects. Access to doctor anytime who have their medical records will be a plus. Also, they are open to referrals to their friends, colleagues etc.
Summary:
| |||||
|---|---|---|---|---|---|
Name | Age/Gender/Family Status | Profession/Income | Pain Points | Location/ Migrant or Localite | How do they spend time? |
Priyanka | 37/Female/Married/Kids/Elderly | 1.5L + | Do not have access to a family doctor who has all medical history. For smaller issues have to spend on queues in Hospitals, where docs are changing and not available throughout the day. Not happy with unnecessary medicine consumption and tests. | Bangalore/Tier I Migrant | Social media, OTT platforms, Shopping, Movies, Restaurants, Pubs |
Understanding the market/product category
Competitor Research
Search terms that potential users might use:
- Doctor near me
- Family clinic in my area
- Top-rated general physician
- Best doctor for fever
- Medical centre nearby
Search volumes:
Competitors of the product/service:
- In the online presence, Practo, and Just Dial have mastered the SEO rankings and could be the competitors in terms of SEO but not in terms of service.
- Narayana One and Appollo 24x7 are competitors but they do not have good SEO presence, but they do have some Paid Advertisement presence
- Every doctor in the hyperlocal area near the Clinikk is a competitor. It could be super speciality hospitals or small clinics of doctors.
👎🏻 Product Weak Points (compared to other doctors in the hyperlocal area):
Less experience of our doctors compared to local doctors who have been practising for years in the community.
👍🏼 Product Strong Points (compared to other doctors in the hyperlocal area):
Modern, clean-looking clinics with a strong online presence; easy to discover on Google.
👎🏻 Product Weak Points (compared to Apollo 24x7, Narayana ):
Apollo and Narayna have years of trust in Healthcare because of their hospital service. Being considerably younger, Clinikk has fewer trusted followers and is dependent on reviews, ratings and referrals at a lower volume as compared to them.
👍🏼 Product Strong Points (compared to other doctors in the hyperlocal area):
Digital Medical Records; Focussed brand presence - users not confused between clinics and hospitals as in case of them.
Define TAM/SAM/SOM
Defining the Target Market:
Understanding the OPD market in India.
The number of doctor consultations in FY21 = 4 Billion
(approximately 3 consultations by an Indian in a year)
60% of the consultations happen with General Physicians
Consultation fees spend = $ 10.4B
Medicine spend = $ 10.8B
Diagnostic test spend = $ 4.7B
Total Outpatient Prescription cost = $26 Billion
TAM for OPD for GP
TAM for GP OPD = Total OPD Spend x Percentage Share of GPs
TAM = $ 10.4B x 0.60 = $ 6.24 B
(only consultations, excluding medicines & tests for now)
SAM for OPD for GP
For SAM, factors to consider:
- Geographical Reach: Clinikk Health Hub's reach and network spread in India
- Type of Medical Services Offered: Specific OPD health insurance will have a network of clinics.
- Demographic focus - a lot of the demography will not be serviceable or would not want to move out of their existing doctors.
Assuming realistically that SAM would be 60% of TAM given the constraints.
SAM = $ 6.24B x 0.60 = $3.74 B
SOM for OPD for GP
SOM depends on the market share that can be captured. This in turn is dependent on brand strength, network, accessibility, and competitive positioning. Assuming a conservative growth strategy, SOM would be 10% of SAM initially.
SOM = $3.74 B x 0.1 = $0.374 B
Although there is a lot of hyperlocal competition, the target market is in no way saturated.
Core Value of the product:
Get high-quality, modern and convenient treatment for your health issue with personalized care.
Stage of the product
JBTD of acquisition: Early Scaling
Job | |
|---|---|
Functional | Provide the best and immediate treatment; Provide ample doctor time; Prioritize patient's health rather than business - no unnecessary prescriptions. Convenient & and easy access to doctors |
Personal | Get cured soon of the existing disease and also stay healthy in general preventing any serious health issue |
Financial | Experience the best treatment premium care at an affordable cost |
Social | - |
Stage of the product = Early Scaling
Understanding Acquisition Channels:
Existing Acquisition Channels:
- Google Search - For High-intent users looking for an immediate solution. Users searching for "Doctors near me", "Clinics near me" etc are shown Google Ads that drive them to our clinics.
- Practo - People searching on Practo discover our doctors and can book an appointment
- Organic GMB Ranking - People looking for "doctor near me", or "general physician near me" can see Clinikk Health Hub's Google My Business page ranked up in their Google Maps.
- Organic Word of Mouth - Loyal customers who have had good experience referring friends/family without an incentive.
- Locality awareness - BTL activations like flyers, coupons, and branding in the area.
