Engagement & Retention project | Apollo 24|7
About Apollo 24|7 ‘Tez’ 💊⚡️
1. Fundamental user need:
The fundamental need that Apollo 24|7 Tez addresses is quick access to essential medicines during urgent situations. The service is designed to cater to scenarios where immediate medical supplies are required, whether for sudden illness, ongoing treatments, or emergency refills. By delivering medicines within 20-30 minutes, Apollo 24|7 Tez removes the anxiety of waiting and ensures that users have timely access to the healthcare products they need, especially when time is of the essence.
2. Product highlights:
- Quick Delivery (20-30 minutes): Ensuring users get their medicines quickly in urgent situations.
- Doctor Consultation Within 5 Minutes: If a user lacks a valid prescription, they can connect with a doctor online within 5 minutes. Once the prescription is generated, the order is immediately processed.
- Prescription Management: Users can save and reuse the same prescription for future orders until it expires, making reorders easy and convenient.
- Wide Network Coverage: Access to Apollo's extensive pharmacy network ensures availability and swift delivery.
- Real-Time Tracking: Provides transparency with real-time order tracking.
- User-Friendly Interface: Simple and intuitive app design for quick searches, orders, and tracking.
Customer Support: Dedicated assistance for any issues related to orders, payments, or deliveries.
Understanding the Users 👨🦰👩🦳
Ideal customer profiles: 👨🦰👩🦳 ---------
Customer profiles include those of urban households, the elderly, chronic patients, and busy professionals who prioritize convenience and quality in healthcare. After polling with users I spoke to, I have chosen to consider the following customer profiles:
- ICP 1: Caretaker
- ICP 2: Urgent need of Prescription based meds but don't have any Prescription
- ICP 3: Urgent OTC medicine needed
- ICP 4: Last minute purchase: Niche Skin Care Products
Criteria | ICP 1: Caretaker | ICP 2: No Prescription, Urgent Medicine Need | ICP 3: Urgent OTC Products | ICP 4: Non-Prescription, Skin Care Products |
Age Range | 25-40 years | 25-40 years | 30-50 years | 18-35 years |
Demographics | Adults, married, urban areas, working professionals who are caretakers of retirees | Young professionals, urban areas, tech-savvy, single/married | Middle-aged adults, married, urban/semi-urban areas, parents | Young adults, urban areas, students, or professionals |
Need | Urgent refill of prescription medications for their parents | Urgent need for medicines (e.g., stomach or viral infection) without a prescription | Fast access to over-the-counter products (e.g., pain relief, fever reducers/ sanitary pads) | Urgent need for skincare products typically unavailable on q-commerce apps |
Pain Point | Needs medication quickly but can't visit a pharmacy | Needs medication but doesn't have a prescription readily available | Needs quick relief but doesn’t have time to visit a pharmacy | Skincare products are not easily available through other fast-delivery services |
Solution | Apollo 24/7 Tez delivers prescription refills within 20-30 minutes | Apollo 24/7 Tez connects users to a doctor online within 5 minutes and delivers medication quickly | Apollo 24/7 Tez delivers necessary OTC products quickly and reliably | Apollo 24/7 Tez offers fast delivery of skincare products, ensuring timely access |
Behavior | Regular user of online medical services for convenience | Relies on online services to meet healthcare needs quickly | Prefers fast and reliable service for non-prescription products | Seeks out skincare products urgently due to routine or emergency |
Perceived Value of Brand | Trusts Apollo for reliable, fast, and accurate delivery of essential medications | Values the convenience of quick doctor consultations and fast delivery | Appreciates the speed and availability of essential OTC products | Sees Apollo as a trustworthy source for high-quality skincare products with quick access |
Marketing Pitch | "Get your essential prescriptions refilled and delivered in under 30 minutes with Apollo 24/7 Tez." | "Need medicine but no prescription? Connect with a doctor and get your order delivered in 30 minutes." | "Fast relief is just a click away. Get your OTC products delivered within 30 minutes with Apollo 24/7 Tez." | "Get your essential skincare products delivered fast with Apollo 24/7 Tez—when beauty can't wait." |
JTBD | Primary: (personal)
Secondary: (financial)
| Primary: (personal)
Secondary: (financial)
| Primary: (personal)
Secondary: (financial)
| Primary: (personal)
Secondary: (financial)
|
Frequency of Use Case | 1-2 times a month | 1-2 times a month | 1-2 times a month | Once a month or during emergencies |
Average Spend on Product | ₹1,500 - ₹2,000 per month | ₹1,000 - ₹1,500 per month | ₹500 - ₹1,000 per month | ₹1,000 per month |
Value Accessibility to Product | High—available on-demand in their location | High—available quickly and with consultation | Moderate—available in most areas but sometimes limited by stock | High—available in their location with quick delivery |
Value Experience of Product | High—seamless, quick, and reliable | High—convenient and resolves immediate needs | Positive—quick access to relief with minimal friction | Positive—fast delivery of high-quality products when needed |
Validation of the above insights :
Speaking to 35 people who purchased a medicine in the last 30 days, ages 21-45, a few broad theme emerged:
What are the primary reasons users prefer retail (offline stores) shopping for medicines?
