Engagement & Retention project | Clinikk
Introduction to Clinikk (Recap)
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.
⏪ **End of Recap** ⏪
Understanding the product
Core Value Prop of Clinikk:
"Get treated by the best family doctor near you for your and your family's health problems at any time" - Clinikk
Clinikk wants to deliver the best health care for patients in the most affordable, accessible and modern way.
- Trusted and Quality Doctors:
The average Google Ratings of the 11 Clinikk Health Hubs is 4.9 in Google and 4.8 in Practo. The doctors are highly rated and trusted in the community for their modern and structured approach to diagnosis. The doctors undergo regular training and audit to maintain the same quality of care across all branches. The in-house medical software (Doctor Dashboard) enables medical protocol-led diagnosis and suggestions that help doctors to treat and prescribe whatever is best for the patient. Patients are not overprescribed medicines or tests if not required for the sake of AOV - this is the biggest CPV of Clinikk and is strictly monitored.
- Easy Access:
There are 11 clinics owned and maintained by Cliniikk across Bengaluru which are modern and premium; the entire patient workflow is designed so that the average wait time of a patient is not more than 5 minutes- this means less waiting time but ample face time with the doctor. The locations of the Clinikk strategically cover almost all the major zones of Bengaluru, making it convenient for patients to travel. Medicines, lab tests and medical procedures (like injection, IV fluid, wound dressing etc) are available in the same clinic making it easier for patients. The doctors are available 8 hours in a day for 6 days in a week. If needed, users can consult online with the doctor through an audio or video call 24x7 - thus giving them access to doctors anytime.
- Affordable:
The consultation fee for a general physician at a Clinikk Health Hub is just ₹250. While the average consultation fee for a GP in Bengaluru is ₹500, Clinikk provides it at almost half the price. The low cost is in no way a compromise to the quality of the clinics or the premiumness of the setup. Also, if a user comes back for a follow-up within 7 days, it is free. The medicines and tests are also available at a cheaper rate than in the market otherwise.
- Modern and Digital:
Being a tech-first company, Clinikk is innovating newer means to break the traditional healthcare system and incorporate technology to make life easier. At Clinikk, all prescriptions and medical reports are stored digitally and can be accessed from the website via a browser at any point in time. This not only avoids the unnecessary requirement of carrying medical reports but also the time spent repeating medical history each time you visit a doctor. The medical reports are well accessible to the doctors, and they can take decisions based on that, even if the doctor who saw you last has changed. This enables patients to visit doctors paperless or refer to readable prescriptions without the worry of keeping the prescription safe and without having to repeat the same medical story again and again.
How do users experience the core value prop repeatedly?
- At the Clinikk: Whenever the user is sick and gets treated by a Clinikk doctor at the clinic.
Trusted and Quality Doctor | Easy Access | Affordability | Modern and Digital |
|---|---|---|---|
Quality time with Doctor | Low waiting time | A fee of ₹250 | Digital Prescription |
Proper explanation and diagnosis | Medicines and tests at the same clinic | AOV - ₹500 | WhatsApp chat for quick query resolution or service |
No unnecessary tests or medicines | Electronic Health Record |
- At their home: Whenever the user is sick and gets treated by a Clinikk doctor online (through audio or video consultation).
Trusted and Quality Doctor | Easy Access | Affordability | Modern and Digital |
|---|---|---|---|
Quality time with Doctor | Easy teleconsultation booking request | A fee of ₹250 | Digital Prescription |
Proper explanation and diagnosis | Available 24x7 | | WhatsApp chat for quick query resolution or service |
No unnecessary tests or medicines | Consult a doctor at the comfort of your home | | Electronic Health Record |
ICP deep dive
Detailed Analysis later in the segmentation section 👇🏼
User Interview Excerpts from Engagement & Retention
Understanding Engagement for Active Usersthe
What feature of Clinikk do they most value?
When discussing the most valued features of Clinikk, users appreciated the clinic's modern approach, emphasizing the reduced waiting time and the extensive duration of doctor consultations. Users also highlighted the convenience of Electronic Health Records (EHR) and easy access to prescriptions and previous medical history.
Which experience/feature of Clinikk makes users come back?
The warmth and friendliness of the clinic staff were cited as compelling reasons for return. Also, the less waiting time and easy access to doctors seemed to be very helpful for these users.
"The caring attitude of the staff, alongside the excellent treatment provided by the doctors, makes us feel valued and well-cared for," Anita Desai (34 years old, mother of two) - With Clinikk since March 2022; she and her family visited 6 times in 2023.
What about the frequency of usage?
Different types of users had different frequencies for their use cases.
"I don't need to visit often, maybe just once or twice a year. But when I do, I know I'll get the attention and care I need." Vivek Singh (29 years old, Software developer and marathon runner)
However, users with family have more frequency of usage. Typically around 4-5 times a year. Chronic patients or Clinikk subscribers also have a higher rate of frequency that ranges from 8-15 times a year.
Who finds it the most valuable?
Families and chronic patients find Clinikk most valuable. Their use cases are also more; for a family with elderly and kids, the frequency of visits and need for a doctor is more and the convenience at Clinikik makes it even more valuable to them.
6/10 users who found Clinikk a great find had brought their kid or parents at least two times to consult a doctor.
Which feature/experience is least valued?
Few of the users I spoke to mentioned teleconsultations as the least effective mode of getting treatment if not for follow-ups. 4/7 users mentioned that they prefer in-person consultation to teleconsultations for their first visit as they prefer the doctor to inspect them personally over virtual discussion.
What made users upgrade to the Clinikk Subscription Product?
