Why Isn’t My Hospital’s Digital Strategy Working?
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.