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.

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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.

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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:

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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.

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This 2015 survey says over 52% of Indians indulge in self-medication. Source

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This number has significantly increased since COVID-19. Self-medication is very common in India because:

1. Easy availability of drugs over the counter for minor health issues
2. Little trust over doctor's intention - overprescription
3. Expensive treatment

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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.

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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.

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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."

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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.

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These primary clinics are called Clinikk Health Hubs and have a General Physician (MBBS), pharmacy and blood test facilities under the same roof.

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• 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.

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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:

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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.

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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.

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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.

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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.

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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.

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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

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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.

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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.

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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.

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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

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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.

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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)

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Exceptional Google Rating across all centres

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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).

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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

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Scope of the project

For this project, I will choose the first product - CLINIKK HEALTH HUBs

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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.

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**End of Recap**​

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Understanding User Goals

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Understanding User Intent: What drives the frequency of doctor visits?

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In India, typically a user sees a general physician 2-3 times on average a year.

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Although this is a generalised number, the frequency might vary on multiple other factors, like 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.

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Let’s understand more.

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From the complete cohort of repeat users, over the years, we have seen the following pattern:

1. 1. A user of the age 18-24, typically has a frequency of 2 visits a year. Now this pattern stands true mostly for all Clinikk branches as the users are typically students or people in early careers.

For example, in Koramangala, Clinikk has a nearby paying guest (PG) accommodation, and many young users choose the doctor due to affordability and low cost. Upon further inspection, these PG residents turned out to be mostly students – either upskilling for jobs or attending colleges like Christ or Jain University. However, their average order value (AOV) is lower; they avoid the full course of medicines or tests unless necessary. Their AOV is around ₹320 compared to ₹480 for other patients at the center.

However, there's a slight deviation in numbers for a similar cohort in Nagarbhavi. Here, the users from this cohort are all students who have come for IAS (civil services) coaching. There are more than 100 IAS coaching institutes in Nagarbhavi, and these students stay in nearby PGs, seeking quick, effective, and cheap solutions to avoid disrupting their rigorous study schedule.

Interestingly, their frequency is higher than on average for students. Their frequency is 3.5 (3-4) visits in 12 months. After speaking to a few students in the area, an interesting insight emerged. Unlike other areas, students in Nagarbhavi live like a "community." They attend classes together, spend time in various libraries sponsored by coaching institutes, hang out together, and mostly stay in the same PGs (with one PG generally hosting residents from only 2-3 coaching centres). So, the spread of infection among these students may be high due to their high rates of contact in their close-knit community.

2. A user with chronic disease like diabetes or hypertension typically has a higher frequency rate. They need to keep their vitals monitored. And the use case for medicines and regular checkups is more. Typically a chronic patient has a frequency of 1.5 (1-2) in 2 months. They are the repeat customers who genuinely value the service; the consistent medical records, all-in-one place, convenience and less waiting time and ample doctor time are all driving factors for a repeat. The users are in the age bracket of 50 to 70. Their average AOV is ₹680. But they make up only 10% of our entire paid walk-in customers. Upselling insurance later to these users is a lost cause as they would most likely be dined one because of Pre-Existing Diseases.

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3. The Doctor's business is also a function of seasonality. There are peak seasons or months in the calendar year when people fall sick more and the crowd or number of walk-ins significantly increase. This varies from city and population. But typically, just after a major season change, like monsoon season or winters or during peak summer, you can expect a surge in visits. In Bengaluru, thanks to the weather, the peak seasons are typically from June to October; October being at the peak. So, the amount of people falling sick is also a function of the peak season, the infection's transmissibility, and the severity of the disease (time taken to recover). This might also impact the frequency of the visits The intention is to make sure our product creates a great experience in their first visit, because of which they would repeat during the peak season.

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4. The frequency of a user visit also depends on the number of family members and the presence of the elderly or kids. In Clinikk systems, we have a parent family ID which is linked to a number. Whenever his family members visit the clinic they are added to the same family ID in the database. So, when we look at repeat customers, the frequency of visits might be higher because of frequent usage by other members. Typically, users with senior citizen parents or parents suffering from chronic disease have a higher repeat rate. Also, if they have kids, the repeat rate is high because kids are susceptible to falling sick frequently.

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SOURCE OF INFORMATION

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Walk-in data from March - (confidential, do not share)

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This graph shows the importance of repeat walk-ins to the business. The repeats generally are a higher percentage of walk-ins than fresh. So for the business, although TOFU is important, repeat is what keeps the engine running.

What is the core USP of Clinikk Experience?

Users who choose Clinikk, primarily visit us because of a problem they think our doctors can solve.

But once they visit the Clinikk, there are multiple levels of touchpoint which delivers (or tries to deliver) an experience like no other doctor's office.

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To summarize the USP of Clinikk Experience, users love:

1. Convenience
2. • Neat, well-maintained doctor’s office; unlike shabby/congested waiting areas
   • Open 6 days for 8 hours; unlike other clinics where doctors sit for 4-5 hours a day after hospital duty
   • All under one roof - doctor, medicine, tests; you don't need to step out for fulfilment.
3. Quality
4. • Good reviews on Google and the same experience/ promise met at the clinic.
   • Great treatment; diagnosis explanation - ample face time with a doctor who patiently listens and explains medication and diagnosis in detail.
   • no overprescription of meds and tests - no making extra bucks from unnecessary prescriptions; caring for the patient first.
5. Modern
6. • Digital medical records; paperless experience - easy, convenient and accessible medical records stored digitally.
   • Premium-looking interiors - good-looking, premium. clean and spacious clinics.
   • Modern and technologically driven: structured approach; technologically driven medical protocols (developed in-house) followed by doctors to maintain quality consistency at all centres

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Who are the ICP and why?

Why these ICPs?