The decision to upgrade to a subscription product was influenced by the overall quality of care and the seamless availability of healthcare services. Also, repeated usage of Clinikk eventually helps them with the math where they realise the value of savings on medical bills with the Clinikk Subscription plan.
"It was a no-brainer for me. The level of care, the on-call doctors, and the ease of getting my medication and tests done convinced me to become a subscriber," Akshay Reddy (45 years old, business owner with hypertension). With Clinikk since November 2021; became a subscriber in January 2022.
Understanding Retention of Active/Churned Users
What made you leave Clinikk?
I tried speaking to a few of the churned users and the common two reasons seemed to be location constraints or service experience.
"I shifted to Whitefield after switching my job, there isn't any Clinikk here, and the travelling to Kaggadaspura branch is too much of a pain." Priya (34 YO, IT Employee, Visited Clinikk Koramangala 6 times between Aug 2022 to Nov 2023)
Users like Priya value proximity and ease of access in their healthcare decisions. Although satisfied with Clinikk's services, a significant number of users who face changes in their living or work locations find it challenging to continue their care with the clinic, particularly if moving to an area not serviced by Clinikk's network.
"I was suffering from a severe cough and got the medication mentioned by your doctor but I was not cured. I later showed another doctor in Apollo and his treatment worked miracles. I don't think your doctors are experienced enough", Prashanth (33, Buisnessman, Non-subscriber)
Effective treatment is crucial for building trust in healthcare. When patients experience relief from their symptoms through the prescribed treatment, it reinforces their faith in the medical professionals' expertise. However, if the treatment fails to alleviate the condition, patients may doubt the doctors' knowledge and competence, leading to a loss of trust in the healthcare system. Users like Prashanth associate their trust to a healthcare service from the time taken to recover and the treatment quality.
Describe what can make you leave Clinikk
For the majority of the users service efficiency and quality are paramount. A potential shift in these areas could prompt patients to consider alternative healthcare providers. This sentiment is echoed by many users who prioritize minimal wait times and high standards of medical care, and who would likely explore other options should Clinikk's service levels falter.
"I think doctor's treatment is important, if I think the doctor is not able to fix my issue or the prescribed treatment is not efficient, I will look for a better option", Adarsh (32 YO, non-subscriber, Migrant, IT employee)
Do you consider Clinikk as your family doctor or first line of care for all health related problem?
"I consider Clinikk as a family doctor but I might not consult your doctors for something major", Adarsh (32 YO, non-subscriber, Migrant, IT employee)
6/11 Non-subscriber patients felt that Clinikk is their family doctor for all primary health issues but would not consider it as a first-line of care for everything health.
However, the same question with members had a different response.
"I go to Clinikk for all my health issues and based on the doctor'sresponses advice take next steps", Deepthi (46 YO, married, Subscriber since Feb 2022)
Deepthi's statement reflects a strong trust in Clinikk as a primary healthcare provider for her family, an opinion shared by many other subscribers (5/5 subscribers had similar responses) who view Clinikk's comprehensive and personalized care as central to their family's health. The clinic's ability to maintain detailed medical histories and provide consistent care makes it a trusted first line of care for these users.
What could add value to you which you do not have at present?
Although the majority of the users ended up responding "Nothing as of now", there were few responses that helped us identify user's desires for enhancements to Clinikk's service offerings.
3/8 users expressed a desire for more tailored health insights and proactive wellness tips that go beyond general advice. This feedback suggests that while Clinikk's current services are valued, there is an opportunity to deepen patient engagement and satisfaction by providing more customized health information and support - may be in the form of preventive checkups, time-based monitoring and health-planning
Regarding your chronic condition management, is there a feature you do not like?
"Medicine delivery could have been very useful; sometimes coming back to Clinikk for prescription fulfilment is a pain. " - Sanjay Gowda (47 years old, Diabetic - With Clinikk since Jun 2022; not a subscriber yet).
This is a common complaint I could hear from chronic patients, both members and non-members. Few of the non-members have already switched to procuring medicines from their local pharmacy. They think anyways Clinikk gives generic medicines; why not buy branded meds from a more convenient option? This has impacted the AOV of these users.
3/5 Chronic Patients I spoke to, have a decreased AOV over months - it clearly shows that there are months when they do not purchase from Clinikk; but months when they come for a doctor check-up, they do get some dosage of the medicines from the clinic.
What is the natural frequency of the product?
In India, typically a user sees a general physician 2-3 times on average a year.
Keeping the above frequency in mind, any user who visits Clinikk >=2 times a year is considered activated.
Although this is a generalised number, the frequency might vary on multiple other factors, like season/climate changes, immunity of the user, convenience to the doctor, interest in consulting a doctor vs over-the-counter-medicine procurement or self-medication, age, family size, and chronic diseases.
Classification of frequency based on a few factors:
- Young users (18-24 years): average 2 visits/ year
This cohort, typically students or those in early careers, has a frequency of around 2 visits per year. These users are young, healthy and have a higher immunity or preference forhealthcare self-medication for minor health issues. - Chronic disease patients: average 1-2 visits/month
Patients aged 45-70 years with chronic diseases like diabetes or hypertension have a higher frequency. These patients on average visit around 1 -2 times every 2 months to monitor their condition, drawn by factors like consistent medical records, convenience, and ample doctor time, with an average order value of ₹680. - Seasonality: average 1 in 4 months (peak season)
Seasonality plays a role, with peak months like June-October in Bengaluru witnessing a surge in visits, influenced by weather changes, infection transmissibility, and disease severity, making it crucial to provide an excellent experience during the first visit to ensure repeat visits. An active user typically visits at least once during this period. - Family members and presence of elderly/kids: average 4-5 visits/year
Families with elderly members, those with chronic diseases, or young children tend to have a higher repeat rate. A user with a family/kids on average visits 4-5 times a year.
