How would you measure the success of teleconsultation on Tata 1mg?

Introduction

Teleconsultation is a core part of Tata 1mg's health platform. Users can consult doctors across specialities over chat, audio or video, receive a digital prescription, and then order medicines or book lab tests on the same app. Since India issued its Telemedicine Practice Guidelines in 2020, online consultations have become normal for many urban users, especially for follow-ups, minor illnesses, and conditions people find awkward to discuss in person.

The question: how would you measure the success of teleconsultation on Tata 1mg? A consult is a medical service, so "more consults" is not automatically good. Success must reflect patient outcomes and clinical quality as well as business value. I'll set context and goals, choose a North Star, break it down, and define supporting, guardrail, trade-off and counter metrics.

Step 1

Product Context (3 minutes)

What the product does:

• Users choose a speciality (general physician, dermatology, gynaecology, paediatrics and others) or describe symptoms.
• They are matched to a doctor, often within minutes, for a chat, audio or video consult.
• Doctors issue digital prescriptions when appropriate; users can order medicines or book tests immediately.
• Some consults may be included in memberships or offered when a prescription is needed for an order.

Users:

• Urban adults with minor acute issues.
• Chronic patients needing follow-ups and prescription renewals.
• Caregivers consulting for children or parents.
• Users seeking privacy (sexual health, mental health, skin issues).

Business context:

• Consults generate fee revenue and lead to medicine and lab orders, which are the larger revenue pools.
• Competitors: Practo, Apollo 24/7, PharmEasy, MFine and hospital apps.
• Tata 1mg reports its core businesses turned EBITDA positive from December 2025, so consult economics must not erode margins.