2. The purpose of conducting patient surveys is to gather intelligence and
insight in order to better understand how to effectively market to them.
The patient intelligence allows us to identify key motivating factors that
have caused patients to undergo hair transplantation. Patient surveys
will also uncover the emotional pain points and reveal the decision
cycle that clients undergo. The goal is to extract these factors in
order to incorporate them into the marketing campaign, marketing
messages and content creation for hair restoration / transplantation
CUSTOMER INTELLIGENCE
s
3. It is imperative to gain customer intelligence from each stage of the patient
cycle. Understanding the patient pain points in each stage will provide key
insight of influencers, motivators and deterrent that patients undergo. The
process will also provide a full overview of what type of content that should be
created for each stage.
PATIENT CYCLE
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REMEDY SEARCH CONSULTATIONDISCOVERY
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TREATMENT
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4. CONTENT IDEAS
Listed below are various content subjects that can be used to create blog
posts, videos, eBooks and whitepapers. The content subjects are derived from
information that directly relates to hair restoration / transplantation
Describing causes of hair
loss
Debunking quick fix
alternatives
Interviews and insight from
hairstylist that have worked
with damaged hair
Comparing and contrasting
treatment cost to alternatives
Beautification tips Providing insight on
cosmetology & dermatology
trends
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5. Once the Patient Intelligence is
gathered the intelligence is then
used to formulate a Customer
Persona. A customer persona
provides a full profile overview of the
key triggers that influence, pain
points, social media and blog hubs
that customers frequent.
CUSTOMER INTELLIGENCE
s