Any other Sub products
Clinikk has a subscription product that provides all of the core value propositions for FREE. Here is how the subscription product works:
- Clinikk Smart Plan:
Imagine a Cult Fit for Health care - if you have a Clinikk subscription, you can visit any of the 11 clinics across Bengaluru and get treated for FREE (up to the OPD limit) also get Health Insurance for a minimum of ₹5 Lakh Sum insured
Clinikk Smart Plan (Subscription Product) =
OPD Cover (at 11 Clinikks in Bengaluru)
+
Hospitalization Cover (at 10,000+ network hospitals in India)
This product refers to the Core Value Prop - Affordable and accessible healthcare for all.
OPD Cover:
Users get free OPD benefits that include FREE medicines, lab tests, medical procedures, diagnostics and specialist treatment up to their OPD limit. An OPD limit is set for each type of plan user.
All Clinikk Doctor fees (in-person & online) for subscribers are FREE and Unlimited (not deducted from OPD limit)
Type of Plan | OPD limit (yearly) | The average frequency and spent for a similar user in India in a year (including doctor consult): |
|---|---|---|
Individual | 15,000 | 3 visits with AOV of ₹1500 |
Couple | 20,000 | 6 visits with AOV of ₹2000 |
Family (up to 3 Kids) | 25,000 | 9 visits with AOV of ₹2500 |
Also, if you have an issue that needs Specialist care (like Cardiologist, Gynaecologist, ENT, Ophthalmologist etc) the Clinikk doctor will refer you and the bill amount for the specialist will be reimbursed. This will be deducted from the OPD limit.
IPD Cover (Health Insurance)
Users get a minimum Sum value Insured of ₹5,00,000 applicable for cashless treatment at 10,000+ network hospitals in India. This value can be increased up to ₹55,00,000 with an increased premium option. The Health Insurance is provided by a third-party insurer, however, Clinikk's support team can help in the claim support 24x7.
What is the natural frequency like?
The natural frequency of Clinikk Plan subscribers is 5-6 times a year.
Since the user pays for the subscription, they want to utilize the Clinikk benefits more and hence they consider Clinikk as the first line of medical help for all health issues. Since the specialists are also covered in their plan, Clinikk subscribers/members consult our doctors and get treated for all small-big issues. The average AOV of a member is between ₹750-800 (which is covered).
Engagement Framework for Clinikk
Engagement Framework | Key Tracking Metrics | Selected | Rationale |
|---|---|---|---|
Depth | Total amount spent by the user at Clinikk: Frequency x AOV | Yes | If the AOV of the user is good, that means they are trusting Clinikk for the medicines as well as other tests (apart from the consultation fees). This means their level of trust in our care is higher; also, they are using the core value proposition the most. This is a key indicator of a power or loyal user. However, the frequency depends on the use case and other factors |
Frequency | Number of times the ,user chooses Clinikk | Yes | If a user starts using Clinikk for all its primary healthcarethe issues, that means we are successful in getting the top-of-mind recall of these users. Also, frequency can be considered as any interaction with Clinikk including teleconsultations as well. |
Breadth | Features like AI assistant, WhatsApp chat feature | No | Using these features individually will not increase the overall value of our product; however, it can cause some brand recall or these could be the features that could be built into something better to improve brand recall for users so that they remember Clinikk even when not sick. |
Core E&R Metrics
What makes someone an Active User of Clinikk?
Actions that make a user an active User:
- At least 2 visits in a year for their primary health care problem
- Spend at least a total of 500+ in at least 3 of their visits (Includes consultation, medicines, tests)
- Referred at least 1 friend/family/peer who walked in for a consult within 6 months of their consult
- Visited the EHR view section to see the prescription at least once within 3 days of their consultation.
- The user books appointments for other members of the family through the website or adds their details
- Responded to post-consultation feedback form at least 3 times in the last 4 visits.
- Have responded to the follow-up call by PCC within 7 days of their consult at least 3 times in the last 4 visits. ( More contactibility means that the user is keen on interaction with Clinikk)
- Have interacted with the PCC of their regular branch over WhatsApp or call at least twice in the last 6 months
- Have booked a teleconsultation at least once in the last 6 months
- Someone who buys the subscription plan
Customer Segmentation
Active user segmentation
Active users of Clinikk can be segmented based on the following categories:
- Casual → Core → Power
- ICP based Segmentation
- Disease-based Segmentation- Acute Patients → Chronic Patients
Casual → Core → Power
Casual → Core → Power
| Power | Core | Casual |
|---|---|---|---|
Behaviour | These users have chosen Clinikk as their primary healthcare provider for themselves and their families. They consult Clinikk's doctors for all health-related matters, even if they require specialist care. In such cases, they seek advice or consultation from Clinikk's doctors before proceeding further. | These users consider Clinikk only for primary health when they are sick. They still do not trust Clinikk for serious issues. They may or not may be very comfortable with tele-consults yet. | These users visit Clinikk only when they are sick for more than 3 days; they chose Clinikk mainly for convenience and affordability |
Loyalty | High | Medium to High (Might still have a family doctor back in hometown; might be loyal for primary issues only) | Low (Little loyalty; might switch to a doctor if no Clinikk doctor nearby) |
Frequency | 6+ interactions with Clinikk doctor (includes visits and teleconsultations) 4+ visits a year | 3-5 interactions with Clinikk (visits + tele-consultations) 3+ visits a year | 1-2 visits a year |
AOV | ₹600 - 700 | ₹500 | ₹300 -500 |
Features |
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Referrals | High level of commitment and trust. (okay to refer others to this doctor) Has referred >= 1 person to Clinikk | Medium Level of Commitment but a high level of trust. (okay to refer others to this doctor) | Low Level of Commitment but medium level of trust. (not yet okay to refer others to this doctor) |
