What is Tata 1mg? 💊

Tata 1mg was originally launched as HealthKartPlus — a Wikipedia for medicines — in 2013 by Prashant Tandon, Gaurav Agarwal, and Vikas Chauhan. Later in April 2015, 1MG was created to make medicines and medical products more accessible and affordable to the general public. And, what we know today as Tata 1mg (~60% stake owned by Tata Digital) is a digital healthcare platform that offers a range of healthcare services to its users. Currently, the platform provides:

• An online pharmacy that delivers medicines to your doorstep.
• Home sample collection for diagnostic tests.
• Access to online consultations with doctors and specialists.
• Health tips and articles to help its users manage their health and at the same time stay informed about the latest healthcare trends.

According to Tata 1mg, the brands mission is to make healthcare accessible and affordable for everyone, regardless of their location or income.

✨ Tata 1mg: Core Value Propositions

The brand roped in Bollywood actor Pankaj Tripathi as brand ambassador for its rebranding efforts post-acquisition by the Tata group. The actor’s relatable persona to connect with the masses made him the ideal choice for Tata 1mg.

What followed was launch of new brand films re-emphasizing on Tata 1mg's core value props:

• ⏰ On-time Delivery of medicines
  📺 <new brand film>
• 📝 Widest range of medicines
  📺 <new brand film>
• 👩‍⚕️ Genuine medicines, trusted pharmacy
  📺 <new brand film>
• 🩺 Your trusted diagnostic lab
  📺 <new brand film>

🎯 Users and Goals (JTBD)

For the purpose of identifying the ICP, user survey's were done with ~10 individuals across metro's and non-metros. Based on the responses, two core ICP's have been identified.

👧 ICP 1: Varsha

• Varsha is 24 years old, single and recently shifted to Bangalore from Lucknow.
• She is currently working as a manager in a e-commerce company and earning around INR 16 LPA.
• She likes to spend her free time with friends catching up movies, dine out, travel and binge watch shows on OTT.
• When it comes to spending, she prefers value for money, wherein her spends are more skewed towards savings.
• Other than managing her expenses, she spends on her parents well being (medical bills, insurance, etc)

🤔 Problem Statement for Varsha:

• Recently moved to a metro city and wants to ensure easy access of medicines for parents living in a tier-2 city.
• Wants to ensure medicines are delivered from a trusted Pharmacy.
• Higher monthly medicines expenses when bought offline.

👨 ICP 2: Varun

• Varun is 38 years old, has two kids and recently moved to Delhi/NCR from Chandigarh. He has elderly parents who still live in his hometown.
• He is working as a VP Marketing in an insuretech firm and is earning around INR 50 LPA.
• He has a busy work schedule wherein he tries to make time for his kids on weekends and occasionally goes out for fine dining with family and friends.
• He likes to stay fit with a mix of gymming and outdoor sporting activities.
• His spending decisions are mostly skewed towards time saving as it is more valuable to him than saving some money.

🤔 Problem Statement for Varun:

• Has long work hours and unable to make time to visit a pharmacy store to buy medicines.
• Doesn’t stay with elderly parents and wants to ensure timely supply of medicines whenever they need.
• Looking for a trusted lab where he can easily book regular lab tests for himself and his parents living in a tier-2 city.

👥 ICP Summary

🎯Jobs To Be Done

📲 Onboarding Teardown

⚡️Activation Metrics

💎 Hypothesis 1: One order in the first 30 days of the app download

Reason: Since the core action for a user is to order medicines, this step confirms the user has been activated and has performed first core activity on the app. Also, a usual frequency for ordering medicines is one month or after a doctor visit, so i’ve kept it for one order in first 30 days.

💎 Hypothesis 2: One medicine order in first 30 days & one lab test in first 60-90 days of download.

Reason: Once a user who has already ordered medicines once books a lab test, this confirms their growing confidence in the service and a repeat use case. 60-90 days because there could be different users who may need a test after 30, 60 or 90 days of completing a medicine course or as recommended by their doctor.

💎 Hypothesis 3: One order every month for 4-6 months

Reason: A lot of users mentioned ordering medicines for their elderly parents who have health issues such as diabetes, blood pressure, heart-related issues, etc. This will confirm the use case for repeat users.

💎 Hypothesis 4: Linking UPI or cards after first order

Reason: This indicates a user is looking to order medicines again in the near future.

💎 Hypothesis 5: Uploading/updating prescriptions on a regular basis

Reason: This confirms a user is an active user and uses the platform as one of the primary source to order medicines.

💎 Hypothesis 6: Giving a 4+ star rating

Reason: The app currently enjoys a 4.5star rating on the appstore. If a user is giving a rating, it confirms that they are a power user and also someone who values the service being provided.

Qualitative Metrics to Track

• Reviews and ratings on Google and Apple app stores

Quantitative Metrics to Track

• D1, D7, D30 - Clicks, views and downloads on Google and Apple app stores
• D1, D7, D30 - Transaction and retention rates
• Abandoned cart rates
• Drop-off rates on payment page
• DAU/WAU/MAU
• Average order values of casual, core and power users
• Repeat order ratio
• No of users on paid plan
• NPS & CSAT

~ fin ~