Customer Referral at mfine

It is understood that word of mouth forms a huge part of healthcare business. It is natural to
consult a doctor who has been given stellar reviews by your friend/neighbour or trusted peer.

mfine does 1000 consults per day across different specialties like diet, dermatology, routine
health checks, Physician, Gynecology and other super-specialities. Referrals would be a key
channel for fueling growth and will deliver significant competitive edge for mfine.

Assume you have joined mfine recently as a Product Lead responsible for organic growth. You
are expected to chart a customer referral plan to increase the number of consultations with
very minimal marketing costs.

Points to think about:

• Come up with ideas that would build a strong influencer - follower network.
• Which medical specialties will you focus on and why?
• How would you identify the right segment of loyal customers?
• Detail a plan on how you would compel a customer to share his experiential referral.
• How would you reward a referrer besides with discounts?
• Will there be benefits for both parties?
• How will you identify points of delight and expose customers to referrals in the product
journey?
• Which UX elements would you use to explain the program and nudge word of mouth?

Your key deliverables must include

1. Identify the market size at a speciality level

2. Which specialties would you focus on and why?
3. Define success criteria for launch. What is the estimated impact on 1000 consults?
4. Detail product requirements on the referral program
5. Sketch product UX flows and explain the intervention points.