Rationale | Clinikk wants to be the primary health care provider for an individual and family; someone who values this proposition is already a power user and their chances of upgrading to a subscriber are extremely high if not already done. | These users like Clinikk's doctor and experience but do not consider Clinikk as their first point of medical help. However, whenever they're sick, they do visit Clinikk for a quick recovery of their (as well as their family's) health issue. If they think, they require a specialist's help, they will visit one directly. | These users like the Clinikk experience but might not use it for a majority of use cases. These users have not tried out all the features. They might have trust in Clinikk doctors but they may or not prefer getting meds and tests in Clinikk. |
ICP Based Segmentation
ICP based segmentation
| ICP 1 | ICP2 | ICP3 | ICP4 |
|---|---|---|---|---|
Type of ICP | Casual | Core | Power | Power |
Name | Swathi | Adarsh | Hemanth | Priyanka |
Gender | Female | Male | Male | Female |
Age | 21 | 32 | 42 | 37 |
Migrant/Local | Migrant | Migrant | Local | Migrant |
Current City | Bengaluru Tier I city | Bengaluru Tier I city | Bengaluru Tier I city | Bengaluru Tier I city |
Occupation | Student | Salaried; IT employee; Works at Deloitte | Operations Manager in a local logistics company. | Salaried; Director HR; Works at IT Company |
Marital Status | Unmarried | Married | Married | Married |
Kids | No | No | Yes | Yes |
Elderly in the family | No | No | Yes | Yes |
Income | No Income | 1L-2L/ month | 40k-60k/Month | 1.5L +/month |
Lives with | Flatmates/ PG roommates | Wife | Wife, Kids, Parents | Husband, Kids, In-Laws |
Most Used Apps |
Spotify
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Spotify, Audible
Uber, Ola
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Where do they spend time/money | Restaurants, Colleges, Movies, Malls | Gym, Social media, OTT platforms, Shopping, Restaurants, Pubs | Social Media, Hang out with friends in the neighbourhood, Parks, Restaurants, Fairs, temples | Social media, OTT platforms, Shopping, Movies, Restaurants, Pubs |
Family Doctor Preference | No family doctor in the city; Doesn't care as long as they get quick solutions from any doctor. | No family doctor in the city; but prefers a regular doctor for normal health problems; would prefer specialists for serious problem | Prefer a family doctor close to their house. | No family doctor in the city; but looking for a regular doctor for normal health problems; would prefer specialists for serious problem |
How frequently do they need a doctor? | 1-2 times a year(young and healthy - less frequently ill) | 2-3 times a year | 6-10 times a year; (mostly for parents and kids) | 6-10 times a year; (mostly for parents and kids) |
Money or Quality of care | Money | Quality of care | Money primarily; Care as long as it is in the budget | Quality of care |
How did they get to know about Clinikk | Referral or Google; | Referral or Practo, Google; | Referral or discovered Clinikk through the branding of the store outlet in the area | Referral or Practo, Google; |
AOV in Clinikk | ₹250 -500 | ₹500 | ₹500 - 600 | ₹600 - 700 |
Visit Frequency to Clinikk | 1-2 times a year max | 2-3 times a year | 6-10 times in Clinikk | 6-8 times in Clinikk (would prefer specialists for non-primary health issues) |
What do they like about Clinikk? |
| 1. Less waiting time to see a doctor. 2. The setup is modern, with premium-looking interiors, uniformed staff etc. 3. Likes the digital medical record feature. 4. Cost is normal and good for the kind of "normal problems | 1. The cost is low compared to the modern and premium infrastructure 2. Found doctor friendly- easy to talk to 3. The doctor spends more time and no rushed consultations. 4. Extremely clean and beautiful interiors. | 1. The way doctor explains the diagnosis. 2. It takes less time to meet a doctor 3. Doctor avoids prescribing many medicines |
What do they do not like about Clinikk? | No discounts on meds and tests for students | No access to specialist doctors in Clinikk | No parking space in their nearest Clinikk | No way of reaching out to their regular doctor in teleconsultation each time |
What features do they use the most? |
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Would they refer Clinikk to anyone? | No | Yes Maybe; | Defintiely Yes | Defintiely Yes |
Current Alternative |
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Technology Usage | Digital person, Looking for discounts/affordable options | Tech Savvy, Digital person - open to try new things | Not very tech-savvy but can work with digital apps like e-commerce, Facebook, WhatsApp, Sharechat etc | Tech Savvy, Digital person - open to try new things |
Type of Clinikk users | Pay-per-use customer (Paid walkin) | Pay-per-use customer (Paid walkin) | Pay-per-use customer (Paid walkin)or Clinikk Subscriber | Pay-per-use customer (Paid walkin)or Clinikk Subscriber |
Reasons to leave Clinikk? | Found a cheaper solution; Moved to a different location | Moved to a different location; The doctor's treatment didn't work | AOV per visit seemed to go higher and not affordable | The doctor's treatment didn't work |
Social Intent on Health | Not worried about Health; least priority | Stay healthy and look good; Be a health influencer/advocate among peers | Aspirational. Wants to upgrade in life. Okay to spend a little extra for a better experience as long as it doesn't affect the budget | Stay healthy and keep the kids and parents free from diseases. |
Disease Based Segmentation
Disease based Segmentation
| Behaviour | Frequency | AOV | Possible reasons to drop off | Can they be upgraded? | Features they love the most |
|---|---|---|---|---|---|---|
Acute Patients | These patients generally visit a doctor for the medical issue at hand. Typically short-term issues; | Frequency is less and depends on when the user falls sick; Typically for Indians, it ranges from 2-3 times a year | AOV is generally less in Clinikk; |
| Not much use case to subscribe to Clinikk unless they sign up for their families as well | ✅ Easy access to doctor ✅Good Treatment |
