Here’s how an Ergonomist and Occupational Therapist uses telehealth solution (app) to acquire, serve and retain patients for life. Workpose (Ergolution) staff are working in the field of injury prevention for hi-tech, insurance and healthcare enterprises.
Much like any service based business, Ergolution understood that the only way to grow revenues was to add more staff / increase headcount. The more headcount they added, the more the overheads – in other words, profit margins kept getting smaller. Increased headcount also led to higher revenue & cash flow requirements… all the problems that you know very well.
The basic idea was to do the following:
- Acquire – Generate more patient leads with a “foot in the door” offer, at a low cost of acquisition
- Convert – Provide tangible value to these new patients with this low priced offer. This is serviced with minimal effort from our client’s side.
- Nurture – Be in regular contact with these new patients, provide tangible value and aim for the larger business – being introduced to the companies these customers work for.
- Up-sell – Present these initial customers with a slightly higher priced service offering that isn’t a big ask from these new leads. For this, only two pictures were required from the customer. Again, this was also serviced with minimal effort from our client’s team.
How it was executed
The mobile app presents 4 paths to help someone with aches/pains (patient)
- Self assessment – the patient is asked a series of questions to help them with their aches and pains
- Solutions for body discomfort – wherein the patient can click on various body parts to identify self care and ergonomic tips.
- Help videos – helps the patient make immediate changes to their posture with self help videos
- Ergonomic equipment recommendation – helps the patient choose from various products to ease their aches and pains.
Facebook was a perfect venue for advertising the app. Considering the segment that the app was going to help, this would have been a very large audience.
The app was advertised on Facebook with a small ad spend of $5/day (of course, proper audience creation, segmentation etc was done to identify the right kind of audience and show the app to only these users).
In fact, the audience was limited to California as well since it provided more than enough ROI.
Mobile app downloads were achieved at a very low cost per acquisition.
The “foot in the door” offer was for patients to immediately see value in an ergonomic consultation.
Approximately 80% of people that downloaded the app used both the self assessment.
Approximately 20% of these users also used the various solutions the app provides for body discomfort.
About 35% of these users that downloaded the app also signed up to hear more directly from the practice
About 20% of the users that answered various assessment questions, also signed up as a lead to hear more from the practice
To service this “foot in the door” offer, the practice owner and their team didn’t have to spend a single minute. These assessment questions and the solutions for various body discomfort were all canned responses.
In other words, the initial “foot in the door” offer was a raging success !
Nurture – Be in regular contact with these new patients.
All leads that were signing up to hear more from the practice are constantly nurtured via various methods.
Push notifications – there are several ways that the practice is staying in touch with their patients. Push notifications is one of them.
As an example, when a patient is seen using the app within the past hour (i.e. they are actually active), a push notification is sent to remind the patient to take a 2 min break and stretch every 30 mins of sitting at their desk. This has a dual purpose. First, for people that are really using the app, it keeps them engaged and helps them achieve their goals. On the other hand, if someone hasn’t opened the app in the last hour, it doesn’t bother them at all.
Does that mean that the practice is not going after these “inactive” patients? Nope !
Campaigns are set up and regular push notifications are sent to patients that have downloaded the app but are not using it actively. The practice also monitors the conversion rates of these mobile users.
For patients that have already provided their email address or phone number, they are nurtured via email/ SMS providing various occupational hazards and tips on how to avoid them.
Up-sell to existing patients
The idea was to present these initial customers with a slightly higher priced service offering that isn’t a big “ask” from these new patients.
Once we saw that people were interacting with the app and using the various self help and self assessment areas of the app, it was now time to up-sell these customers to a personalized recommendation. We called this “Ask an expert”.
Of course, for their regular practice, this would require an in-person visit from the patient or if this was being done at a contracted enterprise, the team would have to make in person visits to their offices.
Instead, this up-sell, again, required minimal inputs from both the patient and the practice team.
The patient was asked for a single picture from the side of them sitting at their desk (capturing the computer, keyboard and their feet). This allowed the practitioner to “virtually” see the patient and immediately recommend posture changes, recommend any changes to various equipment in use in addition to recommending any alternate desk/chair options.
This was a very easy up-sell as the patient had just undergone self diagnosis, already obtained a lot of tangible value from the get-go.