Clinikally: Pioneering Science-Backed Dermatology & Hair Care In India

In a market saturated with DIY methods, viral trends, and influencer-driven solutions, India had long lacked a comprehensive platform for dermatology and science-backed skin and hair care until the inception of Clinikally. Addressing this gap, Clinikally offers effective products, expert consultations, and personalised, outcome-driven care. In an exclusive conversation with BW Healthcare World, Arjun Soin, Founder of Clinikally, shared his insights on the journey, challenges, and future of Clinikally in the dermatology and hair care industry.

The Inception

"India had long lacked a comprehensive platform for dermatology and science-backed skin and hair care until Clinikally emerged," said Soin. "With DIY methods, viral trends, and influencer-driven D2C solutions saturating the market, there was a pressing need for a platform offering effective products, consultations, and personalised, outcome-driven care."

He continued, "The Covid-19 pandemic accelerated the rise of teleconsultation in dermatology, which has become a game-changer by addressing the significant gap of having only one dermatologist for every 150,000 people in India. I was fortunate to recognise this untapped potential through the chain of dermatology clinics run by my mother, a practising dermatologist with over 20+ years of experience, who is now Clinikally’s Chief Medical Officer."

Factors shaping the skin and hair care market

Soin elaborated on the factors shaping the market: "Firstly, increased awareness and concern about outcome-driven skin and hair care among India's rapidly growing aspirational user base and youth population. We are seeing Indians willing to invest in premium skin and hair care products like never before."

He added, "Secondly, the rise of vertically integrated & information-driven platforms like ours has made high-quality, branded products more accessible even in tier 2 and 3 cities. Customers can now conveniently research and purchase online with expert consultations a click away."

"All in all, changing consumer preferences, rampant shifts towards premiumisation, technological disruption, and focus on holistic wellness solutions are fuelling growth in this dynamic market space," Soin remarked.

Clinikally’s business model

Explaining Clinikally’s business model, Soin said, "Our business models include a B2C marketplace functioning as an e-pharmacy, a strong and patent-protected private label distributed through both B2C and B2B channels, and a B2C teleconsultation platform."

Market scenario and opportunities in the D2C skincare and haircare market

Soin assessed the market scenario, saying, "The Indian skincare and haircare market is highly fragmented with a multitude of brands across price points. However, there is a discernible shift happening towards premium, science-backed & physician-recommended products as consumer awareness increases."

He highlighted, "Brands too are now striving to build deeper connections with consumers through content, customization, and virtual consultations. We see both sides of the coin first hand given we work with pure play pharmaceutical products as much with cosmeceutical brands that list on our platform."

"White-labelled D2C brands have less of an edge here as they can offer repeatable formulations that have quicker go to markets than robust and rigorously-tested scientific solutions," Soin pointed out.

He also mentioned the potential of AI, "Personalisation powered by AI is another major opportunity - Indian consumers have diverse skincare needs based on regions, ethnicities, and environmental factors. With AI now literally being able to ingest and relay information in multimodal settings, commercialized LLM-enabled offerings to churn out customized routines and products are all but inevitable."

"In a similar vein, we are on the verge of launching an AI-enabled skin analyser to empower users to generate personalised product recommendations and essential skin metrics from a simple face selfie," Soin added.

Differentiation from traditional dermatology practices and other D2C brands

Soin described how Clinikally differentiates itself: "Our digital health platform’s reach extends far beyond most traditional practices/ D2C brands given the wide-ranging scope of the platform. In just 2 years since launching, through our full-stack e-pharmacy and telehealth platform, we have offered more than 20,000 tele-consults and delivered products & treatment plans to over 12,000 pin codes (60 per cent of the country)."

"We are rapidly adding offline clinic partnerships to the fold as well, and in doing so are seamlessly blending the new with the traditional," he added.

Science-backed products at Clinikally

"At Clinikally, scientific thinking forms the cornerstone of both our foundational principles and our daily operations," Soin emphasized. "Our product development is led by experienced doctors with decades of clinical practice."

He elaborated, "Through our telehealth platform (www.clinikally.com/consult), we provide highly personalized treatment regimens. These regimens consider various relevant factors, such as the severity of the condition (especially for chronic issues like eczema and hair loss at different stages), pre-existing conditions, lifestyle, climate, and current product or medication use."

"Our clinical team continuously updates telehealth specifications and recommendations based on the latest scientific information, new product technologies, and consultation insights," he added.

Role of technology in Clinikally’s functioning

Discussing the role of technology, Soin stated, "On the telehealth side, our physicians utilise a proprietary prescription generator to create treatment plans that incorporate a curated selection of the most effective products, both Rx-grade and OTC, from our marketplace."

"Additionally, we employ AI-powered recommendations to enhance the standard e-pharmacy experience. By analyzing a user’s previous purchases, prescription history, and demographic information, Clinikally’s rule-based AI system generates product recommendations tailored to each individual’s unique needs," he explained.

"An exciting development on our technology roadmap is the launch of an LLM-powered chatbot for our WhatsApp support, currently in the pilot phase, where we are experimenting with models such as Llama, GPT-4, and Claude Haiku," Soin revealed.

"Furthermore, we are testing a GPT-4-enabled plugin to help physicians generate personalized treatment plans for patients within minutes. This tool will allow physicians to access a wide range of product options and draw from diverse prescription templates and pre-established treatment plans, thereby simplifying the treatment process and enhancing patient outcomes," he added.

"One of Clinikally’s notable technology initiatives includes the development of a comprehensive database of skin and hair profiles extracted from telemedicine prescriptions. This invaluable resource serves as the foundation for building an AI model that delivers automated treatment," Soin noted.

Sourcing ingredients for Clinikally’s products

Explaining the sourcing of ingredients, Soin said, "This applies to our private label products, not to the marketplace where multiple sellers list on our platform. We collaborate with bespoke lab and manufacturing facilities to develop our own product formulations, using a strategic combination of ingredients sourced both locally and internationally."

"The fact that our formulations are created in-house by some of the nation’s most competent dermatologists consistently ensures that Clinikally’s products are of the highest quality," he added.

Expansion and future plans for Clinikally

Soin outlined Clinikally's future plans, stating, "In response to growing user demand, we will be launching our Android and iPhone apps. Additionally, we plan to expand into the nutrition, nutraceuticals, and weight loss sectors."

"We will also introduce the Clinikally Elite Club, an omnichannel membership program offering exclusive perks in collaboration with renowned dermatology clinic chains," he concluded.

Clinikally is changing the dermatology and hair care market in India by offering science-backed products, expert consultations, and personalised care. With a strong foundation in scientific thinking and a commitment to technological innovation, Clinikally is poised for significant growth and expansion in the coming years.

Arya Rakshita

BW Reporters Trainee Correspondent