People Google everything. Anytime they want to know anything, their first move is to Google it. Whether they’re looking up their symptoms or healthcare centers near them, chances are the massive search engine will be their first stop. That means knowing how to use Google’s algorithms to your advantage is your best bet when it comes to getting in front of your customers.
According to a survey conducted by Google in 2015, Google has the highest number of views from people looking for information on healthcare. YouTube came in second, increasing their viewership by 38% from 2010. The survey also found that about half of the people looking for healthcare information are doing so on mobile devices, which means it’s more important than ever to make sure your website and videos are an integral part of your marketing and mobile friendly.
What Are They Doing?
A lot of people use the internet to see if certain symptoms might be serious before contacting their doctor. Even after they’ve talked to their doctor, as much as 80% of internet users will use the web to verify what their doctor has told them and to get more information. It’s not that they don’t trust their doctor, it’s just that it’s always a good idea to get a second opinion, and for many people, the internet is a free way for them to see what other health professionals have to say.
Options
The internet is also a great way to provide consumers with options. Not only can they see opinions from other medical professionals, but they can also get informed about alternative treatment possibilities. If someone is doing a less invasive procedure or is taking a more holistic approach to a problem, each patient will be more attracted to certain types of treatments than others for various reasons.
What You Need
- A mobile-friendly website: Because more people than ever are using mobile devices to look up information (and that trend is still growing), it is vital that your website be mobile friendly. That means the design and setup of the website has to be large enough and clear enough that people can still see everything and interact with the site on a mobile device as well as they can on a desktop or laptop.
- A user-friendly website: it doesn’t help to have a website if visitors can’t figure out how to use it. There are few things more frustrating than a website where you can’t find the information you need or the content is difficult to understand. Even if you think the website makes sense because you know where everything is, that doesn’t mean it’s as easy for your consumers to figure out. Put yourself in their shoes (or find someone who can, such as a professional web designer) to make sure you’re giving them the best experience possible.
- Time is money: as we all try to cram more and more tasks into our daily lives, our patience and willingness to wait for things decreases. That means if your website, or anything on it, takes more than a few seconds to load (five seconds, at most) people will be more likely to click away and find another website before it finishes loading. This isn’t always something you can control, as it might depend on their internet access, but you should do everything you can to make sure your website loads as quickly as possible as often as possible.
- Videos: with an insane amount of content being presented to us every day, fewer and fewer people are taking the time to read articles and blog posts, but videos are eye-catching and hard to look away from. Most people will stop to watch at least a few seconds of a video, and if they like what they see, they’ll keep watching. In order to keep them engaged, make sure the video is high quality (well lit with good contrast, colorful, loads quickly, includes as much movement/changing images as possible, etc.)
Consumers are also very interested in testimonials. We remember stories much better than we remember facts and figures and we automatically place more trust in an institution that’s been recommended by someone else, so including video testimonials on your website is a must.
- Content: People go to your website to find out who you are and what you’re all about and they can’t do that if your content doesn’t effectively convey your message. In addition to an “About” page that tells your story, you need a services page to explain what you offer, an FAQ page, and a contact page, preferably with a map that provides directions to your facility.
Why Do You Need This?
A good website and accompanying videos are integral parts of any marketing campaign for a reason. It is the place where you control your brand and your message. Anyone can say anything they want about you on social media, in emails, on the phone or with their friends and family, but more often than not, people will go to your website to verify what they heard about you (good or bad). Your website is your first impression on consumers and you cannot afford to waste that opportunity. In addition, videos can enhance their experience and fill their need for more information. You need to tell them exactly who you are and what you do; whom you’ve helped and how (testimonials); how they can tell you really know your industry; and finally (but most importantly), how you can help them.
To learn more about using digital technology and its power in healthcare marketing, register to attend this session at SHSMD Connections 2017 in Orlando, September 25.
By Brendan Jacobson
Head of Healthcare Industry
Google Marketing Solutions
