When Results Hang In the Balance...Logic and Magic Will Save the Day!
Description:
This issue revolves around the theme of results. We discuss how to increase ROI, reduce ramp-up time, and find ways to drive more value from your marketing investment.

When Results Hang In the Balance...Logic and Magic Will Save the Day!

Summer 2010

Put a Finger on the Pulse of User Engagement

by: Suzanne Beane
q3-2010-put-a-finger-on-the-pulse

Research is often used to support a certain conclusion or to supply a depth of information regarding a particular trend. but when applied to tactical approaches, research can also be used to identify benchmarks and milestones for performance enhancement. 

Health care seems to be trailing many other industries in this regard, especially when it comes to utilizing research gathered from user testing. When used properly, this form of research can provide online and offline results by supporting project planning, monitoring, and refinement, while also helping to project and analyze results. 

The feedback from user testing enables savvy marketers to adjust their game plans so as to ensure the greatest levels of user engagement and satisfaction for public-facing web interfaces. In other words, user testing helps all segments of the patient base find the information they need faster. 

So where’s a good place to start when examining the best ways to enhance your web properties? Sometimes finding that answer is as easy as asking the right questions: how do patients search when they’re looking nationally for the hospital that can treat their specific condition? What do parents search for when they need a specialist for their child’s heart condition? Mothers are the primary decision maker in both purchases and medical choices. Many studies have shown that moms look for medical information online. So what methods do they use when searching for their answers? 

Finding the answers to these questions does not have to be costly. These studies can often be performed in-house with expert facilitation and follow-on monitoring and analysis. 

Understanding what patients are looking for and how they are finding it provides the opportunity to adjust campaign strategies, whether that means tweaking design layouts and terminology or improving the architecture of digital properties for better performance. And, by tracking audience engagement, hospitals can create more intimate connections with patients, families and consumers, which helps everyone get what they want.