Clinikk | Engagement & Retention
The Journey of Sickness: A Painful Reality for Many
The journey of sickness, from the moment you feel unhealthy to the time you recover, is so unpredictable and full of hassles that no matter how old you are or how tough you try to be, the inner voice says: 'Hey Prabhu! Hey Ram, Krishna, Jagannath, Premanand, ye kya hua? 😔🤦♂️
This is how the journey could typically looks like:
- Day 0: Illness begins.
- Day 1: Self-medication; doctor's visit delayed.
- Day 3: Doctor's visit results in prescription and lab tests; lab tests delayed.
- Day 4: Health worsens.
- Day 5: Doctor revisited; lab tests conducted.
- Day 6: Diagnosis: Dengue.
- Day 7: Treatment starts, but already delayed.
- Day 8: Critical condition; hospitalisation needed.
- Day 9: Hospitalisation occurs.
- Day 11: Discharged, paying out of pocket.
The Core Issue: A Crisis of Trust and Misaligned Incentives
You don't know where to go for an affordable care?
Where to go next for medicines and tests?
What if I get hospitalised, how will I pay for it?
What if everyone is trying to just make money?
And the scare is real as the incentive of every player involved is different.
Player | Incentive |
Patient (You) | To regain health swiftly and affordably |
Healthcare Provider | Revenue driven by tests, treatments, and prolonged care |
Insurance Company | Minimise claim payouts to maximise profits |
Result | Misaligned Incentives -> Poor Health Outcome, Low Trust |
Imagine a health subscription model where the service's profitability is directly tied to your health.
You pay the plan premium and when you're unwell, the plan pays for all of it, aligning its success with your recovery. 💭🤔🤨🧐
That's managed care and Clinikk for you!
Clinikk operates 11 Health Hubs in Bangalore, all directly managed to guarantee top-quality primary care and effective first-level health gatekeeping, focusing on keeping you healthy.
The Clinikk Health Plan doesn't stop at the primary care level but extends to cover your hospitalisation bills through Health Insurance that comes along.
The current pricing is age-agnostic and for everyone from 18-60, this is how the post discount premium looks like:
Plan | Self | Couple | Family |
|---|---|---|---|
Doctor Visits | Free & Unlimited | Free & Unlimited | Free & Unlimited |
Tele-consultation | Free & Unlimited | Free & Unlimited | Free & Unlimited |
OPD Limit | 15,000 | 20,000 | 25,000 |
Health Insurance (SI) | 5 Lakh | 5 Lakh | 5 Lakh |
PA Cover (SI) | 5 Lakh | 5 Lakh | 5 Lakh |
Annual Premium | ₹7,680 | ₹13,440 | ₹20,160 |
OPD Limit could be used for Medicines, Lab Tests, Specialist Reimbursements
Option to upgrade your Health Insurance - Sum Insured to 15 Lakh, 55 Lakh
💡What is the core-value prop of Clinikk?
Clinikk serves as a one-point, affordable solution to all your healthcare expenses - consultations, medicines, tests, hospitalisation - under a single annual premium. This model offers predictability in healthcare expenses and eliminates financial strain for its members.
Additionally, Clinikk’s self-owned and managed primary care centres ensure direct control over the quality of care, positioning these centres as the first point of contact for any health issues, thus driving positive health outcomes.
👤 Who is an active user at Clinikk? How do they experience core value prop repeatedly?
Active user of Clinikk is someone who uses OPD services at Clinikk health hubs whenever unhealthy and renews Clinikk's plan every year.
On average, Indians do three doctor consultations in a year; each consultation leads to one pharma prescription, and a diagnostics test is prescribed in every 3.5 consultations. Source
Primary reasons why utilisation of Clinikk's OPD would be higher compared to the national data:
- Since OPD is covered in the membership for free, users tend to use it more, for every minor problem.
- Features like tele-consultation comes with higher ease of use and features like health check-ups and other proactive engagements drive healthy walkins.
In general, an active user for Clinikk is someone who uses some OPD service at Clinikk every 3 months.
🔁 What is the natural frequency of Clinikk's features?
