MicroMoments Define New Era of Healthcare Digital Marketing

by Leeann Moore, Business Development - 05/29/17


In a digital landscape where the information consumers need is at their fingertips 24 hours a day, keeping your organization’s brand top of mind has never been more important.

The average person “touches”—defined as taps, types, swipes, or clicks—their smartphone 2,617 times a day, according to a dscout study. It’s safe to say that micro-moments drive some of these points of contact.

Google defines micro-moments as the reflexive moments when we turn to our devices to fulfill a need—for example, to do something, buy something, or learn something. Consider this instance: You’re in the market for a new car, and your friend makes a recommendation. You immediately reach for your smartphone and search for information about the model’s safety and reliability, and to find out where you can test-drive one nearby. At that moment, you’re not loyal to a specific brand or dealership. You simply want to know more, and you expect immediate results. You’re in the middle of a micro-moment.

It’s easy to see how micro-moments apply to retail marketing. However, they’re just as applicable to healthcare digital marketing, and their importance will continue to grow as the healthcare industry becomes more retail-oriented.

Taking advantage of healthcare micro-moments means making sure your content is not only relevant, but also easy to access and use. Here are a few ways you can position your organization at the top of the pack:

Make sure your organization is easy to find.

Between 2014 and 2015, the number of people ending their Google searches with verbiage like “near me” or “nearest to me” doubled. People are likely to use this option if they’re new to an area or if they need to see a physician immediately. A dad who needs to take his injured child to a hospital emergency department or urgent care center following a tumble from playground equipment, for example, is likely to use a smartphone to search for a facilty that's close to his location.

Improving your organization’s local SEO helps ensure you’re included in Google’s three-pack result. Two ways to improve your local SEO are keeping listings up to date in local online directories and optimizing your website for mobile platforms.

Digestible content is essential.

Sixty-nine percent of smartphone users are more likely to buy from companies who make it easy for them to find answers to their questions, according to Google. For this reason, it isn’t enough for hospitals, urgent care centers, and physician practices to simply have a mobile-friendly website. The website must load quickly and feature simple navigation and relevant, easy-to-skim answers. Instead of relying solely on long articles structured by paragraphs of text, consider incorporating infographics, videos, and factoids that do less hard-sell marketing and more educating.

Take a deep dive into the needs, wants, demographics, and behaviors of your target audience.

In a May 2017 article on the future of digital marketing, Google’s Sridhar Ramaswamy said it soon won’t be enough for marketers to simply show up during micro-moments. Instead, they will need to use data to get to know their consumers—to understand and anticipate their needs and wants—even better than the consumers know themselves. In the healthcare realm, this will likely mean turning to analytics tools to gain the best possible understanding of your ideal patient.

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Topics: Digital Marketing

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