Healthcare Website & UX Strategy
A successful digital presence starts with a solid strategy. When we develop strategies, we start with 3 core elements:
- Target Audience(s): Who are you trying to reach and what do they care about?
- Strategic Business Goals: What is your business trying to achieve and by what deadline date?
- Key Messages: What needs to be conveyed to connect with your audience and achieve your business goals?
Website & User Experience Strategy
A plan to build an enterprise web presence that supports your strategic goals and helps your key audiences find answers and complete tasks.
Would you build a house without an architect’s drawings? Then nor should you build a website without a strategy for the content and user experience.
A strategy for your healthcare website and user experience is a blueprint for a flagship, front-door property, like your enterprise website. It’s a non-negotiable first step toward making sure your website answers your audience’s questions or helps them complete a task, while also supporting your strategic growth goals.
A Quick Soap Box
Your healthcare organization probably offers a product or service that helps people address some critical challenge. The challenge may be so serious that if it’s not properly resolved, your audience could get sick, die, waste money, get sued, or kill people. (Pardon the bluntness, but it’s true.)
Because of these high stakes, healthcare organizations have a moral obligation to help their key audiences navigate our healthcare system — a hot mess jungle of confusion and tough decisions.
It’s painful for us, literally painful, to see healthcare organizations try to do it without proper planning. Too often, healthcare marketing teams function like waiters. They take web content and website feature requests and deliver. They crank out content, mockups, and code without understanding what matters to their audiences or what supports their strategic goals.
That might satisfy the people who requested it at that moment, but long-term, it’s useless and potentially harmful.
[End of soap box.]
Signs that your healthcare organization needs a new website and user experience strategy:
- You don’t know who you’re talking to, and some people in your organization still believe “everyone” is a target audience
- Your current content is dated. It doesn’t reflect your organization’s offerings or deliver the information your audiences want
- Your audience can’t find key information because it’s buried or missing
- Your website doesn’t accurately represent your brand
- Your competitor’s website is better than yours
A content strategy gives you permission to say no to ad-hoc content production and website features that do not speak to your target audience or support your healthcare organization’s strategic goals.
We create healthcare website and user experience strategies through a proven process that leads to success:
Step One: Discover your audience needs and business goals by conducting interviews with the audience and stakeholders.
Step Two: Define the vision, strategic goals, and key audiences.
Step Three: Design a content strategy that identifies key messages, content structure (information architecture) and content needs (content briefs) for each area of the website.
Step Four: Wireframe and design a user experience to make your content findable
Step Five: Build the website on an open-source platform that best accommodates the site’s content, design, and interactive features
What To Look For In A Strategic Partner
To create a website and user experience strategy, look for an organization that cares about your growth goals and your target audience. The prettiest website in the world will be useless if the content and design don’t support your healthcare organization’s growth and your target audience’s needs.
For us, this starts with talking to your audience. Most digital agencies only include discovery from the senior leadership. That’s important, but it’s only part of the process.
Also, look for a partner who will:
- Examine the content assets you already have. If possible, reusing content is always better than creating new content
- Thoroughly assess your current user experience — and not be afraid to tell you there’s spinach in your teeth
- Help you get buy-in from the internal key stakeholders who can derail the website
- Sets iterative deadlines. Constant feedback on ideas and concepts before they are fully fleshed out will ensure that your deliverables have no surprises (except good ones)
- Think bigger and long term about optimizing your content after launch
On the other hand, hang up on any partner who:
- Starts with mockups and design. If they don’t start off by improving your outdated, boring, no-results-getting content, you’ll waste time and money doing content on the backend
- Charges by the hour. Unless you have a camera in their office to ensure they are working efficiently on your website, this is a set up for a very inflated investment
- Inflate your timeline with unnecessary meetings, deliverables, and presentations
- Leave you once the website is launched
Contact us to discuss whether we’re the right partner to help your healthcare organization launch a new website.