Primary JTBD for a user hiring Clinikk is to cover the risk of all their unpredictable healthcare expenses, majorly hospitalisation.
Natural frequency for the Health Insurance part (that covers hospitalisation expenses) is unpredictable and possibly once in a lifetime.
But the secondary JTBD for a user is accessible care and no out-of-pocket expense for day to day health issues. There are sub-products around this for which the natural frequency is higher.
Features | Self | Couple | Family |
|---|---|---|---|
Tele-consultation | Quarterly | Quarterly | Monthly |
In-person consultation | Bi-annually | Quarterly | Monthly |
Medicines | Bi-annually | Quarterly | Monthly |
Lab tests | Yearly | Bi-annually | Quarterly |
Health checkups | Yearly | Yearly | Yearly |
Preventive engagements* | Weekly | Daily | Daily |
Health insurance | Lifetime | Lifetime | Lifetime |
*Building a community and proactive engagement for preventive health could significantly increase natural user interaction frequency. This includes health quiz, wellness events and contents, community gatherings, etc
🤝 What is the best engagement framework for Clinikk?
Framework | Breadth | Depth (Time) |
|---|---|---|
Selection | Primary | Secondary |
Features |
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Reason | Apart from health-related engagements + community activities, other features are either usage based and a value is derived only when the user is unwell. In case of preventive health checkups there is an upper ceiling (once in a year). Insurance aspect comes into play only when a user gets hospitalised. But providing claim is just a safety net. User doesn't want to derive this value or this cannot be built into and engagement feature. User derives more value only when they use Clinikk every time they fall ill and proactively engages with features that could keep them healthy. |
|
An engagement framework designed to increase usage frequency doesn't necessarily optimise positive health outcomes.
Breadth is the best engagement framework since it's unfeasible to make a user unnecessarily utilise OPD services like consultations, medications, and tests unless they are unwell. The insurance aspect only comes into play during hospitalisation.
Most importantly, these are negative health outcomes for both the user and Clinikk. A positive outcome occurs when the user engages with:
- Preventive health features to stay healthy.
- Curative health features to become healthy.
This builds trust with Clinikk, ensuring that for the worst-case scenarios, health insurance is available.
👪 Segmentation (ICP Based)
Basic Demographics | ICP 1 | ICP 2 | ICP 3 |
|---|---|---|---|
Type of ICP | Nest Builders' | Chronic Curators | Young Wellness Warriors |
Name | Shivanna (45) & Nirmala (43) | Raghavendra (53) & Pushpa (49) | Ravi (28) |
Age Band | 30-45 | 45-60 | 25-35 |
Family Structure | Married with 2 kids | Married Couple (Wife ineligible for the plan) | Unmarried |
Occupation | Family business | Manager (Garment Factory) for last 15 years | Salaried |
Native City is Bangalore | Yes | Yes | No |
Income | ~70k per month | ~100k per month | ~100k per month |
How they spend their time? | Shivanna is usually busy with his business and Nirmala is occupied by house chores and kids. | Raghavendra actively helps his wife Pushpa in their house chores (cleaning, cooking). They visit a nearby temple 2-3 times a week and are active in community events. | Ravi mostly spends his time working as an IT consultant or upskilling. Being health conscious, he works out 5 times a week. On weekends, he goes out to meet his friends and parties. |
Where do they spend their money? | Most part of their earnings almost 70% goes for fixed expenses - food, bills, school fees, etc Other 30% goes towards savings and aspirational purchases, which are once in a while. | 40% of their earnings goes for fixed expenses - food, bills, medical, etc 20% of their earnings goes for paying home loan EMI. Nearly 30% goes towards savings and travelling (10k/2 months). | 50% of his earning goes for paying rent, and in food and travel. 20% goes towards paying his EMIs, major part of which is an education loan. Nearly 30% goes towards savings, travelling and shopping. |
Money vs Time | Money | Money | Time |
Online Activity | Active on Facebook, Instagram and Community Groups on WhatsApp IPL and cooking shows on OTT (Jio Cinema) | Not very active on Social Media except WhatsApp Prefer quiet, family-centred activities, watching television, reading. | Very active on LinkedIn, Reddit, Instagram and OTT platforms. Prefers watching movies and TV series when alone. |
