Last time I talked about how we are building one of the world's first AI-powered digital clinics for women, and the experiments and iterations that have brought us here. Today I will dive deeper into the biggest learning that has shaped the product you see today.
We have spoken to every woman who has completed a consultation on Pinky Promise, and every woman who started a consult but never completed it. In the early days our customers were almost co-building with us, and today we have collectively spoken to over 50,000 women. I am sharing some of the defining insights that we validated, and others that completely surprised us.
Women are most comfortable with chat over any other user experience. No other UI, no matter how user friendly or intuitive renders the same level of comfort. When it comes to sensitive topics like reproductive healthcare, women prefer chatting to a call. When Divya mimicked a chatbot on facebook groups she discovered that women tend to be more honest about their symptoms on chat than to a Doctor on the phone (no matter how empathetic). As a consequence they trust the diagnosis that comes out of this system more. Most women in our target audience don’t have a space in their lives where they can have a private conversation about socially taboo issues like reproductive health.
Women demand instant care. When she can’t sleep at night from the pain of an infection, she ends up googling her symptoms, going through articles and instagram for home remedies, tips - any solution. At this time, she needs an instant solution. Even if we fix up an appointment for the very next morning, there is a huge dropoff. The day gets in the way. When we were doing this manually at Pinky Promise, we saw a 70% dropoff between women describing their issue and booking an appointment. Today we provide consultation near-instantly.
We must be, foremost, a painkiller. 74% of women on Pinky Promise have never paid for a healthcare service online. And 53% of women have never been to a Gynecologist before. Women are very hesitant about downloading apps and spending money on their own health, initially. However, when they decide to trust us, and we are able to solve their problem so quickly, we have gained a customer for life.
Ongoing care is critical. A consultation with a Doctor does not stop when you get a prescription, in-fact, that is really where it starts. We have understood that a care journey is 5-15 days, from the point where you start feeling symptoms to the point where those symptoms go away. Women often walk out of the clinic with many of their questions unanswered. Answering these questions is critical to ensuring that they will follow through with the treatment. We have been able to build a solution where adherence rates on Pinky Promise are 91% and cure rates are much higher than the industry average.
These learning were poured into the core product decisions and technical architecture of what we have built at Pinky Promise.
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