2022 Healthcare Marketing Trends: Create a Seamless Digital Patient Experience

Strategies to implement in 2022 to Drive Engagement and Accelerate Growth: Learn how building a seamless digital journey for potential patients will help you reach more patients and drive better outcomes.

What is Healthcare Marketing?

Mercury Healthcare defines healthcare marketing as “a process of strategic outreach and communications designed to attract healthcare consumers, guide them through their healthcare journey, and keep them engaged with the health system.”

Healthcare marketing services and products is a complex and ever-changing process. To be successful, healthcare marketers must employ digital strategies that integrate omnichannel tactics to reach healthcare consumers wherever they are.

Create a seamless digital patient experience

To create a seamless digital experience for your patients, it’s essential to understand their digital journey- the process of discovering your services and booking their first appointment with you.

First step: An Internet Search

Although some may rely on referrals from friends or family, a 2017 study conducted by Yext reveals that most will perform an internet search for a local provider.

So, you should ask yourself:

Is my website crawlable? If search engines cannot “crawl” your website pages to learn what it is about, it won’t perform well in searches. You can try Google’s free tool to test your website: Mobile-Friendly Test – Google Search Console

Second step: Clicking on your website

Next, your potential client will arrive at your website and form their first impressions.

Some questions you should ask yourself:

Does my website use a responsive design? Responsive web design makes your website much easier for visitors to read and navigate. In other words, your potential patients should be able to experience your website on their mobile devices or desktops. You can test your website’s responsiveness on mobile and desktop here: PageSpeed Insights (web.dev)

Is my website easy to navigate? If your patients are struggling to find what they are looking for, whether it be an answer to their health questions or a provider’s contact information – how much time do you think they will spend on your website? Think of your website as your digital office. Potential patients should get a snapshot of what it would be like as your patient. Your website should give them the basics, like your contact information and services, and answers to their common questions to their health questions.

Third step: Booking an Appointment

So, now your potential patient is ready to book an appointment!

You should ask yourself:

Is the booking process easy? Can future patients start the booking process online? Or do they have to call your office? Once they begin the booking process, how long does it take to secure an appointment?

Understanding the digital journey of potential patients is crucial if you want to boost patient acquisition this year. At SGM Medical Marketing, we have the experience and expertise to help healthcare providers achieve their marketing goals and accelerate growth through healthcare marketing strategies, such as optimizing your patient’s digital journey, that deliver a return on investment. Connect with us today.

Leave a Reply

%d bloggers like this: