Customer Acquisition strategy

1. www.meramedicare.com
Customer Acquisition Strategy
BY: Dhawal Jauhari
International Management Institute Kolkata
PGDM 2014-16

2. SOCIAL MEDIA MAP
FACEBOOK, SOCIAL MEDIA SITE
FLICKR, WIKIPEDIA,
COMMUNITY FORUM, MYSPACE
, BLOGS , ETC
SKYPE YOUTUBE,ETC
MAPFRIENDSHIP INTEREST
SELF
CONTENT
I QuadrantII Quadrant
III QuadrantIV Quadrant

3. CONT..
•Anything in 1st quadrant and 3rd quadrant is more effective as compared to 2nd and
4th.
•2nd quadrant is costly but less effective at same time
•1st and 3rd quadrant includes those people who are not acquainted of each other
however interacting with each other purely on the basis of mutual interest
•And hence it becomes easy to capture the interest and attention and marketing
becomes easy. MeraMedicare can adopt social media map concept in order to
acquire customer via different social media platforms

4. User Generated Content
• As per dotcom Score, YouTube has over 60 Mn unique users in India.
• The country also happens to be among the top five in terms of content generation.
• Interactive digital technologies have made huge strides in user interactivity and make
digital activities more aligned with real life behavior. Personalized user interfaces offer
the ability to address user profile based interests and needs while enabling a complete
engagement life cycle
MeraMedicare can adopt this strategy of User Generated Content or
Youtube where the viewership of content is crossing viewership of any of
traditional media. It certainly will ensure the reach, exposure, recall and
frequency.
It can either take the route of product placement or Sponsorship. E.g.: Ola
adopting product placement strategy however kingfisher adopting
Sponsorship strategy for customer reach and acquisition. Pitchers meta
score is 9.2, more than that of SUITS and Friends, the only Indian mini
series to cross so, sponsored by Kingfisher.

5. Reference Marketing
• We often value the opinions of our friends, family, and others in our network when it
comes to buying a product
• Since our buying decisions are based on opinions, which in turn are an extension of
trust, there’s no better way than Referral Program to bridge this gap and excite new
users
• By offering an ‘Referral only’ discount on a referral program, developers can bring
back the focus on their E-commerce
• Referral marketing is one tactic that can be customized, tested and modified and thus
checks all the right boxes for an e-commerce growth.

6. BTL ACTIVITIES
Anyone with internet connection and want of discounts on medicines will be attracted towards
local activities.
PROMOTIONAL STALLS
•Stalls in and around city hospitals with proper experts who can describe the process of
MeraMedicare site usage should really be helpful
•Everyone is looking for cheaper and generic medicines and if the company is fulfilling their
expectations and that too at their door steps, what else one can wished for
PARTNERING DOCTORS
•Doctor reference is the biggest sale of medicines. Company can try to partner doctor for the
referring at least for generic medicines to low income groups
•Put up posters at clinics ,capturing large patients waiting up for their number. Customer value
addition would be high if discount schemes is also conveyed at doctors clinic. Conversion rate
increases as everyone is looking for discounts in medicines

7. Print Ads
•2013-2014 Magazine Media Factbook released by the Association of Magazine
Media, Periodicals continue to be an integral marketing channel in promoting e-
commerce.
•Similarly, the top 25 print magazines reach 48 percent more adults than primetime
television programs do.
• According to the study, 80 percent of respondents reported some form of online
action after downloading the digital version of a magazine. Fifty-three percent visited
the website, while 26 percent visited the magazine's social media presence.
MeraMedicare can adopt this strategy along with advertising in target specific
magazines/Newspapers. Say health care newspapers’ supplements. It will not only
reach general customers but also acquire customer looking for such business
service.

8. Overall a Smart Choice
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