![]() How you work to help the consumer overcome that fear is a major factor in whether that user becomes your organization’s patient. All of us will need to go to the doctor or to the hospital at some point. What other area of digital commerce do you know of where the consumer is actively afraid of either the service provider or the service itself? If you needed to go to the car dealership or your local big-box store, but you were afraid of either the people there or the services they offered, you’d probably either go somewhere else or simply not go at all. Far more are afraid of the ramifications when they receive a diagnosis from another provider or they learn that they need a treatment regimen - surgery, chemotherapy and so on. Many consumers are afraid of doctors in general. When a healthcare consumer comes to your organization’s site, you do want to get them where they want to go, but you also have to acknowledge and overcome their fear.įear is part of the experience for healthcare. When a typical e-commerce or digital consumer comes to a website to browse products and services, the goal is to facilitate their purchase intent. Overcoming fear with your healthcare content Even if the user is being proactive and looking at preventive care and primary care, they’re still probably doing so from a negative state of mind (“I want to avoid getting sick”). They’re likely sick and needing a procedure or treatment. ![]() When a consumer needs to compare healthcare options, they’re investigating and comparing out of obligation only. There are very few other service areas in which the consumer turns to the service provider in such a desperate state. And they’re trying to determine their options when they’re confused, scared or angry. They’re turning to you because they have to. They’re not shopping out of desire. Instead, they’re coming to your organization at potentially the worst moment of their lives. In contrast, most healthcare consumers are reluctant consumers at best. You want the new thing, or you want the feeling you get from using the thing that no longer works. ![]() Strategize, execute, and grow a personalization strategy that meets healthcare consumers where they are and drives better health outcomes.Įven if you’re shopping out of necessity - my shoes are worn down, my blender’s broken or my car’s toast - you still have purchase intent. Personalize Your Healthcare Marketing: Crawl, Walk, Run, Fly There’s enough wayfinding to get you to the area you want to find, but the majority of the site’s real estate is devoted to detailed images of the products you want to buy and a seamless experience for your purchase, shipping, etc. It’s mission-oriented to keep you on-task for what you came to buy. It’s minimalistic to avoid anything that may trip you up or send you down some rabbit hole. The messaging for e-commerce and other retailers works because of that purchase intent. So it goes with anything we browse or buy online - blenders, computers, cars, whatever. If I’m browsing shoes, you can infer that I either am going to buy shoes immediately or that I intend to buy shoes at some point in the near future. Purchase intent, or the willingness to buy, is a common thread among all consumer personas for most retailers. You likely go there either because you’re actively looking to buy something or you’re doing research with the possible intent of buying down the road. Think about where you like to shop online. There are many areas in which healthcare content stands alone (or nearly alone) in the digital landscape. We’ve seen it time and again: The skills that lead to success in writing e-commerce and other digital content do not directly translate to writing good healthcare content. My ears perk up when I start hearing healthcare marketers say they’re bringing in agency writers without deep healthcare experience. Good writers - great writers, even - have trouble mastering the nuances of the audience and message. The cold, hard truth is that not everyone is cut out to write healthcare content. And you have to balance the business goals of your organization while not seeming like a salesperson. ![]() You have to be clear and direct without coming off as curt or unfeeling. ![]() You have to be empathetic without pandering. Writing high-quality healthcare content that converts is hard work. If you’re involved even tangentially with healthcare content development, I’m assuming the preceding paragraph led to sarcastic scoffs or eye-rolling from you. It seems like such a simple task: Write informative content about your healthcare organization that speaks to your users’ concerns and encourages them to convert. ![]()
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