Health & Wellness | ICP 1 | ICP 2 | ICP 3 |
|---|---|---|---|
Current Health Status | Shivanna and Nirmala don't have any chronic issues. They have both started having back pains for last 2-3 years and gets seasonal flu 1-2 times every year. Almost every month, their kids (age 5, 7) become unwell with common issues being flu, cough/cold. | Raghavendra is pre-diabetic but apart from that is pretty healthy. Pushpa is type-2 diabetic and hypertensive. As she is not covered under any plan (not-eligible), they spend 3k every month on her medicines, tests, insulin, etc | Ravi has not fallen sick for last 2 years when he got a dengue. He is fairly fit and monitors his basic vitals once in a while. His health issues are mostly cosmetic in nature and is witnessing hair fall for the last 11 months. |
Food Habits | Healthy diet with cheat days once a week when they go out for family dinner. | Follow a very restricted diet and live on home cooked food only. | Consumes junk 2-3 times every week. |
Fitness Activities | Only Pushpa does yoga at home, but very irregularly | Morning walks, daily | Gym, 5 days a week |
Corporate Insurance | No | Only for Raghavendra with SI of 2 Lakhs only | 5 Lakh cover provided by his current company |
Biggest Fears | Fear of losing all their little savings on unexpected/unplanned expenses - medical, business loss, covid. Shivanna spent about 4 Lakhs but lost his brother to covid 2 years back. | Pushpa is neither covered under the corporate plan provided by Raghavendra's company nor they have a personal insurance for her. They are late for it now. Fear of losing all their accumulated savings to bills if Pushpa's diabetes become worse. | Ravi keeps switching his job every 2-3 years, not all the companies provide a health cover and he doesn't feel that the current cover is not enough. |
Engagements | ICP 1 | ICP 2 | ICP 3 |
Plan with Clinikk | Family (Complete) with 5 Lakh HI | Self (Complete) with 15 Lakh HI (for Raghavendra) | Self (Basic) with 55 Lakh HI |
Vintage | 2 years | 3 years | 4 months |
Plan Features | Free consultation, meds & tests and reimbursements on specialists referrals for complete family (limit 25k per year) Free annual body checkup, once a year for Shivanna and Nirmala Health Insurance cover of 5 Lakh | Free consultation, meds & tests and reimbursements on specialists referrals for complete family (limit 15k per year) Free annual body checkup, once a year for Raghavendra Health Insurance cover of 5 Lakh, Super Topup of 10 Lakh Pushpa, although gets a special 30% discount on all her bills | Free consultation 30% discount on meds & tests Free annual body checkup, once a year Health Insurance cover of 5 Lakh, Super Topup of 50 Lakh |
Proximity to Clinikk Health Hubs | 2 kms away from their home | 1 km away from their home | 6 kms away from the current stay |
Which free/discounted OPD features do they use and in what frequency? | Visits Clinikk Health Hubs every 2 months for some or the other acute problem Goes for a referral visit to a specialist, mostly paediatrician once in 6 months Tele-consults once in 2 months for minor issues | Visits Clinikk Health Hubs every 15 days for regular body checkup (bp, sugar, etc) of Pushpa and once in 3-4 months for Raghavendra Gets the annual body checkups done on time | Has visited the Clinikk Health Hub just once for the complementary health checkup |
Which free OPD features aren’t used/valued? | Don’t get their preventive health checkups | They believe in meeting doctor in-person and have never used tele-consultation | Is healthy and didn’t have any use case for OPD services in the last 4 months. |
Do they pay for any extra services that’s not covered in their plan? | Purchase wellness products and healthy snacks for their kids, not very often | Preventive health checkups every 2-3 months | No |
Have they taken any claim for hospitalisation? | No | 30k claim for cataract surgery 3 months back | No |
What is their engagement level with online preventive features, and which features do they use? | High Attempts all the health quizzes and watch a lot of educational content on health usually related to healthy cooking and yoga | Medium Not very tech-savvy and the adoption curve is high but has been using daily step counter for last 10 months, diligently | Low Uses a different apps for monitoring calories |
What’s their level of engagement on community activities? | Medium Has attended a few events but have other plans that take priority on weekends. | High Attends all the health camps and in-person events that are hosted by Clinikk, once a quarter at nearby societies. | Low Has no interest in coming to these events. |