- “Convenience of shopping from pharmacy nearby”
- “Certainty of availability of medicines in some pharmacy in my area of not the nearest pharmacy”
What are the primary reasons users prefer online shopping for medicines?
- “Convenience of shopping from home”
- “Easier to compare prices across different retailers”
- “Ability to read reviews and ratings of other users before purchasing”
- “Lower prices than offline retailers”
How are the users’ needs (urgent need of medicine) met right now?
- Physical Pharmacy Visits: Visiting nearby pharmacies to purchase medicines directly. This method often involves time-consuming travel and waiting, especially if the medicine is out of stock at the first location.
- Standard Online Pharmacies: Using traditional online pharmacy services that offer home delivery, though these services typically take longer (usually 24-48 hours) for delivery, which may not meet urgent needs.
- Local Delivery Services: Some users may rely on local delivery services (e.g., Dunzo or Swiggy Genie) to pick up medicines from pharmacies and deliver them. However, these services are not specialized in pharmaceuticals and may lack the reliability or stock availability of a dedicated service like Apollo 24|7 Tez.
- Emergency Contacts/Help: In urgent situations, users might rely on friends, family, or neighbors to quickly procure medicines for them.
Keeping Stock at Home: Some people preemptively keep a stock of essential medicines at home to avoid emergency situations, although this isn't a perfect solution due to the unpredictability of medical needs and the risk of stock expiration.
Another way of segmentation: 👨🦰👩🦳 ---------
Apollo 24|7 Tez serves a diverse user base, which can also be segmented into three key categories:
- Emergency Users: These are users who rely on Apollo Tez during sudden health crises. They prioritize speed and the availability of essential medicines.
- ICP 2 (Urgent Medicine Need) and ICP 3 (Urgent OTC product Need) fall under this category
- Regular Users: Typically, these users have chronic conditions or ongoing treatment needs. They order medicines regularly and value consistency, reliability, and ease of repeat orders.
- ICP 1 (Caretaker) falls under this category
- Power Users: These users frequently use the service for themselves and others, often ordering large volumes of medicines. They seek personalized experiences, special offers, and superior customer service.
- ICP 4 (Non-Prescription, Skin Care Products) falls under this category
For our analysis, segmentation into emergency (casual), regular (core) and power would be best.
