August 08, 2018 @ 12:00am

Competing on customer experience is the name of the game in business these days, and healthcare is no exception. You know that as a HC marketer. Ultimately, all patients are customers—what changed is that now they act like customers when making healthcare decisions, which means they want easy access to information, 24/7. On top of that, they want a variety of information sources, like independent reviews, and they want each and every transaction to be easy and seamless. They want Amazon for healthcare.

Simple, right?

For most healthcare marketers, not really. This is a new competitive dynamic most of us haven’t had to deal with in the past. You’re not just competing with the health system across town, you’re competing with everyone. And that means you have to up your marketing and user experience (UX) game in a way that does more than just talk about service lines, staff and facilities.

Bringing that Amazon-like experience to healthcare begins with a strategy deeply grounded in consumer expectations. Take what you already know about your patient population and apply that knowledge through an “Amazon” lens.

Start with Mobile First

Last year alone, mobile search was expected to generate 27.8 billion more queries than desktop search. Amazon’s mobile-first strategy assures that whether you visit their site from a desktop computer, a tablet or a mobile phone, the experience is seamless and user friendly.

User Experience is King

Amazon continually monitors and makes data-based improvements to their UX efforts, making engagement easy and simple. Conduct an audit of your website and corresponding digital platforms through a consumer’s eyes to see where you can eliminate obstacles.

Create an Environment that Invites Conversion

In healthcare a “conversion” can be defined in many ways. The most obvious result is a trackable event like scheduling an appointment or contacting you directly. Think of your site as a multi-layered conversion funnel. Amazon’s site and app are designed to act as a dynamic conversion environment, maximizing lead conversion and revenue. Some quick tips:

  • The more landing pages you have, the more leads you are likely to get.
  • Videos can increase purchases of the product by 144%.
  • Minimize the number of clicks that lead to your greatest lead generators. 

Is This Just for Me?

Amazon leads the way in marketing personalization efforts – from related recommendations to email programs and more. The time has come to dive in. Define the business drivers that matter most and implement personalization to impact those goals, then grow and expand your use cases over time. Mine all of that data in your CRM and EMRs to make the patient’s experience as personalized as possible. The little touches go a long way.

It may look daunting, but you are closer to creating this experience than you think. If you would like to take a deeper dive into these strategies and tactics, please take a look at this recent white paper from Influence Health. Or give 6AM a call and we’d be happy to help you on your way to greater engagement and higher conversions.

About the author: Lisa J. Smith

Lisa J. Smith is 6AM Marketing's Director of Strategy & Client Service. 

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