Chronic Patients | These patients generally visit a doctor more frequently for their long-term health issues. These patients generally have monthly prescribed dosages of medicines and have requirements of the same along with frequent blood tests. ex: diabetes, hypertension; cholesterol, asthma etc | Frequency is high and depends on the stage of the chronic disease. Typically it ranges from once every month to once in 3 months | AOV is generally more; There is a constant recurring medicine refill cost that can be made from their monthly prescription fulfillment |
| Potential use case for Clinikk subscription but because of Pre-existing disease, they might not be able to qualify for Health insurance. So an OPD-only product needs to be created for this segment. | ✅Easy access to doctor ✅EHR ✅ Tele consultation ✅Medicines and Tests at the same clinic |
Engagement Campaigns
1. Free Opd Plan for 3 months (up to OPD limit of ₹8000)
Strategy | Free Opd Plan for 3 months (up to OPD limit of ₹8000) | ||
|---|---|---|---|
Target User Segment | ICP 2 (Adarsh), ICP 3 (Hemanth), ICP 4 (Priyanka) Core Users (Move Core → Power) | ||
Goal of the campaign | To push these users to trust Clinikk for | ||
How will the offer help in the Goal | To increase trust in the Clinikk doctors as their family doctors, the Clinikk OPD Plan gives free access to all Clinikk benefits plus reimbursement of specialist charges if Clinikk doctors prescribe them. | ||
Pitch | Use Clinikk Benefits for free for 3 months up to an OPD limit of ₹8000 | ||
Content | Now Experience Clinikk for all health issues for your entire family ❤️ CTA- Check your plan (takes them to the website) or | ||
Offer | Access the Clinikk Family Plan for FREE. | ||
Channels | WhatsApp: Send WhatsApp notifications to their registered number | ||
Frequency and timing | | ||
Channel | User type | Frequency | Content Direction |
For all users of the mentioned target segment type | 2 WA in the first month (first week & third week) | talking about the benefits of the plan and how to use them | |
For users who did not click on the CTA button of WA sent above or did not complete the "membership plan view" event on the Website or did not complete a visit: | 1 WA in each month (till 3 months) - unless completes any of the actions mentioned. |
| |
On the "My Membership" | For all users of the mentioned target segment type | Till 3 months of validity | Your Clinikk Family Plan is now active. |
Phone Call | Users who have >=80% connectivity rate and have given >=4+ CSAT score in their last 2 visits | Three tries within 3 days of launch; if No response after 3 calls do not pester. | "Dear Sir, We are glad to offer The All Heath Clinikk Plan to you and your family for three months"; |
Success Metric |
Increase in use-cases of visits - specialist issues as well Increase in AOV - high rate of medicine and lab test fulfilment at Clinikk |
2. 30% off for family members above 60 years or less than 18 years for a year
Strategy | Add your family members - parents (senior citizens above 60 years) or kids (below 18 years) and get them treated at a flat 30% off on the medical bill amount | ||
|---|---|---|---|
Target User Segment | ICP 3 (Hemanth), ICP 4 (Priyanka) Core Users (Move Core → Power) | ||
Goal of the campaign | Encourage users to start bringing their family members to Clinikk. This offer would incentivize them to refer their kids, families, or relatives with families, as they would benefit from bringing their own families. Additionally, this helps us acquire more chronic patients. Chronic patients generally have a higher frequency of usage, and with their parents as patients, it becomes easier to increase the average order value later after the initial discount period. | ||
How will the offer help in the Goal | A discounted bill amount for their families for a year will encourage these users to start bringing them to Clinikk. Once they experience the care and chronic disease monitoring protocol at Clinikk, they are likely to repeat for their families more often. This will drive them to consider Clinikk as their family physician. | ||
Pitch | Get 30% off on all medical bills for your parents and kids for 1 year. | ||
Content | A healthy family is a happy family ❤️ 👶🏼 Kids who are below 18 years of age Start using the benefits from today; CTA- "Add your family now" (WhatsApp Chatbot) After addition through WA - CTA: "Check Family details" - (take them to the website) | ||
Offer | "Clinikk for Family" program. | ||
Channels | WhatsApp: Send WhatsApp notifications to their registered number | ||
Frequency and timing | | ||
Channel | User type | Frequency | Content Direction |
For all users of the mentioned target segment type | 2 WA in the first month (first week & third week) | talking about the benefits of the program and how to avail the discount | |
For users who did not click on the CTA button of WA sent above or did not add family members in the "family details" section on the Website or did not complete a visit: | 1 WA in each month (till 3 months) 1 WA every two months for the rest of the year - unless completes any of the actions mentioned. |
| |
On the "My Membership" | For all users of the mentioned target segment type | Till 1 year of validity |
|
Phone Call | Users who have >=80% connectivity rate and have given >=4+ CSAT score in their last 2 visits | Three tries within 3 days of launch; if No response after 3 calls do not pester. | "Dear Sir, We are glad to invite you to the Clinikk for Family Program. We believe a healthy family is a happy family". Add your dependent family members and save a flat 30% on all of their medical bills |
Success Metric | Higher CTA Click rates Increase in number of signups - addition of family members Increase in use-cases of visits - chronic and pediatric visits Increase in frequency - the number of visits increases because of family |
3. Free Complete Health Checkup
Strategy | Offer the young and health-conscious individuals a FREE Complete health checkup package | ||
|---|---|---|---|
Target User Segment | ICP 1 (Swathi), ICP 2 (Adarsh) Casual Users (Move Casual → Core) | ||
Goal of the campaign | For acute users who visit less frequently due to fewer immediate health concerns, offering a Free Health Checkup will help them understand their health status along with increasing the trust of Clinikk for repeat visits later when they need. Also to let them know that they can avail blood tests at Clinikk as well. | ||
