A company’s website is the new business card in 2018.
Because of that, any marketer should pay close attention to how their website is structured, laid out and designed.
Yet when it comes down to websites in the healthcare space, marketers have not always benefited from organizational alignment and buy-in from executives to build beautiful and creative web experiences which are bound to wow & delight users in search of medical assistance online.
For any healthcare website to be fully interactive and a joy to use, navigability is one of the most important considerations when building a new website.
The concept of web navigability is not alien to e-Health projects or to patients. The navigability of a website is so important that it can be the key piece for a user to find what they are looking for online in a fast and intuitive way. Yet many companies have confusing information architecture, dubious labeling and weird navigation structures.
Web creation for health care systems
Having a functional and intuitive website should be an essential part of any healthcare company’s digital strategy if that entity wants to meet the needs of the 21st century consumer.
Today, 90% of the world’s population is connected to the Internet which highlights the importance for a company to be present in the digital world. And why healthcare executives should focus on a powerful digital presence that will encourage their customers to engage with their site.
Take for example medical clinics in a specific city.
In major cities all over the world, there are probably hundreds of medical clinics a consumer can choose from. Some of them located within blocks of each other. That makes competition very stiff when it comes to attracting and retaining new patients. Because of fierce competition, and because clinics are, by definition, commodified experiences (aka they all provide more or less the same services) building an original, beautiful healthcare website design can very well become a differentiator for any local business.
Hospitals and Clinics should consider investing or adopting telemedicine technologies
In today’s world, it’s not enough to have a beautiful website design with a clear navigational structure. Healthcare companies should also consider adopting new technologies which support the overall mission and business objectives of a specific healthcare organization.
One of the most exciting healthtech trends in 2018, which continues to see increased adoption all over the world is telemedicine. In simple terms, telemedicine is the remote delivery of healthcare services. Via web apps and mobile apps, doctors connect with patients remotely to address immediate health issues which are not life threatening.
Telemedicine should not replace going to a doctor but complement the medical treatment a patient receives while visiting a doctor’s office. Indeed, in 2018 telemedicine has become one of the most popular healthcare trends with over 30 million virtual visits in the US alone. One of the added benefits of telemedicine is that it doesn’t refer exclusively to just patient-doctor communication. In fact, some of the most robust telemedicine services also allow for doctors to interact with some of their peers for a quick consult. In other words, two or more doctors can collaborate in particularly difficult cases in order to advise on the diagnostic and therapeutic procedure for treating a specific patient.
Bottomline – telemedicine is a fantastic technology and healthcare executives in the hospital and clinics space should consider adopting this technology. Telemedicine is known for reducing costs, improving quality of care and reducing hospital readmissions.
Health marketers and their customers
Customers should be at the front and center of any marketing strategy. After all, happy customers come back for more services and they also refer your business to their friends and family members.
Healthcare innovation refers to the process of adopting new technologies which are bound to reduce friction, engage consumers and drive repeat business. To that end, some of the trends we discussed in this article should become part of the day to day repertoire of any marketer who works in the healthcare space.
To sum up, the key to a successful digital presence for healthcare institutions is two-fold. On the one hand, a healthcare organization needs to invest in creating a powerful, intuitive mobile responsive website. This includes having a clear navigation, a clean and sleek design and engaging web copy. On the other hand, healthcare executives should consider experimenting with some emerging technologies. Some of the the most appealing health technologies in 2018 include telemedicine, artificial intelligence in healthcare and blockchain.
The future belongs to the bold, the brave and the visionary. In today’s world, no other field needs more innovation, more disruption and more investment than healthcare. And marketers working in this field should lead the way to a better, more interconnected future by tapping into all existing technologies, trends and ideas that can revolutionize the healthcare industry as a whole.