Marcel, we're beginning to discover that it's not just
about figuring out how the customer would
use your product, but also, at high level, how
the customer acquires the product in the first place
and what happens after the customer has used the product.
Understanding the full life cycle use case
is of utmost importance to us.
In this case, to give you a break
down, first of all, creating the online visibility,
in this case, with online marketing,
to make sure that they come across our service by,
for example, conducting a particular keyword search.
Secondly, once they're on your website, visit your website,
make sure that they actually convert,
meaning they're doing something with the website,
booking an appointment, calling a doctor.
And then, actually thirdly, after they
have used the service, to make sure
that they have a really good experience, because, this way,
you can assure that they might come back,
or might even actually spread the word of mouth,
and therefore create more awareness
offline of our service.
Let's bring back Maggie, your persona, into the conversation.
How does Maggie even discover, in the first place,
that she might need a service like yours?
As I mentioned before, Maggie just
relocated from Singapore to Dubai.
She got sick.
And now the question is, where do I go?
She doesn't know anything about the local healthcare system.
And she most definitely doesn't know any providers.
She doesn't have any friends or family
who could support her decision making process.
So she would come across us online
by doing a Google search, for example.
And a possible keyword phrase that Maggie could use
is something like, find best general practitioner in Dubai,
and therefore, comes across the TraveDoc website.
Let me challenge you here for a second.
OK.
Maggie is an accomplished professional
who works for a multinational corporation
that I assume has experience with professionals relocating
from one country to another.
Wouldn't the company set her up with a network of doctors?
You might think so, especially since she
is working for a multinational corporation.
Unfortunately, that's oftentimes not the case.
These corporations provide her with a health insurance,
but it doesn't necessarily mean that they support
self-empowered decision making.
And I can assure you that patients like Maggie,
being well educated, having lived in multiple locations
around the world, very much appreciate
self-empowered decision making, getting access
to high quality providers.
So a service like TraveDoc is exactly
serving this particular need.
So even if Maggie's company was able to provide her
with a network of doctors, she actually
wants to do her own research as well.
Exactly.
And that's where the technology part of TraveDoc
comes into play.
Being able to book an appointment,
making arrangements in advance, is
something that also addresses her need
to find a provider, actually, that is
able to match her schedule, rather than vice versa.
So she gets exposed to TraveDoc.
Why does she choose TraveDoc?
Well eventually, because we have a top ranking,
which is really important, as she initially
doesn't know anything about our company.
And as you can imagine, being listed
at the bottom of the Google page will not necessarily
help to convert.
So it's really important to come up, actually,
on top of the page, which adds credibility, et cetera.
And after, physically, she has been exposed to the TraveDoc
search results, she will then discover
what the service is about and how we differentiate.
And of course, converting her into an actual TraveDoc
patient will, hopefully, further expose her
to the benefits of the Trave- Doc service and the quality
that we really take care of.
What makes Maggie come back to TraveDoc
after she's had her first experience with it?
By using the service and eventually identifying, also,
what we particularly take care of,
the quality assurance, something that happens in the back end,
selecting the right providers, not just presenting them
in the best possible way, but also giving Maggie,
as a prospective patient the best possible experience,
we will hopefully retain her as a recurring user
and also help her to spread the word among her peers,
and therefore, create more awareness of the TraveDoc
service.
Marcel, you make it sound so easy,
but I bet it was a challenge for you to figure this all out.
Well, to be honest with you, the process
of identifying what the user actually wants or needs
was not so challenging.
However, doing it was the real challenge.
I think startups actually would be
more successful by understanding their users a little better.