List of possible channels of acquisition:
- SEO Optimization: Optimize the website to rank higher for primary keywords.
- Meta ads: introduce meta ads to capture more users.
- Offline Campaigns - Hyperlocal brand awareness or activations like medical drives, community events etc.
- Referral: define a structured referral programme to get more trusted customers.
- Partnerships: Strategic partnerships with community centres like Gyms, coaching centres, and Corporate partnerships for OPD access to employees to increase awareness and access to more users.
- Product Integrations: Explore product integrations with likes. PharmEasy or Workout apps for synergy.
- Content Loop: Explore Quora, Reddit or Podcasts to find a sharable content loop for the ICP.
Three channels to experiment:
1.Organic Search:
There is a huge scope of SEO for this ICP.
Existing Keyword Result:
www.clinikk.com is getting the maximum traffic from branded keywords.
Although the keywords have low difficulty and high volume, www.clinikk.com is not ranking for these keywords.
Keyword Research Result:
Keywords that can help to rank higher:
- Doctor near me
- Clinic near me
- Fever Doctor
- Diabetes Symptom
- Is General Physician good for allergy?
Idea:
Improve SEO Ranking for these keywords. Additionally, try to rank keywords like "diabetes symptoms" "fever medication" etc for users who are looking for symptoms or methods to self-medicate online. Introduce them to a blog post answering their medical query and eventually introducing them to our brand with a quick Teleconsult CTA.
- Rank website for primary keywords so that there is organic traffic when someone searches those keywords on Google.
- Create blog posts, and content marketing efforts talking about symptoms, solutions, medications, do’s/don’t for all primary care health issues and preventive measures for chronic diseases like diabetes, hypertension etc. The intention is to position Clinikk as a primary healthcare company and SME. There could be less intrusive/subtle CTAs like “Consult a doctor on call” etc for people looking to self-medicate to introduce the Clinikk experience at a very minimal fee.
Sample Article Idea:
Headline: Don't Let Fever Slow You Down - Trusted Doctors Near Your Location
This article could emphasize the importance of not ignoring persistent symptoms of fevers and seeking medical attention promptly. It could offer tips on recognizing worrisome symptoms and subtly introduce Clinikk's services and location near the reader's area
2.Paid Advertising:
CAC and LTV Calculation
Finding LTV:
As per data, the number of consults a year for a person = 2-3.
Assuming 2 (being conservative).
AOV = ₹500
Lifetime duration = Assume 5 years
LTV = AOV x Number of visits in a year x Lifetime duration (years)
LTV = 2 x 500 x 5 = ₹5000
Finding CAC:
Marketing Budget = ₹10,000/ month
Conversation rate = 30-40% (Booked appointments to walk in)
Assuming 30%
Average CPL = ₹150 -200 (in Healthcare industry in India)
Assuming ₹200
Number of Leads = 10,000/200 = 50 per month
Number of Acquired customers = 50 * 0.3 = 15
CAC = 10,000/15 = 666
LTV/CAC = 5000/666 = 7.5
Summarizing the value proposition:
- Convenience
- Neat, well-maintained doctor’s office
- Open 6 days for 8 hours
- All under one roof - doctor, medicine, tests
- Quality
- High rated
- Great treatment; diagnosis explanation
- modern technologies
- no to overprescription of meds and tests
- Modern
- Digital medical records; paperless experience
- Premium looking interiors
- New advanced technology like protocol-based treatment by in-house doctor software.
Ideal ICP:
- ICP A: Migrants who have shifted to the city for jobs; tech-savvy; digitally informed; startup/corporates; higher inclination towards convenience; educated; Ott, social media, e-commerce users.
- ICP B: Locals that have high aspirational value. they want to upgrade in life as long as it doesn’t impact their budgets much; salaried/businessmen; Ott, social media, daily hunt, share chat, e-commerce like Meesho.
The PMF is highest for:
- ICP A: Who are 28-50 YO, Lives in Bangalore, from {out of Bangalore}, follows startup news, corporate companies, works in a company, travels, likes famous ott shows etc
- ICP B: 28-50 YO, Lives in Bangalore, from Bangalore, works somewhere or owns business, likes famous Regional Superstars, movies, likes bike/ car companies
- ICP C: Lookalike Audience of Existing customers from Google /Practo
Channel Selection:
- Google - The ICP reaches out to Google for all search queries. The existing acquisition channel already covers Google to tap such or any high intent customers. Optimization of the Google Campaigns in this stage will be the priority.
- Meta - The ICP spends a considerable time on Meta (Facebook and Instagram). Although a customer will use a doctor's service only when they need it, the chances of building brand awareness, and trust and eventually need in the form of health checkups, and health planning is possible. Also, it will help to reach a wider audience at a lower CPC.
