To modernize healthcare access, Saudi German Health (SGH) launched a seamless, user-friendly mobile app. Through strategic media efforts, influencer collaborations, and targeted messaging, the app gained 1.5 million downloads in a year, facilitated one-third of all bookings, and achieved a 4.6-star rating. It also drove a 30 percent increase in monthly revenue and attracted 10 percent of new leads.
Saudi German Health's (SGH) objective of increasing app-based bookings was selected based on factors including customer demand, improving business efficiency, generating revenue, enhancing the customer experience, staying competitive, and leveraging digital transformation opportunities to modernize operations and gather valuable data for better decision-making and marketing.
Increasing the number of app downloads was selected as an objective because it directly correlated with expanding the SGH app's user base and potential customer pool. More downloads imply increased awareness, usage, and potential revenue. The brand also wanted to achieve better ratings to enhance the app's reputation and user trust.
In SGH's debut campaign year, launching its mobile app posed a multifaceted challenge. The brand's primary goal was to surpass user expectations, ensuring safety, acceptance, usability, engagement, and trust. It prioritized implementing robust measures to safeguard user data and interactions.
A seamless, user-friendly experience was crucial. Previous shortcomings emphasized the need to enhance usability to cater to diverse user needs. Additionally, creating a compelling, informative, and enjoyable app experience was vital for user engagement. This comprehensive approach aimed to resonate with the brand's audience, ensuring the app's success.
SGH's audiences encompass a diverse range of individuals who seek accessible and efficient healthcare solutions. This includes three primary segments: current old mobile app users, existing patients, and potential patients it aimed to acquire.
SGH's media and creative strategies collaborated seamlessly, conveying its app's value effectively. Influencers, social media, and targeted content expanded reach.
SGH's marketing strategy seamlessly integrated channel and enabling technology to effectively reach its diverse target audience and capitalize on their affinity for mobile technology. At the core of its campaign was the compelling idea of "Our world of healthcare now at your fingertips," encapsulating the app's promise of streamlined healthcare access.
This messaging resonated with both existing users familiar with SGH and potential users seeking convenient healthcare solutions. The call-to-action (CTA) "Download App Now" was concise and compelling, addressing the audience's desire for quick solutions while highlighting the app's accessibility and relevance to their health needs. Additionally, "Book an appointment in less than 5 seconds" directly spoke to the audience's craving for prompt healthcare services, linking convenience to overall well-being.
SGH's channel plan utilized diverse touchpoints to effectively engage its audience. Engaging video ads showcased the app's ease of use, emphasizing five-second appointment booking. Social media posts strategically targeted tech-savvy platforms, while interactive banners on healthcare websites facilitated direct downloads.
These elements harmoniously drove results by resonating with users, creating emotional connections, and prompting action. Engaging videos aligned with user expectations, while social media posts encouraged conversations, and interactive banners facilitated frictionless downloads.
In synergy, these elements facilitated engagement, downloads, and ongoing usage, aligned with user behavior and needs. The brand's tailored messaging and platform utilization maximized reach and impact, ensuring alignment with the app's promise of simplified healthcare.
This comprehensive approach led to successful adoption and sustained engagement. SGH's creative use of media channels and enabling technology was instrumental in delivering its message and driving action among the target audience, culminating in the campaign's success.
The state of the brand's old app in the marketplace was less than optimal. It faced challenges related to user-friendliness, resulting in a reliance on traditional appointment booking methods. Additionally, it received low user ratings, indicating dissatisfaction among users. These issues highlighted the need for significant improvements to enhance usability, user satisfaction, and overall performance in the competitive healthcare app marketplace.
The campaign successfully achieved its objectives and goals. The primary objectives were to increase user adoption of the new healthcare app, streamline appointment booking, enhance user satisfaction, and boost revenue generation. These objectives were not only met but exceeded.
Within just six months, the app gained an impressive 500,000 users, 1.5 million in only its first year, reflecting its widespread adoption among the target audience. One-third of all bookings were conducted through the app, showcasing its effectiveness in streamlining the appointment process. User satisfaction remained consistently high, with a remarkable 4.6 rating, affirming the app's ability to meet user needs effectively. Financially, the app significantly contributed to the organization's revenue, with monthly growth exceeding 30 percent. Additionally, over 10 percent of new leads were generated through the app, highlighting its capacity to attract and convert prospective users into valued customers.
