WHATFIX + baystone media

Internet Brands® Uses Whatfix To Drive Product Adoption Of Their Healthcare Businesses

Under the wing of the American digital media giant, Internet Brands®, the health-based end-to-end marketing provider Baystone Media is thriving as a subsidiary.

Internet Brands®, known for its portfolio of brands in the four high-value vertical markets: Automotive, Health, Legal and Home/Travel, provides their services to SMBs and enterprises. With its expanse and a large portfolio of B2B and B2C websites in the health vertical, Internet Brands® has been serving millions of consumers and over 50,000 healthcare practices.

Baystone Media, which provides end-to-end marketing solution for healthcare practices like Dentists, Chiropractors, Ophthalmologist, Therapists, etc., is a low cost, high value, subscription offering of Internet Brands®. Baystone Media takes care of multi-channel marketing for their clients, helping them with e-communications, social media, search engine optimization, and overall online marketing.

This case study covers how Whatfix became the go-to solution for Baystone Media and its sister companies, TherapySites and Officite. It also highlights how Whatfix’s platform helped them drive product adoption, while reducing overall customer support emails and calls.

“Our old system had a place for walkthroughs, and many existing clients missed that feature when migrating to our new platform. We wanted a way to help our clients when we weren’t in the office, and to give back an existing feature that we had in the past.”

Olivia Stanger
Assistant Operations Manager, Baystone Media

The Challenge – Empowering Non-Tech Savvy Users

Doctors and healthcare practitioners are what makes most of Baystone Media’s clientele. With the help of their powerful website editor, customizable themes, and templates, Baystone Media empowers their clients to create personalized websites. One of the major advantages of their offering is the codeless creation of websites.

Though hassle-free, using the website editor requires basic technical knowledge. However, Baystone Media recognized that many of their users were not too tech-savvy. This in turn, resulted in repetitive calls and questions from their clients on customizing their websites.

As a temporary resolution, Baystone media revamped their website editor, simplifying some of the complexities, while incorporating newer features to their customizations. This called for migrating all existing users to the new website editor, which consequently increased the number of support queries.

Concurrently, similar issues were faced by their two sister healthcare companies, TherapySites and Officite, managed cohesively by Internet Brands®.

These impending issues culminated in their collective search for a tool that could accelerate product adoption, and enhance their platform’s user onboarding experience by providing them with 24/7 real-time walkthroughs.

Providing Round the Clock Product Adoption & Self Service

The idea was to implement a solution for all three companies that would enable their clients to navigate within the platforms with ease. So, in addition to PDFs and specific videos, the search was on for a real-time guided walkthrough solution, which culminated with Whatfix.

To begin with, Therapysites was the first one among the three to implement Whatfix. This was followed by Baystone Media and Officite.

The connect was instant as Whatfix could easily integrate with their system and allowed their users to learn by doing, step-by-step. With Whatfix’s helpful widgets, Baystone Media could also streamline the adoption of their revamped website editor, thus educating their users about the editor and the product in real time.

The initial success was astonishing. Within a few months after going live, Baystone Media recognized that the integrated walkthrough on the editor lowered their inbound calls and support tickets. In the span of the next five months, Baystone media saw a 10% decrease in inbound calls and a 4.17% decrease in support tickets. This success has given them the leeway to spend more time enhancing their service for the clients.

Whatfix continues to provide effective and efficient proactive self help to existing users of the three companies, while enabling them with real-time digital guidance and improved product adoption.

“Whatfix has helped our company educate our clients about our products and website editor. Having an integrated walkthrough of our editing system has lowered our inbound calls and our support ticket count for website edits. We are able to spend the saved time enhancing service for our clients.”

Olivia Stanger
Assistant Operations Manager, Baystone Media

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