Use of Chatbots to Enhance ROI on Digital Spends

wp:heading /wp:heading wp:paragraph This work was done for a leading healthcare brand which provides healthcare services such as nursing, physiotherapy, critical care setup amongst various others at home. A significant part of the brand’s direct to consumer (retail) revenues come from the digital channel. The brand wanted to explore ideas to enhance the ROI in order to scale spends on the digital channel. Our performance marketing and technology team worked together to create a chat bot enabled customer experience, which helped to significantly improve all funnel metrics. /wp:paragraph wp:heading {"level":3}

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This work was done for a leading healthcare brand which provides healthcare services such as nursing, physiotherapy, critical care setup amongst various others at home. A significant part of the brand’s direct to consumer (retail) revenues come from the digital channel. The brand wanted to explore ideas to enhance the ROI in order to scale spends on the digital channel. Our performance marketing and technology team worked together to create a chat bot enabled customer experience, which helped to significantly improve all funnel metrics.

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/wp:heading wp:paragraph Three challenges we needed to overcome included: /wp:paragraph wp:list {"ordered":true} /wp:list wp:heading {"level":3}

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Three challenges we needed to overcome included:

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1. Understanding clinical aspects to qualify the lead . To qualify the lead the team needed to understand the clinical qualification methodology – how does one assess whether the patients need is acute. This understanding was critical to program the chat bot’s conversation flow.
2. Multiple functions needed to work together . Creation of the chat experience involved inputs and coordination with different disciplines. The functions involved: performance marketing team, clinical & sales team (at the client side) and technology team.
3. Technology integrations . Needed to integrate the chatbots with the existing CRM to not change the way the sales team pursued leads.

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/wp:heading wp:paragraph The innovation in utilizing the bot was to simulate a “form fill” through a very natural conversation. It was important to achieve two things: /wp:paragraph wp:list {"ordered":true} /wp:list wp:paragraph A typical flow is shown in the image below – this chat flow is similar to conversations on popular mobile app, WhatsApp, a familiar chat platform for patients. /wp:paragraph wp:image {"id":2789,"align":"center"} /wp:image wp:heading {"level":3}

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The innovation in utilizing the bot was to simulate a “form fill” through a very natural conversation. It was important to achieve two things:

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1. Mimic an actual patient-physician conversation: To ensure that the conversation flow is as close to how a physician would engage with a patient, starting with basic information and going all the way to collecting information about symptoms, acuteness of such symptoms and so on.
2. Continuously qualify the lead . As the patient or the care giver provided more information about the patient, the lead was automatically getting enriched with this information in the CRM. This simulated a multi-stage form, with the difference that the customer would not feel that she was filling out a long form but was in fact speaking with a trained physician doing a diagnosis.

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A typical flow is shown in the image below – this chat flow is similar to conversations on popular mobile app, WhatsApp, a familiar chat platform for patients.

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