PM School

Product Case Study

Improve the User Retention for Tata 1mg 👩‍⚕️👨‍⚕️

PM School Live Challenge no. 69

- submitted by Rohan Rashinkar

https://www.linkedin.com/in/rohan-rashinkar/

rohanrashinkar7246@gmail.com
About Tata 1mg

About Competitor
Tata 1mg is India’s leading consumer health platform. Over 160
million individuals used the services of 1mg in the last 12 months.

Services
1. Pharmacy - Buy medicines online
2. OTC - Order healthcare and wellness products Goal
3. Tata 1mg Ayush- Ayurvedic and homeopathy medicines home
As the newly hired PM, you've been tasked to work on Improving
delivery
the Retention/Engagement for the Platform.
4. Sehat ke saathi - Program to get medicine franchises at low cost
5. Tata 1mg labs - Book free collection of samples from home for
laboratory tests
6. e-Consultation - Consult a doctor from the comfort of your home Problem Statement
Detailed Plan for the Task at hand -
a) Figuring out where maximum drop-off occurs in the buying
Mission journey
b) 2-3 Product features to solve for user retention
Tata 1mg mission is to make healthcare accessible, c) Figma/Balsamiq Wireframe
understandable, and affordable for a billion Indians. d) Success Metrics for the Product
Maximum Drop-off & Insight's

Maximum Drop-off
According to secondary reports, 68% of the buyers leave
the buying journey after adding the product to the cart, and
this number is different for different sectors. This is also
called Cart abandonment as it is a maximum or highest
drop-off in the buying journey.

Cart 100

Buy 32

*Note:- Cart Abandonment for healthcare sector products are unknown but the number 68% is average of the e-commerce industry, irrespective of the product,
but the reason stated for card abandoned is same irrespective of the products.
Persona

Sushil Sathe, 38, is a Paramjit Anand, 70, is Shruti Shinde, 22, is

software engineer at a renowned real estate staying in a hostel and is
IBM, Pune. He lives businessman from pursuing an Information
alone in Pune, and his Lucknow, UP. He is Technology engineering at
parents live in a town busy and hates regular Savitribai Phule Pune
named Beed. health Check-Ups. University, Pune.

Needs
Needs Needs
She wants to consult the doctor for
To order & deliver medicine online for his He wants to have the health checkups
common symptoms like cough, sore
parents home. without wasting time in the labs and
throat, etc., and get a prescription to buy
To buy medicine for the discounted Price. standing in the queue.
medicine.

Pain Points Pain Points

Pain Points
Product Takes a lot of time to get deliver, Hard to get urgent health check-up reports
There is no physical examination from the
and can't afford premium featured just for on the Tata 1mg, and as well as outside
doctor's side.
occasional medicine. Tata 1mg application.
Doctors do forget about the previous medical
examination.
Some time Medicine delivered is different Don't get ideal slot on Tata 1mg.
As an Introvert, not able to tell the doctor
from the prescription.
about the real problem.

*Note : The pain points were taken from the Google Play Store reviews, m.mouthshut.com reviews, Quora's answers of the Tata 1mg Users.


Feature Prioritization

User Pain Points Solution & Idea's Feature Name RICE Score
( Why user's are not retaining )

Get the Urgent Delivery

Product Takes a lot of time to Sameday Delivery 🚚 225
with extra charges.

get deliver, and don't fell ( R = 75 , I = 3,C = 100% , E = 1 )

Without taking premium
comfortable with premium
version.
Sushil Verify the medicine from 100
Some time Medicine delivered Shareable Link 🔗
doctor through social
Sathe is different from the prescription.
media ( R = 50,I = 1 ,C = 50% ,E = 0.25 )

Hard to get urgent health check-

Get Emergency Health Priority Reports 📄
up reports on the Tata 1mg, and
Check-up Report's. 160
as well as outside Tata 1mg
application. ( R = 50, I = 2,C = 80% , E = 0.5 )
Paramjit
Don't get ideal slot on Tata
Anand
1mg.

There is no physical examination MyDoctor 👩‍⚕️👨‍⚕️

Calling the Doctor at
from the doctor's side.
home by providing
Doctors do forget about the 450
extra visiting charges.
previous medical examination. ( R = 75 , I = 3,C = 100% , E = 0.5 )
Shruti As an Introvert, not able to tell the
Shinde doctor about the real problem.

*Note: I have taken the Reach range from 0 - 100 Scale because it may give biased results if taken their respective Reach. So the maximum RICE Score
would be 1200., So from RICE Score & Competetive Landscape, I have prioritized Sameday Delivery, Priority Reports, and MyDoctor feature.


Feature 1 : Sameday Delivery 🚚 Feature Wireframe

Feature Description
From the Sushil Persona, we know that users don't want late delivery, and in the case of the Tata 1 mg, it takes a lot of time to deliver the medicine and
other wellness product to the users, and the users who purchase the product once or twice in 6 months its not ideal for them to buy the premium version of
Tata 1mg just.
So, we can provide Sameday Delivery to the users who are willing to pay some extra delivery charges, and as our competitor also has the same issue with
delivery. This means we can retain a large number of existing as well as new users.

*Note: I have seen paper about Indian user buying behavior which concluded that majority of Indian don't fell comfortable to buy the product using online payment, they want
to give delivery charges after product reaches home. So we will target this people providing fast delivery & taking someday delivery charges after reaching their medicine at
their doorstep.

