Context: Pekarek Dental
Role: Chief marketing officer / Service Design Lead
"...the vision is to start talking about health, not about desiase."
— World Dental Federation, 2014
Healthcare is changing at a dramatic pace. Changes are happening faster than companies can respond and keep pace with. For example, patient expectations, the use of technology and data to increase operational efficiency, new approaches to communicating with brands through formal media (such as websites) and informal media (Facebook, Chatbots).
The purpose of this project was to explore these changes, design and further implement a digital system with a website in its center, which can face the challenges of patients on the one hand and to serve needs of the company on the other.
THE KEY INSIGHTS FROM PATIENT INTERVIEWS
Today's patient wants to be bothered only minimally by going to his dentist's website. When he comes to the site, it's because of the search for basic information, such as mostly business hours. So he finds out when he can call to book an appointment.
Some patients like to use online booking only when their clinic is closed. In other case they prefer to call the reception. Others do not want to communicate with anyone in person and therefore always prefer online booking.
Some young patients would like to find health care information on their doctor's website rather than to have the doctor explaining it to them for a long time and take the patient time during a checkup. They would like to come to the web for information later. For example, for children, information could be given in a fun way.
The first thing the patient thinks of when a doctor has a nice site is: "if he can take care of his website, he can take good care of my teeth." However, a quality website can be taken by patients as above standard. Most people do not expect their dentist to have a great and innovative site.
Patients are interested in the services provided by their doctor. From home, they like to check out the web for new services. However, for a lot of young people, it is important that communication takes place via Facebook.
"If he can take care of his website, he can take good
care of my teeth."
THE OLD WEBSITE ANALYSIS
The old website pekarek.dental needed to be redesigned. Today's patient is focused on finding information quickly and efficiently on the internet. Based on data from Google Analytics, it was clear that patients were not oriented in the search for information at the old website. This problem needed to be solved, because by improving communication between patients and clinics self-sufficiency on the way throught the service can be improved, patient satisfaction and the quality of the services provided can be increased.
Almost 35% of website visits in 2017 took place on the phone. However, these users had to settle for a desktop version of the site on their phones.
In addition, the website did not offer a range of services provided by the company. Some services were presented, but it iwas complicated to get to them and attendance of users on these pages was negligible.
THE CLIENT'S NEEDS
The pekarek.dental website will serve preferentially registered patients of DZP Pekárek who are looking for basic information. The website will make work easier for patients by accessing information faster, helping the company to present services, and helping employees by providing information that patients can link to.
To provide structured information which will be easily accessable for patient.
To show services offered by the company and to enable online booking.
To increase online bookings and thus to decrease phone calls to the receptions.
To generate a list of contacts on patietns who sign up for email newsletter.
THE KEY INNOVATIONS
1. BUILDING THE DESIGN AROUND THE BRAND INSTEAD OF AROUND CLINICS - THE CENTRALIZATION OF SELECTED INFORMATION
The old website was structured around the individual clinics. In principle, each clinic has its own main page. These are grouped under the section of the website where there is some common information. The analysis of the behavior of site visitors showed that the most visited sites are the introductory pages of individual clinics, the introductory page and the Contact. Almost half of the visitors to these sites spend approximately 1 minute 30 seconds on them and they are exits for them. This means that these pages contain the main information that the patient is looking for. These are: information about DZP News Office hours Phone and email Information for new patients / anamnestic questionnaire Price list Contracts with insurance companies
The redesign envisages a change in the structure in such a way that the visitor can get to some information faster. The home page can contain common news, telephone and emails.
Assumption: due to a fundamental change in the structure of the site and the location of the information, there will be greater clarity and speed in searching for information.
Measurement: Google Analytics before and after. Comparison of user flow on old and new pages. Comparison of time spent on the site, exit from the site and the like.
2. TO CREATE A LIST OF SERVICES
Some sites that the company would like to have more visited, such as services, were viewed by less than 0.1% of visitors in 2017. Services were not formulated yet. The formulation of services is essential for communication with patients and for measuring sales by the company. Defining services based on market segmentation helps to increase ROI, differentiate itself from the competition and in the company's marketing communication.
Assumption: Based on the creation of the service offer in combination with the Call to Action buttons, an increase in online orders is assumed. Sites that work with "call to action" achieve up to 40% more service orders than traditional sites.
Measurement: measuring the number of orders before and after. Furthermore, qualitative interviews with users. Measuring service traffic using Google Analytics.
3. TO CREATE A PATIENT GUIDE
Creating a "patient guide" In order to facilitate the reception, it is proposed to create a "patient guide", which will contain all the information needed on the customer's journey, such as information on GDPR, what awaits him, how to call the reception, how it works in DZP and the like.
Assumption: The reception will link to the website for some information for which they are not competent to respond. This will make their work easier. This is assumed and must be tested. It will be easier for the visitor to search for information, because they will be arranged in one place according to the customer's path.
Measurement: interviews with patients and reception before and after. UX test during prototyping. Furthermore, attendance during the pilot operation.
4. TO CREATE A HEALTH CORNER
There is an assumption that some patients in our priority segments would like to find additional health care information on the website. It is also a fact that during preventive examinations there is not enough time to explain everything sufficiently and patients do not remember as much information.
Prerequisite: Creating a site on the site that will provide additional information on prevention will help patients in health education and make it easier for doctors to work with explanations. A corner of health is expected to lead to greater patient satisfaction.
Measurement: Interviews and traffic measurement.
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