Engagement design
Defining Core EnR Metrics 📈 ---------
Activation metric:
Any user should be considered as an active user if they make One transactions in first visit (day one):
- Reasoning:
- Chart shows probability of the next transaction from relative to number of transactions user has already made
- Data shows considerable increase in propensity to continue transacting with increasing number of transactions
- The jump in probability is most from 0 to 1
Given the activation definition, we can analyse which framework would be best for engagement:
Engagement Framework | Relevance | Key Metric to be tracked | Rationale |
|---|---|---|---|
Breadth | Med |
| 'Cross-pollination' with other services of Apollo indicates high level of trust with Apollo and hence retention |
Depth ✅ | High 🌟 |
| High transaction value and interest in more categories signals that Apollo 24|7 is strongly able to meet user's needs ranging across categories |
Frequency ✅ | High 🌟 |
| High transaction frequency signals that Apollo 24|7 is strongly able to meet user's needs whenever they need pharmacy products |
Based on the above, 'Depth' and 'Frequency' are chosen as the engagement model to create strategies
Engagement Campaigns 📲 ---------
Based on the ICP and customer segmentation, I came up with the following 5 engagement campaigns:
Campaign | Pitch and Content | Persona/Type of User | Target ICP | Hypothesis | Channel of Distribution | Theme | Target Feature | Goal of the Campaign | Details | Offer | Frequency and Timing | Success Metrics | Milestones for the Campaign |
Refill & Reward | "💊 Keep your health on track! Set up auto-refill and enjoy exclusive rewards – because your health matters! 🌟" | Regular Users | Working Professionals | Regular users will engage more with incentives for consistent use. | Digital (in-app notifications, email, SMS) | Loyalty & Convenience | Auto-refill subscription | Increase adoption of auto-refill, reduce churn. | Users earn reward points for each successful auto-refill delivery. | Double reward points for first 3 auto-refills. | Ongoing with monthly reminders. | Number of auto-refill sign-ups, order frequency, churn reduction. | Month 1: Launch, Month 3: Evaluate, Target: 20% engagement. |
Emergency Express | "🚨 In an emergency? We’ve got you covered! Get your medicines delivered in 20 minutes or less – your health is our priority! 💪" | Emergency (casual) Users | Caregivers | Emergency users will trust and use Apollo Tez more if they know about and trust delivery speed. | Digital (in-app push notifications, social media ads) | Speed & Reliability | 20-30 minute delivery | Increase trust and awareness of emergency delivery. | Highlight success stories, run targeted ads for urgent care keywords. | Free delivery on the first emergency order. | Always-on with seasonal spikes. | Increase in emergency orders, new user acquisition, repeat usage. | Week 1: Launch, Month 1: Measure, Target: 20% increase in emergency orders. |
Health Heroes | "🏅 You’re a Health Hero! Enjoy exclusive perks and faster deliveries – because you deserve the very best! 🌟" | Power Users | Elderly Users | Power users will remain engaged with exclusive benefits and recognition. | Digital (email, in-app) and Physical (special deliveries) | Recognition & Exclusivity | Premium services (faster delivery, priority support) | Strengthen relationships with power users. | Monthly email with status, special offers, personalized thank-you notes. | Free upgrade to express delivery, early access. | Monthly recognition with special offers. | Retention rate among power users, order frequency, satisfaction scores. | Month 1: Engage top 10%, Quarter 1: Launch additional benefits, Target: 90% retention, 15% order increase. |
Seasonal Wellness Boost | "🌿 Stay healthy this season! Stock up on essential medicines and boost your immunity with our special seasonal offers! 🌟" | Regular and Casual Users | Working Professionals & Elderly Users | Users will engage more with timely, relevant health advice and offers during seasonal peaks. | Digital (email, in-app notifications, social media) | Health Awareness & Proactive Care | Seasonal health products | Drive sales of seasonal products, increase engagement. | Offer bundles of seasonal health products, educational content, and discounts. | Discount on seasonal bundles, free delivery on orders over a certain amount. | Seasonal, lasting 4-6 weeks per campaign. | Sales of seasonal products, engagement with content, repeat orders. | Week 1: Launch, Mid-Season: Evaluate, Target: 15% seasonal product sales increase, 10% engagement boost. |
Refer & Earn | "🎁 Share the gift of health! Refer Apollo Tez to your friends and earn rewards for every new user – because caring is sharing! 💌" | All User Segments, especially regular and power users | All Segments | Users are more likely to engage and refer if rewarded, leading to growth and retention. | Digital (in-app prompts, social media, email) | Community & Rewards | Referral program | Drive user acquisition via referrals, increase engagement. | Users receive unique referral codes; both referrer and new user get rewards. | Reward points or discount on next order for referrals. | Ongoing with monthly/quarterly bonuses. | Number of referrals, conversion rate of referred users, engagement of referrers. | Month 1: Launch referral program, Quarter 1: Assess success, Target: 25% referral conversion rate, 1,000 new users from referrals. |
