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Why Mobile is no Longer a ‘Nice to have’ in Healthcare Marketing

by | May 29, 2014 | healthcare marketing | 0 comments

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mobileIs your healthcare website mobile friendly?

Did you know that if it’s not then it’s actually turning people away?

Mobile adoption has exploded and people no longer just use their desktop computers to research and find information online.

In fact, your patients and customers are using multiple devices throughout the day to do their research. If your website is not mobile friendly across all devices then you could be forcing people to leave your website unnecessarily.

healthcare marketing

Source: 2012 Google/Compete Hospital Study

According to a Google survey 61% of people will leave a website if it is not mobile friendly.

What would that mean to your healthcare business?

Less leads, less patients and less products sold I would imagine.

Mobile phones and tablets are constant companions for your patients and customers. People use their mobile devices in different locations at different times of the day.

  • 61% use them while at home
  • 27% while at work
  • 20% while out of town
  • 16% while in a doctor’s office
  • 23% while visiting friends or family

 

The Patients’ Journey

the-patient-journey

So if your website is not correctly optimised for mobile then you are only attracting those people who only use their desktops and if their first contact with you is via mobile most won’t return.

According to another website study conducted by Evolve. Only 49% of the top 10 healthcare websites in the USA are mobile friendly.

So you are not alone, however you need to create a more customer centric website that offers a pleasant experience for your users, no matter which device they use.

How you can make your healthcare website mobile friendly

Making your website more mobile friendly has become easier over the last few years and most new websites will work across all devices.

This is achieved by what is known as a responsive design.

What this means is that your website responds to whichever device it is shown on. It uses technology to detect which device it is being viewed on and optimises it for that particular device instantly.

To provide the best experience, you need to research and discover what content mobile users are looking for when they visit your website. Be aware that mobile users intent often changes depending on their location or device.

For example it is unlikely that when a patient is on their mobile phone at work that they are going to make an appointment via their phone.

They are most likely just researching your hospital or practice. If it is a doctor who is doing the research then they may be researching pharmaceutical companies.

You can read more on how doctors and hospital administrators research and behave online in another post I have written on How to Sell to Hospital Administrators.

If potential customers have a bad experience on their mobile device then they won’t return to make a booking when they return home to their desktop computer.

They will however return to the website that helped them the most – that needs to be you.

Talk to your Marketing Team and they will be able to study your analytics to see which content is popular via a mobile device. They should then be able to tailor your mobile experience around the content your customers want.

For more in-depth guidance on how to successfully carry out digital marketing strategies for your business, click here to learn about our free ebook:Digital Healthcare Marketing in a Nutshell”.

Key take aways

More and more of your patients and buyers are active on mobile devices when seeking out your services. You no longer have the luxury of not designing your website for mobile.

Think about the content that your audience needs on a mobile device and tailor your content to suit.

The more pleasurable experience your website offers then  the better it is for your audience and they will stay on your website longer and revisit it more often.

Now it’s your turn

I would really appreciate any comments on this topic. Tell me what you think. Does your healthcare marketing involve mobile?

Let me know in the comments below.

Source: 61% of people will leave a website if it is not mobile friendly.

Source: 49% of the top 10 healthcare website in the USA were mobile friendly

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