The construction of the patient service digital platform can not only effectively serve as a bridge between business and customers, but also as an efficient performance service tool to achieve the core demands of the marketing department. Compliant and reasonable path design can help enterprises easily build service processes.
One key but easily overlooked path design in the entire process is patient recruitment.
Because patient recruitment requires a deep understanding of business + digital tools, and provides reasonable design solutions for core goals, it is possible to build a connector.
In the patient recruitment service process, we need to pay attention to the three principles of key design.
1. Sufficient motivation: solve the problem of why patients come
In fact, the idea of migrating to any industry is the same, and the first step of patient conversion can be successfully completed through low cost, high feedback and smooth experience process.
The following are the core driving forces of patient enrollment, and we can consider the landing plan in combination with our actual business.
Driving force type
1. Incentive-DrivenEngage patients through material or psychological rewards
Provide transportation subsidies, free check-ups, free medication – Complete tasks to get points / redeem gifts – Provide personalized health reports – Give away health equipment (e.g. blood glucose meters)
2. Trust-DrivenParticipate because you trust doctors, platforms or institutions
Recommended by the attending physician or pharmacist – endorsed by the hospital or official platform – recommended by patient acquaintances – convincing historical data or cases on the platform
3. Health-DrivenTo improve your health and get better management
Can help manage the condition (e.g., better control of sugar) – Provide more advanced treatment options – Help improve medication adherence – Receive professional disease education or follow-up support
4. Emotional-DrivenPatients want emotional support, a sense of belonging
Desire to share the course of the disease with others – loneliness, anxiety, finding understanding and companionship – Participate in the patient community and receive encouragement from peers
5. Value-DrivenPatients participate because they identify with values or social significance
Want to contribute to the advancement of medicine – Willing to help other patients – Feel “I am needed” – Set an example for your child or family
6. Social-DrivenParticipation due to the influence of others or group behavior
Friends and patient groups are participating – doctors “unified management”, recommending all patients to enroll – infected and following in group activities
Different types of patients have different driving forces, different driving forces of patients in different journeys, and different driving forces of different portraits.
When the built digital platform has a patient labeling system and hierarchical operation, the design and implementation of these solutions is very simple.
To achieve these three challenges, product managers will only continue to appreciate
Good product managers are very scarce, and product managers who understand users, business, and data are still in demand when they go out of the Internet. On the contrary, if you only do simple communication, inefficient execution, and shallow thinking, I am afraid that you will not be able to go through the torrent of the next 3-5 years.
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Customers often ask us, do we want to do a labeling system, what is hierarchical operation?
At least whether the enrolled patients have been diagnosed, whether they are family members, and whether they have taken medication, these basic labels are enough to support the improvement of operational efficiency;
Some customers said that our platform has few patient users, so there is no need to do thousands of people; For pharmaceutical service platforms,If there are more than 1,000 patient users, it is worth starting user stratification;
Some enterprises have even built a hierarchical system from scratch, and we can’t wait until there are tens of thousands or even tens of millions of customers to start;
The product life cycle of the Internet is different, the operation goals of different stages are different, and the underlying design logic and architecture are also different.
Second, the path should be short
When we do platform data analysis in Internet products, user path analysis is a very critical part;
E-commerce / Payments: The churn rate increases on average for every additional step in the settlement process8%-15%；
The churn rate may increase for each additional step in the tool-type registration process (e.g., adding mobile phone verification and filling in details).10%-25%；
Content intersection: Jumping, clicking and other operation steps have increased, and the churn rate has increased more5%-15%；
By reducing unnecessary steps and simplifying the logic of operations (e.g., default population, merging similar steps), churn can be significantly reduced –That’s why “minimalist processes” are one of the core principles of product design.
In the offline service process we do, the principle is the same, and various methods such as reduction + merger + front-end can shorten the operation path and establish a higher conversion rate;
3. Service closed-loop
What does service closed loop mean? This concept is difficult to understand, so I tried to explain it clearly.
We mentioned earlier that driving force is very important for the conversion of patients, in fact, it means that the content of the driving force is conveyed to the patient in a reasonable way, and the patient is interested, and it is very simple and fast to enroll and enjoy the service;efficiently obtain the value drive of the corresponding driving force; This is the first small closed-loop service; But this step is not enough.
