Redefining Pet Healthcare
PROJECT OVERVIEW
Here at Sabii Digital, we partner with clients who are interested in leveraging digital capabilities to gain a competitive advantage. For the past few years, we have been working with a global pharmaceutical leader that had developed an early-stage minimum viable product (MVP) - a telehealth digital web platform for their veterinarian clinic customers and a companion mobile solution for pet owners associated with these clinics.
The client sought a partner to help them determine how to conduct a well-orchestrated product-market fit. If the test yielded positive results, the client wanted the partner to scale the solution to a larger audience. Sabii Digital was chosen as the partner to fine-tune the product positioning, test and learn for product-market fit, and ultimately scale the solution across the target customer base.
Capabilities: Digital Innovation, Go-To-Market, Proof of Concept Development, Prototype Design and Model, Test & Learn Plans, User Research
Tools & Softwares: Calendly, Figma, Google Voice, Jira, Miro, Salesforce, Slack, Zoom
Industry: Pet Healthcare
Project Duration: 4 Years
Business Problem
The platform initially served as a telehealth solution for veterinarian clinics to offer remote consultations to pet owners for their pets. However, the solution did not receive the adoption the pharmaceutical client had envisioned. Many clinics were concerned that Telehealth solutions would cannibalize in-person clinic visits.
In response, the client aimed to test new functionalities that would provide value to both clinic users and pet owners. Additionally, they sought to drive demand generation and develop an optimal go-to-market plan. Essentially, the client was seeking a partner to assist them in developing and executing a digital operating model and a go-to-market plan that would ensure the success of their platform solution.
Proposed Solution
This client engagement followed a three-phased approach. The first phase was a six-week study in which the Sabii Digital team conducted primary and secondary market research to assess the viability of the product. This work involved various design thinking workshops, and interviews with veterinary clinics, as well as with pet owners. The team then presented the digital operating plan to the client leadership to obtain buy-in. The plan included a detailed sales process, demand generation strategies, customer journey mapping, success metrics, and a resource plan (budget, people, tools). The specific next steps included proposing the initiation of the second phase, which was a 'test and learn' pilot program. The client approved the first phase, and the Sabii Digital team was awarded the next phase of the project to execute the 'test and learn' pilot.
For the 'test and learn' pilot phase, the Sabii Digital team formed a 5-person team. The team consisted of an operations lead who was responsible for orchestrating and leading the project. The remaining team members included inside sales representatives and customer experience specialists. Their responsibilities included enrolling 100 new clinics on the platform, refining the customer acquisition journey, and utilizing data analytics to assess platform usage. Comprehensive customer feedback with detailed analytics on product capabilities and features was captured during this phase and provided as feedback to the product team. Additionally, specific marketing messages were tested with customers using multivariate testing to determine the most impactful messages for encouraging platform sign-ups. The findings from this second phase of the project were then utilized for the third phase: Scaling Up.
During the scale-up phase, the team developed new automated processes for all aspects of the customer journey. The Sabii team implemented a new instance of Salesforce CRM to manage sales processes and the end-to-end sales experience. The team comprised members responsible for Inside Sales, Customer Experience, Marketing, Analytics, as well as overall customer-facing and revenue growth operations.
CONCLUSION
What started as a telehealth platform has ultimately evolved into a veterinarian clinic and pet owner engagement platform. The platform seamlessly integrates with existing clinic practice management systems, enabling clinics to improve communication with their pet owner customers.
Sabii Digital has been working with the client for over 4 years to grow the platform and manage all customer-facing functions. The platform now supports several thousand clinics and is recognized as one of the top two platforms in the pet owner engagement platform category.