Healthcare Case Study
Zahnklinik Wien Döbling
How Zahnklinik Wien Döbling strengthens trust and increases conversion rate by +15% through AI-powered website personalization.
How Zahnklinik Wien Döbling strengthens trust and increases conversion rate by +15% through AI-powered website personalization.
Every website pursues the same goal: not only to inform visitors, but also to convince them. The way a website communicates plays a crucial role: Which messages are in the foreground? What emotions and tone are used to convey content? And what factors create credibility among the people who should be reached? These are central elements of a messaging strategy. Website content should be aligned based on strategic goals.
When potential customers, for example, inform themselves about different healthcare organizations, seconds often decide whether trust is established. But how can a website build this trust, especially with completely different customer profiles?
In healthcare, the web presence also represents a central source of information for patients. Strategically, healthcare organizations face various challenges to address the trust of their (future) patients through transparency and the right information. An important factor is the diverse patient profiles.
Taking into account the variance of patients, the question arises as to how personalization of website content offers a possibility for strategic diversification in patient communication. The case of Zahnklinik Wien Döbling shows what potential an emotionally optimized approach to visitors in the web presence brings with it.
Zahnklinik Wien Döbling offers a wide range of dental treatments and care, as well as implantology and orthodontics, with its interdisciplinary team. Behind the large range of services lies a flood of information for website visitors, from which they must filter out the most important information for themselves. However, patients are looking for concrete answers. The challenge for Zahnklinik Wien Döbling: Convey medical competence with the right amount of information and trust.
In this context, Zahnklinik Wien Döbling has addressed the question of how effective communication about complex medical topics is through a generic page when patients can be divided into diverse groups.
Maximilian Wanitschek – CEO Zahnklinik Wien Döbling“We wouldn’t standardize in-person consultations either. Therefore, website personalization makes sense for us to be able to address our patients in a targeted way online.”
Without personalization of website content, Zahnklinik Wien Döbling faces the challenge of finding the balance in their content: Regarding different prior knowledge, medical problems and interests – but above all also different requirements for gaining trust and the decision for medical care at Zahnklinik Wien Döbling. This explains why visitor numbers to the page are high, but there is still potential to improve the conversion rate. The solution lies in adapting content based on AI-powered personalization. With the help of AI, the web presence can be improved without increasing marketing costs - including more visitors taking the next step and contacting the clinic through inquiries and appointment bookings.
Zahnklinik Wien Döbling decided to use pagent to automatically improve the content on their website. In this case study, we focus on the information page about dental implants. The basis for personalization is the live website, which is created in a further variation for different target groups through the use of AI. In this variation, texts and images can differ by addressing the target group more optimally to address their emotions and needs.
Through AI-powered A/B testing, it is determined which version resonates more emotionally and which content leads to better user reactions. This creates a data-driven, finely granular optimization of patient communication.
Maximilian Wanitschek – CEO Zahnklinik Wien Döbling“Working with pagent is the best way for us to advance the topic of website personalization. Without straining our personnel resources, we can achieve higher conversions through our web presence. We let pagent create and test the variations almost 100% automatically – with great results.”
Creating the website variation with pagent runs without the use of large personnel resources. pagent segments visitors in a mix of automated and manually optimized personas according to treatment experience and decision phase. After a short time of test creation, Zahnklinik Wien Döbling was able to activate the website variation generated by pagent for live testing. During the three-week test period, pagent learns and optimizes the content based on real user behavior. The goal: Higher conversion rates through better target group communication.
Within just three weeks, Zahnklinik Wien Döbling achieved an impressive increase in conversion rate of +15%. A clear example of how effective target group-appropriate, AI-based communication can be in healthcare as well.
Methodology: The conversion increase was determined in a Bayesian A/B test, with a split of visitors into 50% variation, 50% control group. The result is a conversion rate increase of 15% or higher with a success probability (“chance to beat”) of 95%.
How pagent optimizes long-term: pagent’s self-learning optimization engine continuously analyzes user behavior and reactions to new variations. This allows pagent to continuously generate better optimization suggestions, refine variations, and learn long-term which content works best for which patient profile.