Product Hooks 🪝 ---------
Hooked model developed by Nir Eyal has 4 facets:
- Trigger
- Action
- Reward
- Investment
Using the 'Hooked Model' we can design engagement strategies for our Emergency, regular and core users:
User Type | Strategy | Pitch and Content | Trigger | Action | Reward | Investment | Goal | Channel | Offer |
Emergency Users | Quick Care Alerts | "Stay safe! 🛡️ Get prepared for flu season with our essential meds – delivered fast when you need them most! 🚑" | Health risk alerts in the user’s area. | Ordering emergency kits. | Discount on kits. | Time spent setting up delivery preferences. | Send timely notifications about sudden health risks. | In-app notifications, SMS | Discounts on emergency kits. |
First Responders Program | "You’re a hero! 🦸♂️ Earn double points for every emergency order and save on future needs! 💊" | Immediate health needs. | Placing an emergency order. | Double points on future orders. | Accumulating points for future savings. | Reward users with points for emergency orders. | In-app and email | Double points on first emergency order. | |
Emergency Subscription | "Peace of mind when it matters! 💙 Subscribe for priority delivery in emergencies – because your health can’t wait! ⏱️" | Awareness of frequent emergencies. | Subscribing to priority delivery. | Faster delivery times. | Monthly subscription fee. | Offer subscription for faster delivery during emergencies. | Email, in-app prompts | Priority delivery for a monthly fee. | |
Regular Users | Health Tracker | "Stay on track! 📅 Never miss a dose with our health tracker – your wellness, our priority! 🌟" | Missed doses or refill dates. | Using the health tracker and setting reminders. | Consistent health management. | Inputting and tracking health data. | Integrate a health tracker with refill reminders. | In-app | Free trial of premium health tracking. |
Monthly Wellness Packages | "Your health, delivered! 🚚 Get your essential meds in one easy package every month – just for you! 🎁" | Monthly health needs. | Purchasing a wellness package. | Discounts and convenience. | Subscription to monthly packages. | Offer curated monthly packages based on user history. | Email, in-app notifications | Discounts on monthly packages. | |
Auto-Refill Reminders | "Never run out! 🔄 Set up auto-refill and enjoy hassle-free health management with a special discount! 🛒" | Running low on essential meds. | Setting up auto-refill for medications. | Discount on future orders. | Automatic refills and long-term savings. | Send reminders for auto-refill enrollments. | SMS, email | 10% off for setting up auto-refill. | |
Power Users | VIP Health Heroes Program | "You’re a VIP! 🏅 Enjoy faster deliveries and priority support – because you deserve the best! 💎" | High usage and frequent orders. | Continuing to order frequently. | Faster delivery and premium support. | Regular use and premium service engagement. | Offer exclusive perks like faster delivery and support. | In-app, email | Early access to new features, priority support. |
Personalized Health Consultations | "Your health, your way! 🩺 Book your personalized consultation and stay on top of your wellness journey! 🌟" | Need for expert health advice. | Booking a consultation. | Free personalized health advice. | Time spent in consultations. | Offer periodic personalized health consultations. | Email, in-app | Free consultation for top-tier users. | |
Family Health Management | "Family first! 👨👩👧👦 Manage everyone’s health with ease and enjoy special savings on family orders! 💊" | Managing family health needs. | Setting up family profiles and placing orders. | Savings on bulk orders. | Managing multiple profiles in the app. | Allow power users to manage orders for multiple family members. | In-app | Discounts on bulk family orders. |
Campaign banners' mockups 🎨 ---------
Created using Canva here are a few mockups of campaigns addressing Apollo 24|7 users' engagement:
- World refill day campaign
- Objective: Increase engagement for Regular and power users
- Cohort: Regular and power users who are in chronic need of prescription-based medications
- Medium: Push, Whatsapp, in-app banners
- Offer: free refill
2. Earn more rewards with Apollo 24|7:
- Objective: Increase engagement for casual (emergency) users
- Cohort: Casual (emergency) users
- Medium: Push, Whatsapp, in-app banners
- Offer: Increased cashback with each transaction with apollo 247
- Stay safe from seasonal health hazards:
- Objective: Increase engagement for casual (emergency) user
- Cohort: Casual (emergency) users
- Medium: Push, Whatsapp, in-app banners
- Offer: Nudge to check health during monsoon
4. One-stop-store for all your skin care needs
- Objective: Increase engagement for Power users
- Cohort: Power users of skin-care category
- Medium: Push, Whatsapp, in-app banners
- Offer: Wide category of skin care products made available that user needs
5. Join circle and save more
- Objective: Increase engagement for Power users
- Cohort: Power users of chronic categories (skincare, babycare, diabetics etc)
- Medium: Push, Whatsapp, in-app banners
- Offer: Increased cashback, free delivery
Retention Design
Macro/ birds-eye view 🦅 ---------
Data available with me is of 2022 but nonetheless it is indicative of the trends even now.
