A business must restructure services to operate digitally
In recent years, the role of psychologists has become increasingly vital due to global and personal challenges affecting people’s lives. Many businesses that once focused solely on in-person services saw the need to expand into the digital world.
EvoluSer, like others, realized that the online space was highly competitive. It became clear that adapting and elevating their service quality was the only way to carve out space amidst the competition.
With digital tools, providers can connect with patients wherever they are, offering more opportunities to engage clients, whether through sales or encouraging loyalty with existing services.
“I’m very happy and at ease knowing that I have help from your work. You manage to pay attention to details that don’t even cross my mind.”
Joice Carina, from Espaço EvoluSer
A truly human-centered care space
One of the main pillars of this company’s proposal is its commitment to providing psychological support to clients beyond the reserved session time. This support extends from pre- to post-consultation, which clients recognize as a significant differentiator.
Social media channels are always active with high-quality content. Also, the professionals participate in community projects and one of the city’s radio shows, where they engage with participants in a casual manner. These aspects needed to be showcased to individuals interested in starting therapy.
Justifying online prices was challenging, but I resolved it
EvoluSer recently began offering online services in response to demand from Brazilians abroad seeking highly qualified psychology professionals. Initially, the audience was limited to the state where the company is based.
The company’s physical space entails costs related to the amenities offered to clients at its headquarters—benefits exclusive to in-person services, which couldn’t be transferred to the digital format.
As a result, features that added value to the company’s services vanished online, creating a need to enhance the customer experience and compete with the many competitors on the internet.
Results
Metric | Value |
---|---|
Daily Google users in Brazil | 88% of the population |
Search volume for psychology topics | 90,500 searches per month |
Challenges solved by an expert
The company initially attempted to manage its own ads but struggled to optimize conversions due to a lack of tracking and campaign optimization expertise.
The cost-per-click during this self-managed period was high, but we reduced it from R$6 to less than R$1.
Goals achieved
Reduce the cost of acquisition per lead
Generate a constant demand for contacts for the company
Develop standout points against the competition
Benefits
Benefit | ||
---|---|---|
Increased session fees | Higher overall revenue | Greater net profit per session |
Marketing strategies used
Creating online service materials
With the owner, we planned materials to attract leads and enhance the experience of online clients.
We developed guides for dealing with crises such as anxiety, panic, depression, domestic violence, or sexual abuse. Website visitors could access these free materials, showcasing how the professionals worked and attracting clients to their crisis intervention (psychological emergency) sessions.
For online service differentiation, we created resources focused on personal and professional skill development, practical self-care, and continuous improvement. Compared to competitors at the same price, this strategy made the company far more appealing, increasing conversion rates.
Business model restructuring
Previously, clients who reached the clinic were assigned to individual professionals, who were also responsible for acquiring new clients independently. However, many professionals lacked the time or inclination to develop a public image online due to personal constraints.
We shifted to a model where the company managed client acquisition and loyalty while charging for individual sessions. This resulted in a 155.8% increase in net profit per session and reduced the owner’s operational workload.
Behavioral analytics and audience mapping
Since this was the company’s first foray into performance marketing, I had to identifiy key conversion drivers. By reviewing user interactions on the site, we optimized campaigns and tested variables that improved conversion rates.
I also tracked visitor behavior to identify their other interests, enabling a more targeted communication strategy across all sales and engagement channels.
This understanding of audience characteristics helped ensure continuous service consumption over time.
Enhanced pre-service support
I observed that quick responses on WhatsApp significantly improved conversion rates compared to delayed replies. The absence of a dedicated person for client inquiries caused delays and reduced conversions, as clients could easily contact competitors.
I helped implement an employee for remote support, ensuring prompt responses to new messages and website contact requests.
Conclusion
The project yielded numerous benefits:
- Increased visibility to new clients;
- Higher demand for services;
- Improved financial returns through service reorganization;
- Enhanced market trust and recognition.