Ways to Revive Healthcare Content & Engage More Readers
BY PATRICIA REDSICKER Here are six elements of engagement to help healthcare brands understand their audiences’ content needs:
1. Value
Consumers say that “feeling valued” or appreciated is the most effective way for organizations to engage with them. The problem for healthcare brands is their one-sided approach to both offline and online interactions, which are designed to promote the brand rather than show a sincere desire to help. Healthcare brands can change this perception by:- Showing empathy by creating content that solves patient-consumer problems.
- Listening to consumer complaints and frustrations about healthcare and providing answers even when questions are not specifically about your brand. Here’s a great example – Healthcare Napkins by Dan Roam
- Adding a personal touch to conversations. e.g. telling stories that patient-consumers can identify with, inviting customers to share their own experiences etc.
- Making your website welcoming to first-time visitors. e.g. add a section that asks “New Here?” and then link it to a page that answers questions about your brand, team, and services.
2. Efficiency
Most patients experience long wait times at doctor’s offices and hospital lobbies. The message sent is that healthcare brands do not respect their customers’ time, and unfortunately this reputation permeates to online interactions as well.Medical offices that offer online registration or other forms so that patients (and their families) spend less time in the waiting room reflect efficiency and respect and in turn earn their patients’ support. e.g. CHADIS is a web-based screening and diagnostic system, which my kids’ pediatric office uses and saves me a ton of time at every appointment.Brands can display brand efficiency in their content by:- Responding promptly to customer comments, inquiries, and questions both off and online.
- Having a website that expedites the registration process for office visits.
- Creating mobile-friendly content so that patients can check directions or register on-the-go.
- Eliminating cumbersome steps, duplicate information requirements, and any information that might cause user friction e.g. social security number.
3. Trust
Patients want to know that their information will be kept private, that their doctor will deliver accurate advice, and that their engagements will be handled discreetly, and honestly. Additionally they don’t want to be ‘sold to’ but rather to be helped with their pressing problems.Healthcare brands can reflect trustworthiness in their content by:- Reducing the number of ads on their websites.
- Showcasing customer success stories of recovery and restoration.
- Giving away plenty of free, useful content such as health-tips, nutrition advice, information about contradicting drugs, and fitness routines.
- When something goes wrong take the opportunity to apologize publicly (if appropriate) through social networks or blog.