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The selection of these three ICPs is driven by their potential for high adoption, frequent usage, and increased customer lifetime value.

The first ICP, although with less frequency, has a high adoption rate and a significant total addressable market (TAM). This cohort values digital integration, modern facilities, cleanliness, and an exceptional overall experience. Their propensity for referrals to similar demographics and potential for upselling or subscribing to additional health packages make them an attractive target.

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The second ICP, despite a lower to medium TAM, is expected to have a higher frequency of usage. If they receive a great experience that exceeds their aspirations, the likelihood of word-of-mouth referrals is high. Additionally, tapping into this cohort within their local communities can help build trust and attract more locals who may not rely solely on online platforms like Google or Practo.

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The third ICP, while having a lower level of painfulness, values care, doctor experience, modern interiors, and technology-driven aspects. The ability to access doctors anytime, who have access to their medical records, is a significant advantage. Furthermore, this cohort is open to referring friends, colleagues, and others in their network.

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Overall, these three ICPs represent a diverse range of opportunities, including high adoption and frequent usage, the potential for referrals and upselling, the ability to build trust within local communities, and the appreciation for modern, technology-driven healthcare experiences. By targeting these ICPs, the business can potentially achieve increased customer acquisition, retention, and lifetime value.

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Understanding the ICPs

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User Goals (JTBD)

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User Interviews

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Repeat User Cohort Main Data:

https://drive.google.com/file/d/1ozIm6iiEnoQcvxtfBKi4SB4KGkJnbPuA/view?usp=sharing

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For the user interview, I selected 3 cohorts of users:

1. Any user who has visited ≥ 2 times in the last 6 months -Reason: These are the recently retained customers. Given a frequency of 2 times a year, if they have visited sooner (without a free checkup (follow-up use case for the same issue) within 7 days), it means we have won them. It is better to understand what we did well. (October Cohort)
2. Anyone who has visited ≥ 10 times in their lifetime -Reason: These people have been extensively using us and given the frequency of the usage, they have chosen us as their family doctor; it will be interesting to know what keeps them trusting us.
3. Anyone who has visited at least 4 times in the last 1 year - Reason: We acquired these users last year and managed to retain them after a year with an average of 2 walk-ins a year; it will be interesting to understand the recall value and loyalty parameters.

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Summary : Cohort1: Visited ≥ 2 times in the last 6 months

Summary:

1. Almost all of the users in this cohort had an excellent first-visit experience. Most of them said that they were glad to find the Google reviews actually match their experience
2. The doctor spending more time was a crucial factor; "doctor was patient", "listened to me" were common phrases
3. All of the users loved the treatment and the treatment cured them as promised
4. The users felt the consultation fee or the total bill amount was very reasonable
5. All of them (7/7) had accessed their prescription online; they checked the website and were aware of membership plans as well.
6. (5/7) responded to the follow-up call after their first visit and found it "very touching" and that "clinikk cared for me". (7/7) responded to the follow-up call after their second visit.
7. (4/7) have had referrals who have walked into Clinikk. (7/7) have spoken about Clinikk to someone else (either friend, family, or colleague)
8. All the users know clearly about the services offered at Clinikk; they know about tele-consults and may or may not have used it
9. (3/7) have used the chat service for information and found it very accessible; (7/7) knew about the number.
10. All of them will choose Clinikk again. (5/7) will choose us for primary problems only while (2/7) will consult for advice on other specialist issues if not very serious.
11. The average CSAT score of the first consult was 4.7 and the second consult was 4.8. Overall Average of 4.75
12. 4/7 had given a Google Review. Average rating = 4.8

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Excerpts from a user interview of this cohort:

User Name: Kritika

Age: 30

Gender: Female

Initial Lead Source: Google

Married: Yes

Kids: No

Elderly in the family: No

Migrant/Local: Migrant

Type of residence: Rented Apartment (SNN)

Profession: Works with Biocon (E-city) - Non-IT

Which ICP do they look like: ICP1: Migrant/No kids or elderly

Clinikk visited: Bommanahalli

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Questions:

When do you typically choose to visit a doctor?

"There is nothing fixed as such. But I try to avoid it if minor issues - like a little fever or sore throat, will first try steam and all; if it persists for more than 2-3 days or temperature is very high, will go to a doctor"

​How many times in a year do you visit a doctor?

​ "It depends actually. 3-4 times maybe in a year"

When and Why did you visit Clinikk for the first time?

"I think it was around October. I chose Clinikk because it had very good reviews and ratings. Also, the reviews seemed original. The consultation price was just ₹250, so thought of trying"​

What was your problem the first time?

" I was having migraine pains regularly"

How was your doctor's experience?

"Doctor Sunil was excellent; he did not just write off meds. He listened patiently first, then asked me about my lifestyle, and family history. Initially, he gave me one tablet for SOS and suggested less screen time, also referred me to an ophthalmologist for an eye check. It was finally diagnosed as a power increase and not migraine. I was prescribed specs.

Which aspect of Clinikk made you feel different?

"The diagnosis and the doctor. Dr Sunil was spot on. He did not give me headache medicines just to make money but gave me the right advice and guided me to a specialist. It seemed doctors here were actually working for the patient's benefit and not for money. Whatever I read in the reviews about this clinic and doctor was true"

What else did you like other than Doctor?

"The prescription was a pdf. It was so helpful for me to carry; and also I did not have to download any app, it was just from browser login. very easy. Also, I liked the mission of Clinikk, I saw the CEO's video on your website. Very good job!"

Did you know that you could get medicines and tests as well at Clinikk?

"No, only after the consult, I came to know"​

Did you get a call from us after the consultation?

"yes. Initially, I missed the call; then when I picked up the call, someone from Clinikk called and asked if the pain was gone. It was so sweet of the team. I have never experienced this before in my life. No doctor has called me to find out if I was doing good and Dr Sunil did not even treat me, he referred me."

