Subscription to a patient service: 6 ways to improve enrollment

You have successfully completed the first stage: your prescribers and end-users have heard about the launch of your project and are convinced of its value. Congratulations! Now it is time to build on this momentum and continue, once the launch has been completed, to make your tool accessible and visible, by multiplying the number of access points.

From now on, you will also need to support your users through to the next stage: registration. To maximize your chances, the first step is to ensure that your solution is accessible to your users.

How can you optimize your registration process?
Registering for a solution is going to be an effort for any user. The aim is to make them understand that the benefits are more important than the effort they will have to make to register. In short: show them that it's worth it! The easier the task is, the more likely they are to complete the process. There are several points to consider:

1. Work on your pitch and its key messages. Users need to understand at a glance what personal benefits they will get from registering. To do this, you need to answer the question "As a user, what does this solution offer me?
   
   
2. Humanize your journey. For example, written or video testimonials will enable patients to project themselves in the use of the solution. You can also highlight the committee of experts you have worked with, or the patient association you have mobilized to define your tool, in order to reassure people of the quality of what you are proposing. Generally speaking, think about co-constructing your solution with those who will be your end-users, for example with the help of a board of patient testers
   
   
3. Work on the user pathway with an expert (UI/UX designer) to offer a fluid, pleasant and ergonomic registration experience. Have you considered integrating a progress bar into the registration process to help users find their way around? Have you thought about making your questions as inclusive as possible? It is by paying attention to every detail that you will create the best experience.
   
   
4. Make sure your registration process is as simple as possible in terms of content. A long and tedious process will lead to patients dropping out. You can, for example, make sure that you include as many optional fields as possible, or focus registration on the essential fields and offer the user the opportunity to complete the rest of their profile at a later stage.
   
   
5. Consider integrating registration into an existing course or solution, to make registration transparent for the user, and to avoid multiplying requests. For example, the FormaRIC project, a training and information platform for patients and healthcare professionals, was designed to enable patients who already have an account on my APHP to benefit directly from the solution's services.
   
   
6. Be transparent. Today's digital users, whether in the healthcare sector or not, are well aware that their data is constantly being collected (how many cookies do we accept every day?). As health data is particularly sensitive, your users need to be reassured about how you will use the personal data collected via the solution. Explaining quickly and without jargon how this data is stored, to whom it is accessible and how it is processed is a good way of reassuring your users and giving them confidence in your program, thus facilitating their enrolment!

Whatever options you may choose, training and convincing people who will be talking to patients about the solution will be crucial to the success of your registration. You now have all the tools you need to optimize your registration process. Nevertheless, it is not an exact science, and testing-and-learning will help you to improve continuously.

To do this, do not forget to implement measurement tools which will enable you to understand the dropping point of users (the stage of the journey where you "lose" your subscribers). This will enable you to adapt the process and implement appropriate improvements.

 

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