M1 retention is about 30% and M6 retention is about 25%
Micro view 🔍 ---------
We can further break this down in terms what the user behaviors like:
- Category of purchase (chronic/ acute)
- Offline Apollo Pharmacy purchases
- Cross pollination with other services (online consultation/ lat tests)
- Loyalty member (Circle program)
This shows that the best retention outcomes are seen when users engage in the following ways:
Behaviour | Rationale |
|---|---|
↔️ User transacts for multiple categories in pharmacy | High transaction value and interest in more categories signals that Apollo 24|7 is strongly able to meet user's needs ranging across categories |
🏪 User transacts in Apollo pharmacy offline stores | Transactions in online and offline settings convey a higher level of trust with Apollo |
🏥 User avails other services of Apollo 24|7 | 'Cross-pollination' with other services of Apollo indicates high level of trust with Apollo and hence retention |
🫂 Users buys Loyalty membership ('Circle' program) | Enrolling into loyalty program (Circle) shows high level of commitment |
Churn 😢 ---------
I analyzed 60 1-star Google Play store ratings and identified the following reasons for churn:
1. Poor Customer Service and Communication:
- Lack of Direct Support: Many users complain about the absence of a direct customer care number, forcing them to rely on inefficient chat support. This lack of personal assistance leads to frustration, especially when dealing with issues like refunds, order cancellations, and incorrect deliveries.
- Delayed Refunds: Multiple users mention delays in processing refunds after order cancellations, further exacerbating their dissatisfaction.
2. Delivery Issues:
- Delayed Deliveries: A significant number of reviews highlight severe delays in medicine delivery, even when users opted for fast delivery services. In a business where timely delivery is critical, these delays undermine trust and reliability.
- Order Cancellations: Users report frequent cancellations of orders without adequate explanation or warning, particularly during critical times when timely medicine delivery is essential.
3. Technical Glitches:
- OTP and Login Issues: Several users mention being unable to log in due to issues with OTP verification, leading to frustration and a poor user experience.
- App Performance: Complaints about app crashes, slow load times, and persistent pop-up messages (e.g., VPN-related issues) contribute to a negative perception of the platform’s reliability.
4. Pricing and Membership Concerns:
- High Delivery Charges: Users feel that the delivery charges are excessive compared to over-the-counter purchases, which diminishes the perceived value of using the service.
- Membership Complaints: There are complaints about inconsistent membership fees and unfulfilled promises regarding membership benefits, such as cashback and free lab tests, leading to a sense of distrust.
5. Product and Inventory Management:
- Incorrect or Incomplete Orders: Users frequently mention receiving incomplete orders, wrong products, or products with mismatched details (e.g., expiry dates), which affects their confidence in the service.
- Stock Availability Issues: Orders are often canceled due to items being out of stock, yet this information is not communicated until after the purchase, leading to wasted time and frustration.
6. General User Experience:
- App Interface and Functionality: The app’s interface is described as slow and cumbersome, making it difficult for users to complete basic tasks such as registering details or placing orders.
