March 22, 2022 - Parul Saini, Webmedy Team
There are few relationships more personal than that between patients and their doctors. Yet, many medical websites do not offer content personalization to strengthen and extend these bonds. The personalization of content can lead to the delivery of useful information, such as geo-targeted clinic searches and a 'recently visited' section that features pages and services from visitors' past entries.
What exactly is website personalization? To do this, you need to understand your patients' exact needs and deliver curated messages and content that meets those needs. Perfection is just good contextual marketing - delivering the right message at the right time to the right person. When a patient's history and current needs intersect, contextual relevance is created, and organizations can predict their current and future needs, fostering benefits such as:
To customize your medical website, you must gather valuable information about your patients, such as their medical needs, preferences, demographics, etc. It is possible to collect this insight either by asking your patients to fill out information forms to provide them better medical care or by collecting data from your medical system daily. This will then allow you to align your medical site with it, which will improve the patient experience.
A medical website's primary objective is to engage patients, not doctors. Website personalization involves time, effort, and a large amount of patient information. While you may always hire a medical marketing agency to help you with this, here are some simple steps to get you started on your own:
When it comes to medical website personalization, the first step is to collect patient information. It's critical to collect information not only on your current patients but also about possible new ones.
If you have gathered the appropriate insight about your patients, you can then proceed to create your patient personas for website personalization. Create a patient persona to segment your target audience and create relevant medical content for them. Based on their preferences and interests, it estimates what they might want in the future, which helps you adapt your medical business to their needs.
Your patient personas have now been created; you can now set goals for what your personalized approach will look like for each. The goal of personalization can be anything, from generating leads to improving patient engagement. These goals can also vary depending on the patient group and geographical location. Be aware that website personalization is more important than customization for website goals. A customized medical site may be curated for individual patients, while a personalized site adapts to the needs of different patient groups.
The same as any other medical marketing strategy, once you create your medical site personalization strategy, you need to evaluate it and refine it. You can use visual editing tools to make these small edits to your medical site and test them out. Testing your campaign regularly will help you detect the errors in it and correct them for the best online patient experience.
Like how you set goals in the beginning, you can set performance metrics to evaluate the success rates of your medical site personalization campaigns. Not only does it map the performance of your personalization campaigns, but also helps you see whether you are earning back your ROI. This will enable you to determine whether the primary goals for implementing site personalization are being met and if you need to add new goals. It is crucial to measure the success of your personalization efforts early, mid, and late in the process.
By personalizing content, websites are transformed from being a list of information that visitors browse chaotically to a guide that proactively suggests the information that patients might find helpful. Customized medical websites enable you to target patients with relevant medical content and services regarding their health and well-being. In the end, site personalization gives your medical business an individual touch and makes it stand out from the crowd.
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