Posted by User retention is one of the most important metrics for the sustainability and growth of any digital platform or app, especially in the healthcare domain. Practo, one of the leading healthcare platforms in India that connects users with doctors and enabled booking of appointments, is a classic example where retaining users over the long term is crucial for business success.
However, retention rates for Practo and similar apps tend to be on the lower side. Industry data suggests nearly 70% of users who sign up and make their first booking on these platforms, do not return for subsequent visits or engagements. This poses serious challenges around long term viability.
The objective of this article is to provide 12 focused strategies that Practo and other healthcare apps connecting users with doctors/services can leverage to meaningfully improve user retention rates. If implemented collectively, these strategies can help increase repeat usage, longer user lifespans and create stickier experiences on the platform.
Strategy 1 – Personalized Recommendations
One of the key reasons users stop engaging with these apps over time is lack of relevance and personalized experiences.
By analyzing past behavior patterns, medical history, symptoms, location and other such user attributes, the app can provide highly personalized doctor recommendations. This increases the chances users will find value in engaging further on the platform.
Popular recommendation algorithms and machine learning can help power this strategy effectively.
Strategy 2 – Reminders and Notifications
Timely reminders go a long way in keeping users engaged continuously. Practo and similar apps should leverage push notifications and remind users about pending prescription refills, upcoming appointment dates, preventive healthcare checkups based on age/risk profiles and so on.
This serves as a helpful nudge for users instead of leaving the platform altogether after their initial visits.
Strategy 3 – Simple User Interface
Ease of navigation and intuitive usability are critical for any app, especially in healthcare where most users will be accessing it during times of inconvenience or medical issues.
The UI needs to be clean, clutter-free and allow users to easily browse doctors, read reviews, book appointments and get other tasks done with minimum hassles. Any usability issues can seriously frustrate users and become a key factor for them abandoning the app or platform. Checkout: https://zipprr.com/practo-clone/
Strategy 4 – Integrated Services
While the core value proposition of these apps revolves around connecting users to doctors and enabling virtual consultations, integrating additional healthcare services seamlessly within the app can dramatically improve user experiences and long term engagement.
Allowing booking of diagnostic tests, ordering medicines, paying bills directly through mobile wallets and so on creates a one-stop solution. This stickiness encourages repeated usage of the platform for all medical needs over time.
Strategy 5 – Ratings and Reviews
Transparency and credibility are important requirements when it comes to selecting doctors or healthcare services online.
Allowing users to view doctor profiles, browse through ratings and detailed reviews posted by other patients provides a sense of community and assurance. New users can easily discover experienced and skilled doctors in their locality through this crowdsourced feedback.
This strengthens trust in recommendations generated through the platform leading to higher user retention.
Strategy 6 – Community Features
Building a sense of virtual community where users can connect with peers facing similar health conditions, ask medical questions and share experiences goes a long way in encouraging continuous participation.
Practo and other such apps must consider adding features like groups, forums, discussion boards and more to foster stronger networking among users. This can transform users from being just patients to becoming committed members of healthcare communities around the platform.
Strategy 7 – Detailed Doctor Profiles
For any healthcare platform to influence user retention positively, it is crucial that doctors are able to maintain updated profiles providing credentials, specializations, years of experience, affiliated hospitals, procedure details, operating hours and so on.
Only then will users feel confident in identifying the right medical professionals and engaging further by booking follow up appointments or referencing friends and family. Verified, rich profiles help build user trust which is essential for loyalty.
Strategy 8 – Surveys and Feedback
No product or service can improve without understanding end user pain points, challenges, likes and dislikes.
Practo must regularly survey users through quick polls and detailed feedback forms asking for inputs on navigation difficulties, feature requests, service issues or other aspects of the app experience.
Incorporating user-suggested changes on an ongoing basis allows addressing flaws proactively and enhancing the platform as per actual needs – a great retention strategy.
Strategy 9 – Loyalty Programs
Rewarding high engagement users through loyalty programs can motivate continued and repeat usage of the platform over extended periods.
Loyalty points earned on booking follow up appointments that can be redeemed for discounts onmedicine purchases, free consultations or other engaging offers provide clear incentives.
This encourages users to transact more often within the ecosystem and strengthens their long term commitments.
Strategy 10 – Connect Related Services
Instead of operating as just a connecting platform between users and doctors, expanding the healthcare offerings around key services makes the experience stickier.
Partnerships with major diagnostic labs, pharmacies, insurance providers allows for seamless booking and fulfillment of additional medical requirements from within the medical app itself.
When everything is centralized at one destination, users tend to rely on and continue engaging with the platform for all future needs as well.
Strategy 11 – Health Content and Articles
While the primary benefit for users lies in accessing qualified doctors, bundling curated health articles, medical guides, expert advice and forums discussing various diseases and condition enhances the value.
Over time, the app transforms into a knowledge destination where even non-clinical users arrive for condition tracking, symptoms lookups, health awareness content and peer discussions. Abundant learning resources motivate frequent visits and engagement.
Strategy 12 – Offline Support
Some healthcare needs still demand physical touchpoints where online platforms fall short in providing assistance. Practo must introduce telephonic or online chat based customer care centers to effectively handle user issues or queries.
Partner clinics that accept video/teleconsultations as well as in-person appointments through the app provide valuable fallback solutions. This adds reliability and strengthens trust in the platform through responsive offline support for users whenever required.
Conclusion
With the explosive growth of digital healthcare, companies connecting consumers to services like Practo hold immense potential for revolutionizing medical experiences. However, the sector also faces unique user retention challenges compared to other domains.
By leveraging the 12 strategies outlined above from personalization and reminders to community participation and loyalty programs, Practo style platforms can significantly boost repeat usage, user lifetimes and sustainable growth.
With committed implementation and continual improvements based on feedback, the future remains bright for virtual healthcare to solve accessibility issues at scale.