The Future of Patient Engagement

By Kathy Roy Gaughran
Senior Marketing Strategist

Young adults in a group circle looking down at the camera, all smilingYoung adults are the patients and caregivers of tomorrow. And, collectively, they represent the future of patient engagement.

They are researching, networking, and socializing every day through their mobile devices. Does your practice have a responsive or mobile-friendly website ready for them? Does your content marketing target them effectively? If you answered “no” (or “I don’t know”) to either of these questions, we can help. Here are two high-level insights about the future.

Patient Engagement: Building a responsive website is no longer an option. 

Responsive websites respond to the user’s behavior and environment depending on the screen size, platform and orientation. Basically, without having to manage multiple websites or a website and mobile app, building a responsive website customizes the user experience based on the device they are using at that moment.

In 2015, Google confirmed the majority of their search queries took place on mobile rather than desktops. As a result, they made a few changes to their algorithm. Then they announced that beginning in April 2015, they would favor responsive and mobile-friendly websites and rank them higher.

Why does this matter for medical professionals? If the majority of your visitors aren’t already searching via mobile, it is only a matter of time before that happens. You’ll want to be ready. You don’t want to lose patients because of a lackluster mobile website experience.

Young adults are accustomed to immediate answers. They expect on-demand content that is prompt and easy to access. If they come to your website and it’s not mobile-friendly, they’ll likely move on before your page finishes loading.

Building trust with young adults now is a smart investment in your future.

Today, young adults want to read interesting, shareable information. If you’re providing this share-worthy content consistently, they are more likely to trust you. Trust–of course–being one of the most important steps to building a loyal patient base. Because, as I have said before, people buy from people they know, like and trust.

Did you know that 90 percent of adults age 18-24 say they would trust medical information shared by their social networks? The healthcare industry cannot ignore this untapped market segment in their marketing strategies – medical professionals need a seat at this table. Further, 41 percent of all patients say social media impacts their choice of healthcare providers (PWC Research Institute).

Healthcare Success can help you attract this segment—the patients and caregivers of the present and the future—and build their trust early. Let’s talk about developing, building and creating a responsive website design and a robust social media marketing strategy filled with useful, engaging shareable content.

See how Healthcare Success transforms doctor marketing by generating exposure and increasing qualified leads!

Kathy Roy Gaughran
Kathy Roy Gaughran
Senior Marketing Strategist at Healthcare Success
In her career, Kathy has helped over 4,000 clients all over North America achieve their growth goals. As an award-winning strategic marketing planner, Kathy has been involved in both the high-level strategies required for long-term sustainability, plus the tactical execution used to accomplish the day-to-day successes. Kathy’s clients include practices with annual revenues well over $10 million and with annual marketing budgets up to $900,000. In addition, Kathy is an accomplished speaker, appearing at countless national, local and state healthcare associations. Kathy is a member of the American Marketing Association and The Direct Marketing Association.



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“Despite practicing in a hyper-competitive market, our new-patient counts are double what they were for the same time period last year. Hiring Healthcare Success was one of the best business decisions I have ever made.”

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– Jonathan Calure, MD

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