You know that feeling you get when you experience marketing that really hits the mark? You probably don’t even notice that feeling right away. You don’t think, “Man, this advertising approach isn’t pushy.” “It isn’t misaligned.” Rather, it just feels right and all of your skepticism about the brand melts away. You get the information you need, when you need it. It’s at your pace. Your fingertips. Your comfort level.
Now imagine the last time you tried to just browse a car lot. Or were interrupted for a “quick” beauty product demo while walking through the mall, or waited in line to renew your driver’s license only to find out you had the wrong paperwork. Much different than your last trip to Disney World, isn’t it? Or your stay at the Ritz (ok, just imagine!), or your last purchase on Amazon.com.
Ann Handley, author and digital marketing pioneer, explained this feeling during her keynote at last week’s Healthcare Marketing and Physician Strategies Summit. She said – over and over – “the best marketing doesn’t feel like marketing.” And when you think about it – she’s right! It doesn’t. So how do we accomplish this with our Web content? How do we create a healthcare customer experience that feels natural, and relevant?