Crafting Patient-Centric Packages: A Guide

Every 2 out of 3 users on MedicalTourism.Review platform visit and find their clinic trough packages marketplace.

The purpose of the packages is to help your future patients understand the details of the treatment, what services it includes and how the treatment will happen.

How to use add packages form step by step form see here.

All patients have 3 main questions:

What services does it include?
How much it costs?
How it will happen?

There are secondary questions too:

Will this treatment improve my health?
Can I trust the clinic staff?

1. Treatment Package Structure

The main elements of the Package are:

Picture
Title
Subtitle
Main Service
Description
Price
Other Services

Promo - is similar to package structure with the only difference that promo is a premium website wide advertisement option.

2. Must-Have in Treatment Package

There are a few elements that are required for the user to understand the treatment information.

Add Picture - people have a hard time remembering any information without visual cue also the picture helps users differentiate the packages from one another.
Add Title - user will remember your package by title, also from the title user filters which package is relevant and which is not.
Add Subtitle - it gives users a quick intro on the package content and helps understand what the package includes.
Add Main Service - trough that information the user can find your package, on the marketplace packages are filtered by main service, (Ex: if a user looks for dental implants and chooses the filtered packages by dental implants this means that only packages that include dental implants in the main service will show as a result).
Write a Description - description helps users understand the details of the package, what services it includes and how the treatment will happen.
Write in English - it is most useful to write all the information in English because all our visitors are English speaking.

Note: Data shows that these items are the top priority for the package and the quality of these items will decide whether the user is going to open your package at all.

3. Building Best Treatment Packages Step By Step

3.1 Picture

The picture has several functions:

It helps differentiate the packages visually in the package listing page.
The picture helps remember the package by remembering the image and information related to the package.
The picture grabs the attention and associates emotionally to the package.

The image has to represent emotional information related to the treatment outcomes.
Why the patient will undergo often painful, stressful and expensive procedures?
The patient hopes to improve its health and physical aspects, also the patient believes that it will add greatly to his/her happiness.
As a result, the emotions that will be associated with the treatment are most effective if they reflect - health, beauty, happiness.

The image has to relate to the treatment.
If it’s dental treatment the image can show healthy teeth, if it’s cosmetic surgery the image should show a beautiful healthy woman.

The image should not be scary or repulsive.
Keep in mind that patients are not medical staff trained to overcome the gruesome reality of medical procedures. This means that explicit images of the procedure process, serve as a reminder of the suffering that the patient is going to face, and this often can be a barrier that patient will not overcome if the main image of the treatment will be a reminder of it’s suffering part instead of the wished result.

3.1.1 Technical Requirements of the Picture

Choose good quality - the image will be displayed in many situations in a big format which we recommend you upload sharp and good quality images.
Copyrighted Content - it is prohibited to publish content that violates copyrights. For more details please read Rules and Guidelines.

Pro-Tip:
We recommend you to name the image title and alternative title with the treatment name and your clinic name because that will improve the availability of your treatment information on search engines like google.

3.2 Title

The title is the first piece of information the user will learn about the treatment package.
Data shows 90% of users drop from a package because the title does not tell them what they are looking for.
As the first step user filters packages by the title “read more” and ”not relevant”.

Users choose to read more if the title contains:

Words related to the health issue they want to cure.
Treatment names they are looking for.

If the user found something similar that matches their health issue and the service they are looking for, they want to know more.

Pro-Tip:
The title should be short 2-5 words.
It should include illness or service they are looking for.
Try to use simple understandable words accessible for non-medical people.

3.3 Subtitle

From the subtitle, the user learns more details treatment package what health issues it teats and what services it offers.
Subtitles are the second step after the user reads the title and gets curious to know more about the treatment.
The user looks to find more explicative answers weather the package does offer treatment they are looking for.

Pro-Tip:
It should be 6 - 15 words long.
It should include a description of what health issues the treatment is meant to treat and what treatment it does include.
As in title use simple language to explain the essence of the treatment package in one sentence, so the patient can repeat it to his/her friends.

3.4 Main Service

The main service is used to first inform the user what main service the treatment package includes, plus this information will be used to filter the packages by users. Every day clinic representatives create new treatment packages that are published automatically to our package marketplace. As a result, the marketplace includes treatments covering all types of services.

3.4.1 How the User Finds Your Treatment Package?

The user never sees the unfiltered version of the page. The user looks for very specific medical service and filters the packages only that include the service they are looking for.
If your package does offer the service the user is looking for but you have not included it into the package information or included a wrong service instead, this package will never show in results on patient search.

3.5 Description

Write your description easy to read and explicative.
Data shows that one of the main questions patients are looking for is “how the treatment will happen”.

To answer that question fully include these elements in your description.

Describe what the treatment is meant to cure. Tell patients what health issues the treatment is designed to cure and what results this treatment have, including the success rates and the description of what results previous patients got from this treatment.
Describe what this treatment includes or not included. Tell patients what services are included in this package and if there are additional services needed to warn them about that.
Describe the treatment length. How long your treatment will take 1 day 5 - 30? Tell with as much precision you can, how long they will have to stay to get the treatment.
Describe the treatment process. Tell the patient how the treatment will happen every day. Add possible reasons when they might have to stay longer.
Why choose your Clinic? Tell the patients why your Clinic is the best choice for them, list your qualifications, experience, technology, and certifications.

3.6 Price

The budget is the primary concern for the patient that is considering going forward with the treatment or not.
When we work with the patient helping them research the treatment options abroad, their first and main question to us is how much it costs, or they just tell us upfront I cannot pay more than “this” amount.

3.6.1 Understanding Why Prices are Crucial for Treatment Abroad?

Patients have a limited budget and they often can choose not to have the treatment because they cannot estimate or even approximate the amount of money they need to have for the treatment and the trip including post-treatment care.

The treatment abroad most of the time limits the patients' opportunities for payment options.
The scary question looming in the patient’s head is whether he/she can afford to pay for the treatment. This question is as important to the patient because most often the patient will choose the treatment abroad to save money or to put it more correctly to spend how much he/she has.
When the patient has to pay for the treatment before or immediately on the discharge, and the surprises in the price can be devastating or mount to stressful complications for the patient already facing challenges of dealing with treatment discomforts, cultural barriers and being away from home.
This is why most often the patient will choose a treatment that has the price range available because this is one of the most important information they are looking for to find answers for when they open the package information in the first place.

3.7 Other Services

Other services help users find your package through search tools on the platform.
Users learn what services this treatment package includes, which is one of the 3 important questions users want to find an answer for.
Make sure to include all the services your package includes. If you can't find the service you need to include contact us.

4. Last Touch

Remember your package will be seen and read by thousands of users.

To improve the quality of your package information you can do this exercise.
Ask a nonmedical person (preferably not a friend) to imagine that they want to get the treatment in your package then they read the package information.

Ask: