Product managers know they should use data in their decision making - so why are there so many roadblocks? Companies often think they're not mature enough, don't have the right volume of data, or that their data is too messy. However, those are 'roadblocks' that can slow product development, and, worse, can drive a product in the wrong direction. PatientPop's Director of Local SEO and Marketing Joel Headley and Product Manager Andy Chu offered strategies on how young companies can creatively gather and utilize data - even without data analysts!

1. 5 Tips for Data-Driven Products Design by
PatientPop’s Product Manager
www.productschool.com

2. FREE INVITE
Join 16,000+ Product Managers on
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3. Product
Management
2-month part-time
Courses

4. Coding
for Managers
2-month part-time
Courses

5. Data Analytics
for Managers
2-month part-time
Courses

6. Joel Headley & Andy Chu

7. 5 TIPS FOR DATA-INFORMED
PRODUCT DESIGN

8. DIRECTOR OF LOCAL SEO AND
MARKETING
Over a decade at Google in product operations
Product Manager and Local SEO Expert
Expert Debater
PRODUCT MANAGER
3.5 years in product management
PM for Patient Feedback and Engagement
Data Warehouse and Spreadsheet Jockey

9. INTRODUCTION TO PATIENTPOP
To Help All Practices Thrive
● We build performance driven websites
● We integrate with a medical office’s calendaring system to offer online
appointments & appointment reminders
● We gather feedback from patients about their office visit

10. THE IDEAL
● Store all things
● Read all things
● Answer any question

11. GOOGLE NOW: OFFERING A CONTEXTUAL, ASSISTIVE EXPERIENCE

12. INCREASE USER ENGAGEMENT WITH YOUR APP

13. THE IDEAL OF STORAGE AND RETRIEVAL

14. THE IDEAL
● Store all things
● Read all things
● Answer any question

15. BUT THAT’S GOOGLE AND I’M NOT GOOGLE

16. THE REALITY
● Focus on the question
● Choose your metrics
● Grab those metrics

17. SURVEYS CAN VALIDATE ASSUMPTIONS
When there are imperfect data, do light market research.

18. DEVELOP SURVEY QUESTIONS THAT VALIDATE ASSUMPTIONS
● How did you first learn about your child's pediatrician?
● What research did you perform prior to selecting your
child's pediatrician?

19. SURVEYS CAN VALIDATE ASSUMPTIONS
● How did you first learn about your child's pediatrician?
> 70% was a recommendation
● What research did you perform prior to selecting your
child's pediatrician?
> 50% did online research
N = 101, cost = $25

20. TEST IDEAS OUTSIDE OF YOUR PRODUCT
If you can’t change the code, find another way.
● How do you improve how many patients share
feedback after receiving an email?

21. TEST IDEAS OUTSIDE OF YOUR PRODUCT

22. TEST IDEAS OUTSIDE OF YOUR PRODUCT
If you can’t change the code, find another way.
● How do you improve how many patients share
feedback after receiving an email?
○ Change the subject line
○ Personalize the signature
○ Don’t change the UI design
● Conversion rate increased by 600%.

23. VALIDATE PRIOR TO RELEASE, LITTLE BY LITTLE, WITH FEATURE FLAGS
● Release to a subset
● Start small and grow

24. WHY STRUCTURED DATA?
● Provide relevance
● Drive search features

25. SMALL SCALE RESULTS EMBOLDEN FURTHER EXPANSION
● Single site
400% increase in click thru rate, for a single page
Ranking improved
● 200 sites
Sites appearing with stars grew from < 5% to > 60%
4x increase in pages/site with rich snippets
● Full release (thousands of sites)

26. FIND ALTERNATE SOURCES OF ANALYTICS DATA
If you can’t find the data, try looking in other sources.
● Are patients more likely to book an appointment using
their mobile or desktop on Yelp?

27. USE ALTERNATE SOURCES OF ANALYTICS DATA

28. USE ALTERNATE SOURCES OF ANALYTICS DATA

29. FIND ALTERNATE SOURCES OF ANALYTICS DATA
If you can’t find the data, try looking in other sources.
● Are patients more likely to book an appointment using
their mobile or desktop on Yelp?
○ They are more likely to book on desktop than
mobile.
● Design for mobile, but don’t stress if desktop is better.

30. TAKE TIME TO COUNT

31. TAKE TIME TO COUNT
Yelp
Facebook
Healthgrades
WebMD
Yellow Pages
Angie's List
Mapquest
Vitals
Yahoo
Locality
Better Business Bureau (BBB)

32. REMEMBER TO DRIVE BUSINESS GOALS
● Surveys can validate assumptions
● Test ideas outside of your product
● Validate prior to release with feature flags
● Find alternate sources of analytics data
● Take time to count

33. WANT TO WORK WITH US?
Product Manager • UI/UX Designer
Product Marketer • Data Analyst
DevOps Engineer • Site Reliability Engineer • Software Engineer

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