Post by account_disabled on Jan 22, 2024 10:56:27 GMT 5.5
Client: PerioCenter - clear expert Network of periodontology centers Website: periocenter.com.ua Content Client: PerioCenter - clear expert Network of periodontology centers Audit of the information field The results of the study of the information field How to effectively promote educational products in the medical field through research Hypothesis and tasks for CX research The work for which the client hires training courses Customer Journey Map - Customer Journey Map Results of research on the experience of dentists and owners of medical facilities Feedback from the customer Viktor Kryzhanovskyi after the end of the project PerioCenter Education - Positioning International educational center for training and advanced training of dental specialists The good service design experience of the PerioCenter clinic inspired the customer to further cooperation and a new, more complex project. Using the accumulated knowledge about patient service and the experience of experts of the network of clinics, it is necessary to design a new educational product for dentists. Audit of the information.
field The project plan was drawn up and adopted. We start, as always, with the audit of the information field. For us, this is the first step — immersion in the topic of business, when several important tasks are solved. Namely: a list of competitive offers and descriptors is compiled and clustered; a "mask of group positioning" is created - we understand how competitors communicate with the audience, what the customer sees and knows about products in this niche; a UX audit of competitors' sites is conducted, all positive and negative findings are recorded; benchmarking (search for new ideas Country Email List in adjacent niches) is conducted in English-speaking countries with developed economies; a positioning matrix is drawn up and a search is made for free positioning niches. It takes about two weeks to analyze this data. We simulated the behavior of the target Internet user in the situation of searching for dental courses. All sites published in Google search and Google maps were analyzed when searching for "dental courses", "dental courses in Ukraine" and similar ones. The sample included sites from the first page of the issue, including advertising and organic positions. Auditing a larger number of sites within the framework of this study was not appropriate. Behavioral analysis of the use of Google search by Backlinko indicates the following.
features of user behavior: Only 9% of Google users make it to the bottom of the first page of search results 59% of Google users visit only one page during a search session For location queries, 42% of users click on a link inside a Google Maps block 50% of Google users go to a site from an issue within 9 seconds of a search The average time it takes a Google search user to click on something is 14.6 seconds Only 0.44% of users go to the second page of Google search results In other words, the analysis of sites on the second and subsequent pages of Google can be neglected and focused on the experience of the majority of the audience (99%), who find what they need on the first page of the search. The results of the study of the information field Brands that provide educational services to dentists were divided into three groups: actually Training centers specializing in the education of dentists, brands, suppliers of goods for dentists who conduct educational events, and dental centers that have their own educational products. Let's omit the commercially important details included in the report for the customer. Abstractly speaking, as a result of research, we came to the conclusion that communications in this niche are very weak, have the character of describing "technical properties of products", without appealing to the benefits.
field The project plan was drawn up and adopted. We start, as always, with the audit of the information field. For us, this is the first step — immersion in the topic of business, when several important tasks are solved. Namely: a list of competitive offers and descriptors is compiled and clustered; a "mask of group positioning" is created - we understand how competitors communicate with the audience, what the customer sees and knows about products in this niche; a UX audit of competitors' sites is conducted, all positive and negative findings are recorded; benchmarking (search for new ideas Country Email List in adjacent niches) is conducted in English-speaking countries with developed economies; a positioning matrix is drawn up and a search is made for free positioning niches. It takes about two weeks to analyze this data. We simulated the behavior of the target Internet user in the situation of searching for dental courses. All sites published in Google search and Google maps were analyzed when searching for "dental courses", "dental courses in Ukraine" and similar ones. The sample included sites from the first page of the issue, including advertising and organic positions. Auditing a larger number of sites within the framework of this study was not appropriate. Behavioral analysis of the use of Google search by Backlinko indicates the following.
features of user behavior: Only 9% of Google users make it to the bottom of the first page of search results 59% of Google users visit only one page during a search session For location queries, 42% of users click on a link inside a Google Maps block 50% of Google users go to a site from an issue within 9 seconds of a search The average time it takes a Google search user to click on something is 14.6 seconds Only 0.44% of users go to the second page of Google search results In other words, the analysis of sites on the second and subsequent pages of Google can be neglected and focused on the experience of the majority of the audience (99%), who find what they need on the first page of the search. The results of the study of the information field Brands that provide educational services to dentists were divided into three groups: actually Training centers specializing in the education of dentists, brands, suppliers of goods for dentists who conduct educational events, and dental centers that have their own educational products. Let's omit the commercially important details included in the report for the customer. Abstractly speaking, as a result of research, we came to the conclusion that communications in this niche are very weak, have the character of describing "technical properties of products", without appealing to the benefits.