Retention | ICP 1 | ICP 2 | ICP 3 |
What was their main reason to buy Insurance? | They fear losing their wealth to hospitalisation | They already regret not having an insurance for Pushpa at the right time and Raghavendra wanted a plan with higher that continues even after his retirement from job | Wanted to have all his risks covered specially post covid |
But why Clinikk’s plan? | Plan was much more affordable and with physical centres offering free OPD, perceived value was much higher | They have been using OPD services at Clinikk for over 6 months before plan purchase | Was looking the most affordable option and Clinikk fitted well in the budget |
What was their go-to OPD provider before Clinikk? And what was the reason to switch? | They had a family doctor nearby. Because OPD was free, they switched to Clinikk and only now value service quality higher | They were visiting a multi-speciality centre right next to their home that had pharmacy and lab facility in the same premise but the cost was too high | Didn’t have much use case but used to search on Practo, in case needed |
What do they not like at Clinikk? | They have to take Clinikk doctor’s referral every time for specialist visits | If there was some plan that could have covered Pushpa, life was better | If Clinikk was any nearer to where he currently stays, he could have used it some time, at least. Although less than what market is offering the same insurance for, why is my premium same as that of a 50 year old? |
Current Alternatives | Moving back to the old family doctor for OPD and buy some other insurance from the market | No better alternative as with the newly diagnosed diabetes, won’t get an affordable plan with features similar to the existing one | Top-up plans in market with deductibles would work out way more cheaper |
Reasons to leave Clinikk | Budget issue, would 1st cut down on insurance cover, or if the premium hike is huge Service issue at Clinikk Hubs | Won’t leave unless premium hike is totally unaffordable and unreasonable | If the next job is stable and the health cover there is much better with higher sum insured |
🔄 Segmentation (Usage Based)
Features & Factors | Casual Users | Core Users | Power Users |
|---|---|---|---|
Family Structure | Basic - Self/Couple | Complete - Couple/Family | Complete - Family |
Plan Types | Basic plans with discount on OPD | Complete plan with free OPD coverage and benefits | Complete plan with free OPD coverage and benefits |
Age band | 25-35 | 35-50 | 45-60 |
Proximity to Clinikk Hubs | 3-7 kms | Under 3 kms | Under 3 kms |
Tele-consultation | Rarely used, mainly for urgent issues | Used quarterly for routine queries | Used monthly for continuous health monitoring |
In-person consultation | Visits only when necessary, 1-2 times a year | Regular visits for follow-ups or acute cases, quarterly | Frequent visits for comprehensive check-ups, monthly |
Medicines | Purchased occasionally from Clinikk when prescribed | Regular purchases linked to consultations | Regularly uses Clinikk for all medicinal needs |
Lab tests | Undertaken only when specifically directed by a doctor | Annual lab tests as part of health monitoring | Regular monitoring tests, multiple times a year |
Health checkups | Attends free annual checkup if remembered | Schedules regular checkups as recommended | Proactively schedules and attends all available checkups |
Preventive engagements | Minimal interaction with available health content | Participates in occasional wellness events | Actively involved in all preventive and wellness programs |
Health insurance | Considered as a backup, not a primary engagement reason | Appreciates the safety net, considers feature benefits | Highly values comprehensive coverage, engaged in details |
Usage Frequency | Infrequent, mostly as needed | Regular, scheduled interactions | Frequent, proactive, and highly engaged |
Engagement Depth | Surface level, mainly during specific needs | Moderate, engaged in ongoing health maintenance | Deep, involved in detailed health management |
Retention Factors | Stays for convenience, price sensitive | Values consistent service and coverage | Loyal due to comprehensive services and satisfaction |
📢 Engagement Campaigns
The core idea of these campaigns is to increase the depth of engagement in terms of features used across Clinikk's product and to drive more depth in terms of time spent on wellness and preventive engagements.
