Few relationships are more personal than those between patients and their doctors. However, many medical websites often do not offer content customization to strengthen and expand these links. Content personalization is an influencing tool that can provide meaningful information, such as searching for geographically targeted clinics and a “recently visited” section with pages and services from previous visitors ’entries.
In the event of an urgent situation,
A patient does not have enough time to browse the website and search for answers.
They need an easy way to examine and treat injured knee or heart disease, leaving irrelevant information aside. However, many medical websites do not respond properly to this need. They do not distinguish between visitors, refer them to promotions all for one, for example, for the discount of prostate checks (imagine how irrelevant this offer would be for a pregnant woman), show all the services at once or give a map with all. the locations of clinics around various states.
While these customization gaps don’t seem to have any obvious implications for customer service / experience, every piece of irrelevant information delays a patient’s visit to their doctor and postpones an emergency call. As a result, some patients may switch their care to other providers, if their medical websites are designed to offer direct access to the functions sought.
How to customize: problems and solutions
To keep the customer base secure and outperform the competition, healthcare organizations should decide whether to build a new website (in case of obsolete resources) or optimize their current medical website design. Finding a qualified seller is tricky and there is a chance that the new resource will be worse than before. Here’s why: Many marketers claim to create websites “for doctors for doctors”.
This slogan may seem appealing to caregivers, because doctors rely on the experience of others. Despite this,
The goal of a medical website is to involve patients, not doctors.
If developers create a tailor-made resource for physicians, they will not be able to customize the content to meet the needs of patients. As a development and customization of a new one medical web design requires substantial investment, the wrong approach of a salesperson will cost a fortune to your customer health organization without any promise of a decent ROI.
To help caregivers select the right provider to provide appropriate content personalization services, we suggest focusing on patients, that is, the following consecutive stages in the client’s life cycle:
- Acquisition of patients
- Patient retention
Acquisition of patients
Personalization can be activated from a few pages a visitor has browsed, for example, health education materials, interactive video conferencing, or service descriptions. The website customization module quickly learns a visitor’s interests and begins to provide relevant information.
For example, if a person has seen some details about MRI on a website, during the next visit they can continue where they left off. Once a visitor reopens the medical resource, he or she is automatically redirected to the Recently Visited section with, for example, the types of MRIs offered by this healthcare organization (Brain, Cardiac, Abdomen, Spine, MRA, etc.). This section may also offer associated services such as specialist consultation (perhaps discounted).
This approach helps retain a visitor to the resource and increases the chances of further involvement, whether it’s a question in the “Ask Us” section or a call to schedule an appointment with a doctor.
To involve registered patients, a medical website may partially use the data from its EHR / EMR records and tailor the content accordingly. While an important part of personalization is implemented through a private patient portal module, there is a way to communicate with people in a more personal way through a portion of the publicly accessible website.
Although HIPAA restricts the use of protected health information for marketing purposes, the privacy rules in this Act allow medical resources to implement personalization features that offer “treatment advice” to patients, for example:
- Shortcuts for pages with new or updated health plans based on patients’ current health plans
- Redirection to pages with new services according to patient health data
- Discounts and / or promotions relevant to recent patient checks and procedures
- Shortcuts to follow-up pages or general tests to provide patients with free samples of prescription drugs
Orient patients to better health through a personal approach
Content personalization rethinks the very concept of a website, from being an informative brochure chaotically navigated by a visitor to a careful guide that proactively suggests relevant information to patients.
This type of web resource optimization has a single goal: to communicate with patients the way they need to.
Customization allows caregivers to convert visitors into patients using individual sets of services and pages, as well as keep current patients adjusted through a specific use of EHR / EMR data.