Author: Branddoctors (A. van Heiningen).
Goal
The goal of the customer needs research was to determine whether there were any relevant customer insights to successfully roll out the “Moet ik naar de dokter” app and prevent both over and under-treatment. The customer needs research was conducted by Branddoctors. Branddoctors is an expert in brand strategy & positioning, proposition development & innovation, and customer experience.
Method
Users and general practitioners were involved in Branddoctors’ customer needs research.
Results
- The app is seen as a relevant solution to the main dilemma when the user is asking the question, “Should I see a doctor NOW?”
- From a consumer perspective, the app appears to be particularly suitable for preventing both over and under-treatment for common “home and garden” ailments. Once people have serious issues, they do not expect or seek answers from the app.
- Furthermore, consumers prefer to avoid visiting the huisartsenpost, with the idea that their own general practitioner knows them. Consumers were also under the impression that a visit to the huisartsenpost falls under their own risk.
- The app is considered reliable due to its look & feel (medical and non-commercial) and the fact that it has been validated by the NHG and recommended by general practitioners/huisartsenposten.
- Due to its reliability, the app is seen as a relevant alternative to searching for information on Google.
Conclusion
The app “Moet ik naar de dokter?” meets a need and appears to offer a reliable solution. The app’s name is seen as spot-on.
Actions based on customer needs research
As a result of the customer needs research, the three health insurance companies (Menzis, VGZ, Zilveren Kruis) were confident in providing funding for the app. In 2015, the target audience for the app’s launch was determined to be parents with young children. The promotion campaign consisted of three parts:
- A Facebook campaign and Google advertisements
- A radio advertisement
- Sending a media kit (including stickers) to all general practices and huisartsenposten.
At the time of the customer needs research, the app had been downloaded over 50,000 times. By early March 2016 (three weeks after the launch of App 2.0), it had been downloaded over 100,000 times. Usage was around 200 times per day during the national promotion campaign and peaked at around 7,000 times per day during the promotion campaign.