How will the offer help in the Goal | A Free complete health checkup empowering users with better awareness of their overall health status. These free proactive screenings demonstrate Clinikk's commitment to users' holistic well-being, fostering deeper trust and positioning us as a reliable healthcare partner for their future needs, even when they don't have pressing issues. | ||
Pitch | Get a complimentary Complete Health Check Up for FREE | ||
Content | Do you really care about your health? 🤔 Get your FREE Health Checkup at Clinikk now! CTA- "Schedule your health check" (WhatsApp Chat bot) | ||
Offer | FREE COMPLETE HEALTH CHECK UP. The following test parameters are free:
| ||
Channels | WhatsApp: Send WhatsApp notifications to their registered number | ||
Frequency and timing | | ||
Channel | User type | Frequency | Content Direction |
For all users of the mentioned target segment type | 2 WA in the first month (first week & third week) | Talking about the benefits of the health checkup; reminding them they have it for FREE | |
For users who did not click on the CTA button of WA sent above or did not schedule a health checkup or did not complete a visit for a checkup: | 1 WA in every 3 months - unless completes any of the actions mentioned. |
| |
On the "My Membership" | For all users of the mentioned target segment type | Till they use the FREE Health Checkup or 1 year |
|
At Clinikk | Users who had come to visit for an existing problem, pitch them about the health check and get an appointment booked | Pitch once after a Clinikk visit for a future appointment date after course of medication for health checkup | "Dear Sir, since you are young and healthy otherwise, we are offering you a Free Complete Health Checkup at Clinikk". explain the benefits & parameter details |
Success Metric | Higher CTA Click rates Number of health checkups done Increase in frequency of these users for health problems (long term) |
4. Priority Health pass - 30% off on next 5 bill amounts; valid for a year (free 5 teleconsultations)
Strategy | Priority Health pass that enables 30% off on 5 bill amounts in a year. | ||
|---|---|---|---|
Target User Segment | ICP 1 (Swathi) Casual Users (Move Casual → Core) | ||
Goal of the campaign | To get students or first-time users of the community to start using Clinikk for all health issues because of the pass. | ||
How will the offer help in the Goal | These young users tend to look for affordable solutions, which is why they often avoid visiting a doctor. Offering a pass like this will encourage them to utilize Clinikk for more use cases. When you have a pass that offers discounts (e.g., Zomato Gold, Swiggy One, Ola Pass, etc.), you tend to use that product for all your requirements. Additionally, this pass provides free teleconsultations, which can get these students hooked on this digital feature and potentially lead to repeat usage later. Since the natural frequency of these users is 1-2 times a year, giving discounts on 5 bills might also lead to increased frequency. | ||
Pitch | Claim your Priority Health Pass for free and get flat 30% off on the next 5 bill amounts in a year; also get free unlimited teleconsultations | ||
Content | ❤️ Being healthy has never been this rewarding! ❤️ Limited passes available* CTA- Get your Health pass (takes them to website to signup for the pass) | ||
Offer | Access the Clinikk Family Plan for FREE. | ||
Channels | WhatsApp: Send WhatsApp notifications to their registered number Paid ads: Run remarketing ads for all these users | ||
Frequency and timing | | ||
Channel | User type | Frequency | Content Direction |
For all users of the mentioned target segment type | 2 WA in the first month (first week & third week) | Talking about the benefits of the pass; reminding them they have it for FREE | |
For users who did not click on the CTA button of WA sent above or did not sign up for the pass or did not complete a visit after signing up: | 1 WA in every 3 months - unless completes any of the actions mentioned. |
| |
On the "My Membership" | For all users of the mentioned target segment type | Till 1 year | You're invited for the "Priority Health Pass" |
At Clinikk | Users who had come to visit for an existing problem, pitch them the health pass and get them signed up there itself | Pitch once after a Clinikk visit for a future appointment date after the a course of medication for health checkup | "Dear Sir, since you are young and healthy otherwise, we are offering you a Free Complete Health Checkup at Clinikk". explain the benefits & parameter details |
Paid Ads | Remarketing ads to all users of the mentioned target segment type | 1-2 ads per day for a month: run every alternate month unless they have completed a signup |
|
For users who signed up but did not complete a visit after signing up: | Continue 1-2 ads per day for 15-day intervals - once every 3 months |
| |
Success Metric |
CTR of remarketing ads Increase in teleconsultation usage by these users Increase in the number of repeat visits increase in frequency of visits (more than 2 times a year) Increase in AOV - high rate of medicine and lab test fulfilment at Clinikk (due to discount) |
5. 30% cashback on the bill amount of every visit by a referral; can be used in any Clinikk
Strategy | 30% cash back on the medical bill amount of your friends/family you referred | ||
|---|---|---|---|
Target User Segment | ICP 1 (Swathi), ICP 2 (Adarsh) Core Users (Move Core → Power) Casual Users (Move Casual → Core) | ||
Goal of the campaign | Introduce referral benefits so that they can refer more users to Clinikk; this means driving more commitment from the casual and core users | ||
How will the offer help in the Goal | Referring within the healthcare domain implies trust, which can lead to more engagement. If users trust Clinikk to cure their friends, or family they will start referring - this increases their engagement or commitment level. At the same time, the Clinikk wallet can be used only in Clinikk's facilities, thus increasing their chances of usage. This strategy typically works well for students who live in a community and can bring more students, as well as for office-going young professionals who are still casual users. | ||
Pitch | Get 30% of your friend's medical bill as cashback on Clinikk wallet, each time they visit Clinikk. | ||
Content | Your friends can help you earn ❤️ How is it possible?
