Building Customer centricity and rebranding 1MG

1MG is one of the largest Indian digital healthcare companies.At 30 Million monthly active users in 2019, they ran following businesses

• Online pharmacy

• Online lab tests

• Online medical consultations

• Pharmacy B2B sales for governments and drug manufacturers

• Private label neutracueticals

• Retail pharmacy

Rebranding across all consumer touchpoints was a significant effort aimed at generating fresh category consideration and demand. This initiative was strategically timed to coincide with major media events, such as the Indian Premier League, ensuring seamless execution across all consumer interactions.

Personalising the home section on an e-commerce platform, specifically in the healthcare space has following impacts

• The Chronic patients can easily locate and reorder medicines, directly impacting the annual recurring revenue(ARR)

• Upsells/Cross-sells become more easily discovered directly impacting add to cart

• Order status customer calls go down significantly

• First time user experience, monitored over two weeks becomes more meaningful

Other key projects included

• Implementing progressive web apps to improve search to product conversions

• Introducing and scaling diabetes care subscriptions from 0 to 6000 a day using experiments in cart, product page and home page flows