How to connect with the consumer?
With a mix of cutting-edge technology plus good editorial quality. The example of Netdoktor.de

Since its foundation in late 1999 NetDoktor created a very strong asset base: An extensive pool of high quality medical content, a strong brand and millions of unique users each month. However, when I joined NetDoktor mid of 2017 the company faced some issues: Slowly – but constantly  – it was losing traffic caused by a decrease in SEO visibility. And it had downgrading user engagement KPIs.

To address these issues we decided to switch from a “traditional” keyword -driven SEO strategy towards a comprehensive user-centered product strategy. This strategy change contained five crucial aspects:

1)    “Complex content – user-orientated explained”
We “translated” the core parts of our medical content into a more laymen-understandable language and enhanced the texts with rich media and interactive elements.
2)    “Testing is better than “gut-felt” discussions”
We switched to an MVP-based product development approach, mainly driven by user-tests and permanent optimization loops.
3)    “Needs met – create real added value”
We developed and implemented the NetDoktor tools – easily accessible medical tools that offer our users a deeper understanding of their issue than just text and images can do.
4)    “Numbers excel roles”
We drove a cultural change: Instead of a slightly autocratic decision-making processes, which had been mainly determined by individual beliefs – we are constantly encouraging a KPI-driven democratic approach.
5)    “Use the growing digitalization as a springboard”
We are constantly researching and testing new ideas emerging by the rising digitalization inside the still quite traditional health market – aiming to expand our business model.

Now, nearly two years later our KPIs prove that we did make the right decisions: Our SEO visibility has increased by 93% – currently leading to an all-time-traffic high. Our important user engagement KPI, the PI/Visit ratio, has risen by 20%.  And new revenue streams could be generated.