A Medical Imaging Company’s CX Overhaul Boosts Customer Satisfaction and Revenue

ImagingCo* offers a wide range of medical imaging procedures, such as MRI scans, CT scans, and X-rays. Its growth strategy was ambitious, but it faced marketing challenges. After conducting a six-week growth diagnostic, we determined that a performance improvement effort focusing on customer experience transformation was just what the doctor ordered.

Over the next 11 months, we worked to increase ImagingCo’s marketing knowledge and revamp its existing capabilities. Underinvestment in, and limited understanding of, digital marketing channels had resulted in a shaky commercial foundation and stagnant growth. Additionally, an inefficient and cumbersome user experience was discouraging prospective patients as they moved along the customer journey. The UX challenge was further complicated by the fact that ImagingCo had two target segments with very different needs: patients (B2C) and doctors (B2B).      

Serving customers with competing requirements

On the B2C side, we helped design a new customer journey from the ground up. A redesigned interface provided consumers with a seamless experience, shortening the booking process from six steps to just three. Page loading times were reduced, resulting in more accurate displays of appointment and procedure availability. Additionally, we assisted in building up previously neglected marketing channels, such as paid search, and then made sure ImagingCo’s marketing team had the right skills to manage these improvements going forward. New platform functionality allowed ImagingCo to send text messages to patients once their physicians referred them for treatment, while another feature offered more transparency into estimated procedure costs.

Our B2B efforts focused on supporting ImagingCo’s staff in providing top-tier customer service to physicians. These teams were upskilled and armed with new tools to help them reach doctors more effectively. We provided coaching and dashboards that enhanced the company’s internal capabilities and created a smoother user experience for employees. We also codeveloped an e-referral platform so that doctors could request patient referrals without paper forms. New marketing campaigns tailored to physicians increased ImagingCo’s brand recognition and drove platform adoption. Automation solutions for back-office processes reduced the overhead of handling new revenue. 

User-friendly CX results in increased sales

The results of our collaboration with ImagingCo were swift and valuable. The company experienced a threefold increase in web traffic, leading to a 24% jump in bookings. Bolstered by paid search, marketing’s net contribution grew by 43 times. The timing of these marketing improvements proved fortuitous, positioning the company to better withstand the disruptions of the Covid-19 pandemic. It now boasts a digital customer experience befitting a market leader.