Case Study
Qare - Driving Online Medical Services Growth Through Rapid Experimentation
Company Overview
Qare is a French telemedicine company owned by UK-based HealthHero.
Launched in 2017, Qare offers a walk-in tele-consultation service, allowing patients to connect with healthcare professionals remotely. As telemedicine faced regulatory challenges in France, Qare aimed to integrate these services into the healthcare system while balancing in-person and virtual consultations. With significant funding and acquisitions, Qare sought to gain a competitive edge over its primary rival, Doctolib.
The Challenge
After being acquired by HealthHero, Qare wanted to establish its first growth team and improve customer acquisition and retention. They faced significant challenges, including regulatory opposition and the need to onboard more healthcare providers while increasing brand awareness among potential patients. To address these challenges, Qare sought assistance from Growth Tribe to upskill their teams in growth marketing.
As a lead corporate trainer, I coached Qare’s teams—including product marketers, performance marketers, CRM specialists, social media managers, Android developers, product managers, the CMO, and data analysts—over a six-month program. The goal was to facilitate their autonomy in running rapid experiments aligned with their main KPIs while nurturing a growth mindset across the organisation.
What I did
Conversion Rate Optimisation Experiments
- Coaching and Workshops: Conducted hands-on coaching sessions, including sprint planning, ideation, and experiment design workshops. This enabled teams to formulate strong hypotheses for their growth experiments.
- Focus on Data: Collaborated with the leadership and data teams to ensure a reliable data environment, allowing team members to derive actionable insights from data.
- Experimentation Framework: Implemented a structured approach for rapid experimentation to improve customer acquisition cost (CAC) and retention rates. Guided the teams in setting up A/B testing and lead generation techniques.
- Brand Awareness Strategies: Developed strategies to enhance brand awareness and improve customer sentiment, ensuring that the tele-consultation services were top-of-mind for potential patients.
- Monitoring Progress: Established key performance indicators (KPIs) for each growth sprint, focusing on customer acquisition, customer acquisition cost, sentiment analysis, and the number of growth experiments led by the team.
Achievements :
- Increased Experiment Velocity: The teams reported a 45% increase in the experiments’ velocity during the coaching period.
- Enhanced Conversion Rates: One of the implemented experiments resulted in a 0.4% increase in conversion rates, significantly contributing to projected revenue increases.
- Autonomy in Experimentation: Teams became more self-sufficient in conducting experiments, aligning their strategies with Qare’s overall growth objectives.
- Improved Customer Engagement: The initiatives led to higher engagement rates with teleconsultation services, positioning Qare as a competitive player in the telemedicine market.
