Incorporating Location Details into Your Digital Strategy Leads More People to Your Door
4 Key Insights from UNC Health Care User Experience Audits — Plus 7 Tips for Your Location Strategy Success
// By Lisa D. Ellis //
Do you include your facility locations as a component of your organization’s digital strategy? If not, you could be sacrificing market share.
Growing Opportunities with Mobile Search
With a growing number of Americans turning to their mobile phones to search for healthcare providers in their area, it’s more important than ever that your website content be optimized to allow people to easily find your local physicians and services, and book an appointment.
UNC Health Care recently stepped up its efforts in this area and discovered the benefits of focusing on location as a major differentiator to grow its patient base. Taking a location-centric approach now helps UNC gain more market share in areas it serves.
Katie O’Brien, director of digital strategy, UNC Health Care, shared UNC’s experiences at a presentation at the 2018 Society for Healthcare Strategy and Market Development (SHSMD) Connections conference. She was joined by Jaimie Somlai, account strategy director at Geonetric, a digital marketing agency that also provides software development expertise. Somlai helped guide UNC on its journey to strengthen its online presence and make it more relevant for today’s increasingly mobile marketplace.
UNC Health Care’s Broad Range of Services
As a not-for-profit integrated healthcare system owned by the State of North Carolina, UNC offers a broad range of services and numerous facilities, including UNC Hospitals and its provider network UNCPN, the UNC School of Medicine, and 11 affiliated hospitals throughout North Carolina. While its services and audience have always spanned a wide range, in recent years the system has also experienced significant growth, which has posed many challenges in creating a consistent brand image across all touchpoints.