Project Everest

Adopted Experiment

[ADOPTED EXPERIMENT]: Health Malawi - Offer Test Clinicians (2/3) - Texts & Emails - January 2018


Lean Phase: Problem

Assumption: People within our customer segment identify with the problem described as ‘Increase quality of time with patients’ and ‘Get more quality time with your patients’.

Time Period: January 2019 Project Weeks 1 - 2

Metric: Percentage of people responding non-negatively to the email/text they receive.


Green Light: Proceed with currency testing with currently identified early adopters.

Success point: 20% non-negative response rate

Orange Light: Optimise the offer by describing it differently and retesting.

Failure Point: 5% non-negative response rate

Red Light: Evaluate appropriateness of metric and conduct five further customer interviews with people within the customer segment to understand what about our offer was not sufficiently appealing. Based on this, modify the offer and/or the channel through which we test it.

Experiment Build:

The experiment will be quantitative and conducted through the two channels identified; text messages and emails. Through brainstorming our existing channels, we identified the District Health Office (DHO) as the best means to access the email addresses and phone numbers of senior clinicians.

Based on the results of identifying earlier adopters, and the insights gathered from previous interviews, the team identified that the most effective problem centric messages to target senior clinicians are ‘Increase quality of time with patients’ and ‘Get more quality time with your patients’. Using the call to action ‘Email or text us to find out more’ the team will be able to measure the response rate. This will be the metric through which success will be determined.

Assuming that the standard success percentage for an active channel is 60%, and only 15% of the population are early adopters, we consider an accurate success metric to be 9% (0.15 x 60). However, we must account for the fact that the number of clinicians in Malawi is relatively little and it is unlikely we will contact all of them. For such a small data sample, we prefer a higher success metric of 20% (moonshot goal). We anticipate that the experiment’s result will fall into the orange category, and if so, we will revise the language used in the offer test and repeat the experiment with a new problem-centric message, as well as differing adjectives to more accurately encapsulate the emotions felt by clinicians.

The offers used can be found in the attached document (the Facebook test will not be used here - see

Experiment Results:

[Insert Link to Experiment Results Post] 

Tagged users
edited on 25th February 2019, 16:02 by Lucy Noble

Gabriel Raubenheimer 7 months ago

Status label added: Proposed Experiment

Reply 0

Ella Grier 6 months ago

Status label added: Experiment adopted

Status label removed: Proposed Experiment

Reply 0