Ask the Expert, with Avinash Kaushik
// By Jane Weber Brubaker //
Is it wrong to post ER wait times prominently on your homepage? It’s a fine strategy if you’re content to solve for a tiny fraction of your site visitors, say 2 percent. Avinash Kaushik, Digital Marketing Evangelist at Google, suggests instead: Why not create content and marketing strategies that meet the needs of 100 percent of your potential audience?
In the mad dash to “go digital,” Kaushik observes that health systems frequently miss the mark by focusing on demographics, psychographics, and reach, but overlooking customer intent. “People have multiple kinds of intent when it comes to their health and interactions with the health system,” he says. Yet many health systems focus narrowly and doggedly on whatever is in their strategic plan regardless of where patients are in the process of seeking health information.
A more productive approach, Kaushik believes, is to develop content and marketing strategies appropriate for each “cluster” of intent, and continually measure their effectiveness.
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Are you barking up the wrong tree with your digital strategy? Trying to push your services in channels where consumers just want information? Kaushik believes there’s a better way! In the article that follows, he gives step by step instructions on how to diagnose your current content strategy, fill in the gaps, and develop marketing strategies that leverage each channel to its greatest advantage. There are some top performers out there who have connected with their audiences in a big way, by creating irresistible, channel-appropriate content. Wouldn’t you love to be the next digital marketing star? Login to continue reading.
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