HM Hospitales is one of Spain’s leading hospital groups. Its patient app concentrates a high percentage of the group’s appointments and is a central piece of the digital relationship with patients. Product measurement, however, did not yet reflect that weight in the business.
The challenge was to establish a tracking plan and a product measurement strategy, support the technology team through implementation, and build a data visualization layer with ad hoc tools that would turn app usage into actionable information.
PHASE 01 — SCAN
Strategic diagnosis and hypothesis formulation
From the very first analysis, the picture was clear:
- A product with a high volume of users and high business impact, but with no measurement plan or digital product strategy behind it.
- App evolution decisions being made without real usage data: no behavioral metrics, trends or segments existed.
- A user experience with evident room for improvement, and no instruments to prioritize what to fix first.
The main hypothesis was that well-designed product measurement —tracking plan, supported implementation and ad hoc visualization— would reveal usage volumes and a business opportunity larger than estimated, and would give the team the foundation to evolve the app with sound criteria.
PHASE 02 — BUILD & RUN
Execution and support
We approached the project as a comprehensive UX and analytics audit, starting from the business model and its needs:
- Tracking plan — we designed the product’s complete measurement plan, defining events, properties and data quality criteria aligned with business questions.
- Implementation — we supported HM Hospitales’ technology team throughout the implementation, validating each release against the plan.
- Digital product strategy — we turned measurement into a product strategy: what to measure, what to decide with it, and how to prioritize the app’s evolution.
- Data visualization — we built the visualization layer with PostHog, with ad hoc dashboards for business and product.
- UX — we delivered user experience recommendations derived from the analysis, which were also applied.
PHASE 03 — RESULTS
Results and hypothesis validation
Once measurement was implemented, the data confirmed the hypothesis:
- Usage volumes and stickiness above estimates, evidencing the app’s potential as a patient contact channel.
- Usage data that simply didn’t exist before: trends, error detection, demographic and interest-based analysis, behavioral segments.
- An objective foundation to prioritize product evolution and patient experience improvements.
The app went from being a black box to being a measured channel, with the information needed to improve patient experience and business impact.
SUMMARY
Executive Summary
Bravante supported HM Hospitales in professionalizing the measurement of its patient app: comprehensive UX and analytics audit, tracking plan, implementation support, digital product strategy and data visualization with PostHog. The result: usage data that didn’t exist before, volumes and stickiness above estimates, and a solid foundation to evolve the app as a patient contact channel.
“Having the app properly measured and being able to extract usage insights to improve patient experience and business impact was a priority for us — and it has been resolved.” — D. Miguel, Digital Director at HM Hospitales