Impact's Kano Model

Satisfaction s
1. This will help patients to get medicine, and other well ness product very fast t
an
in urgency. W
ry

High
2. This will increase the revenue of the Tata 1mg, as it will be able generate ive
l
extra delivery charges from fast delivery. De
ay
3. Will be able to improve retention due to fast delivery. ed
a m
S

Functionality
Success Metrics
Low High
# No. of Order's using Same day Delivery.
# No. of Repeated Order's using Same day Delivery.
# Reactivation Rate.
# Cart Abandonment Rate using Same-day Delivery.
# Total Revenue from Same day Delivery 🚚.

Low
Task.1: User will select the same-day delivery option for getting the medicine on the same day, by paying an extra same-day delivery charge.
Task.2: The user has to select the address & Delivery pickup Time.
Task.3: Here, the user has to check out and do the payment according to his preference and he will get his medicine on the same day.


Feature 2 : Priority Reports 📄 Feature Wireframe

Feature Description
The most important part of the lab Test is lab reports, and after reading a lot of reviews & complaints of the Tata 1mg on Google Playstore &
m.mouthshut.com, the most common complaint of the users was not getting the Report at the ideal time, users want their Report according to their
emergency, Because of this, many users are not retaining and using the services of competitors like PharmEasy and netmeds.com.

So, we can take their ideal time from them similar to the slot, and provide them emergency reports with extra charge or free if there are not too
many requirements of the emergency report.

Kano Model
Impacts
Satisfaction ts
1. This will help Users to get their reports according to their emergency, for an
W
free or with a very small charges .

High
2. Another, source of revenue for Tata 1mg, also will retain lot of existing and rts
po
new users, as it takes a lot of time to get reports of health check-ups in Re
ity
offline labs and also online. i or
Pr

Functionality
Success Metrics
Low High
# No. of Priority Reports Order's.
# Reactivation Rate.
# Cart Abandonment Rate for lab test 's.
# Retention Day wise for lab tests Users.

Low
# Total Revenue from Priority Reports 📄.
Task.1: The user goes to the lab to complete the task, then books the package and then package is added in the cart.
Task.2: After that, the user selects the priority report.
Task.3: After task 2, three steps (patient details, address, and slot for sample collection) were not added due to the space on the slide.
Task.4: Users will take reports based on their emergency by selecting a date and confirming it.
Task.5: The last task is to checkout, and proceed toward the payment.


Feature 3 : MyDoctor 👩‍⚕️👨‍⚕️ Feature Wireframe

Feature Description
e-consultation is good food taking a prescription for patients who don't want to go to the doctor, but it limits a physical examination of the patients, and due to
which doctors are not able to understand patients proper symptoms. Also, many patients are not open about their symptoms to the doctor and sometimes
doctors forget about their patient's previous examination due to which there is not a proper diagnosis of the patients.

As 1mg mission is making healthcare accessible to all Indians, we can make a Doctor Visit feature to solve the problems which are not fulfilled by the e-
consultation and provide a lot of extra benefits to the patients, so this will retain and engage user's on product & will be delighter for them.

Kano Model

hter
Impacts

Delig
1. This will solve the problem of a lot of Users who are old, handicapped, and Satisfaction
also the users like Shruti Shinde ( Persona ) who don't like to go to the
doctor and also want physical Examination of their health and this will

High
revolutionize healthcare sector.

r
cto
2. This will be delighter for Users and will increase engagement & retention

Do
of the Tata 1mg.

My
Functionality
Success Metrics
Low High
# No. of Doctor visit booked.
# Average-on-boarding time for feature Adoption.
# Stickiness of the feature.
# No of Referral's for the feature.

Low
# No. of Repeated Doctor visit booked.
# Net Promoter Score
# Day wise Retention across different curves.
The previous feature were just an improvement to the existing feature. This feature is new, so it has been created from scratch, so you can see completely different
wireframe from the previous wireframe.
Task.1: User clicks the book a Doctor feature from the homepage.
Task.2: The user then gives his address and the time he wants to book a doctor.
Task.3: According to their preferences time and address have given previously, he gets all available doctors in that area or town, and selects the doctor which wants to book for a visit.
Task.4: Last Step is to Confirm the booking, payment could be done online, or can be paid directly to the doctor.
Go-to-Market Strategy

SameDay Delivery & Priority Report's MyDoctor New

Phase 1 : Announcement Phase 1: Announcement

Email to the Users about the feature. Email to the Users about the feature.
Sending Push Notification. Sending Push Notification.
In-app feature pop-up. In-app feature pop-up.
Executive Message & Press Release.
Phase 2: Awareness
Phase 2: Awareness
Articles & blogs on different Product Review & Startup
News Sites. MyDoctor short video trend on reels, shorts, etc.
Partner with the Healthcare related YouTuber's and content Articles & blogs on different Product Review & Startup News Sites.
creators to promote the feature. Partner with the Healthcare related YouTuber's and content creators to
promote the product.
Phase 3 : Onboarding TV ad Campaign.

Step-by-step guide of the feature when users click on the Phase 3: Onboarding
feature for the first time in the form of modal.
Step-by-step guide of the feature when users click on the feature for the first time
in the form of modal.

*Note:- The SameDay Delivery & Priority Report's feature were just an improvement to the existing feature. MyDoctor feature is new, So I have made two
different launch plan
 Thank
you!
Rohan Rashinkar
https://www.linkedin.com/in/rohan-rashinkar/

rohanrashinkar7246@gmail.com