Digital strategy to transform the marketing of health products and services
- DIGITAL STRATEGY
- DIGITAL MARKETING
- DIGITAL HEALTH
- DIGITAL PRODUCT
- DIGITAL BUSINESS
Design of the digital strategy and implementation of Quirónsalud e-commerce
Digital Strategywith a focus on business and marketing
Digitized business cycleAimed at attracting and converting
Technologyat the service of business goals
How to make the digital business of Quirónsalud a reality?
Quirónsalud is the leading company in Spain in the provision of healthcare services, with an established business and a recognised brand. As part of its strategy, one of its goals is business development through digital channels, using all its medical specialities and its integrated patient care model.
To define an integrated digital strategy and launch a service marketing platform
- Working in an aligned manner on products and services, the technology platform, digital marketing, the relational plan (CRM), the organization and processes; the challenge is to design a global action plan to guide the launch of the new digital business of Quirónsalud. With three very specific goals:
- To be able to attract new customers through the Quirón brand
- To visualise the entire (digitised) business cycle in an integrated way
- To be fully generalist in the offering of medical specialities and services
With a global business-oriented strategic approach that is made tangible in a digital healthcare platform
- Benchmark. Analysing the main health services platforms in the market, as well as competitors in medical services and their online positioning.
- Digital Marketing Plan. Determining the different channels, online and offline media, techniques and content to be used for the launch of the business, the generation of leads, and the relationship with customers.
- Organisation and Processes. Defining the organisational structure, functions and responsibilities to support the operating and management of e-commerce.
- Technology. Defining the minimum viable product for the first phase, as well as its evolution based on the capabilities of Prestashop as the base platform selected.
- Methodology. Applying an agile philosophy to the entire initiative and using the scrum methodology in defining and implementing the digital platform.
The Quironsalud e-commerce platform is already generating digital business for the company
Through different online sales formats and different types of digital product
The platform is integrated into the hospital appointment scheduling systems to create the best user experience.
eCommerce is integrated into the Quirónsalud digital asset ecosystem
Its operations are coordinated with the other areas of the company to ensure the goals are met at the digital business level.
This project has also led to the development of additional services
Such as telephone consultations, responding to a context of new needs by customers and patients.