Personalized ContentPeople everywhere are struggling with content overload. In some cases, content is perceived to be irrelevant, time-consuming, and even boring. Yet, when users are able to cut through the clutter and locate specific information, they tend to feel less overwhelmed and more in control. So what does personalized content do? It delivers a brand experience at a personal level by tailoring the message to the patient’s wants and needs. This personalized communication increases overall engagement in terms of attracting and acquiring new patients. A healthcare brand with a particular audience in mind, such as women with breast cancer, doesn’t need its message to reach the masses. The message just needs to reach the specific category of women it seeks to target. There’s a wealth of information available to healthcare consumers and when people are searching for answers, they want immediate access to the specific information they are seeking. Personalized content should be clear, concise, and easy for patients to locate. There are different types of personalized content:
- Segment-specific content speaks to an industry vertical. In other words, marketers segment audiences based on interests, demographics, and geographical location.
- Persona-specific content focuses on needs of specific healthcare consumer groups. Marketers create content based upon the group’s healthcare decision behaviors.
- Stage-specific content relates to a certain stage of the patient’s decision process. The content could be tailored to what patients previously searched for on a site in order to help them finalize their purchase decisions.
- Patient-specific content is highly qualified for an individual patient or prospective patient. Marketers must have significant data and advanced technology for these highly personalized messages to reach certain patients at the right time. The more detailed the data, the more personalized the content.
Digital VideoVideo advertising is growing at the expense of television. In fact, 1 in 2 patients watches videos online to learn more about a personal health condition, healthcare providers, or to research a treatment or procedure. Videos actually tend to be more persuasive than text and have a greater audience appeal. Medical professionals are beginning to offer webcasts, webinars, and live chat sessions on their websites and social media channels. The live video chat sessions between doctors and patients allow the patient to feel more involved and engaged. Along with efficiency and educational impact, patients are able to receive a response within seconds rather than waiting up to several weeks for an email.
TelemedicineWhen a health issue arises, patients have the expectation of receiving care as quickly as possible. Access and ease of consultations are more important than ever and for the first time, patient healthcare options are not limited by geographic location. Telemedicine grants patients with access to a doctor without the waiting rooms. It hasn’t made its way into all domains of medicine yet, but according to the American Telemedicine Association, more than 15 million Americans received some sort of remote medical care last year and the use of telemedicine is expected to rise over 30% this year. These virtual visits are most commonly used for follow-ups, management of chronic conditions, medication management, assisted living support, and specialist consultations. It offers providers a competitive edge while patients are able to bypass barriers to cost, location, and lack of expertise. Needless to say, opportunities abound for remote healthcare monitoring, especially with an increasing focus on value-based care (keeping people healthy) instead of traditional fee for service. Telemedicine offers new challenges for marketers to communicate the benefits of the technology, and alleviate fears of both providers and patients.
Mobile AccessMore and more, patients are looking for easy answers to their health-related questions, and it seems most of them are going mobile to find them. According to KPCB Mobile Technology Trends, over half of web traffic comes from mobile and tablets. If healthcare websites are not designed with mobile users in mind or take too long to load on a mobile device, the site could miss out on many potential patients. A website not optimized for mobile will not only result in a poor user experience on mobile devices, but the site will also rank lower in search results, leading to a loss of prospective patients. Patients aren’t just exploring healthcare options online; they are becoming more accustomed to contacting and scheduling appointments with providers through websites. There are three basic components to consider when optimizing a website for mobile:
- Readability: The material on the page should fit the size of the screen. Therefore, readers won’t have to zoom in and out to see it.
- Navigation: Can patients easily find what they are looking for? Content should be searchable and clear. Be sure that the information on your services, insurers accepted, location, and quality of care is easily located. Also, provide a quick and accessible route for the patient to obtain additional information, such as through a chat function or call button.
- Functionality: The website needs to work, meaning it loads quickly, links are active, and pages are complete. When a website is broken, it’s useless and Internet users won’t spend more than three seconds trying to tamper with it.