Could you describe your emotions after the call?

"I was very happy. I remember speaking to my colleague about this just after the call. It felt like you guys cared for me. Really good gesture"

Why did you choose us again?

" When the eye doctor told me that I needed specs and after wearing them, the pain was gone, I thought Dr Sunil was very trustworthy. Also, that call checking about my health was unique. I remembered him well."

What was your problem the second time? When was it?

​" I got fever and cold. It was last month"

How was your experience the second time?

"Same like first. Dr Sunil clearly explained the root cause and gave me an antibiotic course. I got well within 7 days"

​Did you get a follow-up call the second time?

​"Yes, This time I picked up the call the first time. I had some problems with the medicine. Spoke to Geetanjali (the receptionist). She arranged a call with Dr Sunil, he changed the medicine promptly"

Did you know you could teleconsult before?​

"Yes. Geetanjali informed first time only"

​How aware are you of Clinikk Care Chat WhatsApp? Did you know you could chat?

​ "Yes. Geetanjali told me. Also got a prescription from that number I think. Did not try the chat there"

​For what problems will you choose Clinikk from now on?​

"I will prefer for any problems, if it is very serious I might get advice or go to a specialist. For gynae issues, I will still prefer a specialist."

​Were you okay with paying the bill amount?

"yes, yes. It is very cheap actually. Apollo and all cost around 1000 Rs just for the doctor. I think you guys should increase the fee a little more."​

Would you refer Clinikk to a friend?

"I already did. I have told my friends and colleagues. Since most of them are not originally from Bangalore, Dr Sunil will be very helpful to them. They are yet to visit Clinikk, but I am sure they will visit whenever they need a doctor"

​Any feature you think we can add that will be helpful?

"Nothing as such. But if you could get dental services maybe it will be beneficial for you" ​

​Any feedback or points of improvement?

​ "Nothing to improve; maybe do some more advertisement. More people should know about you"

​Can we expect you to come back again for your health needs?

"Definitely. I really liked Dr Sunil's approach, you can call him kind of a family doctor for me and my husband in Bangalore now"​

​Did you give us a Google Review?

"Yes. I have given it 5 stars. And have written a review also

I checked the feedback forms submitted by the user for the CSAT scores. She has given 5 for both of the consults. ​

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Summary : Cohort2: Visited ≥ 10 times in their lifetime

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Summary:

1. Almost all of the users in this cohort had an excellent first-visit experience.
2. The doctor spending more time was a crucial factor; "doctor was patient", "listened to me" were common phrases for their first visit.
3. The reason for multiple repeats is mostly because of the overall experience. "Staff was really helpful and friendly", "doctor is good, I trust him", "medicines worked well", "quite affordable" etc were common comments.
4. All of the users loved the treatment and the treatment cured them as promised
5. All of the users, use the service for all family members
6. All of the users in the cohort have kids; 4/6 have elderly in the city. The median age of the user is 45.
7. The users felt the consultation fee or the total bill amount was very affordable.
8. 4/6 had accessed their prescription online; they checked the website and were aware of membership plans as well.
9. 6/6 have experienced WhatsApp chat help from the Clinikk Care Team.
10. (6/6) responded to the follow-up call after their first visit and found it "very touching" and that "Clinikk cared for me".
11. (6/6) have had referrals who have walked into Clinikk. (6/6) have spoken about Clinikk to someone else (either friend, family, or colleague)
12. All the users know clearly about the services offered at Clinikk; they know about tele-consults and may or may not have used them.
13. All of them will choose Clinikk again. They will choose us for primary problems as well as consult for advice on other specialist issues if not very serious.
14. The average CSAT score of the first consult was 5. Overall Average of 4.6
15. 6/6 had given a Google Review. Average rating = 5

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Excerpts from a user interview of this cohort:

User Name: Dheeran

Age: 42

Gender: Male

Initial Lead Source: Clinikk Branding

Married: Yes

Kids: Yes

Elderly in the family: Yes (Mother - 68 years)

Migrant/Local: Local

Type of residence: Own Independent House

Profession: Hardware Store in Jayanagar

Which ICP do they look like: ICP2: Local/Kids & Elderly

Clinikk visited: JP Nagar

Number of times visited so far: 14

Did he use it for self or family: entire family

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Questions:

When do you typically choose to visit a doctor?

"Whenever someone in the family is sick for more than a day, I will come to a doctor"

​How many times in a year do you visit a doctor?

​ "My mother is diabetic, so I keep visiting a doctor frequently. For me, I visit 3-4 times maybe"

When and Why did you visit Clinikk for the first time?

"I think it was last year January. I got a free medical test in one of the park activities few years ago, in 2022 maybe. I had seen the Clinikk on my way to work as well. In January, my mother blacked out and fell. Our regular doctor was on vacation. I brought her here."​

What was your problem the first time?

" Mother had blacked out. "

How was your doctor's experience?

"Dr Sashank was there then. He saw her and found out that BP was very high. He made her lie down in the clinic for 2-3 hours, gave her medicines and administered her constantly. He started the hypertension medication immediately. She already had diabetes. So he carefully understood her history. He also asked me to get all the previous prescriptions. He studied them thoroughly and then gave them medicines. I think the clinic closes from 1- 4, but he stayed there with my mother. I think he monitored her for 3-4 hours. It felt like he was my younger brother doing it for his own relative. "

Which aspect of Clinikk made you feel different?

"I have never seen any doctor being so proactive for just one patient. Also, after all of this, the consultation was just ₹200. I always thought this was some big-shot place from the exteriors. I thought it would cost me around ₹1500-200. It was unbelievable."

What else did you like other than Doctor?

"Very good and friendly staff. Also, I can call the doctor 24x7. Very easy for chronic patients like my mom to talk about their conditions and adjust medicines.

