CASE STUDY
Digital Presence for the Best International Ophthalmology Service
Areas
Investigación de usuario. User personas. Customer Journey Mapping. Experience design. Programmatic advertising. Paid Media. CRM Strategy. Marketing & sales automation
The Barraquer Ophthalmology Center is a leading medical institution in the prevention, diagnosis, and treatment of eye diseases at an international level. It needed to translate the quality and leadership of the clinic and its professionals to the online medium. We created a patient-centered platform that positions Barraquer as a leader in the digital realm, significantly improving business through the online channel.
Since 1941, Clinica Barraquer has been offering comprehensive ophthalmological care to patients from all over the world thanks to a medical team of more than 30 highly specialized ophthalmologists with recognized professional prestige.
Despite our expertise in the health sector, this project was a great challenge for Runroom: we had to translate the quality and leadership of an internationally renowned clinic like Barraquer to the online medium.
We began our work with an internal research process, essential in all our people-centered projects, to identify and map the Persona of Barraquer and align business objectives: enhance internationalization, capture leads and convey the values and prestige of the institution.
The Patient Centric approach allowed us to delve into each of the main Personas to detect real needs and frustrations of the patients or users of the digital platform and discover opportunities in the online environment.
A multi-device design, focusing on performance and user experience with an iconographic system of exquisite and rigorous illustrations created by the Forma.co team, ensures the achievement of objectives and understanding of the content.
We are responsible for designing the strategy of Performance Media campaigns aimed at lead generation.
To ensure the efficiency of the marketing and sales strategy, we implemented and integrated a new CRM. We also integrated all data entry points with the CRM to automate operational processes, as well as provide better customer service with automation systems.
Based on a simple information architecture oriented to user intents, we quickly achieved a 20% increase in Lead conversions.
A comprehensive project that quickly positions Barraquer as leaders in the digital realm, significantly improving the business generated through the online channel.
“Estamos especialmente orgullosos con el resultado de este proyecto ya que supone un perfecto término medio entre cubrir las necesidades de negocio y las necesidades del paciente, eso es gracias a la confianza depositada en Runroom por parte del equipo directivo de Barraquer. César Úbeda, Chief of Experience Officer, Runroom”
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