- Unreliable Services: Many users describe the overall service as unreliable, particularly in medical emergencies, which is a significant deterrent in a healthcare-focused app.
7. Negative Word of Mouth and Reputation:
- Consistent Negative Feedback: The accumulation of negative reviews, particularly highlighting repeated issues, suggests that word of mouth about the app is likely to be negative. This can discourage both existing and potential users from relying on Apollo 24|7 for critical medical needs.
Apart from the above there can be involuntary churn reasons as well. The biggest voluntary and involuntary reasons of churn are as follows:
Voluntary Churn | Involuntary Churn |
Delivery Issues: Users experience frequent delays or cancellations in medicine delivery, especially for urgent or essential medications. | Location Unserviceable: Users move to areas where Apollo 247 does not offer delivery services. |
High Prices/Delivery Charges: Users find the prices, including delivery charges, to be too high compared to local pharmacies or other online options. | Death/Major Illness: Users or their family members who used the service pass away or are no longer able to place orders due to significant health issues. |
Poor Customer Service: Lack of effective customer support, with users unable to resolve issues through chat or by phone, leading to frustration and loss of trust. | Inability to Buy: Users may face financial difficulties, such as unemployment or financial instability, preventing them from making purchases. |
Concerns About Authenticity and Expiry: Users receive medicines with short expiration dates or products that appear counterfeit, leading to distrust in the service. | Stock Availability Issues: Users experience frequent out-of-stock situations for essential medicines, forcing them to seek alternatives. |
App Performance Issues: Frequent bugs, app crashes, and OTP/login failures lead to a poor user experience. | Better Alternatives: Users find better services, prices, or faster delivery from competing apps, leading them to switch providers. |
Unreliable Service: Users find the overall service to be inconsistent, with issues like incorrect deliveries, lack of communication, and unmet promises. | |
Lack of Awareness of Features: Users are unaware of the full range of services and features offered by Apollo 247, leading them to underutilize the app and eventually churn. | |
Privacy Concerns: Users may have concerns about data security, especially regarding sensitive health information, leading to disengagement. | |
Payment failures |
Signs of churn 🕵️♂️ ---------
Negative Behaviors Signaling Potential User Churn
- Disabling push/WhatsApp notifications: When users mute notifications, it suggests a lack of interest in Apollo 24|7’s offers and campaigns, indicating their engagement with the app has declined.
- Uninstalling the app: This action signals that the user no longer finds value in Apollo 24|7’s services and has decided to stop using the platform for their healthcare needs.
- Abandoning the app: This occurs when a user was browsing for a product, added it to their cart, but left without completing the purchase. This could mean they are exploring other options or comparing prices on different platforms.
- Extended session duration without purchase or low average order value (AOV): This indicates that the user is struggling to find all the medicines or healthcare products they need, leading to a lower AOV.
- Decreased app usage frequency: When users reduce their app visits, it may suggest they are purchasing from other platforms, offline pharmacies, or simply needing fewer healthcare products. Apollo 24|7 should consider offering additional incentives or engaging users through other features to boost usage frequency.
- Shortened session time per visit: This suggests that the user is dissatisfied with the available product selection or may be sensitive to prices, leading them to spend less time on the app.
- Negative reviews or ratings on social media: This reflects user dissatisfaction with Apollo 24|7’s services or products, which can result in negative word-of-mouth (WOM) and increased churn risk.
- Increased complaint tickets: A rise in user complaints indicates dissatisfaction with products or services, which can contribute to negative WOM and potential user churn.
- Low NPS (Net Promoter Score) or CSAT (Customer Satisfaction) score: These metrics are useful for gauging user satisfaction and predicting retention likelihood.
- Higher return rates: An increase in returns suggests that users are unhappy with the product quality, delivery, or prescription process, which can lead to higher churn rates.
Data based signs (RFM Model)
Using RFM grid is also a great way to prevent churn.
