Companies have been using technology for many years. Now and thanks to the reduction of costs, companies can deliver faster solutions that customers would want to use. But some things have changed: consumers now prefer to shop online and date online. So we have to pay attention to our digital strategy in order to be successful.
According the International Data Corporation, 40% of all technology spending will go to digital strategy in the next few years, with companies spending over $2 trillion by the end of 2019.
Similarly, digital integration has become a necessity for businesses in almost every sector. But some have adapted their digital strategies better than others. Here is an example of a successful digital business strategy and the key learnings from it.
A Global Health Organization Saving The World One Click at a Time
A Los Angeles based global health organization working with over 1,000,000 patients in 43 countries. They Fund their mission through a network of pharmacies, thrift stores, healthcare contracts and other strategic partnerships. They want to get rid of AIDS and save people’s lives across the globe.
Technology and Health
This NGO expanded to Latin America in the early 2000’s with a few clinics in Haiti, Guatemala and Mexico, which is now the largest program in Latin America. Today they operate in 11 countries in Latin America. And each one is so different and complex, that require a unique and innovative communication strategy and marketing services, to reach the people who need it most.
First, the decision was to create Landing Pages for each clinic where the essential information could be found: Google Maps pin, WhatsApp number and most frequently asked questions about the test or about HIV/AIDS.
Second was the advertising with paid campaigns on Google, Facebook and Dating Sites. As well as a detailed strategy for WhatsApp. Since they understand that people feel better writing anonymously. Each campaign is adapted to the region and has been a success in increasing the number of people taking the rapid HIV test.
What You Can Learn:
Start early. By recognizing that many of their patients and risk groups are online. They were able to shift their focus when entering Latin America. Keeping a finger on the pulse of where and how people are spending their time means you’re better able to predict trends and adapt.
Diversify. They have explored various digital technologies to enhance their customer experience journey. Understanding the digital technology landscape and how your customers use your product can help you to offer better solutions and stand out online.
Define your strategy. When it comes to digital transformation, ensuring you have a specific business goal is key. Initially, their goal was to reach a 4% reactivity percentage in the region with a smaller number of tests. They did this by effectively harnessing the online marketing strategy.
Think big. They have developed many Landing Pages and Web Apps to help not only HIV patients but migrants in South America, people that other NGO’s have forgotten. While not every company has the resources that this non-profit has (or want to take risks), thinking big means you’re more likely to see transformation results from your digital strategy. It’s the organizations that play it safe who often don’t see the results they’re looking for.
Start with the customer: Improving your customer experience is one of the most impactful ways you can do business. By implementing a WhatsApp strategy, they are able to communicate with HIV patients and people with sexual risk practices easier and better.
Culture comes first: Any digital transformation needs to be assisted by meaningful cultural change for it to be sustainable. They personalize and adapt the content of each website to the country as well as the marketing campaigns. Allowing opinions from the locals and creating a communication environment. It also provides them with training to operate WhatsApp efficiently and how to generate organic content in social media.
Don’t be scared to start again: Just because you do something a certain way today should not mean that you are automatically doomed to fail once the market no longer favors your business idea. When they arrived in Latin America it was a different world and still is. In some places offline marketing is still done, but some websites in countries such as Mexico, Argentina and Brazil had to be completely redone because they no longer provided a good user experience. If your business model is on the wrong side of digital disruption, don’t be afraid to rethink the bigger picture.
At Business Growth Hackers, we can help you design, develop and implement a digital strategy that will help you with a successful expansion to Latin America. To learn more, contact us to find out about our solutions and how we work.