DEVELOPING MARKETING STRATEGY INITIATIVES TO ENHANCE CUSTOMER ACQUISITION AND CUSTOMER RETENTION FOR MEDTECH STARTUP (CASE STUDY: RILIV)

• Main Author: Inas, Salma
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/77228
• Institution: Institut Teknologi Bandung

This thesis examines the obstacles Riliv, a prominent Indonesian mental health service application, confronted in terms of customer acquisition and retention. Riliv must identify the factors that influence and enhance user acquisition and retention among non-users, current users, and former users, as the MedTech market, which includes mental health services, experiences significant growth in response to increased consumption. This study uses descriptive statistics and a non-probability sample of 200 respondents to conduct quantitative research. A web-based Likert scale questionnaire is used to collect data. The research includes internal and external analyses, such as STP, 7Ps of the marketing mix, and VRIO, in addition to PESTEL, Porter's Five Forces, competitor, and customer analyses. The results highlight the significance 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 are designated as key factors that positively influence 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 to surmount these obstacles. By adopting these strategies, Riliv can establish itself as a dependable online provider of mental health services and accomplish sustainable growth in the extremely competitive MedTech market.