Breadth is the best engagement framework since it's unfeasible to make a user unnecessarily utilise OPD services like consultations, medications, and tests unless they are unwell. The insurance aspect only comes into play during hospitalisation.
Most importantly, these are negative health outcomes for both the user and Clinikk. A positive outcome occurs when the user engages with:
- Preventive health features to stay healthy.
- Curative health features to become healthy
Campaign 1: Wellness Wealth
Category | Details |
|---|---|
Name of Campaign | Wellness Wealth |
Customer Segment | ICP based: Nest Builders' (young families) Usage based: Core users |
Product Feature | Preventive engagements (health tracking tool, wellness checkups, etc) |
Context of the Campaign | Engage in health-engagement activities and win Clinikk Coins for every positive step that you take. |
Goal | Increase the use of multiple preventive features and the time spent on preventive interactions online. |
Channel | App Notifications, In-person pitch during visits, WhatsApp |
Offer | Earn Clinikk Coins for participating in activities, which can be redeemed for discounts on plan renewals, exclusive wellness programs, health service vouchers and go top on the Community Leaderboard. Activities: Log 10k steps and create a streak of 7 days - XX coins Answer Health Quiz post based on health content - X coins ....... |
Pitch/Content | "Transform your health actions into rewards with Clinikk Coins!" Participate in wellness activities, earn Coins, and save on health plans and services. It’s health that pays back! |
Frequency | In-app Notification: 5 times in starting 3 days of launch, 2 times in the next 3 days (preferably early morning) WhatsApp: 2 messages in the 1st 2 days of launch In-person Pitch: For visiting customers |
Timing | Launch coinciding with a major festival or occasion, promoting a fresh start. Sign-up deadline 5 days from the date of announcement. |
Success Metrics | Increase in users utilising at least 2 preventive features |
Other Metrics | Participation rate in the campaign (not just sign-up) |
Campaign 2: Take the First Step
Category | Details |
|---|---|
Name of Campaign | Take the First Step |
Customer Segment | ICP based: Young Wellness Warriors (young individuals on basic plan) Usage based: Casual |
Product Feature | Tele-consultation, In-person consultation, Annual health checkup |
Context of Campaign | Designed to get the 1st few interactions with core value props to showcase the quality of services |
Goal | Convert casual users into Core users by reducing the initial barrier to entry and increasing comfort and trust with Clinikk's core value props. |
Channel/Frequency | WhatsApp: 3 times in 1st 30 days of purchase |
Offer | Book an appointment with <Dr___> to get a complementary health checkup, and a personalised health routine. Signup window closes in 78 hours, 11 slots left. |
Pitch/Content | Taking the first step towards a healthier you? We're here to guide you with free initial consultations and essential health checks, ensuring you have all the tools you need to take control of your health. Don’t wait—your path to wellness begins now! |
Success Metrics | Increase in usage frequency of basic features |
Other Metrics | Uptake on complementary health checkup |
Campaign 3: Clinikk Champions Retreat
Category | Details |
|---|---|
Name of Campaign | Clinikk Champions Annual Retreat |
Customer Segment | ICP based: High-engagement users from various demographics |
Product Feature | Community Leaderboard, Exclusive Health Retreat access |
Context of Campaign | An exclusive retreat to reward and incentivise power users to deepen engagement and accumulate Clinikk Coins. |
Goal | Increase frequency and depth of user engagement to earn rewards, topping the community leaderboard. |
Channel | App Notifications, Special Invitation Letters, WhatsApp |
Offer | Free retreat access for top leaderboard users, costly access for others. Includes wellness workshops, relaxation and fun activities, big names in the guest list. |
Pitch/Content | Are you ready to be rewarded for your health commitment? Join the Clinikk Champions Retreat—an exclusive getaway for our top community members. Earn your spot by topping our leaderboard and live wellness in luxury! |
Frequency | Announcements and updates throughout the year, with the main event annually. |
Success Metrics | Growth in Clinikk Coins earned per user |
Other Metrics | Social media engagement related to the retreat |
Campaign 4: Clinikk Warriors Blood Drive
Category | Details |
