Eduardo Baviera (Bavaria Group): “Valuable information is another way to improve the quality of patient care”

Eduardo Baviera is the CEO of the Baviera Group, healthcare company that offers treatments focused on two medical specialties, ophthalmology and surgery and aesthetic medicine, and you just launched your own dynamic marketing channel.

The ophthalmological and aesthetic treatments group Baviera Group, with some 80 clinics in Spain and Europe, already has the hand of Telefónica and the expert agency in hypermedia content and audiovisual creation, Friar and White, your own digital signage channel personalized with your corporate image. In this way you can improve your brand prestige., in addition to enhancing customer loyalty and attracting new ones by offering them a complete content grid: from information on your clinical services to prevention campaigns, from promotional messages to videos where the healthcare company's specialists explain the main medical advances.

The CEO of the Baviera Group, Eduardo Baviera, is aware of the importance of ICT communications and the Baviera Group's TV Channel is an example of how mobile marketing can combine promotion with professional services on the same channel for the benefit of the patient.. Therefore, ease of access and multi-device capacity to consume multi-format content on tablets and smartphones with different operating systems are essential.. It is enough for the user to download an application to have immediate access to Canal TV. Feedback from the data generated by users is the basis for knowing in detail their real needs.

What is the fundamental objective of this new service that you have just launched??
We want to promote our clinics, but above all improve our services. In fact, These channels complete our prevention campaigns with free check-ups in all clinics.

What type of content will be broadcast on the channel??
On the Baviera Group's TV Channel, all audiences will be able to find a series of interesting content. We believe that they should be very didactic and descriptive, able to respond to the concerns and doubts of all our patients. Above all, they are aimed at explaining basic aspects of health in general and ophthalmology in particular., but with an approach that may be of interest to a very wide audience, not only for the visually impaired.

What business philosophy explains why the Baviera Group is a pioneer in its sector in an initiative like Canal TV?
At Clínica Baviera we are constantly evolving and at the forefront of innovations in the field of new technologies in order to remain closer to our patients and offer them all the possible tools so that they are well informed.. We believe that valuable information is another way to improve the quality of care for our patients..

What are the main objectives of these projects in terms of strengthening the corporate image and attracting and retaining customers??
We believe that having a good corporate image is always important, in any business sector. And, as in our case, the activity is integrated into the field of health, then that image of prestige reaches a crucial value. For the entire Baviera Group, it is essential that our patients know that we strive to improve the capacity and quality of our services every day.. Just as we are at the forefront of developments in ophthalmology, aesthetic medicine and surgery, We are also in Information and Communications Technologies.

Canal TV is based on promotional and informative videos and direct communication with its clients.. Do you consider that the profile of the patient as an ICT user is evolving and health centers must adapt to speak that audiovisual language??
Without a doubt it is an unstoppable social evolution, linked to technology, to which the corporate world must adapt. That is why in recent years the way we communicate with our patients has changed radically.. They increasingly use the Internet as a key tool to obtain information., and in the particular case of videos we see that it is a rapidly expanding audiovisual format, a very close way, simple and enjoyable to transmit that information to our clients.

Besides, we also receive valuable information: Thanks to the channel we can now know almost immediately the opinions of our patients and create content adapted to their interests.

The quality of this content is basic for the success of Canal TV, that each month plans to broadcast three new videos produced by the Baviera Group and 50 more than Telefónica's production contributes. What should these contents be like to achieve the greatest impact??
We believe that they should be very didactic and descriptive, able to respond to the concerns and doubts of all our patients. Above all, they are aimed at explaining basic aspects of health in general and ophthalmology in particular., but with an approach that may be of interest to a very wide audience, not only for the visually impaired. Besides, thanks to the production of Telefónica, We have developed a very complete channel that adds to this health content other diverse topics such as science and technology., idle, sports, curiosities, etc..

Ease of use is key as customers, Your family members or any other type of user will be able to directly access Canal TV through smartphones and tablets.. How do you value this aspect??
Just take a look at any technological statistics, or to the streets of any Spanish or European city, to realize how the use of smartphones and tablets is increasing significantly, and therefore the demand for information through these devices that allow a permanent connection. That is why we consider it necessary to develop a specific tool so that our patients can obtain all types of information adapted to these new channels.. In this way, from anywhere and at any time they can, For example, watch a video in which one of our doctors explains how the surgical intervention that eliminates myopia is carried out.

How do you rate service management tools? (periodic reports, statistics, etc.) to monitor and improve your performance?
Precisely one of the most positive aspects of Internet communication and content and service management is that the impact of each of the promotional or informative actions can be measured in detail.. With these reports, we can improve the communication strategy day by day, adapting or correcting the content to make it more attractive based on the measurable and quantifiable interest it arouses in users.