Digital Content is Key for Patient Decisions

At the click of a button, millions of people can easily get access to unlimited information — and healthcare consumers are using it to their advantage. Informative digital content has led to a new audience of empowered patients who are playing a bigger role in their healthcare decisions.

Using the power of digital searches, healthcare consumers have become avid researchers. According to Pew Research:

• 1 in 3 American adults have gone online to figure out a medical condition
• 72% of internet users say they looked online for health information within the past year
• 47% of internet users search for information about doctors or other health professionals
• 38% of internet users search for information about hospitals and other medical facilities
• The most commonly researched topics are: specific diseases or conditions, treatments or procedures, and doctors or other health professionals

The days when patients were content with strictly accepting what their healthcare providers said are long gone. “Patients now see healthcare as a collaboration between themselves and their doctors. They do their homework before visiting a doctor. They research their conditions and treatment options after visiting a doctor,” reports Pamela Lockard, CEO of data-driven marketing firm DMN3. The site states that prior to booking an appointment with their healthcare provider:

· 83% used hospital sites

· 77% of patients used search engines

· 54% used health insurance company sites

· 50% used health information sites

· 26% used consumer-generated reviews

What does this mean for healthcare brands?

With the shift to patients relying on digital content as a credible source for their healthcare decisions, healthcare brands need digital strategies now more than ever. For a healthcare brand to truly stand out, marketers must make it a priority to optimize their brand’s digital presence to this newly empowered audience in ways that are creative, informative, and engaging.

The demand for digital content has given the healthcare industry a chance to disrupt the status quo. What steps can you take to make your brand stand out?

Read more here.