Articles

Developing Marketing Strategy Initiatives to Enhance Customer Acquisition and Customer Retention for MedTech Startup (Case Study: Riliv)

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In response to increased consumption, the MedTech market in Indonesia, which includes applications for mental health services, has experienced phenomenal growth. However, customer acquisition and retention have emerged as significant obstacles for businesses such as Riliv, a prominent mental health service application. This study seeks to identify the factors that influence and improve Riliv user acquisition and retention among non-users, current users, and former users. A quantitative research strategy employing descriptive statistics and a non-probability sample of 200 respondents were utilized. To capture data, the Likert scale questionnaire was distributed online. The research included both internal and external analyses (STP, 7Ps of the marketing mix, and VRIO) as well as PESTEL, Porter’s Five Forces, competitor, and customer analyses. The SWOT and TOWS analyses were then conducted. The findings highlight the importance of effective promotional activities, competitive pricing, and superior product quality and service in attracting and retaining Riliv users. Increasing brand recognition, enhancing product attributes, and ensuring service quality have been identified as crucial factors positively influencing consumer acquisition and retention. Riliv can implement strategic marketing initiatives such as targeted advertising, influencer collaborations, refined messaging, content marketing, personalized experiences, trial periods, referral programs, and continuous engagement in order to overcome these obstacles. By adopting these strategies, Riliv can position itself as a dependable online mental health services provider and accomplish sustainable growth in the highly competitive MedTech industry.

Investigating Factors Influencing Customer Churn in the Online Bill Payment Services

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In Indonesia’s growing digital economy, the high churn rate in online services, such as bill payment platforms, is a critical concern. An example is BillsXYZ, a pseudonym used in this research for confidentiality, where similar services are readily available, and customer switching is effortless. The study conducted an analysis of the external environment to gain insights into the competitive landscape of the market. Using the Theory of Planned Behavior, a framework including key elements like customer experience and satisfaction, price and promotions, service quality, social influence, brand image, ease of use, and features of the service. The research involved 110 survey participants and four detailed interviews. Key findings from the analysis indicate that while there is moderate satisfaction with the online bill payment service, there are areas that require improvement, including recurring payment failures, limited availability of certain payment methods, and insufficient awareness of certain features. To address these issues and enhance customer retention, recommendations were put forth, such as increasing feature awareness, improving service quality, and implementing strategic promotions. This study provides valuable insights for online bill payment services to improve customer retention strategies.