A Vivodoc Case Study on Digital Disruption and Innovation
VivoDoc is a healthcare technology company that strives to bring in price transparency and ease of scheduling appointments for patients. They equip healthcare providers and patients with tools created using Artificial Intelligence (AI) and Machine Learning (ML) to discover the right type of care and drive the optimal outcomes for symptoms and medical conditions. They provide a single comprehensive platform with advanced tools and technologies.
Here’s how we helped VivoDoc bring their platform to market through increased awareness, notoriety, and visibility.
SUMMARY
VivoDoc is a healthcare technology company that strives to bring in price transparency and ease of scheduling appointments for patients. They equip healthcare providers and patients with tools created using Artificial Intelligence (AI) and Machine Learning (ML) to discover the right type of care and drive the optimal outcomes for symptoms and medical conditions. They provide a single comprehensive platform with advanced tools and technologies.
Here’s how we helped VivoDoc bring their platform to market through increased awareness, notoriety, and visibility.
OUR ROLES
CHALLENGE
No easy way exists to book direct physician appointments with transparent pricing for patients and for providers to increase their productivity and utilize one platform for all their practice needs.
Their ideal clients on the B2B side are outpatient solo physician practices and group physician practices (including physicians, specialists, dentists, nurse practitioners, physician assistants, chiropractors, etc.) For B2C, it was any patient looking for healthcare services for primary care, specialists, dentists etc.
DISCOVERY
During the onboarding process, we uncovered some key issues that would guide VivoDoc’s Go-to-Market strategy:
- • The number of telemedicine primary care visits increased 350-fold from pre-pandemic levels. 83% of patients expect to use telemedicine after the pandemic resolves.
- • The average wait for a new patient to see a family medicine doctor is 24.2 days. Patients wait for specialists like dermatologists for an average of 60 days.
- • Annual healthcare spending is increasing every year and reimbursement rates for patients from insurance are lower than in previous years.
- • An average PCP in-office visit is 121 minutes long. During that visit, a patient waits an average of 101 minutes and spends an average of 20 minutes with the doctor.
- • Patients of all ages reported that telemedicine visits resolved their concerns 85% of the time, versus just 64% of the time for brick-and-mortar appointments.
By capitalizing on these sectors we were able to review KPIs and customer demand within the marketplace, ultimately resulting in success.
SOLUTION
Developing The Brand
BRAND STRATEGY AND IDENTITY
We developed VivoDoc’s brand identity through our brand strategy workshop executed with the company stakeholders. During this workshop, we mapped the brand’s presence and behavior across the entire consumer journey, and presented a holistic vision of its future-state ecosystem.
Based on the workshop results, we developed a creative brief that distilled the core consumer insight to provide a launching point for creative conceptual development. This, along with additional structured communications architecture, guided the brand messaging and content development to support a consistent, compelling voice across all media.
SOLUTION
Taking The Brand To Market
GO-TO-MARKET STRATEGY
Below is a roadmap that guided our journey when developing the VivoDoc Go-to-Market strategy:
B2B
VivoDoc was created by physicians, for physicians. We know the day-to-day activities of managing a practice, and our integrated RCM and EMR features help you easily manage and grow your practice. Below is an overview of our B2B strategy:
B2C
We want to position VivoDoc as a reliable, secure, medically accurate, and convenient telemedicine service. Below is an overview of our B2C strategy:
PAID MEDIA
We developed a paid media campaign that included search and social:
Each campaign included a specific landing page targeted to both B2B and B2C audiences.
B2B
B2C
We developed a paid media plan that targeted a mix of B2B and B2C audiences. Below are sample ads:
SEARCH ENGINE OPTIMIZATION
These keywords reflect the doctors in the pilot program, as well as keywords that both customers on the B2C side and doctors on the B2B side are searching for.
CONTENT MARKETING
The Vivo Blog
We developed and named the VivoDoc blog to help patients and physicians with challenges.
SOCIAL MEDIA
Our goals are to build awareness about VivoDoc as the primary tool that patients can use to see a doctor quickly and get their medical needs addressed and to enable providers to run their practice efficiently. Increase app downloads from patients and increase sign ups for plans from providers.
Through all social channels, we wanted to build awareness about VivoDoc as the primary tool that patients can use to see a doctor quickly and get their medical needs addressed and to enable providers to run their practice efficiently.
EMAIL MARKETING
To aid in the brand launch, we focused on creating transactional and relational email workflow. Here is a short-list:
demorequestCompletionSA_DD_new
demoCompletionPA_DD_new
demoCompletionSA_DD_new
sendRegistrationLink_DD_New
Practice on-boarding request PA_DD_new
practiceApprovedSA_DD_new
Practice on-boarding requestSA_DD_new
practiceApprovedPA_DD_new
Practice Rejected_DD_new
sendRegistrationLink_rejected_DD_new
roleChangePA_DD_new
roleChangeProvider_DD_new
Password_Change_DD_New
forgot_password_DD_New
appointment_booked_DD_new
patient_appt_doctors_DD_new
patient_reschedule_DD_new
patient_reschedule_doctors_DD_new
doctors_appt_cancelled_DD_new
patient_appt_cancelled_DD_new
check_in_doctors_DD_new
Billing_Update_SA_DD_New
Patient_RegistrationWelcome_DD_new
Add_New_SA_PA_DD_New
Billing_Update_PA_DD_New
Appt_Reminder_Patient_New_DD
Practice_Deactivated_DD_New
Free_Trial_ended_DD_New
setpasswordPA_DD_new
EVENTS
To generate momentum, we helped to develop a launch event for a key physicians to learn more about the platform.
EVENTS
Every new brand needs to generate buzz. We implemented our digital publicity process to help with the launch. Below are sample outcomes of our efforts:
