Times are a Changin’
“Ch-ch-ch-ch-Changes”—one of David Bowie’s best known songs—is certainly the theme of healthcare today.
We’ve heard it numerous times….that "things are a changin’" and the “retailization” of healthcare is here to stay and where healthcare experiences are now being compared to consumer experiences at Apple, Zappos, and Amazon – just to name a few. Moreover, we are living in an age of “disruptive expectations” from consumers (yes, consumers and not patients!) and the same old marketing and consumer experiences just won’t cut it any longer. And this is even more important when it comes to a consumer’s digital experience with your organization. So, what can you do about it? Simply, learn from the consumer.
Key-Takeaways from an Annual Consumer Research Study
To help you better understand what’s going on in the mind of the consumer, here are five key-takeaways:
- Two thirds of
Americans searched for health-related information in the past year.
Chrome is the browser of choice but there is more parity in devices used
– whether PC, laptop, or mobile device. Strong educational content which is easy to find across a variety of devices is key to a strong consumer experience.
- Two thirds of health-related searches start with Google. A solid SEO strategy is critical for your organization to be found online.
- Three in ten Americans have been to a hospital website in the past three months up from one in ten Americans just a year ago and their reasons for a visit vary. Your website is now a ‘digital brand dialogue’ and instrumental in developing a strong brand relationship with consumers. A bad website experience will damage your brand overall.
- Consumers have strong opinions on what is a “must have” and “nice to have” element on your website. There are lots of opportunities to differentiate your website and to create a unique brand dialogue.
- Consumers now expect to have scheduling Apps available much like an Open Table experience and are a must-have not a nice-to-have. Another opportunity to improve the dialogue and consumer experience.
Future Impacts
What does our future hold? One thing for certain is that healthcare will continue to evolve and change and if we look into the crystal ball to see what other industries are doing today to learn from the consumer to improve their overall experience we will be better positioned to proactively shape our future. As Steve Jobs once said, “Let’s go invent tomorrow instead of worrying about what happened yesterday.”
By Toni Klein | July 1, 2016
SHSMD Digital Engagement Task Force Member
Partner & CMO
Klein & Partners
Orland Park, IL
toni@kleinandpartners.com