Healthcare website design

11th November 2016

5 healthcare website design tips to enhance your healthcare marketing strategy

In such a personal, emotionally-driven industry, your healthcare website is crucial. Personalised healthcare marketing is the beating heart of successful healthcare website design. So your site needs to provide information, sensitivity and reassurance to your patients or consumers.

The healthcare industry is one that faces a huge amount of competition to make personal connections. Whether you’re running a private practice or a global healthcare brand. Your business needs to embrace healthcare marketing strategies to engage with customers and build your brand perception.

How do you get there?

  • Engage with your audience through targeted, search-friendly content
  • Improve and target services by analysing user interactions
  • Encourage brand loyalty with personalised experiences
  • Create more accessible interactions with mobile optimisation
  • Build trust with users by keeping information secure and private

Sitecore is our chosen platform for enterprise website design. For us, it’s the clear leader in creating better customer experiences and reaching business goals.

But don’t just take our word for it. Take a look at these five healthcare website design tips you can achieve with Sitecore:

1. Use content marketing to engage with your audience

Content is no doubt the greatest healthcare marketing tool for increasing engagement. It’s also the stepping stone for personalisation, user profiling, email marketing and a host of other marketing actions. Great healthcare website design should help you deliver engaging, targeted content in the right context.

With people researching symptoms and treatment daily, healthcare brands can engage with a huge number of users. It’s not all about blogs. High-quality industry news, expert interviews, treatment guides, infographics, research case studies and downloadable booklets all serve to enhance the brand experience. All of which should be led by Search Engine Optimisation (SEO) and sharable across social media.

Sitecore has increased focus on “contextual intelligence” in recent years. They’re continually developing to help you get the most from your content marketing. Combine this with an easy to use interface and Sitecore’s SEO capabilities, and you’ve got a powerful content marketing tool.

2. Improve your healthcare marketing strategy with analytics

Web analytics tools are key to making improvements and measuring ROI. No matter how great your content is, it’s worthless if you can’t track its performance. Knowing how your users behave and respond to content will help you reach business goals.

Experience Analytics available within Sitecore give you detailed, real-time metrics. You’re able to see visits, conversation rates, user journeys and patterns, as well as who your audience are and where they’ve navigated from. So you can measure how effective specific healthcare marketing campaigns are, which channel helps you drive the most traffic and which pages increase conversion.

It’s worth using Sitecore Analytics (SA) in connection with Google Analytics (GA). GA is great for reporting your headline metrics like visits, sessions, bounce rate and acquisition. But it can’t offer the same in-depth, real-time information as SA. Plus, SA is integrated right into your Sitecore instance. Making it easy to track your campaigns, goals and connect with your customer relations management (CRM) tool.

3. Personalise user experiences to enhance your brand

Personalisation is a vital part of healthcare marketing and the overall customer experience. Your users have very personal, emotional drivers for engaging with your brand. So every aspect of your healthcare website design needs to consider the user. It needs to make their experience easier and more meaningful. Once you’ve caught the user’s attention, track where they go next, what kept them interested and what didn’t.

The Sitecore Experience Profile stores this data to construct a single view of every customer. As part of the Sitecore Experience Database (xDB), it supports personalisation features and analytics. Best of all, xDB easily integrates with your other systems such as your current CRM, patient database or e-commerce system.

Sitecore helps you categorise visitors based on their personal drivers. So if someone fits a “gym-goer” persona, you can suggest other fitness-related articles or encourage them to sign up to your fitness newsletter. Or if a user looks up a particular combination of symptoms, you can offer them content on related conditions. These personalised, target conversations with your users lead to higher conversion rates and greater brand loyalty.

4. Improve interactions with mobile-responsive design

These days it’s not enough just to have a good desktop website. Great healthcare website design puts mobile interactions first. Because your patients or customers will do most of their browsing on a mobile device. So if your website isn’t optimised for mobile, you’re excluding a big chunk of your audience.

Sitecore device detection lets you change, add or remove page components based on devices and screen sizes. So you can prioritise content to suit mobile browsers. Visitors’ device data is also stored in Sitecore xDB. And you can use this information to set specific goals or personalised campaigns.

Another important part of mobile-responsive healthcare website design is keeping the conversation going across channels. When users switch from one device to the other, Sitecore cross-channel automation helps deliver a consistent experience. This stops interruptions to the user journey and helps increase conversion.

5. Make website security a priority to build trust

Making sure your website is stable and secure is a big concern in the healthcare industry. Aside from the regulations healthcare brands face, site security is a part of offering great user experiences(UX). If you’re asking users to provide personal information, you need to prove you can keep it private.

Sitecore security is built right in. Features like secure servers (https) show users that the site or page is secure and trustworthy. You can also set up multiple servers (one for authoring and one for delivery) to give you an extra layer of protection when creating new content.

The admin of your Sitecore installation can create roles with inherent permissions. Meaning users will only have access to what they need. This helps to establish a secure workflow, leaving less room for error. A content editor, for example, can write new content. But they can’t publish it without a content manager’s approval. With Sitecore, you can be sure your website data is safe from the inside out.

Find out more about Sitecore healthcare website design

At Kagool, our Sitecore development and digital strategy experts can deliver a healthcare website design and healthcare marketing strategy to help you reach business goals. We’ve worked with a number of enterprise level healthcare brands such as Healthspan, GE Healthcare and Nelsons Natural World.

If you’re new to Sitecore, get in touch with us for a free Sitecore demo. Or, if you’re already on Sitecore, ask us about a Sitecore audit to make sure you’re getting the most from your investment.