Design of Marketing Materials for salauno Ophthalmology Clinic's Extensive Marketing Campaign.
Client
salauno
Year
2017-2019
My Role
Visual Designer
UI Designer
Tools
Adobe PS, AI, XD
Google Optimize
Initial Problem Discovery
This phase was conducted through a diagnosis by the marketing team, based on discussions with the owner of the clinic chain, as well as with the in-house marketing personnel of the clinic.
The project consisted of:
- Landing pages: Dedicated landing pages por each service
- AB Testing: Conducting A/B testing using Google Optimize
- Website enhancements: Enhancing the website’s agenda pages to facilitate better decision-making patients.
Project Goal
To significantly increase the number of patients seeking services by creating dedicated landing pages for each service, optimizing user experience, and effectively communicating the unique value propositions of each offering, and facilitating the appointment scheduling process.
Features
- Responsive design Landing Pages
- Clear and concise CTA Buttons
- A/B Testing with Google Optimize
- User-Centric Content
- Optimized Loading Speed
- Brand Alignment
Target Audience
Low-income individuals and families:
The subsidized services at a 60% lower cost can be particularly appealing to low-income individuals and families who may have limited financial resources for healthcare.
Seniors and Retirees:
Older adults, especially seniors and retirees, often require regular eye check-ups and treatments for age-related vision issues. The cost savings may attract this demographic, many of whom are living on fixed incomes.
Students and Young Adults: Students and young adults, including university students and working professionals, may find the reduced-cost eye care services attractive. This demographic often has limited budgets.
Local Community and Outreach Programs:
Local community organizations and outreach programs that serve underprivileged populations. The clinic can promote its subsidized services to reach those in need within the community.
Key Challenges or constraints
Digital Accessibility:
Ensuring that the digital materials and platforms are accessible to individuals with disabilities is crucial but can pose challenges in terms of design and development.
Technology Infrastructure:
Reliable internet access and access to digital devices may not be available to all potential patients, affecting their ability to access and engage with online marketing materials.
Research Study Details
Competitor Analysis.
Start by identifying other ophthalmology clinics or healthcare providers in Mexico City that offer similar services, then analyze their offerings, digital presence and gaps.
Customers.
Previously, ther marketing team of salauno had conducted interviews and a comprehensive study of their customers. This meant that we had the advantage of having a solid and valuable database of information regarding the needs, preferences, and behaviors of our potential customers.
Personas creation.
Since the client had preexisting data, this provided us with the foundation to craft user personas, a pivotal step in advancing the landing page project and designing the interface.
Design
During this stage, I developed wireframes, mockups, and high-fidelity prototypes.
Testing
Although a significant portion of the design was driven by heuristic evaluations, our primary focus being on appointment bookings, we conducted A/B testing using Google Optimize to fine-tune elements such as buttons and images. This iterative process led to notable changes and improvements, as exemplified in the following image.
Insights gained from the project
- Data-Driven Decision-Making: Throughout the project, we relied on data and user feedback to guide our decisions, demonstrating the importance of user-centric design and the value of ongoing research and testing.
- Iterative Design: Our use of A/B testing allowed us to make data-driven design decisions, optimizing elements such as buttons and images for increased user engagement and conversions. This iterative approach was instrumental in improving the user experience and achieving project goals.
