It is essential to work with the client like with a partner to deliver a great product. We actively participate in discussing different aspects of project development. This approach entails constant communication with the client, proper discussions and sharp transformations. Botkin.pro project is a great example where that approach shows its advantages.
Botkin.pro is the first telemedicine service in Ukraine. It helps users get a consultation from a medical specialist in a comfort of your home. Your medical card is available at your smartphone.
The idea behind Botkin.pro was to create a service as an alternative way for doctors to offer their services. We started developing the project focusing on doctors-first approach.
We suggested to launch MVP as fast as possible to understand if telemedicine is a viable concept in Ukraine. The goal was to prove our hypothesizes and demand for this type of platform.
During the registration process the platform generates a digital card for every doctor, that they can share on social networks to promote their services. Doctors can also send SMS and email invites to their patients directly from the dashboard.
Results for the first months of the service being live:
Those results proved the demand for a service like Botkin.pro being in Ukraine and met the clients’ expectations.
CHANGE OF THE DIRECTION
Soon enough, we realized that the doctor-first approach reached its potential, while the user acquisition time were too long and required a reassessment. Additionally, we noticed that Ukrainian doctors are quite conservative and sometimes can be resistant to innovations. The focus has been shifted from doctors to patients after another discussion with the partners. That shift required a different marketing strategy.
We suggested to create a module called “Ask a Doctor” – a section on the website where patients can ask questions and get answers from doctors for free. Here is what we did with this module:
|Solution||AdWords connected to the module||Required information||Conversation with a doctor|
|Result||Attracting new website traffic. CPA: $1||Constant feed of new patients registrations||Users return back to the website|
Moreover, we decided to customize email follow-up process. Emails are sent based on actions of users and how frequent the user visits the website. These emails contain various information like asking how good was the service provided, or a reminder about an upcoming consultation or just a regular newsletter. We tried to be as helpful and useful as possible, yet not appear spammy.
“Encyclopedia” is a wiki-style module we created to establish long-term retention. It was filled with data prepared by a medical specialist. It contains information about the most common sicknesses. This module was SEO-optimized and within a few months we saw a spike in search results. Some of the articles are in top 3 Google search results.
MINIMIZING SALES CYCLE
We decided to change our analytics approach. We switched from tracking the number of registration and consultations to CPA and how fast the platform make that money back.
After analyzing the initial sales process, we realized that the time it takes for a user to make a purchase after registering on the platform was too long. We decided to switch the monetization model from a single consultation sale to a package deal sale.
- Привести человека на ресурс
- Найти врача
- Запросить коснультацию на конкретное время
- Подтверждение от врача (создается время приема)
- Пациент опять должен зайти на сайт и подписаться на консультации
- Не факт, что пациент вернется на сайт еще раз
- Привлечь на сайт
- Верификация мейла
- Оплата за пакет
- У пользователя в запасе еще девять консультаций
Simultaneously with the work on attracting leads, we studied analytics and received feedback from active users. Based on the received data, we either quickly responded to inaccuracies in the work of different modules, or added the features needed for doctors and patients.
For example – the medical card is now able to group and filter various medical documents and grab them from external sources. The search on the website has been reworked to show more accurate results. We also fixed some issues and audio and video connections, that were caused by network topology and some ports being blocked by providers.
We have also finished working on building API for developers. It will help us drive traffic from sources other than search engines and attract target audience.
Two years of work brought us all together to building the very first telemedical service in Ukraine. Everything said above is the result of our partnership-type relationships. We were able to deliver unconventional solutions and increase the conversion, because we partnered with the client at every stage of the development process – from making a technical description to creating new business strategies.
Increase in number of registrations after our implementations
"Ask a Doctor" statistics
How the conversion time decreased
Return if sick
Getting a consultation
Switching to packages
Getting a consultation
Botkin.pro is a great example of a partner-partner type of client relationships. Nevertheless, Botkin.pro is not the only case we have established partnership with clients and all those cases show phenomenal results.