|---|---|
Name of the Campaign | Clinikk Warriors Blood Drive |
Customer Segment | ICP based: Community-conscious users across all segments |
Product Feature | CSR (Blood Donation Camps) |
Context of the Campaign | Clinikk organises quarterly blood donation camps, branded as Clinikk Warriors, to give back to the community and save lives. |
Channel | BTL marketing around the camp location App-banner from 10 days before the event |
Goal | Enhance community involvement and brand visibility |
Offer | Participants receive a "wild entry" boost on the Clinikk Community Leaderboard, acknowledging their life-saving contribution |
Pitch/Content | Join the ranks of the Clinikk Warriors! Donate blood, save lives, and gain special recognition in our community. Your heroic action gives you a wild entry on our Leaderboard, elevating your impact beyond health! |
Frequency | Quarterly events at different locations across the city |
Success Metrics | Number of participants at each event |
Other Metrics | New sign-ups |
Campaign 5: "Calm Chai" by Clinikk
Category | Details |
|---|---|
Name of Campaign | "Calm Chai" by Clinikk |
Customer Segment | ICP based: Users interested in physical and mental wellness |
Product Feature | Daily online yoga and meditation sessions preceded by a 7-minute chai conversation |
Context of the Campaign | A unique wellness program that combines the calming effects of yoga and meditation. |
Goal | To increase DAU by promoting more participation |
Channel | Live streaming on Clinikk App |
Offer | Participants earn Clinikk Coins for each session attended |
Pitch/Content | Join 'Calm Chai with Clinikk' to enjoy a warm cup of chai and transition into a soothing yoga and meditation session. |
Frequency/Timing | Daily sessions, fixed timing, 1 hour long |
Success Metrics | Increased number of participations |
Other Metrics | Engagement levels on "Chai pe Charcha" |
🔗 Retention Design
🕊️ Bird’s Eye View
Since the Clinikk plan is an annual membership, we track retention at Y1, Y2, Y3 and so on.
This is how the retention for different plan type looks like for different cohorts:
Plan Type | Family Structure | Y1 Retention | Y2 Retention | Y3 Retention | Y4 Retention |
|---|---|---|---|---|---|
Complete | Family | 84% | 76% | 73% | 71% |
Basic | Family | 76% | 68% | 64% | 61% |
Complete | Couple | 82% | 77% | 75% | 73% |
Basic | Couple | 69% | 58% | 55% | 53% |
Complete | Self | 56% | 47% | 45% | 44% |
Basic | Self | 71% | 63% | 61% | 60% |
Retention Rates usually flatten post Y1 attrition which is primarily due to misalignment between expectations in core offerings and insurance features while purchasing it for the 1st time.
🔬 Microscopic View
What sourcing channels drive better retention?
Plan sourced online or through telesales show better retention compared to sourcing through field sales as there is less control on what's being sold, to whom it's being sold and the promised values. Although the initial activation when done in-person helps in faster and deeper activation but most of the attrition happens because of mis-selling on the 1st place.
Major Reasons:
-Plans sold to customers who can't afford insurance
-Plans sold with false commitments
-Plans sold to friends and family just to met the sales targets
What user segmentation is the most valuable for retention?
- Families and Couples have better retention compared to Self plans
- Users who stay near to the Clinikk Health Hubs engage more with sub-features like consultation, etc and their attrition is low because of higher perceived value
- Y1 attrition of Elderly cohort is higher because they can easily be mis-sold on feature benefits and they face issues in online payments but Y2 onwards their retention is much better because they don't want to lose on Insurance when getting another plan with newly discovered chronic problems makes the alternatives (other insurances), unaffordable or ineligible.
What sub-features drive retention?
Sub-feature | Ease of Use | Perceived Value per Engagement | Engagement Frequency | Driver for Retention |
|---|---|---|---|---|
Tele-consultation | High | Low | Low (ceiling: Medium) | Low/Medium |
Consultation | Medium | High | Medium (ceiling: Medium) | High |
Medicines & Tests | Medium | Low | Medium (ceiling: Medium) | Medium |
Preventive Engagement | High | Low | Low (ceiling: High) | Medium/High |
Community Activity | Low | Medium | Low (ceiling: Medium) | Low |
Perceived value of In-person consultation at Clinikk Hubs is very high. In fact, most of them are 4.9-star after 500 plus user ratings.