Did you know that you could get medicines and tests as well at Clinikk?

"No, only after the consult, I came to know"​

Did you get a call from us after the consult?

"yes. They called to check on my mother. It was really good. I was happy with the way they treated"

Could you describe your emotions after the call?

"I was very happy. My mom also felt it was a personal doctor asking about her well-beingin after discharge."

Why did you choose us again?

" I liked the experience. Everything was in one place - medicine, doctor, test. the doctor was very good and caring. The location was nearby. Most importantly it was very affordable. Since my mother needed regular visits, it seemed the best option. My mom also liked Dr Shashank a lot. So, we started coming here instead of our previous doctor"

What was your problem the second time? When was it?

​" I had a pain in my left elbow. Not sure when it was, I think few days after my mom's episode"

How was your experience the second time?

"Very good. Dr Shashank asked me to do an x-ray; found nothing serious. He gave me a few exercises and gave me a pain relief spray. It got better in 3-4 days

​Did you get a follow-up call the second time?

​"Yes, I did not know that Clinikk did it for all patients. I thought it was for my mom the first time because she was serious. But this was really a great experience. Now I look forward to the call every time after a consult."

Did you know you could teleconsult before?​

"Yes. Latha informed first time only"

Did you view the prescription online on our website?

"yes, I have seen the PDF. Very helpful"

​How aware are you of Clinikk Care Chat WhatsApp? Did you know you could chat?

"Yes. I got a prescription from that number I think. I use it often for any queries. Very helpful to get prompt responses. Also easy to use"

Do you know how many times have you visited so far?

"Not sure. 15-20 times maybe? I keep visiting since then"

What made you keep using our services?

"We loved your service; also the good experience is consistent. I have seen many doctors or hospitals - all of them want to make money out of the patients; this seemed different, felt like treating patients was more important than making extra money.​

Who all members of your family use it?​

"My entire family. I come here only first. My family has my mother, wife and 2 sons. I prefer Clinikk for everyone. But the majority of my visits are for my mom; because she needs frequent monitoring for her diabetes and hypertension"

​Were you okay to pay the bill amount each time?

"yes, This is very affordable."​

Would you refer Clinikk to a friend?

"I already did. I think 2-3 of my friends have visited also."

​Any feature you think we can add that will be helpful?

"See if you can get X-rays in-house; will be easier for patients" ​

​Any feedback or points of improvement?

​ "Nothing to improve; See if you can keep Sundays open."

​Would you be open to visitingand any other branches of Clinikk in Bangalore if need be?

"yes, I think. Although I would prefer Dr Shashank as my first choice. But I have heard good things about other branches. One of my friends visited the Banashankari branch and he loved the doctor there. ​

​Did you give us a Google Review?

"Yes. I have given it 5 stars. And have written a review also

I checked the feedback forms submitted by the user for the CSAT scores. He had given 5 for the first two consults. For all of his consults, he has rated 5.

I also checked his usage data. 7/14 visits were for his mom; 2 were for his kids; 4 for himself; 1 for his wife

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Summary : Cohort3: visited at least 4 times in the last 1 year

Summary:

1. Almost all of the users in this cohort had an excellent first-visit experience.
2. A few common phrases were "the doctor gave time", "diagnosis and explanation was good", "very cool looking clinics", and "got cured soon; good treatment."
3. All of the users loved the treatment and the treatment cured them as promised.
4. 3/6 customers use the service for all family members; 3/6 have used it only for individual needs so far.
5. 3/6 of the users in the cohort have kids; 2/6 have elderly in the city. The median age of the user is 32.
6. The users felt the consultation fee or the total bill amount was very affordable.
7. 6/6 had accessed their prescription online; they checked the website and were aware of membership plans as well.
8. 4/6 have experienced WhatsApp chat help from the Clinikk Care Team. 6/6 know about the provision.
9. (6/6) responded to the follow-up call after their first visit and found it "amazing" and that "Clinikk cared for me".
10. (4/6) have had referrals who have walked into Clinikk. (6/6) have spoken about Clinikk to someone else (either friend, family, or colleague)
11. All the users know clearly about the services offered at Clinikk; they know about tele-consults and may or may not have used them.
12. All of them will choose Clinikk again. They will choose us for primary problems mostly. 3/6 may consult for advice on other specialist issues if not very serious.
13. The average CSAT score of the first consult was 5. Overall Average of 4.8
14. 6/6 had given a Google Review. Average rating = 5

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Excerpts from a user interview of this cohort:

User Name: Jeet Baruah

Age: 34

Gender: Male

Initial Lead Source: Practo

Married: Yes

Kids: Yes

Elderly in the family: Sometimes (Mother - 62 years, Father - 67 - keeps visiting Bangalore)

Migrant/Local: Migrant

Type of residence: Owns Flat in HSR

Profession: Principal Architect, Wipro

Which ICP do they look like: ICP3: Migrant/Kids & Elderly

Clinikk visited: Koramangala

Number of times visited so far: 4

Did he use it for himself or his family: the entire family

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Questions:

When do you typically choose to visit a doctor?

"Depends. If the kids are sick, I prefer not to delay; for me and my wife, we try self-medication and then come to a doctor if not cured."

​How many times in a year do you visit a doctor?

"For my kids, I keep visiting a doctor frequently. Maybe 7-8 times. For me and my wife, approx 1-2 times maybe"

When and Why did you visit Clinikk for the first time?

"Last April. I saw very good ratings on Practo. Also, was nearer to my workplace. I work in Koramangala"​

What was your problem the first time?

" I had fever, cough and cold"

How was your doctor's experience?

"Dr Renuka was very good. She diagnosed me and well, asked my history before medication. She gave me an antibiotic course and started it immediately at the clinic itself because of the temperature. I liked her approach. She explained her diagnosis and the reason for the choice of the medication thoroughly. She seemed to know what she was doing."

