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.

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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:

1. ICP 1: Caretaker
2. ICP 2: Urgent need of Prescription based meds but don't have any Prescription 
3. ICP 3: Urgent OTC medicine needed
4. ICP 4: Last minute purchase: Niche Skin Care Products

Which ICP to focus on? 🎯

Lets evaluate the 4 ICP across key criteria

Based on the above, ICP 2 and ICP 3 should be prioritized.

User goals and JTBD ​

1. Who is signing up?
2. 1. ICP 2: Young professionals, urban areas, tech-savvy, single/married
   2. ICP 3: Middle-aged adults, married, urban/semi-urban areas, parents
3. What are they trying to do?
4. 1. ICP 2: Recover health since they are suffering for stomach infection
   2. ICP 3: Manage her menstrual cycle 
5. Why are the user signing-in on your product?
6. 1. ICP 2: Buy necessary meds 
   2. ICP 3: Refill on sanitary pads

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.

Onboarding Teardown

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A247 Onboarding analysis

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Defining Activation Metric

First, lets nail down some definitions:

• Chronic meds: Medicines that are needed on a occurring basis
• • Eg: Diabetic meds, cardiovascular diseases’ meds
• Acute meds: Medicines that are needed on once in a while and cannot be predicted
• • Eg: Influenza/ infection meds

Activation metrics

1. 1 transactions in first visit (day one):
2. 1. Reasoning:
   2. 1. Chart shows probability of the next transaction from relative to number of transactions user has already made
      2. Data shows considerable increase in propensity to continue transacting with increasing number of transactions
      3. The jump in probability is most from 0 to 1
   3. Other metrics to track:
   4. 1. Category of first transaction
      2. Average order value of first transaction

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2. 3 chronic transactions in 3 months:
3. 1. Reasoning:
   2. 1. Chart shows transactions per user in a given time period 
      2. Higher Transactions per user is seen due to stickiness of Chronic users beyond the first 3 months postactivation
      3. Jump in number for chronic user is significantly high after the 3rd month 
   3. Other metrics to track:
   4. 1. Category of first three transaction
      2. Average order value of first three transaction

3. 2 transactions of each online and offline by month 2:
4. 1. Reasoning:
   2. 1. Chart shows M1 to M6 retentions for an M0 cohort (M0 = Month of first chronic transaction online in A247)
      2. 1. As is visible from the M1 retention increase, users making purchase in offline stores as well as online stores have higher retention
      3. Other metrics to track:
      4. 1. Proportion of users falling in this category vs Online only vs offline only

4. 2 transactions of each chronic and non-choric categories AND both online and offline by month 2:
5. 1. Reasoning:
   2. 1. Chart shows M1 to M6 retentions for an M0 cohort (M0 = Month of first chronic transaction online in A247)
      2. 1. As is visible from the M1 retention increase, users making purchase in non-chronic and chronic categories in offline and online settings have higher retention
      3. Other metrics to track:
      4. 1. Proportion of users with:
         2. 1. Online chronic + Offline non chronic (desirable) as 2 orders
            2. Offline chronic + Online non chronic (desirable) as 2 orders
            3. Above two vs rest

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1. Make 1st transaction for a medicine that requires a prescription 
2. 1. Reasoning:
   2. 1. Biggest reason for drop off from Rx upload page is not having a valid prescription to upload
      2. The following data from survey of 50 Rx upload page drop-off shows:
   3. Other metrics:
   4. 1. Users dripping off before Profile creation
      2. Time for Rx upload
      3. Time for Rx verification

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