trinidad medical aid presentation 6 customer relationships.pptx
TRANSCRIPT
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8/14/2019 Trinidad Medical Aid Presentation 6 Customer Relationships.pptx
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Presented by:Arundranath Mahase
Kerry WilsonNigel Garcia
Cleve Chadee
Trinidad Medical Aid
Delivering to your doorstep
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Business Model Canvas
Cost structure Revenue streams
Key resources Channels
Key
activitiesKey partners Valueproposition
Costumerrelationships
Costumersegments
Rent
Wages
Transport maintenance
Fuel
Staff/Labor
Location
Transportation/Vehicle
Stationary cost
Processing of customer
requests
Locating of
medications
Procurement
Delivery of medications
Loyalty
Personal interaction
Word of mouth
Social Media
Competitions
Exclusive Government Contractual Agreement
Special Requests (Disaster Relief etc.)
Non-Govt payments by set fees
Ministry of Health
Ministry of the People
and Social Development
(NIPDEC)
Ministry of Planning
and Sustainable
Development
C40 Central Stores
Pharmacies
Delivery
(car/scooter/bicycle)
Online web purchase
Facebook
Email
Fax
telephone
Patients of Public
Health Institutions
CDAP users outside
of Public Health
institutions.
Public users
interested in the
service
Convenience
Reliability
Saves time and
money
Omits hassles in
Sourcing
Medications.
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Experimentsand Pass/Fail tests
40% Pass Rate
Experiments PotentialCustomers
Like %Likes Pass/Fail50%
Newsletter 40 8 20% Fail
Fliers 20 10 50% Pass
Interview 10 4 40% Pass
Facebook 52 10 20% Fail
Word-of-mouth 20 10 50% Pass
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Diagram of Get/Keep/Grow
Awaren
ess
Intere
st
Consideration
Cr
oss-sell
Up-
Sell
Referrals
KeepCustomer
Purchas
eUn-
building
Competitions
Newsletters
Loyalty bonuses
Customer service focus
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Campaign BudgetTactic Target persons Criteria Pass/fail
40%
Cost
Newsletter 20 Inquires/sales 8 $30
Fliers 20 sales 10 $20
Facebook 52 Inquires/sales 10 $0
Word-of-mouth 20 sales 10 $0
Blog 20 Inquires 5 $0
Total 132 43 $50
Goals Values
A. Sales 20
B. Inquires 23
C. 15% Inquires convert to sales [15% x B] 4
Total Sales [Customers = A + C] 24
Total Prospects [BC] 19
Campaign Goals
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Estimate Customer Costs
Goals Formula Calculation ResultCustomer acquisition cost Campaign cost $50 $2.08Customers 24
Cost per Target Person Campaign Cost $50 $0.37
total target persons 132
Estimate Lifetime Value
A. Frequency of purchase monthly
B. Average purchase price $20
C. Lifetime period (months) 24
Lifetime Value(LTV) [B x C] $480
Lifetime value > Customer Acquisition cost $480 > $2.08 Yes
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Hypothesis: Heres what we thought
We should be able to past all our Get tests with our marketing strategy
Our budget is limited so we should be safe with Earned Value Demand
tactics.
Incorporation of web/mobile Get programs were a must.
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Experiments: So heres what we did
We went with what works: Copied marketing strategies of
successful companies.
Created our flyers and newsletter
Company website is a work in progress
Reviewed more feedback from potential customers
Conducted sales
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Results: So heres what we found
Awareness and interest were generated but not enoughconsideration.
Not a good time of the month to generate new customers
Web/mobile factors were less influential than expected
People rely heavily on the human interaction
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Iterate: So heres what we are going to do next
Official Month-end Get campaign
Conduct more sales
Complete web-site design
Push for more consideration and purchase
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