Which aspect of Clinikk made you feel different?

"The entire setup. Premium look and feel; I had a high fever and I hardly waited for the doctor. I like how the protocol involves measuring vitals; it says a lot about the kind of approach that is prevalent here. Also, the digital prescription is a boon. Reading a prescription is easy & also the storage of it. No fear of losing the previous records; very smartly thought."

What else did you like other than Doctor?

"Courteous staff; teleconsultation option.

Did you know that you could get medicines and tests as well at Clinikk that time?

"Yes, I think I read it in the services section of Practo"​

Did you get a call from us after the consultation?

"yes. They called to check on my health and if I needed any help"

Could you describe your emotions after the call?

"Honestly, I did not expect that. This was going beyond a step to show your care for the patients. It just 10x-ed my experience of the clinic."

Why did you choose us again?

" I liked the experience. Also, I did some research about your company. Realised and resonated with what problem you were trying to solve. The medical approach was excellent; the doctor was good, it was convenient, modern; also digitally available - it was the best choice for a family clinic that was missing in our lives."

What was your problem the second time? When was it?

​" My wife had some gynec problems; I suggested she spoke to Dr Renuka once. It was around June-July last year"

How was your experience the second time?

"Very good. It was indeed the right decision to come here. Dr Renuka suggested some lifestyle changes and a few medications, and it worked for us.

​Did you get a follow-up call the second time?

​"Yes, we got. My wife was ecstatic; she felt this was a very personal touch"

Did you know you could teleconsult before?​

"Yes. Kavitha informed first time only"

Did you view the prescription online on our website?

"yes, the very first visit; in fact, I referred to that instead of the printout. It is a very helpful feature."

​How aware are you of Clinikk Care Chat WhatsApp? Did you know you could chat?

"Yes. I got a prescription from that number. Have used it to book an appointment recently.​

​Who all members of your family use it?​

"I have visited for myself and my wife. I brought my mother once for a health checkup. For my kids we still visit their paediatrician, but I am open to consulting Dr Renuka for advice in case of emergency "

What made you keep using our services?

​ "As I told you before, I loved the experience here; the doctor is trustworthy and it's very convenient.

​Were you okay to pay the bill amount each time?

"yes, This is very affordable."​

Would you refer Clinikk to a friend?

"I already did. My sister had visited the Kagagdaspura branch one time."

​Any feature you think we can add that will be helpful?

"Nothing that I can think of right now" ​

​Any feedback or points of improvement?

"See if you can get a paediatrician; also you should open one branch in Whitefield; you will attract a good crowd"

​Would you be open to visitingthe any other branches of Clinikk in Bangalore if need be?

"yes, I think. I am sure the experience will be the same everywhere​

​Did you give us a Google Review?

" I have given Practo ratings. I gave it 5 stars. And have written a review also. My wife has given a 5-star rating and a review on Google

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I checked the feedback forms submitted by the user for the CSAT scores. He had given 5 for the first two consults. For all of his consults, he has rated 5.

I also checked his usage data. 2/4 visits were for himself; 1 for his wife; 1 for his mother

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Common Action Points in the Customer Journey​

1. At least 2 paid walk-ins in a year
2. Had responded to the follow-up call at least once in 2 visits
3. Have given a CSAT rating of 4.5+ in at least 2 consults

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Understanding the product

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Product Flow

Clinikks are retail outlets or physical clinics. The modes of discovery are :

1. Clinikk Branding - You live in the area and you happen to see our board/branding and discovered us.
2. Online - You went to search for a doctor on Google or Practo and found us
3. Word of Mouth - You saw it and let others know or you used it and referred a friend/family
4. Marketing activities (BTL) - you might have seen a leaflet or a banner somewhere in the area.

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A patient can walk in directly without booking an appointment from any of the above modes of discovery. However, they can also book an appointment through our website.​

Activation Steps:

The activation for a user in the healthcare service will be only post-consultation. In healthcare, trust starts building only after the doctor's medicine works. So, right from discovery to the physical experience to the consultation itself - the entire journey will be an onboarding journey for the user. The value of the service is perceived along with the entire experience after the consultation.

For Clinikk, these will be the onboarding steps:

1. Discovery - through Google/Practo or Website
2. Appointment booking (optional for users - they can walk in directly)
3. Walk-in to clinic
4. Clinic workflow experience - includes staff, doctor, area, look and feel - everything
5. Post consult flow
6. Electronic Health Record (EHR) Dashboard on the website
7. Follow-up calls
8. CSAT Surveys

Introducing Staff Members in a Clinikk:

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1. General Physician (MBBS Doctor) 2. Nurse 3. PCC (Patient Care Co-ordinator) or receptionist.

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Possible Onboarding cases:

Case 1: A person looks online on Google, lands on the Google My Business Page, and walks down directly to the clinic without any appointment made.

The Google My Business (GMB) Profile is crucial for anyone searching for a "doctor near me", "clinic near me" or "general physician near me" on Google Search or Maps from their area. It is the first touchpoint for those users and plays an important role in convincing the user to visit the store. The GMB page for all Clinikk branches is well maintained and regularly updated; special measures are taken or Google reviews after a great experience.

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GMB Page:

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Case 2: A person looks online on Google, goes to the website, books an appointment and visits Clinikk for a consult​

A user can find the Clinikk website (home page) when searching for a "doctor" or "clinic" service or "Clinikk" on Google. The website allows booking for any of the 11 clinics. The approximate Website Visit (home page - https://clinikk.com/) - to - walk in to the clinic conversion rate is around 0.8-1%. We typically get an average of 20- 40 website leads a month, out of which 70-80% finally walk in. The conversion rate from Visit a Health Hub Page (https://clinikk.com/clinics-bangalore) to walk-in to clinic is about 5%. That's why the website details on the GMB page have the respective Clinikk pages (https://clinikk.com/clinics-bangalore/health-hub-jp-nagar) for quick booking for reduced drop off.

