Marketers who study user behaviors (prospective healthcare consumers) online have demonstrated that consumers are less willing to tolerate slow loading times than ever before. The average consumer loses interest in a product or service within five seconds.
Fremont, CA: Healthcare consumerism has significantly changed the way healthcare professionals must market their services and provide them. As with any other industry, today's consumers expect a healthcare experience that is innovative and technologically advanced. Medical practices, hospitals, and health systems must adapt to meet these changing needs to remain competitive.
Evaluate the online patient experience
The presence of a website was enough to impress prospective healthcare consumers twenty years ago, and to assist them in finding the identity of your healthcare brand. As the healthcare industry transitions into virtual care experiences, such as telehealth and remote monitoring, consumer engagement is becoming increasingly complex.
Websites serve as the front door of your organization. Often, it is the first thing consumers see; if it is not optimized, it may be the last time they consider your hospital or healthcare practice. Your website should include accurate, easily accessible contact information (e.g., locations, phone numbers, contact form, and primary services), as well as imagery and wording that represent your target audience.
Use consistent healthcare branding
You may feel that your expertise sets you apart from other healthcare providers or businesses. Let's be honest - to a healthcare consumer, each white coat appears the same, and consumers are notoriously reluctant to purchase a product or service from someone they are unfamiliar with.
In order to reduce overall cost-per-acquisition and increase return on investment, you should build a strong and recognizable brand and promote awareness of it.
