What Are Customers Looking for in a Healthcare Website

The digital revolution has placed the world at our fingertips, and the healthcare industry is no exception. Today’s consumers are expecting—if not demanding—more from healthcare websites.

Advances in the world of telemedicine have given rise to online therapy sessions, digital wellness exams, and even virtual rehab programs to treat addiction. With this kind of tech, it should come as no surprise that customers are learning to expect a lot from healthcare websites.

Healthcare at Our Fingertips

According to an article published in the Harvard Business Review, today’s consumers have expressed a strong preference for digital communication. Mostly, patients and consumers prefer to interact digitally with their insurers and others in the realm of healthcare.

In truth, the Internet has forever changed the way we do business. Today, enterprises thrive or collapse based on their online presence. The sooner companies can come to terms with this fact, the better off they will be—especially those operating in the healthcare industry.

Conversion Rates and Customer Engagement

So what are customers looking for in a healthcare website? Unfortunately, this is no easy question to answer. Consumers are looking for a myriad of things—from easier navigation to improved transparency. In making improvements to your company website, you can improve your conversion rates as well as customer engagement.

Actionable Next Steps

At this point, you’re probably wondering about actionable steps that you can take to improve your website, right? Here are some essential steps to take to improve customer engagement:

  • Make mobile apps available. Consumers want the freedom of using their mobile devices to access and make changes to their account.
  • Include helpful tools.  Consumers appreciate tech to help them estimate premiums, copays, and out-of-pocket expenses.
  • Provide comparison tools. Consumers like to compare and contrast providers, pharmacies, and medications.
  • Include individualized recommendations. Factor in patient info alongside metric data about what a patient can expect from treatment.

Of course, this not a comprehensive list. But it should give you an idea of what today’s consumers want to see when visiting a healthcare website.

Final Thoughts

The days of pouring over hard copies of insurance data and waiting for ID cards to come in the mail are quickly fading. Consumers want to have the option of accessing their health insurance information on their schedule.

They want to pay premiums, make plan changes, request ID cards, schedule appointments and choose a prescriber from their laptops and mobile device. If your healthcare practice or insurance business wants to stay competitive in this modern landscape, it’s essential that you rise to meet these customer demands.

Need help with optimizing your website? Reach out to us today to learn how we can improve your online presence and up your marketing game.

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