But a user could either use it for preventive health to stay healthy or curative health to become healthy when you are sick. Unless the user has a chronic issue, its tough to drive an engagement beyond 2/3 consults per user per year.
Preventive Engagement and building a community around it doesn't have much perceived value and engagement depth as of now but this is where the ceiling is high and adding more product hooks would definitely increase the perceived value.
What engagement framework drive retention?
Breadth is the best engagement framework since it's unfeasible to make a user unnecessarily utilise OPD services like consultations, medications, and tests unless they are unwell. The insurance aspect only comes into play during hospitalisation.
Most importantly, these are negative health outcomes for both the user and Clinikk. A positive outcome occurs when the user engages with:
- Preventive health features to stay healthy.
- Curative health features to become healthy.
This builds trust with Clinikk, ensuring that for the worst-case scenarios, health insurance is available.
🔥 Reason of Churn
Flashback: Primary JTBD for a user is getting getting a claim in case of hospitalisation in future. So, what Clinikk is technically selling is "trust", "promise" and this is most fundamental to the business.
Top 2 Reasons for User Churn
Misunderstanding of TnCs/Mis-selling: Insurance is a complex product and if there is a significant gap between their expectation and reality, they would feel mislead and churn.
Cost Concerns: Clinikk's ICP is middle-income for whom "cost vs perceived value" mismatch is a major turn-off. As the medical inflation is ~14% year-on-year, insurance cost and plan premium adjusts for hike of similar magnitude. For a lower-middle class, it becomes unaffordable.
Voluntary Reasons | Description |
|---|---|
Cost concerns | Perceived Value << Money Spent |
Misunderstanding of TnCs | Insurance TnCs are complex and users are prone to understanding it wrong or getting mis-sold |
Service issues | Dissatisfaction with services either at Clinikk Hubs or customer support breaks the brand trust |
Hike in Premium | Insurance/Plan premium increases 10-15% year-on-year and this creates a lot of resentment to some users who undermine the medical inflation |
Claims rejects | If any claim gets rejected even for a genuine reason, user won't give you a 2nd chance |
Negative feedbacks/reviews | Bad publicity specially from friends/family could influence the user and break the trust |
Infrequent usage of secondary features | Some users would have prioritised OBD usage as their primary driver for plan purchase. If they don't use that much, they end up churning |
Better Alternatives | Switching to a competitor offering better value, services, or costs or sometimes the new company (for employees) starts providing better cover |
Change in financial priorities | Some other financial commitments might take up priority sometimes |
Change in Insurance Partner | People might churn if the insurance provider changes as they would not like/rely on the new one |
Closing/Shifting of Health Hubs | Clinikk being a new brand makes people insecure on closing centres |
Availability/Accessibility Issues | Inconvenience in accessing services due to location or operational hours. |
Involuntary Reasons | Description |
Payment Related | Insufficient funds or forgetting/missing the due date |
Change in Eligibility | Because of a health condition, the user is no more eligible for the particular plan |
Changes in Provider Network | Preferred provider moves out from the network list |
Auto-cancellation System error | System errors or automated processes erroneously cancels the plan |
Death | Death of the subscriber |
Negative Actions to Look Out For
Sources of feedback collection:
GMB page
Post-consultation feedback form
Service call feedbacks
User surveys/interviews
Post compiling the responses from all the sources and categorising, these are the most recurring negative actions:
Ticket Category | Touchpoint | Ticket Count in the Last 1 Year | Number of Users who were up for Renewal | % Users who Renewed |
|---|---|---|---|---|
Didn't like Doctor's service at CHH | Clinikk visit | 47 | 45 | 25 (55%) |
Medicines didn't work | Clinikk visit | 32 | 29 | 11 (38%) |
I was Mis-sold | Post/during onboarding | 67 | 21 | 5 (24%) |
Premium Hike Related | Pre-invoicing and renewal communication | 232 | 232 | 178 (77%) |
Delayed Response Time | Service calls, tele-consults | 65 | 49 | 32 (65%) |
Tech Issues with App | Anytime while using | 23 | 22 | 18 (82%) |
Service not Accessible | Booking page, On-visit | 41 | 41 | 14 (35%) |
🌱 Resurrection Campaigns
Resurrection campaigns are designed to re-engage users who have voluntarily left the service or are considered at-risk of churning upon their renewal period.
