Company
Medkart is a leader in healthcare providing cost effective medicines to users who have chronic diseases
Problem
Medkart was largely an offline player and decided to invest in digital space through their website, mobile app as a distribution mechanism for their medicines.
Medkart produces and maintains stocks of generic medicines, which are cheaper alternative to branded medicines, they are cheaper about 60%
While they provide cost benefit, they have to invest in educating customers about generic medicines, there is inherent challenges in this business which they have to overcome, Medkart has done that offline with 90+ stores but were looking to do it online.
Selling generic medicines is not easy because one has to go against the doctor recommended drugs, even though the formulation may be same.
They also were looking to be a strong omni-channel player and wanted to setup analytics to help them drive these solutions.
With these challenges in mind, they were looking for an analytics partner to help them drive data driven decision making.
We lacked insights and analytics, we were good at selling medicines offline but wanted to replicate it online, hence we were on a lookout for a partner to help us build these intelligence capabilities
-Deep Patel, Product, Medkart
Solution
Optiblack started working with the product and tech teams to understand how the digital products were being developed. For an eCom store the critical elements of acquisition plays a role in conversions, hence the first thing that Optiblack did was conducted the 90 min objective session to understand various stakeholders
From the objective session we came to know the various parameters of success for different teams, how the entire customer journey is being planned, they were creating custom elements in the space to replicate the success which was offline to online world
The content played a critical role in the same, there were offline elements such as customer support center, offline transactions and also post order supply chain tracking which were brought into consideration
The focus became on how well we can establish the O2O mix to give users one good experience and making buying seamless
Another fact was identifying how and when the users were selecting the generic medicine replacement to make the experience seamless and save upto 60% of recurring medicine cost to users
With all these aspects in mind, Optiblack created the inherent tracking plan for web, mobile and supply chain, this led to about 60+ events, 300+ data points getting captured and analysed
Supply Chain Tracking
Once the tracking plan was ready, Optiblack worked with tech team to get it implemented.
Special care was taken as Optimization plays a critical role for eCom products and every second counts, the tech implementation was done through planning and resource allocation for each and every event. The code was provided by Optiblack to cut development cost and time by 40%
At Medkart, we were coming up with a new app & website. We wanted to implement analytics for app and website and we were looking for a team who can help us with the same. Optiblack, understood our requirements properly and helped us implement the same with our Tech & Product team. It was a great experience to work with Optiblack.
-Deep Patel, Product, Medkart
Impact
Medkart is using analytics to save money for their 1 Million+ customers