HISTORY OF SUCCESS OF THE MONTH (June 99):
This month we reproduce the history of The Clinic Barragán (www.clinicabarragan.es). It is an article sent by Pedro Alvarez to which we are grateful for his contribution. After Americans receive several requests on success histories of webs, here we have the history of a Spanish web: a clinic of that Internet has been able to make use to win clients.
INNOVATIVE COMPANIES - BUSINESSMEN WITH VISION.
Contribution of Pedro Alvarez of Columbus-digital.com
I have wanted to write this article to do justice to those businessmen who without being intrepid young people addicted to the new technologies, break with the habitual profile of the Spanish businessman and we surprise with his vision and with his continuous capacity of innovation.
Thanks to them we can see today some traditional business that have been able to recognize the infinite possibilities that offer us the new information technologies and work already to prepare his organizations before the technological challenge.
They are the promoters of the change, which with his example open the eyes of those that even being also businessmen need to see how others take the initiative. They are not great, but they are those who have in his hands the possibility of doing that our country does not remain behind in the new digital age.
I would like to exemplify my article with a case in which I am lucky to take part and from here I thank these businessmen for his determination and illusion in what they do.
A NEW MODEL OF BUSINESS FOR THE S.XXI
In 1.997 I met Fernando Barragán plastic surgeon with more than 30 years of experience and it presents itself at the head of Clinic Barragán (www.clinicabarragan.es) of big international prestige.
Of that time Fernando, with his 55 complete years, was using the computer of his office basically to do the pursuit of his patients and to give them, thanks to the technology Mirror Image System, an approximate idea of the result of the operation.
In our first interview, Fernando showed a big interest in Internet, as it is logical, it had many doubts but his interest was relapsing in how achieving that persons of the whole world could gain access to the clinical Internet route, get in touch with him personally to know his problems and later they will move to the clinic to carry out the operation. Undoubtedly, this was the seed that there made be born a project which principal target was to implant a new model of business based on Internet.
The first phase of the project was to create a web that was transmitting the image and all the values of Clinic Barragán simultaneously that was reporting of all the services that are offered in the clinic. Also there was created a paragraph of news, advices and a service of consultation where the interested person could exhibit his case to Dr. Barragán across a form so that this one was answering him for email. The latter service was created thinking about the privacy that offers the e-mail and about that could help some persons to exhibit his case without need to give his identity in addition to saving time in calls of phone and displacements to the clinic.
Certainly, our initial exposition was correct and the consultations increase every day coming from all parts of the world.
Nevertheless, and to be honest we must tell here that it is not easy to manage to create a stable visitors traffic, and not only that, but visitors who do his consultations and then they come to the clinic. It does not cost already in spite of putting the web in the Network and discharging it in searchers, it is necessary to promote it constantly inside and out of Internet, and this is a key work for the success. We have been lucky to meet on the Olé people (www.ole.es). They understood from the beginning that behind the project of Clinic Barragán there was the vision of the doctor and a team of persons working to make it real. The first thing that we did with Olé there was a campaign of banners of two months of duration that began in January of this year. We hire 206.512 impressions in several categories for two months and a whole of 1.558 was obtained clicks. The effectiveness of the campaign was 0,76 %, that is to say, of every 100 persons who saw the banner 0,76 they were clicking. These results discouraged us enough and this worry we transmit it to Alex and Andreas de Olé and together we analyze the causers of this low effectiveness. We come to the conclusion that factors as the implantation of Infovía Plus in January and all the servants' problems and e-mails that we had, in addition to the creativity of the banners and the segmentation inside Olé there were the consequence of this bad result.
Now we have designed a new campaign this time bearing in mind the committed errors and have been employed at team with Olé who has advised us in the segmentation and in the creativity of the campaign. Also, Dr. Barragán has promised to be present in digital means of continued form for which has destined a monthly publicity budget online.
In the second phase that will begin in a few weeks we will introduce new services in the web and also some changes that allow to the doctor to take a more detailed pursuit of the consultations that receives online. This way, we will create the patients' historical one online to that these will be able to gain access by means of password and see his record or modify his personal information, also we will create inside the web a system so that the interested parties could share his opinion or experience and create this way a virtual community half-closed to the beauty.
There are more things in mind, but it is necessary to go slowly to come very far. Every step that happens has a few consequences that have to be analyzed and born in mind for the following steps but the train is in march and his driver, Dr. Barragán, can where he wants to come and that facilitates to all the trip.
Privacy: I never rent, sell or trade with the information of contact of nobody for no reason. I respect your privacy and hate the Spam so much how you!
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