Patient “Near-Me” Journeys
According to Google’s “The Evolving Digital Patient Journey” study, patients are looking for specific experiences in their online search as part of their health journey.
What patients want:
- Information “now,” including “near me” information
- To feel “empowered”
- An “easy” experience
One clear change the mobile phone is bringing to marketing is the “near me” phenomenon. Near-me searches are simple searches that include the words “near me,” “nearby” or “close.” These kinds of searches have dramatically increased in the past year.
The widespread use of smartphones will increase these kinds of searches even more. Now, combine that information with the knowledge that more than 75% of a digital patient’s health path starts with an online search and you have a new appreciation for the value of an online experience for healthcare. And that means your website must be search ready and search optimized—not just to be found, but ready when someone finds you.
More than 75% say they drop a mobile site if it doesn’t make it easy to find what they are looking for.
A journey map helps chart a course and keep you between the ditches. If you are not starting with a patient journey map, your advertising may be going off course. You can miss the forest looking at one tree. You need a more holistic approach to make sure you are in the now, empowering and easy.