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Website booking:

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Case 3: A person looks online on Practo, books an appointment from Practo and visits Clinikk for a consult​

Practo booking:​

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Clinikk Visit steps: When the user finally enters Clinikk for a consult.

Customer Touchpoints ​

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1. Reception

• When a user reaches the Clinikk Health Hub, he/she is greeted at the reception by a PCC (Patient Care Co-ordinator).
• The user is welcomed and asked for a few details:
• • Name
  • DOB
  • How did they come to know about Clinikk (this helps us understand the lead source)
  • Phone Number
  • The problem for which they have visited
• Once they provide the number the PCC enters it into the Ops Dashboard (in-house software tool to manage consultation, digital medical history, medicine inventory, medical protocol etc - this software is for internal use only). PCC registers the patient and also adds the reason for the visit.
• PCC informs them about the consultation price of ₹250 upfront
• In case, the nurse is busy with other patients, ask them to wait or introduce them to the nurse and request them to follow her.

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2. Waiting Area​

• If the nurse is attending to other patients, the customer will be asked to wait in the designated waiting area
• There is a TV that auto-plays a 10-minute video about the features of Clinikk with no audio and subtitles in 3 languages. But typically, patients spend time on their phones at this point.

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3. Vital Room​

• The nurse introduces herself to the patient at the reception area and then takes them to the vital room.
• In the vital room, the nurse explains to the patient the various vital signs that will be measured and then proceeds to take the patient's vital measurements. The vitals that are measured for every patient:
• • Blood Pressure
  • Temperature (in case of fever)
  • SPO2
  • Height
  • Weight
• The nurse writes them on a piece of paper and leads them to the doctor's room

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5. Doctor Room​

• The nurse passes on the vital information to the doctor.
• The doctor already has the age, name and reason for visit details in the doctor's dashboard
• The doctor enters the vitals manually; and begins the consultation
• After the diagnosis, the doctor starts typing the prescription on the laptop. The Doctor dashboard enables the doctor to follow the medical protocol, and look at the stock of medicines in the in-house pharmacy at the clinic. This takes typically 3-5 minutes.
• At this point, the doctor informs the patients about the drug she is prescribing, tells them about any precautions or lifestyle habits to pursue and asks them to wait outside, while the prescription is being generated

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5. Reception Area​

• Once the prescription is ready, the PCC takes a printout. They confirm with the patient if they want to purchase the medicines from Clinikk itself. If yes, they hand over the prescription to the nurse, who starts getting the prescribed medicines from the medicine room.
• The PCC meanwhile prepares the bill
• The nurse explains the prescription to the customer (printed prescription - easy to read), shows him the medicine and packs them
• PCC asks for the mode of payment, hands over the bill, explains the bill items
• PCC takes the payment
• PCC informs that the user can check his prescription on the website; tells them about the Care Chat WhatsApp number where they can ask any question and get quick responses; informs them that the user can visit within 7 days and consultation will be free
• Finally, PCC informs that they will call the user after 3 days to find out how they are feeling; if a follow-up is mentioned, then PCC also mentions about reminder call a day before the follow-up date.
• PCC asks the customer "how his experience was" and then asks for a Google Review if the experience was good. They try to convince and get the Review then itself (there's a review target for them).
• PCC bids goodbye, saying "Get Well Soon" and "Feel free to reach out " any time

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Post Consultation Steps:

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Prescription on WhatsApp

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1. WhatsApp message

• The user receives a prescription on WhatsApp the moment they're out of the consultation. The prescription link takes them to the website

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2. Electronic Health Record (EHR) Dashboard

On click of the Prescription Link, takes them to the EHR Dashboard on the website after login :

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3. Digital Prescription Copy

Click on the View PDF, downloads PDF on mobile and opens on a new tab on Desktop:

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In case of any lab tests done, the reports are uploaded in the "Reports" Section.

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4. Ask AI Feature​

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Follow-up call:

Generally after 3 days, PCC calls to check for the health of the customer. Typically the call success rate is 72% and 28% times it is RNR (Ringing not responding). The intention of the call is to check with the user as to how they are feeling, in case the dosage did not work, PCC would help them with a tele-consult with the doctor and if required book a follow-up visit for them.

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This is generally the AHA moment for most users.

Excerpts from a Google review:

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Feedback

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The feedback on the experience is captured in a tally form. The link is shared as a CTA button "Share Feedback" with the prescription WhatsApp.

March Data for NPS and Response Rate:

4.6 CSAT, 91% NPS from 67 respondents (response rate = 1.2%) since Feb 13 2024. (Low response rate definitely inflating)
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When ratings are more than 9 (>=9)

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When ratings are less than <= 8

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Activation metric:​

Healthcare is a long game of trust. Both the use case and the chance of repeat visits are very low. With a plethora of good doctors to choose from, how do you retain a user?

Let's take a step back to understand.

Imagine you're new to the city, and after researching online, you've found a doctor. You visited them for an acute problem and got treated - you're just happy. Say, you also got a better experience, something more than just the treatment - you're very happy. But that still doesn't make you a loyal user yet!

Loyalty comes when you keep getting the same experience, and not just you, but everyone around you as well. And that can only happen if you try them again. But when you fall sick again (say, after 6 months of this episode), how likely are you going to remember the doctor? You possibly will if you had a "very happy feeling", and not just a "happy feeling."

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So, talking to the customers, and keeping our USP in place, here are the major activation metrics I think would make a user loyal to Clinikk for their health-related issues:

Hypothesis of Activation Metrics

If a user did at least 2 paid walk-ins in a year, he is likely to retain.

