HCIC17: Three Glorious Days in Austin!
The 21st Annual Healthcare Internet Conference concluded on October 25, 2017, after three great days of learning, networking and spending time in the amazing city of Austin. This was HCIC’s first time in Austin, but it probably won’t be the last. What a great city for our conference!
This year's conference was the biggest yet, both in terms of attendees and exhibitors.
A few of the many highlights of the conference included:
- Inspiring and invigorating keynote presentations from:
- Paul Matsen, The Cleveland Clinic: Re-Imagining Marketing: The Journey toward Omni Channel Marketing and Beyond. Key takeaway: "All marketers must be digital marketers" (or you become obsolete).
- Jay Baer, President, Convince & Convert and New York Times Best Selling Author: Repair Kit: The Truth About How to Fix Your Broken Content Marketing. Key takeaway: “People aren’t too busy, your content isn’t relevant enough. Relevancy creates time and attention.”
- Jennifer Golbeck, Ph.D., Director of the Human-Computer Interaction Lab, University of Maryland: Footprints in the Digital Dust: How Algorithms Discover Your Secrets & Predict Your Future. Key takeaway: “The danger begins when we start overriding human decisions and views with what the algorithms say.”
- Brian Cusack, Google: Preparing for 2020: Owning the Patient Journey and Owning Your Data. Key takeaway: “Healthcare organizations are missing out on major areas of consumer intent. You should design your website around visitor intent, based on patient journey.”
- Larry Bailin, Best-Selling Author, Award-Winning CEO and Digital Marketing Pioneer: 2020: The Decade of Hindsight and What You Need to Know to Thrive. Key takeaway: “The way to win is to create memorable experiences.”
- This year's conference included an additional educational track for a total of 8 tracks of concurrent sessions with a total of 63 sessions – the most concurrent sessions ever at HCIC!
- A new feature this year was a roundtable networking luncheon, with a facilitator assigned to each table to lead a discussion on one of 42 different topics. The luncheon was a great success with a lot of interaction among attendees.
- Four well-done pre-conference sessions on Monday morning. These sessions provided an additional educational opportunity to kick off the conference.
And we can’t talk about HCIC17 without mentioning the city of Austin! The weather was perfect (except for some rain on Sunday morning) for getting out to see the city and participate in activities away from the conference. The feedback from attendees has been overwhelmingly positive about Austin, so the odds are good we’ll return there in the future.
If you were unable to attend this year's conference, never fear! The Rewind recordings of all the sessions will be available in December, complete with recorded concurrent sessions synced with the slide decks from the HCIC's eight tracks and keynote speakers.
Save the date: The 22nd Annual Healthcare Internet Conference will be held November 5-7, 2018 at the Westin Kierland Resort and Spa in Scottsdale, Arizona. We hope to see you there!
Relaunching Your Website? Don’t Make These Seven Mistakes
After much planning and hard work, your organization’s new website is ready to be launched. Hallelujah! But wait – have you thoroughly vetted your relaunch plan? Did you include the search experience as part of your design?
Consumers have completed up to 60% of their research for a product or service before they engage with a salesperson and as much as 84% of their research is done on a given business’s website. So, if you haven’t factored SEO into your new website design/plan, you’re missing out on bringing in new visitors to your site. These questions should be asked and answered before relaunching your site:
- What are the expectations of our website visitors? You should develop an outline of what your visitors expect from a search query, such as:
- Content that is relevant to the intent of the query
- A back-end that is capable of learning from visitor queries what content is most relevant
- Delivery of an optimal visit experience utilizing existing visitor data.
- What features are necessary to meet visitors’ search expectations? These features will provide search clues to assist your visitors’ search experience:
- Auto-fill query suggestions
- Content recommendations
- Mobile optimization.
- Will the visitor search experience fit with your overall personalization strategy? Personalization is an important component of your marketing strategy. Your search experience should be taking advantage of the visitor data you have to return the most relevant content to each visitor.
- Do you include data from other sources to influence search results? Don’t forget the data you have on your visitors from other sources such as previous queries, emails clicked, IP addresses and more. Pulling all this data together can greatly improve the relevance of search results.
- What assets are being searched? Is all of your digital content available for search returns? If you have more than one website or other digital assets with different content on each, you need to make all of that content available for search returns.
- How will we determine what content is missing on our site(s)? Consumers and provider organizations have different perspectives, so a consumer’s information needs may not have occurred to you. Pay attention to your click-through rate metrics to see if search returns are meeting your visitors’ needs.
- Are we allowing for new content? As you add to and change your content, you don’t want to have to manually fine-tune adjustments based on new search data. A machine-learning solution is a good investment as you grow your website content, traffic and audience.
Bottom line: People are going to search your website to find the information they need. Get your search strategy in place before you re-launch your new site!
Digital Hospitals in 2027
What do you think hospitals will be like in the next decade? A group of 33 experts from around the world recently participated in a crowdsourcing simulation to imagine how rapidly-evolving technologies and demographic and economic changes might alter hospitals over the next 10 years.
The panel of experts involved in the exercise included healthcare chief experience officers, physician and nurse leaders, public policy leaders, technologists and futurists. The exercise was conducted by the Deloitte Center for Health Solutions. The experts’ vision included:
- Redefined care delivery by methods such as:
- Centralized command centers (a type of air traffic control for hospitals) to improve decision making
- Continuous clinical monitoring
- Targeted treatments
- Smaller, more portable devices
- Patient experience improved by digital and artificial intelligence (AI) technologies which can facilitate on-demand interaction between patients and providers, along with seamless processes.
- Improved hands-on care by providers with robotic process automation and AI, which can allow for more time providing care and less time documenting it.
- Improved operational efficiency using technology.
- Hospital design that incorporates features to improve the well-being and health of both patients and staff members.
The report also called for a focus on interoperability by moving EHRs to the cloud and utilizing cognitive analytics to probe massive data sets.
Make Your Website “Stickier” With These Suggestions
You’ve put a lot of thought and effort into your website. It looks great. But then you start looking at the metrics. Why is your bounce rate so high?
To increase engagement with your site, consider these factors:
- Mobile optimization. According to the 3rd Annual State of Healthcare Digital Marketing Report from Greystone.Net and Klein & Partners, almost half (47%) of visitors to healthcare provider websites use mobile to access the site. If your site isn’t optimized for mobile access, mobile visitors won’t stay on your site for long. And don’t forget about Google – it will penalize sites that aren’t mobile-optimized.
- User-friendly navigation. If visitors can’t easily find what they’re looking for, they won’t stay on your site for long. Before going live with your site, be sure the navigation is part of your testing.
- Slow load time. As attention spans decrease, so does patience for waiting for pages to load. Consider all the factors that can slow down your pages, such as web hosting, large page elements and poor coding, to speed up your site.
- Too many ads. As a rule, this doesn’t really apply to most healthcare provider sites. But if you use ads for your own services on your site, be judicious.
- Autoplaying media. Face it – no one likes videos that autoplay. Give visitors the option of playing it or not.
- Fonts. A “pretty” font might appeal to designers, but if it’s not easy to read, it won’t appeal to your visitors. A clear, easy-to-read font is imperative. When you’re doing your testing for your site, be sure to test fonts as well.
- Personalization. Make your site stand out from the competitive crowd and be more engaging by showing off your organization’s unique message and personality. Cater your content to your visitors with personalization tactics to make them feel valued and recognized.
- Web design. What’s the “look and feel” of your site? Is it clean and uncrowded? Keep your site’s design fresh to appeal to your visitors.
What other suggestions do you have for making your website more appealing to your visitors?