Context
An existing medical platform facilitating appointments between patients and healthcare professionals, faced challenges with user engagement and platform utilization. The platform, operational for two years, aimed to allow doctors to create profiles and offer various consultation methods. However, the number of active users and specialists was insufficient for significant adoption, causing trust issues among doctors and difficulty in attracting investors due to low usage.
Problem Identification and Consequences
Our analysis revealed a high onboarding churn among specialist doctors. The existing process to create a doctor’s profile was lengthy and required to be completed in one sitting, which discouraged new registrations. Specialists were required to enter extensive information about their practice. If a user exited the onboarding process prematurely, all previously entered data was lost, significantly reducing the completion rate and, consequently, the platform's ability to expand its offerings and user base.
Solution Implementation
To address the onboarding churn, we restructured the account creation process into segmented stages, allowing specialists to save progress and return at their convenience. This was visualized through a progress bar at the top of the screen, indicating completed sections. The process was broken down into seven distinct parts: basic info, profile description, education, work experience, medical info, insurance providers, and pricing.
Additionally, to tackle the dropout of users in the final stages of account creation, a new strategy was employed where sales representatives would reach out to these specialists to offer assistance and understand their reasons for not completing the process.
Business and Product Gains
The implementation of the segmented registration process proved successful. Completion rates increased from 10% to 50%. The follow-up by sales representatives on incomplete registrations further enhanced user retention and completion, providing insights into user needs and potential improvements for the platform.
This multi-faceted approach improved the onboarding experience and enhanced trust and reliability among new users, setting a foundation for future growth and potential investor interest.
