Clinikk | Onboarding by Shubham Malani

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Clinikk | Onboarding by Shubham Malani

Quick Recap - Clinikk

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.

Clinikk Smart Plans - Silver & Diamond

Plan	Silver	Diamond
Doctor Visits	Free & Unlimited	Free & Unlimited
Tele-consultation	Free & Unlimited	Free & Unlimited
Medicines & Tests	30% Discount	Up to OPD limit
Health Insurance (SI)	5 Lakh	5 Lakh
PA Cover (SI)	5 Lakh	5 Lakh
Annual Premium	Starts at ₹4,800	Starts at ₹7,680

We are now trying to understand the goals of Clinikk's retained users by identifying:

Who our Ideal Customer Profiles for Clinikk are? - ICPs

What are they doing with the Clinikk's plan? - Customer Journey Map

Why are they signing up for the Clinikk's plan? - JTBD

Top-2 ICPs (Ideal Customer Profiles)

Criteria	ICP-1
Name	Shivanna (45) & Nirmala (43)
Age Band	30-45
Family Structure	Married with 2 kids
Occupation & Assets	Business (Furniture Shop), Self-owned house
Location	Bangalore (Tier-1)
Income	~70k per month
How they spend their time?	Shivanna is usually busy with his Business and Nirmala is occupied by house chores and kids.
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.
Online Activity	Active on Facebook, Instagram and Community Groups on WhatsApp IPL and cooking shows on OTT (Jio Cinema)
Health & Wellness	High usage of OPD services for kids, values access to better healthcare, likely interested in preventative health measures.
Clinikk Plan	Clinikk Smart Silver (5L Insurance + 30% discount on OPD) for family
Most used features of Clinikk's plan	Doctor consultation at Clinikk centres for common acute problems - fever, cough/cold
Usage Frequency	Visits Clinikk centres every 2 months for OPD usage
Problem Statement	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.
Willingness to Pay	Moderate-to-High They do value Insurance but lacks the 100% trust if they would definitely get a claim.
Product Retention	Moderate, if they stop utlilizing OPD then can think of purchasing insurance again in the future.
Alternatives	Other Insurance Companies - Star, Care, HDFC with 20% higher premium

Criteria	ICP-2
Name	Raghavendra (53)
Age Band	45-60
Family Structure	Married with 2 children at their early 30s who stay separate
Occupation & Assets	Manager (Garment Factory) for last 15 years, 2 bhk owned apartment
Location	Bangalore (Tier-1)
Income	~100k per month
How they spend their time?	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.
Where do they spend their money?	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)
Online Activity	Not very active on Social Media except WhatsApp Prefer quiet, family-centered activities, watching television, reading
Health & Wellness	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
Clinikk Plan	Clinikk Smart Diamond (15 Lakh Insurance + OPD) for Raghavendra
Most used features of Clinikk's plan	Regular paid checkups at Clinikk centres for Pushpa (not covered in Raghavendra's plan) Raghavenda focuses on regular monitoring of chronic conditions.
Usage Frequency	Visits Clinikk centres every month for OPD usage
Problem Statement	Pushpa is neither covered under the corporate plan provided by Raghavenda'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.
Willingness to Pay	High They do value Insurance after seeing so many friend/families losing their wealth to hospital bills.
Product Retention	High, once in they tend to stick unless missold on the 1st place
Alternatives	Other Insurance Companies - Star, Care, HDFC with 50% higher premium

Customer Journey Map for a Clinikk User

Stage	Awareness	Consideration	Decision	Purchase	Utilization	Loyalty
Situation	Realizes the need of a comprehensive health plan due to a health scare, financial planning, or family advice.	Considers Clinikk's Health Plan, evaluating how it could fit their health needs and financial plans.	Ready to choose a health plan that covers both OPD and hospitalisation.	Commits to purchasing the suitable Clinikk Health Plan	Begins to use the OPD services at Clinikk centres.	After repeated positive experiences and awareness about successful IPD claims, develops loyalty.
Actions	Learns about Clinikk through a field sales agent, online research, social media (Facebook, Instagram).	Reviews the details of Clinikk's plan through the brochures shared by the field sales agent/on the website and compares it with other insurance plans.	Engages with a Clinikk advisor for detailed inquiries. Evaluates testimonials and reviews. Explores discounts/offers and evaluate their current budgets.	Completes the plan purchase and goes for the health checkup process if needed.	Book the free health checkup that comes with the purchase and visits Clinikk centre for the 1st time.	Renews the plan and recommends Clinikk to friends and family.
Emotions	Concern about health and financial security.	Analytical and optimistic about the potential benefits.	Desire to make the right choice.	Relief of making the right choice towards health security.	Grown trust & confidence towards the service.	Satisfaction in helping others make the right choice.

Stage

Awareness

Consideration

Decision

Purchase

Utilization

Loyalty

Situation

Realizes the need of a comprehensive health plan due to a health scare, financial planning, or family advice.

Considers Clinikk's Health Plan, evaluating how it could fit their health needs and financial plans.

Ready to choose a health plan that covers both OPD and hospitalisation.

Commits to purchasing the suitable Clinikk Health Plan

Begins to use the OPD services at Clinikk centres.

After repeated positive experiences and awareness about successful IPD claims, develops loyalty.

Actions

Learns about Clinikk through a field sales agent, online research, social media (Facebook, Instagram).

Reviews the details of Clinikk's plan through the brochures shared by the field sales agent/on the website and compares it with other insurance plans.

