Student Dissertation

Agency : Lead Nurturing; Nursing Attendant Service;\ Home Healthcare

Objective : Rationale: Lead generation and nurturing are important part of any business. So, during the dissertation period I being a management trainee found massive gap in gross to net lead conversions specially in respect to Nursing Attendant services. So, the need for carrying out study was: Objective: To find out gap between the numbers of queries generated and actual visits done in Nursing Attendant services in Home healthcare. • To analyses the available market size based on queries generated demand for the product. • To identify the size of demand supply gap.

Background : One of the biggest keys to successful business is the generation of sales leads. A lead is an individual or company that shows some interest in the services or products that your company provides. It can also be a company or person who fits a target group for what you are providing. Without leads, a sales team cannot achieve its objective. Therefore, generating good leads is just as important as closing your pitch on a better note. Lead nurturing is the process of developing relationships with buyers at every stage of the sales funnel, and through every step of the buyer’s journey. It focuses marketing and communication efforts on listening to the needs of prospects, and providing the information and answers they need. So, this study focuses on scoring the leads and tracing them from generation of sales query to appointment generation to actual visits done.

Methodology : The study was carried out in Portea Medical, Bangalore from February 2017 to April 2017. A descriptive cross-sectional study as carried out for 3months. During this duration primary data was collected from Management information system and using google trackers used by sales team members. Sampling technique used was convenient sampling and analysis was done using Advanced excel techniques.

Recommendations :A complete analysis on lead nurturing was carried out with the objective of improving gross and net conversions in Nursing Attendant services as there was a huge difference in total number of queries received from sales team to actual appointments created. The study was carried out for the month of February, March and April. In the month of April total number of queries received were 3268, out of which 309 got converted to actual successful visits, which is only 9.45% of total queries received. In the month of March total number of queries were 3507 out of which only 293 got converted to actual visits or were actual successful visits, which is only 8.35% of total queries received. In the month of February total number of queries were 2751, out of which only 295 cases got converted to actual visits or were actual successful visits, which is only 10.72% of total queries received. Major cancellations after appointment booking in month of April, March and February were due to customer not interested, staff not available to serve customers, deemed as cancelled and wrong assignment. A further deep dive into analysis and listening to actual customer calls will give a clear insight about not interested cases which holds a major bucket of cancellation.


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