3. ABSTRACT:
I had done my internship at a startup, which had
launched a mobile application known as superdoc app. This application
was built in order to provide a platform for doctors and patient to
interact and enable patient to ask medical question to doctors. This
service is free on the applicaton.
During my internship I Understood and witnessed the
product life cycle in a healthcare IT industry. I was asked to improve the
application utility and increase downloads and application rating on the
play store by understanding customer need and developing, suggesting
and implementing new strategies to increase no. of users of the
application. I had used the Deming Methodology to achieve the
objective given to me.
I tried breaking down my task into 3 objective i.e.
Improve application utility, increase application awareness and
implementing deming methodology to increase rate of no. of downloads
and maintain application rating at 4/5 on play store.
I was asked to increase the no. of downloads by 7%
each week using different social media platform and interacting with
campus ambassador pan India. At the end of the internship we got 4328
download within 2 months of application launch on play store, which
much more than the 7% increase per week.
4. INTRODUCTION:
Introduction of company:
I have done my internship at a healthcare IT startup known as Trouble Maker
technology. They have made a mobile application known as SUPERDOCAPP.
Superdoc was founded by Abhishek Mane & Chaitanya Mehta. Both founders
have a Master’s Degreefromtop tier US University and haveseveral years of
diverseexperience in startups & multinationals in the US & India. The team
founded Dawa.in in 2012.
Introduction of Mobile Application (Superdoc App) :
Superdoc app is a mobile application, this application helps to build up a platform
wherecommon people can directly ask medical question to the doctors and can
also sharetheir medical report.
NEED: The application was made by keeping in mind the current intense need for
doctors in India. As per the WHO report in 2013 it was found that there is only 1
doctor for 1700 patients in India. Doctors givethe best care possibleto patient at
the clinic. But there is no medium available through which doctors can promote
wellness beyond the clinic. Superdoc was built with the belief that great doctors
not only curedisease but promote wellness outside the clinic. The shared belief
that doctor driven patient education can lead to a transformationalchangein
patient care led the founders to startSuperdoc.
FEATURES: This application is available in both the platformof Android and IOS. In
this application you can ask question to doctors for yourself or for someone,
person has to justgive a brief about his or her medical condition and can consulta
doctor. In this app, users also get regular new health tips in the formof articles
related to the common health issues and tips to deal with it
5. Scope of Project: Superdoc application is supposed to follow the 4 stages of
application lifecycle. The initial phaseis launch/introduction of application in this
phasethe application is launched in play store. The second and third phaseof the
application life cycle is Growth and Maturity. Last Phaseof the application is
decline phase.
There is two major parameters which is constantly monitored and controlled
throughoutdifferent phases, thoseparameters are (1) No. of Downloads of
Application and (2) Application Rating on App store.
There is a matrix of this two criteria which is used as a baseline for the success of
the application.
6. Introduction Phase: In this Phasethe application is justlaunched to the app store
and hence it has very low downloads and has high ratings as downloads initially
done are by some of the team’s friends and relatives. This phaselasts for 2-3
weeks and in this phasewe try to do many surveys by asking peoplewho
downloaded our app through email. In this survey weask them to give some
suggestion about Application user interface and any other features they would
like to have on this app.
Growth Phase: In this PhaseApplication has sensed the impact of marketing and
its download start increasing. As many people startusing it, many bugs are found
and reported which may be trivial or major. Our courseof action in this phaseis
to take immediate action and solveit. Hence it is expected that the rating of the
application may reduce compareto last phaseand the no. of downloads
increases. This phase last for 4-5 months
Mature and Decline Phase: In this phase the application is said to be almost
errorless technically and the rate of download decreases frommature to decline
phase. In this time there are many other application comes on the play store and
act as a strong competitor. In order to sustain the maturity phase, customer
loyalty and satisfaction plays a major role in it.
7. Problem Definition:
During my internship I have witnessed introduction and growth phaseof the
application. Our major objective was to have high Application rating and high no.
of downloads as shown in the ideal casein application life cycle Matrix.
During my internship our aim wasto maintain and increase the application rating
from 4 or more outof 5 and increase no. of downloadsby 7% each week.
In order to achieve this aim I haveconcentrated on 3 major objective.
1. Improveutility of application
2. Increaseawareness of the application
3. Implement Deming methodology to increase rate of downloads.
8. IMPROVEAPPLICATIONUTILITY:
This is one of the objective which had help us to increase the application
rating and downloads. In order to achieve this objective 4 major activities were
done by me which had different outputs and inputs. Following are the activities
done by me under this objective
1. Content Curation
2. Review analysis
3. Medical Question analysis
4. Brainstorming session
IncreaseApplication Awareness:
This is one of the objective which had help us to increase the application
rating and downloads. In order to achieve this objective 5 major activities were
done by me and my team which had different outputs and inputs. Following are
the activities done by me under this objective
1. Select and Manage Campus Ambassador
2. Seminars at medical college.
3. Facebook Page
4. Twitter Page
5. Quora
9. Implementing Deming Methodology:
I tried implementing Deming PDCA cycle in the day to day work we useto
do at office. Our major objective in doing PDCA cycle was to increase the no. of
downloads by 7% each week and maintain or increase application rating of 4/5 on
play store.