CTA- Start earning (takes them to referral page) | ||
Offer |
Refer friends and earn on their medical bills Get 30% of your referred friend's medical bill as cashback on every visit. Use this cashback to pay for any of your Clinikk needs | ||
Channels | WhatsApp: Send WhatsApp notifications to their registered number | ||
Frequency and timing | | ||
Channel | User type | Frequency | Content Direction |
For all users of the mentioned target segment type | 2 WA in the first month (first week & third week) | talking about the referral rewards | |
For users who did not click on the CTA button or did not earn any cashback yet | 1 WA in each month (till 3 months) - unless completes any of the actions mentioned. |
| |
On the "My Membership" | For all users of the mentioned target segment type | always till we decide to close the offer | Refer and earn Click here to see your earnings |
Success Metric |
Increase in frequency and number of visits of active users Increase in AOV - high rate of medicine and lab test fulfilment at Clinikk (since the can use cashback to pay) |
Retention
The average healthcare entity experiences a growth rate of 45%, but a churn rate of 48%, indicating that clinics lose patients at a slightly faster rate than they gain new ones. Source
At the end of a period of 18 months, the average frequency of retained users is >=2 (2.5 to be precise; i.e 2-3)
Any user with visits <= 2 after this period is considered churned. And that has been the trend.
Current Retention Rate:
The average month-on-month retention rate is around 72%.
Average Fresh Patients: ~ 979
Average Total Patients: ~ 3495
Average Repeat Patients: ~ 2517
At what point retention curve flattens:
The curve seems to flatten at 72% after around 8 months of the first visit.
Which ICPs have the best retention?
Users with the best retention rate are typically:
Migrant Users, ICP 2 (Adarsh), ICP 4 (Priyanka)
These are users who have settled in Bengaluru for their work and are originally from different cities. These users often do not have a family doctor in the city and are looking for a good health care provider whom they can consult for everything health. Clinikk, with its comprehensive services, appeals to these individuals who prioritize convenience, digital engagement, and quality healthcare. The Clinikk's use of Electronic Health Records (EHRs) and its provision for teleconsultations cater perfectly to their digital-first approach. Services like minimal wait times, convenience, better quality care and digital effectiveness resonate well with the lifestyle of migrant users, leading to higher retention rates among this demographic.
Users with Family - Kids or Elderly (Migrant/Local), ICP 3 (Hemanth), ICP 4 (Priyanka)
Families, whether local or migrant, tend to have diverse and frequent healthcare needs, spanning from pediatric to geriatric care. Clinikk offers a range of services under one roof, significantly reducing the logistical hassle of fulfilling multiple medical requirements like medicines, blood tests, and injections across different places. This convenience is particularly valuable for busy families seeking quality healthcare. Additionally, Clinikk's protocol-based diagnostic approach, avoiding extra medicines and tests coupled with digital conveniences like EHR and easy teleconsultation options, ensures that family users see Clinikk as a reliable and trustworthy health partner for all members, thus fostering strong retention.
Users with Chronic diseases
Patients with chronic conditions require consistent, ongoing care and monitoring, which Clinikk is well-equipped to provide. The ability to offer regular check-ups, sustained treatment plans, and comprehensive support for chronic diseases plays a crucial role in patient retention. Chronic patients benefit from the continuity of care, the ease of tracking health progress through EHRs, and the convenience of having their medication and diagnostic tests managed in one place. Clinikk's integrated care model thus aligns with the needs of chronic patients, making it a preferred choice for their long-term health management.
Which Channels Drive the Highest Retention?
Referral
Referral channels rely mainly on trust and personal recommendations from satisfied patients. When current patients refer Clinikk to their friends and family, it's a strong endorsement of Clinikk's quality of care and services, leading the new patients to approach the clinic with a positive predisposition, which can foster loyalty and long-term retention.
Google/Practo
Platforms like Google and Practo are critical due to their role in helping patients make informed decisions based on reviews, ratings, and detailed clinic profiles. Potential patients often use these platforms as a vetting tool; a clinic with high ratings and positive reviews on these sites can attract and retain patients who are looking for reputable and reliable healthcare providers; this works very well with migrant users who are looking for a family doctor in the new city.
Community activity
Engagement in community activities positions Clinikk as a healthcare provider who cares about community well-being, creating a positive brand image that resonates with local residents. This presence and involvement can strengthen the bond with the community, encouraging residents to turn to Clinikk for their healthcare needs consistently and contributing to higher patient retention. Also, locals residing closer to Clinikk find the proximity a great convenience and that drives long-term retention.
Sub products: that drive the best retention
If a paid user is converted to a Clinikk Subscriber: The retentionsubscriptions rate is better
Understanding why subscribers drive the best retention:
When patients commit to a subscription with Clinikk, the retention rates improve significantly due to the perceived value and the convenience of the services provided. Subscribers, having prepaid for their healthcare services, are more inclined to utilize Clinikk for all their medical needs to maximize the benefits of their investment. The Clinikk subscription covers unlimited doctor consultations, both in-person and online, as well as medications, tests, and procedures—creating a sense of assured healthcare accessibility that is both cost-effective and convenient. Also, the ability to get specialist referrals and have those bills reimbursed up to their outpatient (OPD) limit adds to the appeal, providing a complete healthcare solution. This extensive coverage encourages subscribers to prioritize Clinikk for their healthcare requirements, leading to higher retention as they seek to derive the maximum value from their subscriptions.
