Project Everest

Adopted Experiment

[ADOPTED EXPERIMENT]: Health Malawi - Offer Test Clinicians (3/3) - Phone Calls - February 2019

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: February 2019 Project Weeks 2 - 3.



Metric: Percentage of people responding positively to the phone call they receive.



CRITERIA:



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



Success point: 30% email collection rate (i.e. 0.3 x 19 = 5.7 = minimum 6 people)



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



Failure Point: 10% of email collection rate (i.e. 0.1 x 19 = 1.9 = minimum 2 people)

 

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 channel identified; phone calls. The District Health Office (DHO) has previously been identified as the best means to access the email addresses and phone numbers of senior clinicians.




The problem centric messages, identified in earlier interviews and used in earlier offer testing experiments to target senior clinicians are ‘Increase quality of time with patients’ and ‘Get more quality time with your patients’.

 

The call will be used to collect email addresses at the end of conversation. If the call goes to message bank the action will be ‘Please feel free to return this call, or simply send us your email to find out more’. The team will then measure the rate of emails collected to mobile numbers contacted. This will be the metric through which success can 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 small, and phone calls are usually much more well received than text messages, which was the communication method used in the last offer testing experiment. Due to this, a higher success metric of 30% will be taken. Results from previous offer testing show that this should be achieved. If not, the script used will be revised and a different approach taken.

 

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

Lucy Noble 9 months ago

Status label added: Experiment adopted

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