{"id":18107,"date":"2022-07-15T15:34:48","date_gmt":"2022-07-15T15:34:48","guid":{"rendered":"https:\/\/arbrea-labs.com\/?p=18107"},"modified":"2025-02-21T16:52:33","modified_gmt":"2025-02-21T15:52:33","slug":"le-milieu-chaotique","status":"publish","type":"post","link":"https:\/\/arbrea-labs.com\/fr\/the-messy-middle\/","title":{"rendered":"Le \u201c milieu brouillon \u201d"},"content":{"rendered":"<div id=\"fws_6ad0b2398542b\"  data-column-margin=\"default\" data-midnight=\"dark\"  class=\"wpb_row vc_row-fluid vc_row\"  style=\"padding-top: 0px; padding-bottom: 0px; \"><div class=\"row-bg-wrap\" data-bg-animation=\"none\" data-bg-animation-delay=\"\" data-bg-overlay=\"false\"><div class=\"inner-wrap row-bg-layer\" ><div class=\"row-bg viewport-desktop\"  style=\"\"><\/div><\/div><\/div><div class=\"row_col_wrap_12 col span_12 dark left\">\n\t<div  class=\"vc_col-sm-12 wpb_column column_container vc_column_container col no-extra-padding inherit_tablet inherit_phone\"  data-padding-pos=\"all\" data-has-bg-color=\"false\" data-bg-color=\"\" data-bg-opacity=\"1\" data-animation=\"\" data-delay=\"0\" >\n\t\t<div class=\"vc_column-inner\" >\n\t\t\t<div class=\"wpb_wrapper\">\n\t\t\t\t\n<div class=\"wpb_text_column wpb_content_element\" >\n\t<h2><span style=\"font-weight: 400;\">Connaissez-vous bien le \u201c Chaotic \u201d <\/span><span style=\"font-weight: 400;\">parcours de d\u00e9cision <\/span><span style=\"font-weight: 400;\">de vos patients ?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Vous vous \u00eates probablement demand\u00e9 quels processus am\u00e8nent les patients dans votre cabinet et quels m\u00e9canismes influencent leur d\u00e9cision de vous choisir pour leur premi\u00e8re consultation m\u00e9dicale, plut\u00f4t que tout autre m\u00e9decin.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Lorsqu'un client entame le processus de d\u00e9cision d'achat, il ne suit pas une ligne droite menant directement \u00e0 ce qui r\u00e9pond \u00e0 ses besoins, mais entre plut\u00f4t dans une boucle o\u00f9 de nombreuses autres consid\u00e9rations entrent en jeu.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">M\u00eame les patients de la chirurgie esth\u00e9tique ne sont pas exempts de ce m\u00e9canisme ; ils traversent un processus confus et chaotique avant de d\u00e9cider de subir l'intervention. La recherche erratique d'informations que nous effectuons tous avant tout achat a d\u00e9sormais un nom : <strong>Le Milieu Chaotique<\/strong>. <\/span><span style=\"font-weight: 400;\">Google a forg\u00e9 ce terme pour d\u00e9crire que ce qui se passe entre le d\u00e9clencheur et la d\u00e9cision d'achat n'est pas toujours lin\u00e9aire.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cLa fa\u00e7on dont les gens prennent des d\u00e9cisions est complexe, et elle ne fait que le devenir davantage. Pourtant, il y a quelques certitudes que nous avons concernant le comportement d'achat. Ce qui est moins clair, en revanche, c'est la mani\u00e8re dont les gens traitent toutes les informations et tous les choix qu'ils d\u00e9couvrent en chemin. Et ce qui est crucial, ce que nous avons entrepris de comprendre avec cette nouvelle recherche, c'est la fa\u00e7on dont ce processus influence ce que les gens d\u00e9cident finalement d'acheter.\u201d<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Comment est-ce que le comportemental<\/span><span style=\"font-weight: 400;\"> science<\/span><span style=\"font-weight: 400;\"> expliquez le milieu confus<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">La science cognitive a propos\u00e9 deux mod\u00e8les mentaux qui sous-tendraient le milieu complexe.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nous savons que les patients recherchent des informations sur leurs pr\u00e9occupations, les proc\u00e9dures, les marques, les m\u00e9decins et les avis, puis p\u00e8sent toutes les options. Ce m\u00e9canisme peut se r\u00e9sumer en deux \u00e9tapes. <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">EXPLORATION, une activit\u00e9 vaste<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">\u00c9VALUATION, une activit\u00e9 r\u00e9ductrice<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Les gens alternent entre ces deux modes d'exploration et d'\u00e9valuation, r\u00e9p\u00e9tant le cycle autant de fois qu'ils le jugent n\u00e9cessaire pour prendre une d\u00e9cision d'achat. <\/span><span style=\"font-weight: 400;\">Toute activit\u00e9 qu'une personne m\u00e8ne au cours du parcours de son patient peut \u00eatre class\u00e9e dans l'un de ces deux modes mentaux \u00e0 travers un large \u00e9ventail de sources, notamment les moteurs de recherche, les r\u00e9seaux sociaux, le bouche-\u00e0-oreille et les sites d'avis.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Il est int\u00e9ressant de noter que ces mod\u00e8les existaient bien avant l'Internet. Ce qui a chang\u00e9 gr\u00e2ce \u00e0 l'\u00e8re num\u00e9rique, c'est la mani\u00e8re dont nous recherchons l'information, la quantit\u00e9 d'informations dont nous disposons et les sources que nous jugeons les plus fiables pour nous.<\/span><\/p>\n<h2>Comment augmenter les conversions au milieu de l'entonnoir ?