- LinkedIn - The first kind of users would spend time on LinkedIn, but the marketing in this channel for the current product seems intrusive and irrelevant.
Selected Channel = Meta Ads
Paid Channel = Meta
Creative Strategy:
Audience | Value Prop | Pitch | Reason |
Digital Savvy; tech informed; salaried migrants 28-50 YO, Lives in Bangalore, from {out of Bangalore}, follows startup news, corporate companies, works in a company, travels, likes famous OTT shows etc | Digital Medical Records; Paperless | Tired of carrying files of reports, prescriptions, and medical history to the doctors? Introducing Clinikk, your neighbourhood clinic with the most trusted doctors, who see you without the need for your files; because we have them stored digitally. We deliver the care you deserve! | These Users are tech savvy, looking for convenience over anything. They are excited about technology and mostly open to trying out new offerings to improve convenience. |
Your family doctor, away from home | Tired of changing doctors because of no regular doctor? Clinikk is here for you. Loved and trusted by over 50k+ families, experience care like your family doctor away from home. | These Users do not have a regular doctor and rely on the online discovery of doctors. They are constantly looking to find that one doctor’s office where they can trust their health | |
All health solutions in one place | How does it feel when you’re sick? Imagine you travel to a doctor’s clinic, then travel to get a lab test done, come back again at the clinic and then go out for medicines. All this while being sick. Instead, you could just choose Clinikk - Enter the clinic, meet a doctor, and get tests and medicines all under one roof. Clinikk is designed modern, convenient & easy so that you can focus on the care you deserve! | These OTT. Also, they prefer clean, hygienic and modern clinics over regular crowded, shabby clinics. | |
Less waiting time; more doctor time | Waited for 2 hours to see a doctor for 2 minutes? You should have chosen Clinikk! At Clinikk, you spend less time waiting, and more time talking to the doctor. Clinikk - changing the way of healthcare! | It is a common pain to wait for hours and get very little face time with the doctor. These users would love this kind of priority access or treatment where they spend more time with the doctor understanding their diagnosis in detail. | |
Local; aspirational; 28-50 YO, Lives in Bangalore, from Bangalore, works somewhere or owns a business, like famous Regional Superstars, movies, likes bike/ car companies | Modern & advanced Clinics in your area | Modern Clinics with advanced technology are now in your city. Trusted doctors, premium experience at just Rs 250. Clinikk - bringing the best of care near you. | These users are aspirational. with |
Experience the new India. Bharat 2.0 | This is how the new age healthcare looks like (interiors of Clinikk). And this is how much it will cost - 250. This is real; this is the new India -Experience Clinikk - healthcare for all | Position it as a new thing that has come near them. It is premium yet affordable; it piques the Indian patriotic angle, which makes them proud to try this out. | |
Look-alike audience of Google/Practo customers. | Listen to what our customers have to say | Users from a diverse age group to cover all TG. | These could be any users, with no specific age or socio-economic profile but approximately close to ICPs. Since the exact distribution is not controlled, testimonials from similar-looking profiles might create interest. |
ICP and Marketing Pitch
Sample Meta Ads:
Referrals:
The brag-worthy thing of Clinikk
What makes Clinikk stand apart is the exceptional doctor experience they get. Almost all the positive reviews mention a few common keywords which when summarized are:
- The doctor is patient and spent a lot of time listening to my problems
- Super friendly staff who explained to me the medicines and protocols after consult
- Clean, modern and hygienic place
The Product Currency - Money & Dopamine.
Someone who loved the experience would love to refer someone who is looking for a doctor for being the help (dopamine). To push them to do that could be the motivation of money.
Idea:
When someone has a great experience, he will be nudged for a referral. Initially, to push the dopamine effect, it will be something like “Help a friend get well soon” or “Be their saviour” which earns them a “health champion” badge. When their friend visits the clinic and completes a consultation, he gets 10% of his friend’s bill amount, as Clinikk Cash in his wallet. This cash can be used in future consults, medicines, tests or even buying the subscription product.
1. Who do we ask for a referral?
User story of Clinikk:
The user books an appointment
|
User visits the Clinikk Health Hub
|
The user consults with the doctor & likes the experience
|
The user gets well and gets a follow-up call on health
|
User gives a 5 Star rating on Google/ Feedback form
|
The user now considers Clinikk for all primary healthcare issues
Two nudges are done to any paid walk-in users after their consultation:
a) they are requested for a Google Review (unless done already)
b) after 2 days or a follow-up date (whichever is earlier), a "how are you doing" call is scheduled to check on their health and then a feedback form is sent (this is for the internal audit report)
Any user who rated 5 stars in the feedback forms or Google Reviews, can be the prime user to ask for a referral.
