web advertising strategy

mobile-friendly website for hospitals

Importance of a Mobile-Friendly Website for Healthcare

You know it is important. But why? And how can you tell if your healthcare facility has a mobile-friendly website?

First, Why a Mobile-Friendly Website?

Reason #1: Increase in Usage of Mobile Devices

According to a January 2017 report from Pew Research, here are a few arguments that your hospital’s website should be mobile-friendly.

  • 95% of Americans own a cell phone of some kind and almost 80% own a smart phone. (In 2011, smartphone ownership was just 35%.)
  • 50% of US adults own a tablet
  • Adoption of broadband service has slowed in recent years and a growing number of Americans now use smartphones as their primary online tool

In addition, these statistics don’t just apply to Millennials and Gen Xers…

  • 75% of adults age 50 to 64 own a smart phone
  • More than 40% of adults 65 and over own a smart phone

Simply put, more and more current and prospective patients are using their mobile device to research and locate services and providers including healthcare. They should be able to find a physician, fill out a form and read patient testimonials and reviews conveniently, in the palm of their hand.

Another Reason Your Hospital Must Have a Mobile-Friendly Website: Google Search Results

Since the beginning of 2017, Google uses the mobile version of your hospital’s website to determine rank. Google is all about a better user experience. Simply put, a better user experience makes for a better patient experience.

Furthermore, How to Tell if Your Hospital has a Mobile-Friendly Website

Your hospital or healthcare facility’s website is mobile friendly if it has responsive design. Users to your site shouldn’t have to pinch, pull, drag and zoom. Instead, visitors to your site should be able to find a physician or view a map of your hospital without adjusting the screen. The content on a mobile-friendly website should respond to the screen size of the device they are using. In addition, your mobile-friendly website should be easily and intuitively navigable, and the buttons should be large enough to “click”.

Finally, test your hospital’s website with Google’s Responsive Test Tool.

In conclusion, whether you need a few tweaks or just content added to your current site, or a completely new, mobile-friendly website design, call TotalCom Marketing to discuss what the process looks like.

Early to bed, early to rise, work like crazy and advertise! Jimmy Warren is president of TotalCom Marketing Communications and has over 30 years experience helping many kinds of businesses build a strong brand. A large portion of that experience has been helping hospitals and healthcare organizations. He loves the ‘weird’, interesting and extremely talented people he gets to work with every day – that includes co-workers and clients. Outside of work he enjoys his grand kids, traveling and any kind of good ole fashion Alabama sports. Roll Tide!

Hospital Marketing: Online Video a Turn Off?

Research indicates that up to 25% of web viewers click off of pre-roll video.   Consumers do not want to watch a video before they can get to the information they want.    

A recent study by video analytics firm TubeMogel finds that nearly 16% of viewers click away from a pre-roll video ad rather than watch it before getting to the content they are seeking. And on newspaper and magazine sites, where interruptive advertising isn’t the norm, the percentage goes up to 25%, according to an article in Ad Age by Michael Learmonth.

Consumers just don’t want to want to watch a video before they can get to the information they are searching for. They consider it a nuisance and become annoyed by it.  Yet the easiest thing for marketers to do is to place a: 30-second TV spot on the web.   It’s already produced, it’s available, and it’s easy.  But they may be doing more harm than good.  Annoying the consumer may be what you’re doing.

“Consumers have so many choices that 16% are going to leave your content just because you put an ad in front of it,” stated Brett Wilson, CEO of the video analytics firm.  “That’s a big paradigm shift – people don’t have to watch your ad”

Learmonth also cited research by YuMe that shows a completion rate of only 61% for 30-second video ads on the web. So clearly, using TV spots or videos as an ad, like a pop-up screen, is not highly effective.  Most people go online to gather information and do not want to have to watch an unrequested video ad before they can get to the content they are seeking.

Web advertising requires it’s own unique strategy and approach. While the brand must be consistent across all mediums, it’s not effective to just take traditional media and stick it on the web.  The audience expectations and tolerance levels are entirely different.  When you turn on your online video ad, you may just be turning off the consumer.