For example, we attract patients to the platform through the doctor’s interactive service, but the follow-up continuous interaction can allow patients to continue to interact on the platform.So how to design a complete closed-loop operation of doctor-patient interaction?With this solution, it is our complete service closed loop;
We generally build closed-loop service operations in the following ways
1. Design operational opportunities based on scenarios
For the complete health services provided by the platform, we will find opportunities to combine the design of closed-loop services;
For example, in our common diabetic service platform, after the patient is enrolled, we need to continuously let the patient test blood sugar, but this is an anti-human operation behavior, so we need to combine the driving force + appropriate scenario to design the operation plan;
After the first enrollment, we can guide patients to complete the initial task (familiarize themselves with the platform) through the doctor’s reminder, and provide immediate feedback and incentives after completing the operation, so that patients can generate feedback experience through motivation. After the patient completes the entry, the doctor provides different suggestions for the health data and provides a suitable feedback entrance;
Automatically configure the reminder service in the later stage, and complete the interaction and reminder with patients through the reach channel built by the platform. The above process can be generated with one click through ma;
2. Integrate into operational opportunities based on active opportunities
We analyze the active path of the patient through data analysis, and after finding the active path, we provide the process that the platform wants to guide in the active path.
We provide patient interaction questionnaires based on the patient’s commonly used active pathways on an oncology patient platform, obtaining patient cognition at key stages and supplementing key cognition of patient insights.
3. Continuously ensure the effectiveness of the platform based on the logic of the old and the new
Bringing the old with the new is one of the most effective operating methods when we do the retail industry; But in the health industryThe old patient brings the new is not the old patient with the new patient, but the active patients of the platform drive the inactive patients.
When we do patient follow-up services, we will find that different patients have completely different feedback on platform services;
Some patients very much want us to contact patients regularly and provide the latest news, and get health management awareness from our hair broken service;
However, some patients will think that it is disturbing and harassing;
For this part of the situation, we first recognize that this situation is normal, but normal does not mean that we do not deal with it, we will try to understand the patient through the digital platform, and pay attention to the effectiveness of our operational strategy through personalized reach;
For example, through the packaging of kop and more activities, we can expand the promotion of effectiveness, the promotion input-output ratio of kop may be considered by some enterprises to be relatively low, but this is a thing that requires time, but can see time compounding in the later stage;
For every 1 loyal user, it can affect 5-30 ordinary users;
e-commerce industry, such as Amazon,On average, each Prime user will refer membership services to 12-18 people, where 30% of referrals convert into new users;
The “loyal creators” of a short video platform (10,000+ fans, more than 20 monthly updates) through the platform’s “Invite friends to get traffic” activity,On average, each person indirectly drives 15-25 new user registrations(including fan imitation behavior and active invitation).
Nielsen’s Global Trust Report mentions that “consumers trust their relatives and friends in recommendations as high as 83%” and “Highly loyal users have 3-5 times more recommended behavior than regular users”；
Of course, the above data can be used as a reference for strategy design, but the specific values need to be combined with your own user profile (such as activity and operational actions through A/B testing).
4. Obtain front-line needs based on interviews and provide services that are really needed
When I was at Baidu 12 years ago, the user experience department already had a high-configuration process for interaction designers + user research teams to complete product experience design; Through qualitative and quantitative real understanding of users, so as to design user-centered products that users love to use, this was the inseparable words of every designer 10 years ago; Now, when our digitalization penetrates into different industries, these concepts remain unchanged;
It is still the core to not deviate from the real scene of real users, to be highly empathetic to users, to understand users, to understand users, and to provide the services they need for their real pain points; But it’s not enough to do just that;
What is the biggest difference between enterprise digitalization and pure Internet products? Only by running in both directions between business and digital platforms can we achieve advanced effects of digital transformation;
Therefore, in addition to the user side, we also need to understand the real needs of the business side.
For example, the core of business attention is to monitor patient loss early warning, then we provide basic data: loss characteristics, loss cycle, loss population portrait;
If the business is concerned about the extension of DOT, what we need to do may be to monitor DOT changes, find DOT influencing factors, and reasonable operational measures to avoid churn and extend its DOT process.
But if we only see this layer, it is not enough.
We need to pay attention to the core performance indicators of the business, which is to continuously and efficiently acquire high-value consumption of patients. Behind these surface data analysis, we may also need to provide more in-depth digital services.