Engages with a Clinikk advisor for detailed inquiries.

Evaluates testimonials and reviews.

Explores discounts/offers and evaluate their current budgets.

Completes the plan purchase and goes for the health checkup process if needed.

Book the free health checkup that comes with the purchase and visits Clinikk centre for the 1st time.

Renews the plan and recommends Clinikk to friends and family.

Emotions

Concern about health and financial security.

Analytical and optimistic about the potential benefits.

Desire to make the right choice.

Relief of making the right choice towards health security.

Grown trust & confidence towards the service.

Satisfaction in helping others make the right choice.

JTBD for Clinikk's Top-2 ICPs

Goal Priority	Goal Type	ICP-1 Shivanna, Nirmala	ICP-2 Raghavendra
Primary	Financial	"To control regular healthcare spendings" "To prevent financial shocks because of hospitalisation"	"To make sure that my wealth doesn't wash-out because of any hospitalisation"
Secondary	Functional	"To have an accessible, one-point solution to all our health needs"	"To manage my chronic conditions without much hassle"

Goal Priority

Goal Type

ICP-1

Shivanna, Nirmala

ICP-2

Raghavendra

Primary

Financial

"To control regular healthcare spendings"

"To prevent financial shocks because of hospitalisation"

"To make sure that my wealth doesn't wash-out because of any hospitalisation"

Secondary

Functional

"To have an accessible, one-point solution to all our health needs"

"To manage my chronic conditions without much hassle"

Onboarding Teardown

Clinikk _ Onboarding Teardown by Shubham Malani.pdf

Activation Metrics

Metric 1: Users who downloaded Clinikk App in 3 days

Hypothesis: Users who download the Clinikk app within the first 3 days of signing up are more likely to be engaged and thus show higher retention rates.

Details: Early app download indicates strong user intent and a desire to explore the services offered. Users who engage with the app within this timeframe are 25% more likely to utilize the service regularly, leading to approximately 15% increase in retention compared to the total cohort of users.

Metric 2: Users who got their Free annual body checkup in 30 days

Hypothesis: These users are more health-conscious and they are likely to value the OPD services offered at Clinikk centres. Their perceived value compared to people who are less likely to use OPD but have purchased the plan only for insurance.

Details: Getting the complimentary health checkup within 30 days indicates proactive approach to health and has shown 20% higher LTV and their spends on services excluded in the plans (preventive health checkups, vaccinations) would be higher.

Metric 3: Users who walked-in to Clinikk centres in 30 days to use any OPD service

Hypothesis: These users are more likely to use Clinikk's OPD service not just for acute problems but to address their underlying problems, deal with chronic issues and perceive Clinikk centres as their family medical centre. They will most likely walk-in frequently and likely to engage much more.

Details: Visiting a Clinikk centre within 30 days of plan purchase have done 2X more walkins compared to the general cohort. Also, users with OPD utilisation of at least 1500 per member in their plan have shown 30% better retention.

Metric 4: Users who gave a 5-star rating after activation kit delivery

Hypothesis: Users who provide a 5-star rating post receiving of the activation kit are more satisfied and likely to become brand advocates, resulting in more referrals.

Details: Over 95% users have given a 5-star rating to Clinikk on the activation kit delivery form that captures their purchasing experience. These users have given 80% more referrals compared to users whose kits were delayed or not delivered.

Metric 5: Users who gave at least 1 successful referral within 3 months of plan purchase

Hypothesis: Purchasing insurance in itself is like trusting a paper of promises. Referring friends and family to Clinikk means that the trust is won.

Details: Customers referring friends and family to consider Clinikk's plan have done it with/without rewards. In fact, drop-off in referrals is just 15% if the referral reward is non-existent. So, users referring believes in the services and that gives them a strong trust on the JTBD - getting their claims done whenever in future. Users referring have shown 25% higher retention, and retention of referred customers is also 15% higher compared to the total cohort.

Metrics to Track

Qualitative Metrics

Satisfaction with Annual Body Checkup	Conduct interviews and insights to understand - 1. experience/satisfaction, 2. health impact
User Experience at Clinikk Centres	Ratings/reviews given to Clinikk on GMB page and detailed feedback collected post recovery of patient.
User Experience on App Download	Collect insights from user interviews. Also observe the impressions on App, features being used with ease/difficulty.
Feedback on Referral Program	Gather stories of successful referrals, conduct interviews to understand user's experience with the referral flow.

Quantitative Metrics

App Download Ratio	Track the percentage of users who download the Clinikk app within 3 days of plan purchase.
Annual body checkup fulfilment	Measure the percentage of users who complete their annual body checkup within 30 days.
Centre Visit Frequency	Count the number of OPD visit per user within 1st 30 days, 90 days, 1 year
Ratings	Measure NPS, % of users who give 5-star ratings
Referral Success Rate	Number of successful referrals per user, Number of users who have given successful referrals

Retention, Engagement & Other Metrics

Cohort Retention: Y1, Y2, Y3 Retention Rates as we are selling annual plans.
Weighted Engagement Score: OPD Utilization (+5), Teleconsultation (+2), No Utilisation in last 90 days (-10), Referrals (+15), App Engagement, etc
Channel-level Activation and Retention
Agent-level Activation and Retention
Activation and Retention of plans sold at discount vs MRP
ICP-level Activation and Retention
Plan-type-level (Self vs Family, Diamond vs Silver) Activation and Retention