Expresa Salud Emocional, a mental health center in Lima, Perú, needed a landing page that could explain their new service, Conversatorios Online, during the COVID-19 pandemic.
Problem:
- During the COVID-19 pandemic, the mental health center in Peru faced a challenge where most patients couldn’t attend in-person therapy sessions, resulting in a high discontinuation rate.
- Conversations with the center’s owner highlighted the need for a solution.
- The center needed to convey the effectiveness of online therapy, attract new clients, and improve patient retention.
- Research into how other centers in Lima, Peru, and Latin America adapted to the pandemic confirmed the problem.
Goals:
- to increase patient engagement, higher attendance, and the acquisition of new clients.
- to provide clear, up-to-date information for the website, emails, and social media channels (in particular, Instagram) about each virtual group meeting conducted by the center’s therapists.
My Role:
- I proposed the idea of exploring the “Conversatorios online” concept, online meetings to talk about topics related to the pandemic that could be useful for people to deal with the situation, and at the same time a chance for the center to get more clients
- I crafted content for the landing page using relevant keywords according to the data from Google Analytics. Also, the content for the FAQ section.
- I improved the landing page, social media posts, email marketing, and FAQ based on insights from initial online sessions.
- I created presentation templates, social media posts, and videos to promote the meetings.
To reach the goals,
- I did some research to understand how other centers were adapting to the pandemic.
- I analized some data from Google Analitycs, news from Peru and social media to deepen my knowlegde about the situation there and how people was behaving.
- Insights from the initial online sessions led to landing page improvements, including addressing participants’ pain points like shyness and eliminating the need for cameras.
- I provided guidance and tips for therapists and participants to enhance their experience.
Outcomes:
- The project successfully increased attendance from 5-6 to 10-12 participants within the first month.
- Initially, the idea was to do the online meetings for a month, but it lasted 4 months.
- Landing page views grew by 25%, and the center received more inquiries about group and individual therapy.
- Social media engagement increased from 1-2 messages per day to 5-10 on the center’s Instagram profile.
- The project emphasized the importance of user feedback and continuous improvement.
What I Learned:
- Collaborating with therapists and participants for input would have enhanced the project further.
- Addressing tech skill challenges and providing support for participants and therapists improved the overall experience.
- Metrics such as increased attendance, landing page views, and social media engagement indicated the project’s success.
- Continuous adaptation and improvement were essential in responding to evolving needs during the pandemic.
