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Meet Doktor24, one of Sweden's largest digiphysical healthcare services that provides accessible and sustainable healthcare through a 24/7 available mobile app and 60 connected health clinics. Learn how I have helped them master customer loyalty and user engagement to their over 1 million patients with a relentless focus on value creation and more profitable business growth.
The innovative digiphysical healthcare service provider leverages the power of modern technology to redefine patient care and health accessibility. Operating in the highly challenging and constantly evolving healthcare industry, Doktor24 faced increasing complexities in encouraging and maintaining customer loyalty at scale.
Despite having a highly innovative and effective business model, the organization wanted to explore more-efficient and value creating ways to reach out to its customer base in a personalized and impactful manner. This can primarily be attributed to limitations in leveraging the vast troves of user data, an increasing customer base, and the technical barriers connecting the required marketing stack.
The main mission for Doktor24 was to improve user engagement, yet to stay personalized at scale and overcome the lack of effective data-driven decision-making mechanisms. The structure of its CRM marketing initiatives was largely predetermined and static, failing to cater to the individual needs and preferences of the patients. Furthermore, the large volume of user data at their disposal remained largely untapped due to outdated tools and systems. This, in turn, hindered effective segmentation, adversely affecting their acquisition, retention, and loyalty strategies.
Equip the organization with the leading user engagement platform Braze and innovative data analytics solutions perfectly tailored to suit the workflows of the healthcare industry. Through a plethora of features, like real-time data usage and personalized messaging, the company was able to target and engage its customers on a personal level. The ability to utilize data in real-time coupled with predictive analytics promised a significant advantage in understanding customer behavior and propensity to interact, making it simpler and more efficient to foster loyalty and customer satisfaction. Along the enablement for driving user engagement at scale, I have:
The journey to integrating the new Braze platform and CRM solutions was not without its challenges. It involved overhauling the existing data processing system, connecting the patient eco-system and apps to the Braze user engagement platform, and investing significant resources into patient journey mappings. However, by starting with smaller pilot projects, the organization was able to scale gradually, identifying potential issues early and iterating the solution for optimal performance, lower churn and increase user customer loyalty. Continuous feedback and agile methodologies were utilized to streamline the integration process and act swiftly in the face of arising challenges.
With the new user engagement platform and CRM strategy in place, Doktor24 witnessed an impressive improvement in customer loyalty, owing to the personalized messaging and targeted engagement. Furthermore, the decision-making process, now backed by comprehensive and actionable insights, resulted in astoundingly effective marketing strategy development. As a result of the advanced segmentation capabilities and predictive analytics, the loyalty rate increased, solidifying Doktor24's standing in the market as a responsive and personalised digital healthcare provider.
As a certified CRM marketer, I drive best-in-class customer marketing strategies that will both support the brand's promotional efforts, as well as shape the complete end-to-end customer journey using modern platforms such as Braze. Learn more how I can excel your CRM marketing strategy.
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