Campanie
General Information:
Strategic approach:
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About Regina Maria Regina Maria is a private healthcare network from Romania with almost 4.2 million patients. They have a national presence operating in 20 counties through more than 300 clinics and over 1.700 doctors across all disciplines: surgery, oncology, maternity, imaging, laboratory, etc. Regina Maria Medical Care Network is constantly building excellence to provide quality services. As of right now, the company has also developed specialized medical packages for SMEs and individuals, currently managing a portfolio of over 620.000 subscriptions. Current Context It's clear we live in a digital-driven world, and that’s especially true for modern businesses. Companies use digital platforms for almost everything and while this allows for faster communication, it can also lead to data fragmentation. We knew from the start that data is helping us gain a more holistic view of Regina Maria's customers. A deeper understanding of users/customers, from their social behavior and lifestyle choices, enables us to deliver personalized communication and build on multiple territories (Business, Marketing, Media, or Creative). In the end, this can translate into huge dividends for Regina Maria and their business. Regina Maria's customers are using the web and app environments to schedule appointments, check their medical results, or see their entire medical history. At the same time, in the last three years, for Regina Maria, the mobile app has become the most important leads & data collection asset for the client's business, with the website being their second digital asset. To summarize, this is what we know about our client's business: - Fragmented business model (20 different services, 20 locations, 300 locations, and 1.700 doctors) - Regina Maria has recently acquired new companies so new data will be coming into their structure - Decentralized data collection process: web + app environments The Need Looking at a 2020 Accenture* study, 50% of the healthcare customers they surveyed agreed that a bad digital experience with a healthcare brand affected their experience with that company. https://www.accenture.com/us-en/insights/health/leaders-make-recent-digital-health-gains-last Moreover, 26% strongly agreed or agreed that they would consider switching to a new healthcare brand for better digital services. Our need was to have an optimized digital experience so that we could build a future-proof environment. And the app data is the backbone of our project, simply by being a treasure full of user experience information waiting to be collected and put to work. Business Challenges 1) Having different data collection assets (App & Web) made it harder to have a consolidated view across the two environments. 2. Lack of understanding app users profile (age, gender, interests, behavior). We know users are constantly migrating between platforms and without understanding their behavior it is very hard to offer a personalized and relevant experience. Approach We leveraged Google Analytics 4 capabilities to put in place a centralized data collection process and we further used Google Cloud features for data analysis and reporting automation. This allowed us to have a 360-degree view of the users across different environments (Web & App) while understanding how the behavior changes depending on where users are on the conversion funnel. For example, the same user will fill out a contact form on a desktop device but tend to schedule the appointments through the mobile app. Through this flow, we can have unified insights and make better, data-driven decisions. Once we start collecting and analyzing the app data, our challenge shifts towards using the data and insights to improve overall performance, on multiple territories: digital media, offline media, organic or other marketing initiatives. In the end, Google Cloud serves as the cornerstone of our data approach, providing the infrastructure and capabilities necessary to efficiently store, process, and derive valuable insights from our extensive data assets, enabling us to make data-informed decisions. |
Execution:
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