Reason:

A user typically sees a doctor 2-3 times a year. If the user decides to come to the same doctor (Clinikk) at least 2 times, then he is likely to continue coming to us. As per the user insights, we noticed that it typically takes more than 1 visit to have the recall imprinted on the user. Also, this means the user values the treatment/care and is ready to travel and spend the amount for this care.

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Smaller milestones:

• • Consult to cure happens in 7 days for acute patients for both visits ⚡️

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Reason:

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This is very important for their first visit. The idea of a good treatment is when the medicine works in the stipulated time. For the majority of the acute cases, the medicine course is <=7 days in general. If the user feels better within the medicine course, they trust the treatment and the doctor. And their chance of a second visit is high. Once the second visit is done, the same experience needs to be repeated to confirm the trust which is essential for retention.

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• • Responds to follow-up call in 3 tries within 7 days ⚡️

Reason:

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As evident from the user insights, Almost all the users who responded to the follow-up call had their moment of delight. The follow-up call to check on their health made them differentiate Clinikk from other providers. And this interaction helps them in brand recall when they fall sick later.

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If a user has referred at least 1 friend/family in 6 months of his consult, he is likely to retain

Reason:

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When someone refers a friend or family member to a doctor, it is mainly because of the kind of experience they have had. Healthcare is a very sensitive topic, and if it is referred to, it is mostly because of first-hand experience. If a user refers a friend within 6 months, they are likely to have loved the experience with or without a second visit. And if they remember the brand and trust the brand enough to refer their friends, we have likely won them over. The user insights also show that some of the users who loved the experience on their first visit referred their friends and later walked in multiple times for their own use cases.

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Smaller milestones:

• • Visits prescription in the EHR dashboard on the Website or have experienced the Care Team WhatsApp chat feature at least once within 3 days of consultation ⚡️

Reason:

The medicine typically begins to take effect within 3 days after the consultation. If a patient is not feeling any better by then, they might have already tried to reach out for a teleconsultation or any other support, either through the electronic health record (EHR) system or via WhatsApp. This is the logic behind the 3-day time frame - it means in the worst case, the max time for these feature explorations will be on average within 3 days.

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Data shows that >90% of users who visited the "prescription view" event in the EHR or the WhatsApp chat enablement had done a second visit with Clinikk. This is mainly because, when they logged in for the prescription, they realised that they could see all their prescriptions in the dashboard. For users with lab tests, it was an even better rate of conversion. The average engagement is about 2 min 37 sec on this page (highest). This feature increases the trust of the user and pushes them to refer. ​

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The same goes for the chatbot and support feature on WhatsApp. It is convenient and very easily accessible.

Both features are also worth bragging about; the intrinsic intent for referral can stem from a desire for social bragging, where the user feels that the experience is worth sharing and impressing their peers.

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Also, data shows that 100% (19/19) of users had referred Clinikk to someone. (although not all referrals have walked in). 63% (12/19) of the users had either visited EHR or interacted with WhatsApp within the first day of consult; 26% on Day 2 and 1% on Day 3.

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• • Responds to follow-up call in 3 tries within 7 days ⚡️

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Reason:

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As evident from the user insights, Almost all the users who responded to the follow-up call had their moment of delight. The follow-up call to check on their health made them differentiate Clinikk from other providers. This interaction had often become a talking point among family/peers which has directly/indirectly led to a positive word of mouth.

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If a user has given >=4 stars in CSAT surveys in at least 2 of his consults in 1 year, he is likely to retain

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Reasoning:

100% of users who have had >= 4 visits over 2 years have rated >=4 CSAT stars at least in 3 consults. If the users have felt that the experience was >=4 at least two times in a year (normal frequency), it acts as a sense of consistency and eventually enables them to start using it for themselves as well as their families.

If the user has written at least 1 review and given a 4.5+ rating on Google/Practo within 6 months of their first visit, he is likely to retain

Reasoning:

100% of users who had written a Google review after their first visit revisited Clinikk within 6-8 months. And 100% of the users who did not write a review after their first visit obliged by leaving a review during their second visit.

Two things work in the business's favour here:

1) if a user takes the pain to write a message that is public to the world, the experience is really good! A user can still put just ratings when pushed but writing a review needs commitment

2) since they have written highly about Clinikk, they remember the brand and chose to believe their review and visit for care again.

Generally, 75-80% of the reviews we receive are from new users who typically write them within 7-10 days of their first visit. The 6-month timeframe is set because users generally revisit within this period, and the remaining 20-25% of users come back and write a review during their second visit.

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If the user logs in more than once in the website portal within 10 days of consult

Reasoning:

Logging into the website portal multiple times within 10 days of the consultation indicates a high level of engagement and activation. The user could potentially log in to access Electronic Health Records (EHR) or even go through the company's mission/vision and other offerings. This behaviour suggests the user values the healthcare service provided and is committed to understanding their health information, treatment plan and about the Company proactively.

Logging in to the portal is an extra step where the user takes the pain to enter their number and OTP.

Repeated logins within a short period imply the user is actively reviewing their prescription, potentially clarifying doubts or following up on the consultation. This level of engagement signifies a high likelihood of continued utilization of Clinikk's services and digital offerings, leading to higher retention and loyalty.

Metric to track:

Number of referrals done by a user who visited in the last 6 months​

It is essential to track this data as this will help us prove the hypothesis that a user who refers in 6 months is likely to retain. Since most of these referrals are informal word-of-mouth events, it is tricky to track them.  One option could be to create a robust referral system that is used by all users or we create a share-worthy or socially bragging feature which can be seamlessly shared as an add-on and tracked during these offline WOM moments. Or we track each referral when they walk in; meaning: if a fresh user at the reception says he has been referred by friends/family, we start noting the referrer's number to track it down; the attribution window will be very high in this case.

The referral event and time of repeat visits of the user I also essential to measure the activation timelines.

