trinidad medical aid presentation 6 customer relationships.pptx

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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trinidad medical aid presentation 6 customer relationships.pptx

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