Here, the following segments should be primarily focused on for preventing churn: (other segments can be addressed via engagement campaigns from above)
- Cannot loose them
- At risk
- About to sleep
- Need Attention
- Hibernating
Resurrection Campaigns 🪦
Based on the type of users ( emergency/ regular/ power ) I have designed the following resurrection campaigns:
Resurrection Campaign | Pitch and Content | Persona/Type of User | Hypothesis | Channel of Distribution | Theme | Target Feature | Goal of the Campaign | Details | Offer | Frequency and Timing | Success Metrics | Milestones for the Campaign | Target ICP |
We Miss You – Come Back for a Free Refill | "We miss you! 💙 Come back and enjoy a free refill on us – because your health is our priority! 🌟" | Regular Users | Churned regular users will return with a valuable incentive. | Digital (email, SMS, in-app notifications) | Convenience & Loyalty | Auto-refill subscription | Reactivate lapsed users with a strong incentive. | Personalized messaging based on past orders, emphasizing service improvements. | Free refill on their next order with auto-refill. | One-time offer with a follow-up after 7 days. | Number of reactivated users, re-subscription to auto-refill, repeat orders. | Week 1: Launch personalized emails, Week 3: Refine strategy, Target: 25% re-subscription rate. | Working Professionals |
Emergency Reconnect | "In an emergency? We’re here for you! 🚑 Get your next order delivered fast – for free! 🕒" | Emergency Users | Churned emergency users will return when reminded of Apollo Tez’s critical value during emergencies. | Digital (SMS, in-app notifications, push notifications) | Urgency & Trust | 20-30 minute delivery | Re-establish trust and urgency among emergency users. | Emphasize quick access to medicines in emergencies, with user testimonials. | Free delivery on the next emergency order. | Immediate call-to-action, 14-day offer window. | Number of emergency orders placed by reactivated users, repeat usage within 3 months. | Day 1: Launch urgent messaging, Week 2: Adjust based on engagement, Target: 20% increase in emergency orders. | Caregivers |
Health Heroes Revival | "We miss our Health heroes! 🏅 Enjoy exclusive perks and faster deliveries when you return! 🚀" | Power Users | Power users who have churned will return if offered exclusive benefits and recognition. | Digital (email, in-app, personalized messages) and Physical (special packages) | Recognition & Exclusivity | Premium services (faster delivery, priority support) | Restore the relationship with power users through tailored benefits. | Personal note or gift in the next delivery, highlighting new features or service improvements. | Free upgrade to express delivery and a personalized gift. | Monthly check-ins with escalating offers. | Reactivation of power users, increased order frequency, positive feedback. | Month 1: Initial outreach with personalized messages, Quarter 1: Feature upgrades based on feedback, Target: 20% order frequency increase. | Elderly Users |
Seasonal Health Comeback | "Seasons are changing – so should your health care! 🍂 Stock up with our special offer today! 🛒" | Regular and Casual Users | Regular users who have churned will return with timely and relevant offers during health concern seasons. | Digital (email, social media, in-app notifications) | Health Awareness & Proactive Care | Seasonal health products | Re-engage users during specific seasons, driving them back to Apollo Tez. | Seasonal educational content and exclusive discounts on relevant products. | 20% off a bundle of seasonal health essentials. | Seasonal campaign with reminders. | Sales of seasonal bundles to churned users, engagement with educational content, repeat seasonal orders. | Pre-Season: Launch content and offers, Mid-Season: Monitor sales and adjust offers, Target: 15% reactivation before peak season. | Working Professionals & Elderly Users |
Refer Back & Earn | "We miss you at Apollo Tez! 💌 Come back and refer a friend to earn double rewards! 🎁" | All User Segments, particularly regular and power users | Churned users are more likely to return with a compelling referral reward system. | Digital (in-app prompts, social media, email) | Community & Rewards | Referral program | Reactivate churned users through the social proof of their referral network. | Offer a unique referral code, emphasizing the dual benefits for both referrer and referred user. | Double reward points for both referrer and referred user. | Ongoing with personalized follow-ups. | Number of reactivated users through referrals, conversion rate of referred users, repeat engagement. | Quarter 1: Track initial referrals, Quarter 2: Introduce tiered rewards, Target: 15% increase in referral-driven reactivations. | All Segments |
Thanks for reading all the way till here. Have a great day! 🌞
Saurabh Gajula
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