Number of paid walk-in visits in a year by a new user( or 12-month retention)

It means that if we acquire a new user in January 2024, we need to track the number of paid walk-ins he does by the end of the year or typically December 2024. The hypothesis is that if a user visits at least 2 times a year (the average Indian goes to a doctor 2-3 times a year), then he/she will choose Clinikk again for their health care needs. Tracking this is fairly easy.  But the correct measurement of this metric will be when the user walks in for the third time within or after 12 months - because that's when he has exceeded the number of possible choices needed to be a loyal customer.

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Number of 5-star Google ratings with reviews

How many new users vs number of Google Reviews received should be tracked. Also, the time of consultation to Google review date should be a metric that needs to be considered. Both of these metrics are important to measure the hypothesis that a new user who writes a review within 6 months will retain. The time taken for a new user to write a review will help us understand the typical TAT of that cohort - should be measured cohort-wise. Ideally, if the new user who wrote a review visits >=2 times in the entire year, this hypothesis will be a success.

Example: If a user visits for the first time in Jan 2024, and he writes a review within June 2024 then if this user visits >=2 times in 2024, he will be considered retained (same logic since a user on average sees a doctor 2-3 times a year).

The number of reviews vs the number of new users will be a good metric to measure the percentage number of new users who are committed enough to 'write a review" instead of just rate. This information will be handy in growing this metric in the future to improve retention if the above hypothesis on activation holds true.

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Number of 4+ CSAT scores in a month

This is a hygiene to measure this metric for any business anyhow. This helps us understand the quality of service. This metric should be measured clinic-wise to help identify any service or customer satisfaction flaws if any.

This should also be measured cohort-wise for new users. If the user visits at least twice a year and gives a CSAT score of 4+ Stars, he/she is likely to come back the next year.

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Number of feedbacks received in a month

At this point, the interaction rate is also important to track; meaning the number of feedback forms filled vs the number of new users in a month (both clinic-wise and cohort-wise) is essential. If needed, users could be incentivised to take honest feedback after the service. Clinic-wise data will help us identify which users have low interaction rates. Maybe priming them during the journey is a good start to reduce drop-offs. Ex- the PCC could mention that they will receive a feedback form with the prescription.

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Number of follow-up calls that were connected for new users in a month ​

This metric is essential to track as the follow-up calls create an AHA moment for new users.

This metric should be ideally tracked for all users but with special attention to month-wise new user cohorts.  As per the hypothesis, this number should ideally result in a spike in referral rates and repeat rates within 6 months to 1 year. That's why to understand the impact, measuring this cohort-wise makes more sense.

Number of follow-up calls that were RNR (Ringing nor responding) in a month

Since two of the hypotheses strongly depend on a smaller milestone of a follow-up call, it is very important to identify the number of RNR calls. Essentially, each RNR call acts as a missed opportunity. The number of RNR calls should be tracked per Clinikk. The most underperforming Clinikks in terms of connection rates should be audited. The PCC needs to be retrained on the pitch. Users should be primed

about this call when they leave so that the chances of them accepting the call are high. Other alternatives like dropping a message on RNR like "This was xx from your Care Team at Clinikk Koramangala. Trying to reach out to you to check up on, your health; suggest a good time to connect."

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This number should be as low as possible, especially for new users- because this causes the AHA moment and can drive referrals and repeat.

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Number of "prescription view events"

The hypothesis that a user who refers at least once in the first 6 months retains, is a function of smaller milestones like EHR dashboard visit on the website. EHR Dashboard visit is tracked internally in the systems by an event called "prescription view". This metric is of utmost importance to track the correlation of referrals vs the number of event triggers.

If the referral attribution takes more than 6 months, it will be challenging to validate the hypothesis.

For example, if a user avails the Clinikk service in January and visits the EHR dashboard during the same month. If this user informally refers to their friend A, and A eventually walks in around October (9 months later), then the hypothesis becomes difficult to prove. This is because there is no way to determine whether the user had referred A within the initial 6-month period.

An alternative approach could be to track the cohort of users who have completed the " view prescription" event (accessed the EHR dashboard) within the first 3 days of their initial visit. If these users revisit Clinikk within the same year, it can be considered a positive indicator since it ultimately contributed to their retention.

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Number of tickets in Care team Chat with tags "consultation"

The Care team Chat has all doctor/ clinical service-related chats tagged as "consultation" support tickets. An uptick in these numbers should either increase the number of referrals or ultimately the retention/repeat rate of these users.

The referral attribution issue and alternatives hold true for this case as well just like the "Prescription View" event use case.

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Average number of logins per user within 10 days of the consult.

This metric will help us understand the intensity of engagement and activation. A higher average number of logins within the 10-day window could indicate a higher level of activation and interest in Clinikk.

Another important metric could be the percentage of users who log in at least twice within 10 days of the consult. This metric will give us a sense of the proportion of users who are meeting the minimum threshold of activation (logging in more than once), which can be compared across different cohorts or segments of users.

The number of unique users logging into the portal within 10 days of their consult should also be measured to understand the count of the users who are exhibiting the desired activation behaviour, allowing us to track the actual volume of unique activated users.

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Also, which pages are visited frequently by the users will be good to know metric; if we see that the user is spending some time on the "Who are We" page or "FAQ" page, it is highly likely the user is trying to understand the company and business model. If the user is spending time on the membership page, maybe this user is a good candidate to later upsell the membership plan after repeat visits. This gives us a better understanding of the overall user behaviour on our website acquired from clinic visits.

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Time spent on the EHR portal during the 10-day window after the consult.

In addition to the number of logins, tracking the time spent on the portal can provide insights into the depth of engagement and activation. Users who spend more time on the portal are likely more engaged with their healthcare information and treatment plan. Since we already know that the EHR page has the highest engagement, tracking this metric will help us better the page and eventually add more features for engagement.

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