Churn:
Defining a churned user of Clinikk:
A churned user will be someone:
- Who has not had a repeat in 6 months of their last visit;
- During peak season, an active user who did not reach out for any medical help - either Teleconsult, chat help or physical consult
Reasons for Churn:
| Involuntary Churn | Voluntary Churn |
|---|---|---|
Reasons for Churn | Moved to a place which is >= 5KM from Clinikk network of Health Hubs | Shifted to a different doctor |
Shifted to a different city than Bengaluru for work | Medicines did not work well; so decided to move on to other brands of medicines & treatments | |
Not Good Service experience - treatment took time; or booked an appointment and reached clinic to see- no doctor available | ||
Negative experiences shared by friends or family can influence patients to churn even if their personal experience has been satisfactory. | ||
| The doctor that they trusted in Clinikk changed. So lost trust | |
| |
Negative Actions to Look for
Behaviour | Negative Actions |
|---|---|
CSAT review <=4 | Bad reviews in post-consultation feedback |
Not getting well - need to revisit doctor multiple times | More than one follow-up visit within the tenure of the medicine course |
EHR record delete | Removal of saved members from the Clinikk portal to book an appointment for |
Decrease in AOV | If the user stops buying meds or lab tests from the Clinikk after their consultation |
Decrease in teleconsultation numbers | If the number of requests for Teleconsult decreases for a user |
Increase in “unsubscribe” tags in chat support tickets for subscribers | Increased number of “How to end plan” queries in chatbot with ticket tag “unsubscribe” for subscribers; the number of calls to customer care for similar queries can also be an indication |
Resurrection Campaign
Campaign 1: Free Online consultation with Clinikk doctors and free Medicine Delivery at Home
| |
|---|---|
Campaign Title | "Your Health Companion on the Go" |
User Segment | Those who have moved to a different locality ( users who searched for unserviceable pin codes before churn) |
Goal | Keep them engaged with Clinikk and keeping top of mind recall so that for major illnesses they still decide to travel to a Clinikk doctor. |
Pitch/Content | "No matter where life takes you, Clinikk is just a click away. Consult with our trusted doctors from anywhere and get medicines delivered for FREE." |
Offer | Free Online consultation 24x7 with free medicine delivery at home |
Frequency/Timing | Peak season or during the change of seasons, when there's a spike in seasonal illnesses. |
Success Metrics | Revisit Clinikk for major health problems Uptake of teleconsultation services and repeat medicine orders from relocated patients. |
Campaign 2: Personalized Health checkup for Free at home and 50% discount on next visit
| |
|---|---|
Campaign Title | "Come Back to Care That Understands You" |
User Segment | Those who Shifted to a Different Doctor (users who have not logged in or visited the website in the last 10 months and may have removed their family details as well) |
Goal | Rekindle the relationship with users who have switched doctors, demonstrating improvements and personalized care that entice them to return |
Pitch/Content | "Experience personalized care that’s evolved. Let us welcome you back with a special offer tailored just for you." |
Offer | Complimentary personalized health check-ups for FREE at home and a 50% discount on the next visit. |
Frequency/Timing | Annually, coinciding with national health observance months. |
Success Metrics | Number of patients who return for an in-person visit. |
Campaign 3: 60% discount on medicines and tests for the next 5 visits
| |
|---|---|
Campaign Title | "Clinikk's Promise of Quality" |
User Segment | Those who found Medicines Ineffective (users who churned after mentioning ineffective medicine in their feedback forms) |
Goal | Restore confidence in Clinikk's pharmacy by highlighting a commitment to quality and efficacy, prompting users with discounts to give Clinikk another chance to meet their medication needs. |
Pitch/Content | "We've updated our pharmacy with a wider range of effective medicines. Get a free expert consultation to find what works best for you." |
Offer | 60% Discount on medicines and tests for the next 5 visits |
Frequency/Timing | Continuous engagement, emphasizing new stock arrivals or pharmaceutical updates - quarterly once |
Success Metrics | Number of patients who return for an in-person visit. |
Campaign 4: Experience the care at Clinikk and get your money back if not satisfied
| |
|---|---|
Campaign Title | "Stories of Healing and Trust" |
User Segment | Those who were influenced by Negative Word of Mouth (users who churned after a Clinikk received negative Google or CSAT ratings) |
Goal | Counteract negative word-of-mouth by sharing positive patient stories, aiming to rebuild the public perception and credibility of Clinikk's care. Also, show confidence in Clinikk's care by offering money back for bad experience |
Pitch/Content | "Every patient’s journey matters. Hear from those who have experienced the best care at Clinikk." |
Offer | Experience yourself or get your money back |
Frequency/Timing | Quarterly, in line with patient storytelling initiatives |
Success Metrics | Number of patients who return for an in-person visit. Number of positive reactions to the patient stories |
Campaign 5: Free OPD Plan for 6 months (covers doctor, medicines, tests) at their regular Clinikk only
| |
|---|---|
Campaign Title | "New Faces, Same Trusted Care" |
User Segment | Those who lost trust due to Doctor change ( users who stopped visiting post a doctor change) |
Goal | Smooth the transition to new healthcare providers within Clinikk, alleviating any anxiety or hesitation from patients due to changes in their trusted medical personnel by providing free OPD access |
Pitch/Content | "While faces may change, our commitment to your health remains. Meet your new Care Team at Clinikk and enjoy free OPD benefits for 6 months" |
Offer | A meet-and-greet session with the new doctor to build rapport along with a free OPD Plan (covers doctor, medicines, tests) at that Clinikk for 6 months |
Frequency/Timing | Soon after a change in staff; then quarterly reminders |
Success Metrics | Number of patients who return for an in-person visit to try the new doctor Retention rate of these lost users |
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