2. How will they discover it?
- WhatsApp Message:
After someone submits positive feedback, he receives a WhatsApp message that has the referral link:
Sample Communication:
Dear {name}, Thank you for rating 5 Stars for your experience. We are glad we could serve you to feel better!
At Clinikk, we believe everyone deserves the best care when sick! Be the “Health Champion” in your circle. Introduce Clinikk to your friends and family and if they use us, you get 10% of their bill amount as Clinikk Cash.
Click here to check your “health champion” score {referral link on website}
- In-app feature:
They can get the CTA button called "Refer" when they log into the website/app to view their prescription.
- Notification in-app:
In-app notifications to nudge them about Health Champion scores
Sample Communication:
- Prasad from your area is topping the Health Champion leaderboard
- One of your friends visited the link you shared, check your score
3. Why and how will they share?
Why?
Dopamine & Clinikk Cash.
How?
It will be a 1:1 communication. The referral message should be sent through WhatsApp.
On click of the Refer button, it opens the referral page. The referral page shows the Clinikk Health hub that the user had a great experience in. If the friend or relative is not near this Clinikk, he can share the other option to locate the nearest Clinikk.
Sample wireframe:
Click on any of the "Share" buttons open WhatsApp and show a prefilled message:
Sample Communication
Hey,
I recently visited Clinikk Health Hub {location} for a doctor checkup, and I was treated with the best care. I had a great experience.
Clinikk is a Bangalore-based renowned healthcare company with a network of 11 clinics, trusted with over 1 Lakh+ consults and 80,000 families that offers general doctors, medicines, and tests all in one place.
If you need to see a doctor or get a health check-up, use my link to book a visit👇🏼 {link with unique code}.
At Clinikk, I've found my family doctor!
4. How will they track?
1. The Referral page will have a “Health Champion 💎” button.
On click of the "Health Champion" button, it takes you to the referral dashboard and leaderboard in the area (pincode).
The intention is to show them the referral dashboard so that they can see who in his contacts visited and how much he spent. He will also see how much others are earning in his area so that he might get the dopamine rush to refer more.
5.How will they keep referring?
Healthcare takes time for a use case. Even though someone refers their friend, the only time they will use it is when they fall sick. On average, a person in India consults a doctor thrice a year. This might be even less for the younger crowd.
So, whenever the first person whom the happy customer referred walks in and consults, there should be a notification bringing the referer back to the game.
In-app notification or WhatsApp:
“Ravi from your contact used Clinikk for their health needs. Thank you for being a Health Champion. Click here to find out how much you earned {referral page link}”
The only way they can keep referring is like this:
- Identify users who have referred 1+ users
- Once 5 of their friends visit Clinikk, increase the revenue per cent to 20% till the rest of the year
- When 10 friends visit Clinikk, increase the revenue per cent to 30% till the rest of the year
- After a year, restart from 10% again, so they that they again refer to get the 30% sooner in the year.
Offline Partnership Program
Introduce OPD Passes that give a discount on the MRP of the bill. These passes will be invite-only and not available to all customers.
The OPD passes intend to attract new users in the community to try out Clinikk for their health problems.
Target Audience:
- Partner with Companies (Startups, Corporates etc) so that they distribute these passes to their employees as part of their Employee Benefits Program. This way we reach out to ICP 1 & ICP 3 users who are salaried, well-to-do and are looking for a modern, clean, digital-savvy family clinic near them.
- Partner with Coaching Centres (UPSC, JAVA, Digital Marketing) so that they distribute these passes to their students for better health. This way we reach out to students who can use our services for a discounted price and refer to bring more people.
- Partner with Associations (Senior Citizen Association, Press Association, Hotel Association, Tulu Association, Bengali Association etc) Partner with a lot of community or professional associations, and groups so that they can start using our service. This will create increase in trust and awareness in the local community; might be the first step towards cracking the local crowd.
Strategic partnerships with the organizations to invite their members only to help them discover Clinikk and start using the service. The validity of the passes can be later reduced and eventually stopped.
Brand focused courses
Great brands aren't built on clicks. They're built on trust. Craft narratives that resonate, campaigns that stand out, and brands that last.
All courses
Master every lever of growth — from acquisition to retention, data to events. Pick a course, go deep, and apply it to your business right away.
Explore foundations by GrowthX
Built by Leaders From Amazon, CRED, Zepto, Hindustan Unilever, Flipkart, paytm & more
Crack a new job or a promotion with the Career Centre
Designed for mid-senior & leadership roles across growth, product, marketing, strategy & business
Learning Resources
Browse 500+ case studies, articles & resources the learning resources that you won't find on the internet.
Patience—you’re about to be impressed.