Introducing an additional step in the journey to increase paid search campaign efficiency

In the past, patients went to their local doctor to get a sick note issued, but since the coronavirus pandemic, there has been an increased demand for online sick notes. So, why not promote this service to the patients searching on Google for places they can receive an online sick note from? Said and done - as we say in German.

Let the results speak first:

23% of all app downloads now come through this campaign with a 65% conversion rate from download to booking

The user story

As an employee who is off sick from work, I want to know if I can get a doctor's appointment on the same day so that I can hand in my sick note to my employer within the right time. 

Acceptance criteria:

As an employee who needs a sick note, I understand 

• when the next appointment is available.

• what actions I need to do to book an appointment.

The patient journey we decided on

One of the user needs we identified was that the patient needs to know if we have an appointment available first before taking any further actions. By adding the landing page as an additional step, we can show patients when we have doctor appointments available in the next 24 hours.

Interesting fact: The app agency we worked with advised us to redirect patients directly to the app store as this would be best practice. But the campaigns they ran for us on other channels without the extra step were less cost-efficient than our chosen approach.

Outcome and conclusion

Based on the user's needs, sometimes an extra step in the journey is required to provide them with the information they need to decide. In this case, the extra step added had a significant business impact.