These campaigns aim to address and reverse the negative experiences that might push users away from the service, such as service issues at Clinikk Hubs, unexpected premium hikes, and problems with medicines or test reports.
Strategies Used:
-Introducing users to new use cases that enhance the perceived value of the service.
-Offering discounts or other incentives to persuade users to stay with the service for another year, thereby increasing their depth of engagement.
Campaign 1: No-surprises Renewal Plan
Churn Lever | Premium Hikes |
|---|---|
Goal | To retain at-risk users by offering a transparent and predictable renewal experience |
User Segmentation | Users due for Renewals in coming 3 months |
Channel | WhatsApp, In-app banner, Calls in last 1 month |
Offer | A locked-in rate for the next renewal period |
Content | Stay with Clinikk without surprises — lock in your rate today |
Frequency | Prior to the renewal period |
Success Metric | Higher renewal rate among targeted users |
Motivation | Provide financial predictability and transparency to reduce churn due to premium increases |
Churn Lever | Trust and Credibility Issues |
|---|---|
Goal | Reinforce trust among all the active users but active re-targetting of at-risk users on social media |
User Segmentation | All active users with boost for users due for Renewals in coming 3 months, specially the ones at-risk |
Channel | In-app community page, Re-targetting testimonials on FB, Instagram |
Offer | Highlight a “Claim Success Rate” and "User Testimonials" |
Content | Hear from our Clinikk community members who’ve had their health and claims handled with care. Your peace of mind is our promise — join the circle of trust with Clinikk Trust Tales. |
Frequency | Regular stories on the App's community page |
Success Metric | Engagement with testimonials |
Motivation | Demonstrating the reliability of Clinikk’s plan through satisfied users. |
Campaign 3: Personalised Health Progress Updates
Churn Lever | Service Issues at Clinikk Hubs |
|---|---|
Goal | Re-engage at-risk users by showcasing personal health improvements and Clinikk's service enhancements |
User Segmentation | All active users due for Renewals in coming 1 month, specially the ones at-risk core/power users |
Channel | In-app notifications taking the user to a personalised page that shows: how much they saved in OPD, how many times they used and positive health outcomes |
Offer | Personalised health report and health progress so far |
Content | See how far you've come on your health journey with Clinikk! Plus, learn about our new service commitments. Your next health consultation is on us — let's talk wellness!" |
Frequency | Once, as an annual health review reminder |
Success Metric | Re-activation rates |
Motivation | Show users their health progress and Clinikk's dedication to service quality, increasing their perceived value of Clinikk's services. |
Campaign 4: Clinikk Exclusive Discount
Churn Lever | Cost-Related Churn |
|---|---|
Goal | Win back churned users by offering a tangible cost-saving one-time discount |
User Segmentation | At-risk users due to renewal and users who have cited cost as a reason for churn and have not used the services in depth |
Channel | On-call |
Offer | 5% discount and 1000 Clinikk Coins for continuing their trust |
Content | We know you have other commitments, but this is best we can do! Talk to them about waiting period benefits that would be lost if they don't renew. |
Frequency | One-time-offer |
Success Metric | Renewal % among these users |
Motivation | Providing financial relief at the time of crisis through discounts can be a powerful incentive |
Campaign 5: Pre-renewals
Churn Lever | Getting a few Early Ones to learn about Others |
|---|---|
Goal | To renew a few users early, at-discount to learn more about common queries that could come from other users |
User Segmentation | All the users due for renewal in 3 months |
Channel | On-call |
Offer | 1000 Clinikk Coins for continuing their trust and paying early |
Content | We value your commitment to health and your wallet. Renew early to get 1000 Clinikk Coins |
Frequency | One-time-offer |
Success Metric | Renewal % among these users |
Motivation | Providing extra incentive at the time of renewals through Clinikk Coins can be a powerful incentive |
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