Posted: February 9, 2017

are-you-mobile-ready

Google has given us a clear signal: Mobile is no longer optional. With Google officially testing its mobile-first index, it’s imperative now more than ever, that you create and optimize your hospital’s web presence for mobile devices. The search engine giant has been slowly making a transition to a mobile index and finally announced details back in November on their Webmaster Central Blog. With the new index, the algorithm will look first at a website’s mobile version for ranking and then look at desktop versions if there are no mobile ones to rank.

We’re in the midst of a new mobile era where health consumers interact in what Google describes as mobile micro-moments. It is important for healthcare organizations to become very, very good at capturing and engaging their target audience in these mobile micro-moments—that online decision-making moment when a prospect recognizes a need and goes online to gather information before making a decision or choosing a brand. Specific to healthcare, an example of a micro-moment of truth, might be someone being denied an airline ticket because of their size, leading that person to initiate research on bariatric surgery as a result.

google-micro-moments

Understanding mobile micro-moments in healthcare

The once linear customer journey has exploded into billions of critical micro-moments, whether they are I-want-to-know, -go, -do, or -buy, occurring in any order, at any time because every consumer is different. Healthcare marketers now need to look for mobile patterns, signals, and clues to maintain a competitive edge. Here is some data from Google’s “Micro-Moments: Your Guide to Winning the Shift to Mobile“:

  • “I-want-to-know”: Over 51% of mobile users have discovered a new company or product when conducting a search on their smartphones. Action: Craft a solid paid and organic search strategy
  • “I-want-to-go”: There has been a 2x increase in “near me” searches in the past year. Action: Think local marketing
  • “I-want-to-do”: Searches related to “how to” on YouTube are growing 70% year over year. Action: Create engaging video content

Is your hospital’s website ready?

If you haven’t identified and optimized for the moments when your target audiences engage via mobile, then it’s time to build a path forward. Winning mobile moments that matter requires healthcare marketers to:

  1. Design and optimize a website for mobile-friendliness, including speed
  2. Know the correlation between the consumer and patient journeys
  3. Identify and differentiate mobile vs. desktop demand
  4. Understand different health consumer intent signals
  5. Produce mobile content that resonates on the small screen
  6. Optimize mobile pages to convert key micro-moments
  7. Track, measure, and continually compare mobile and desktop results

Healthcare marketers have always needed to have a comprehensive plan to reach, engage, and convert consumers in their most important micro-moments. But now, the stakes are higher. Understanding and optimizing mobile traffic, mobile engagement, mobile conversion, and mobile revenue is critical to developing a successful mobile-first strategy.

See how you stack up with your mobile strategy, request a free healthcare marketing assessment.