<\/h2>\n<p><span style=\"font-weight: 400;\">Les conversions attribu\u00e9es au milieu de tunnel sont 16 FOIS PLUS \u00c9LEV\u00c9ES gr\u00e2ce \u00e0 une strat\u00e9gie de communication multiplateforme. L'objectif n'est pas de forcer les gens \u00e0 sortir de la boucle, mais de leur apporter la r\u00e9assurance dont ils ont besoin pour d\u00e9cider. <\/span><span style=\"font-weight: 400;\">Assurez-vous que votre marque est visible \u00e0 toutes les \u00e9tapes cl\u00e9s du parcours de votre patient, et faites en sorte que votre service soit une priorit\u00e9 absolue dans l'esprit de vos clients. Google nous donne quelques conseils int\u00e9ressants pour optimiser le \u2019 milieu complexe \u00bb (messy middle) et am\u00e9liorer nos conversions au milieu de l'entonnoir.<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Assurez la pr\u00e9sence de la marque, afin que votre produit ou service soit strat\u00e9giquement pr\u00e9sent \u00e0 l'esprit pendant que vos clients explorent.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-weight: 400;\">R\u00e9duisez l'\u00e9cart entre le d\u00e9clencheur et l'achat, afin que vos clients actuels et potentiels passent moins de temps expos\u00e9s aux marques concurrentes.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-weight: 400;\">Constituez des \u00e9quipes flexibles et autonomes, capables de travailler de mani\u00e8re transversale pour \u00e9viter les silos traditionnels entre image de marque et performance, susceptibles de laisser des angles morts dans le parcours d'achat complexe.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Arbrea Labs peut vous donner les ressources dont vous avez besoin pour comprendre le comportement d'achat de vos patients. Gr\u00e2ce \u00e0 notre <a href=\"https:\/\/arbrea-labs.com\/fr\/ce-que-nous-construisons\/\" target=\"_blank\" rel=\"noopener\">Outils de RA et 3D<\/a>, vous pouvez leur offrir une exp\u00e9rience num\u00e9rique compl\u00e8te et engageante pour capter leur attention et vous permettre de rester beaucoup plus facilement en contact avec eux pendant la phase d'\u00e9valuation.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\"><a href=\"https:\/\/arbrea-labs.com\/fr\/reserver-une-demo\/\">Contactez-nous<\/a> pour savoir comment nous pouvons soutenir votre strat\u00e9gie marketing.<\/span><\/h3>\n<p>&nbsp;<\/p>\n<h4>Bibliographie<\/h4>\n<p class=\"_04xlpA direction-ltr align-start para-style-body\"><span class=\"JsGRdQ\">Rennie, Alistair, et Jonny Protheroe. \u201c<\/span><a class=\"JsGRdQ\" href=\"https:\/\/www.thinkwithgoogle.com\/consumer-insights\/consumer-journey\/navigating-purchase-behavior-and-decision-making\/\" target=\"_blank\" rel=\"noopener\">Comprendre les comportements d'achat et la prise de d\u00e9cision \u2013 Think with Google.<\/a><span class=\"JsGRdQ\">\u201d <\/span><span class=\"JsGRdQ\">Think with Google, 14 juillet 2020<\/span><\/p>\n<\/div>\n\n\n\n\n\t\t\t<\/div> \n\t\t<\/div>\n\t<\/div> \n<\/div><\/div>","protected":false},"excerpt":{"rendered":"How well do you know the \"Chaotic\" decision journey of your patients? You have probably wondered what processes bring patients to your clinic and which...","protected":false},"author":1,"featured_media":51794,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[306],"tags":[],"class_list":["post-18107","post","type-post","status-publish","format-standard","has-post-thumbnail","category-marketing-sales-tips"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.6 (Yoast SEO v28.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The &quot;messy middle&quot; - Arbrea Labs<\/title>\n<meta name=\"description\" content=\"The erratic search for information that we all perform before making any purchase now has a name: Messy Middle.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/arbrea-labs.com\/fr\/le-milieu-chaotique\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The &quot;messy middle&quot;\" \/>\n<meta property=\"og:description\" content=\"The erratic search for information that we all perform before making any purchase now has a name: Messy Middle.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/arbrea-labs.com\/fr\/le-milieu-chaotique\/\" \/>\n<meta property=\"og:site_name\" content=\"Arbrea Labs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/arbrealabs\" \/>\n<meta property=\"article:published_time\" content=\"2022-07-15T15:34:48+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-02-21T15:52:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/arbrea-labs.com\/wp-content\/uploads\/2022\/07\/pexels-googledeepmind-17484975-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1607\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Guilherme\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Guilherme\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/arbrea-labs.com\\\/the-messy-middle\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/arbrea-labs.com\\\/the-messy-middle\\\/\"},\"author\":{\"name\":\"Guilherme\",\"@id\":\"https:\\\/\\\/arbrea-labs.com\\\/#\\\/schema\\\/person\\\/67d555365b349c5823e92ad405e52ad1\"},\"headline\":\"The &#8220;messy middle&#8221;\",\"datePublished\":\"2022-07-15T15:34:48+00:00\",\"dateModified\":\"2025-02-21T15:52:33+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/arbrea-labs.com\\\/the-messy-middle\\\/\"},\"wordCount\":761,\"publisher\":{\"@id\":\"https:\\\/\\\/arbrea-labs.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/arbrea-labs.com\\\/the-messy-middle\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/arbrea-labs.com\\\/wp-content\\\/uploads\\\/2022\\\/07\\\/pexels-googledeepmind-17484975-scaled.jpg\",\"articleSection\":[\"Marketing &amp; 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