I had implemented 5 PDCA cycle in my 4 months of internship. Each PDCA cycle
had a Plan and parameters to monitor and control the activities done. FirstPDCA
cycle was done at the time we launched the app on the play store. Secound PDCA
cycle was done after 2 weeks, third PDCA cycle was done after a week, fourth
PDCA cycle was done after 2 weeks of 3rd
PDCA cycle and fifth PDCA cycle was
done after 2weeks of 4th
PDCA cycle.
In order to check or monitor the action implemented I had defined few
parameters.
1. No. of downloads in that PDCA week
2. Follower on Facebook in that PDCA week
3. Followers on Twitter in that PDCA week
4. Downloads to Click ratio (no. of download to no. of click on the particular link
which was posted)
5. Percentage increase in no. of downloads compareto previous week
6. Quora question analysis
12. PDCA RESULTS:
PDCA
1 PARAMETERS RESULT
No. of downloads in that PDCA
week 277
Follower on Facebook in that
PDCA week 30
Followers on Twitter in that PDCA
week 50
Percentage increase in no. of
downloads compareto previous
week 6.70%
Downloads to Click ratio (no. of
download to no. of click on the
particular link which was posted) NIL
Quora question analysis NIL
PDCA
2 PARAMETERS
RESULT
No. of downloads in that PDCA
week
192
Follower on Facebook in that
PDCA week
40
Followers on Twitter in that PDCA
week
65
Percentage increase in no. of
downloads compareto previous
week
34.26%
Downloads to Click ratio (no. of
download to no. of click on the
particular link which was posted)
NIL
Quora question analysis Depresion/ health issues
13. PDCA
3 PARAMETERS
RESULT
No. of downloads in that PDCA
week
1166
Follower on Facebook in that
PDCA week
215
Followers on Twitter in that PDCA
week
366
Percentage increase in no. of
downloads compareto previous
week
W4-118%, W5- 78%
Downloads to Click ratio (no. of
download to no. of click on the
particular link which was posted)
1166/2006=0.58
Quora question analysis Depresion/ health issues/android app/
India/Productivity
PDCA
4 PARAMETERS
RESULT
No. of downloads in that PDCA
week
1698
Follower on Facebook in that
PDCA week
406
Followers on Twitter in that PDCA
week
552
Percentage increase in no. of
downloads compareto previous
week
W6-10.17%, W7- 6.31%
Downloads to Click ratio (no. of
download to no. of click on the
particular link which was posted)
1698/2401=0.70
Quora question analysis FAQOF Depresion/health issues/android app/
India/Productivity/Technology
14. PDCA
5 PARAMETERS
RESULT
No. of downloads in that PDCA
week
993
Follower on Facebook in that
PDCA week
480
Followers on Twitter in that PDCA
week
642
Percentage increase in no. of
downloads compareto previous
week
W8-(-7.77%), W7- (-76.95%)
Downloads to Click ratio (no. of
download to no. of click on the
particular link which was posted)
993/1402=0.708
Quora question analysis
FAQOF Depresion/health issues/android app/
India/Productivity/Technology
15. CONCLUSION:
As mentioned earlier our primary goal was to maintain application rating as
4/5 or more and increasethe no. of downloads by 7% each week, which we had
achieved it through Deming methodology and in fact the percentage increasein
first7 week was always found morethan 7%.
In the last two week we had faced problem due technical bugs and less no. of
doctors available at superdoc. Wehad then realized that we had to work on
efficiently and timely solving the question posted on the app.
Due to Deming methodology we had a great insight about the things which can
impact the efficiency of the process at the same time it helped us to achieve our
goal for first 7 weeks.
There were very high scopeof increasing the application utility by changing the
user interface of the app, which werealized by reading the reviews and close
observation on competitors product.
We concluded following things in order to increasethe application utility by
changing user interface:
Chat based interface on the application can be more appealing to the user
and increasethe chance of user asking question on the application
Giving an option of selecting the kind of feeds they wanton their
application. This will help us to understand what kind of article weneed to
find on the internet which user is highly interested in reading it.
Quora is a very good platform to talk about the new technology and the
startup ideas, people are very active on quora and are willing to try new
things and give genuine reviews to the app.
Application should be firstmade in android as the no. of users of android is more
compareto ios.
