We’ve been working on marketing campaigns in the healthcare sector for almost two decades. Like many industries, healthcare and marketing have seen huge changes over this time.
In this blog we’ve captured the biggest trends that we believe will have the biggest impact on healthcare marketing, advertising, digital and communications in the coming year.
Optimising digital patient experience
With the adoption of digital healthcare across all demographics, patients' digital experience (PDX) on your app or website is becoming a higher priority across the healthcare sector. Patients' expectations of health products and services have changed. Patients want fast, intuitive and frictionless access to information and care.
Healthcare providers should enable patients to communicate with a brand through their preferred channel, whether it's via online chat, text message, email or phone. Your website or app should be simple to navigate and load information fast. This is no mean feat and there’s many components to achieving this seemingly straightforward task:
- Simple navigation that allows speedy access - patients should never be 2-3 clicks from anywhere on your site.
- Responsive to different devices and displays so that information and links are prominent. For smaller devices like mobile phones, links can display as icons rather than words
- Content that is visually appealing (human, emotional, relatable)
We’ve used data from Mouseflow, Google Analytics, Adwords and Search Console to create an optimal patient experience on our client’s website, Cardinal Clinic.