Case uitwerking
Customer Insight Tooling (CIT)
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- Hogeschool InHolland (InHolland)
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OE102 CUSTOMER INSIGHTTOOLING
Advice and assignments
Sanne Stout
651376
Class 3A
Rene Arends
May 30, 2022
,Customer Insight Tooling
Advice and assignments
Sanne Stout
651376
OE102: Customer Insight Tooling
Semester 2
Class 3A
Business Studies
Hogeschool Inholland, Rotterdam
Rene Arends
May 30, 2022
Sanne Stout, 651376@student.inholland.nl
1
,Table of content
1 Advice module 1 ................................................................................................................................... 3
2 Advice module 2 ................................................................................................................................... 5
3 Advice module 3 ................................................................................................................................... 7
4 Advice module 4 ................................................................................................................................... 9
5 Advice module 5 ................................................................................................................................. 11
6 Advice module 6 ................................................................................................................................. 13
7 Advice module 7 ................................................................................................................................. 15
Bibliografie ............................................................................................................................................ 17
Appendix................................................................................................................................................ 20
Appendix A: Assignments module 1 .............................................................................................. 20
Appendix B: Assignments module 2 .............................................................................................. 26
Appendix C: Assignments module 3 .............................................................................................. 37
Appendix D: Assignments module 4.............................................................................................. 47
Appendix E: Assignments module 5 .............................................................................................. 64
Appendix F: Assignments module 6 .............................................................................................. 73
Appendix G: Assignments module 7.............................................................................................. 79
Appendix H: Customer journey module 1 ..................................................................................... 87
Appendix I: Google Analytics certificaat........................................................................................ 88
2
, 1 Advice module 1
B&B Healthcare is a versatile and scientifically oriented physiotherapy practice with over 12 locations
in The Hague, Voorburg, Monster and Maassluis. The mission of B&B Healthcare is to provide high-
quality and specialised physiotherapeutic care in the region of The Hague in the vicinity of the
patient. B&B Healthcare's vision is 'life is movement' and has its origins in the constant pursuit of
progress in all areas. In the short term, B&B Healthcare aims to create more brand awareness and
increase its profits by 2022. In the long term, B&B Healthcare strives for expansion. To make healthy
movement possible, the services of B&B Healthcare are entirely focused on improving the quality of
movement and life. To ensure this quality, B&B Healthcare focuses on the patient's request for help
and designs the treatment plan together with the patient. On the basis of evident care plans, the
patient is guided from intake to aftercare by a skilled physiotherapist. B&B Healthcare positions itself
as a physiotherapy practice with many types of treatment options and various specialisations aimed
at enabling patients to do what they were doing again, with the customer being central, so that
patients can return to their hobbies and sports and move permanently pain-free. The proposition of
B&B Healthcare is to provide high-quality and specialised physiotherapeutic care in the vicinity of
patients, in order to make these patients permanently free of complaints. For B&B Healthcare, Fysio
Effect and T.I.M. Fysiotherapie are the biggest competitors in the region of The Hague.
B&B Healthcare's customers are 18 years or older and have an injury, complaint or pain that requires
physiotherapy or rehabilitation. The customers live mainly in the region of The Hague and Maassluis
and is a broad group in terms of age. The customers are mainly active on the social media channels
Facebook, Instagram, YouTube and LinkedIn. B&B Healthcare mainly has customers with a sports
injury or customers who need rehabilitation. A good overview of the customer is visualised by
creating two buyer personas, which are shown in Figure 1 in Appendix A.
The current actions taken for the awareness phase by B&B Healthcare are their website, where they
make extensive use of posting blogs and informative pages. Furthermore, B&B Healthcare uses
Google Ads to appear higher in Google and the social media channels Facebook, Instagram, YouTube
and LinkedIn. In terms of content marketing, B&B Healthcare does not have a strategy or content
calendar. The content is created in Canva and is posted when finished. B&B Healthcare posts content
about physiotherapists, treatments, new locations and about patients.
Based on the analysis of the current situation and the created buyer personas, a number of
improvements were identified for B&B Healthcare to improve its content marketing and therefore to
improve the first stage of the customer journey: awareness. First of all, the analysis showed that B&B
Healthcare does not have a content marketing strategy and does not use a content calendar.
Furthermore, the analysis showed that the content that B&B Healthcare posts does not correspond
to the content that the target group actually wants to see. For example, the target group is not
interested in information about the physiotherapists or patient progress, but more in specific tips
and information about treatments.
Based on the analysis, buyer personas and the identified improvements, the advice for B&B
Healthcare is to create a content marketing strategy with a content calendar. In addition, the advice
is to post content that the target group of B&B Healthcare wants to see. So the customer journey of
the target group of B&B Healthcare can be improved by creating a content marketing strategy with a
content calendar and by posting the right content that the target group of B&B Healthcare wants to
see. This will make the customer more aware of B&B Healthcare’s services.
3
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