Perhaps no item was more contentious in the results from our recent Healthcare Digital Marketing Survey than content. Hospitals love their content or they hate their content or their feelings about their content are… complex. Too much content. Too little content. Their content is too long or too static or frankly spends too much time talking about things that visitors don’t care about.
What survey respondents seem to want is Goldilocks content – not too hard or too soft, too hot or too cold. Content that’s just right.
And they want to find it now, because content is a bigger priority than ever before!
Certainly, this is driven in no small part by changes at Google over the past year. I’m inclined to also believe that healthcare organizations understand that providing useful content is the key to building a valuable relationship with the consumers that they serve.
I’m very excited to announce our new eBook – Digital Marketing in Healthcare, which outlines the findings from Geonetric’s recent survey of 250 healthcare organizations!
If you are involved in the Web, digital marketing, advertising or social media in healthcare or if you manage or support people who are, this report will provide critical intelligence to help your organization to be more competitive online, such as:
- What do your competitors spend on digital?
- How are organizations like yours staffing their digital marketing efforts?
- What capabilities are healthcare organizations adding to the online mix this year?
- What digital marketing tools do they find most valuable?
- Is anyone actually using Vine?
You’ll find these insights and much more right here!
We did it again! The results of this quarter’s client satisfaction survey (and yes, we do it every three months) shows that our clients continue to value Geonetric as their Web partner. Last quarter, we hit an all-time high overall score of 5.32 on a scale of 1 (lowest) to 6 (highest). This quarter, we maintained that impressive score.
We have a pretty lofty goal for response rate. We need 70% participation, every survey. And you know what? We’ve consistently exceed that goal for more than two years. This time around, 73% of our clients participated in the survey and 92% of those respondents gave us a 5.0 or higher overall score!
Over the course of 15 years, Food Network has gone from a niche boutique channel to a mainstream entertainment network. As healthcare marketers, we are facing a similar transition. Where once our organizations were focused on the niche business of treating the sick and injured, we’re now playing a larger role in the lives of our patients – we work with our communities to create healthier environments, we work proactively with our patients to keep them well, and we help them manage their conditions and support their recovery after they’ve gone home.
In an interview with Food Network’s Alton Brown, two network heavyweights, Bob Tuschman, senior vice president programming and general manager and Susie Fogelson, vice president of marketing, had a candid conversation about the internal workings of this evolution.
What can the experience of this entertainment network teach us about the path that we see ahead?
Is your hospital website ahead of your peers or are you falling behind? Are you understaffed and underbudgeted? Are your competitors push into digital marketing leaving you in the dust?
The one question I hear most often from healthcare Web professionals is “How are we doing compared to everyone else”?
The most common place where technological solutions go wrong is that they’re built for the person building them and not for the person who will be using them.
Where teams fail is not that they don’t intend for the solution to work for the target audience but rather an inability to recognize they are not a member of that target audience. This is not as obvious as you might think. If you’re building a website for cancer patients, the challenge is not that you believe yourself to be a cancer patient. Rather, the gap is in realizing an actual cancer patient is going to use the tool differently than you will.
This phenomenon has a name – The Malkovich Bias: The tendency to believe that everyone uses technology the same way that you do.
The name was first shared by Andres Glusman of Meetup.com in his blog and has, apparently, worked its way quickly into the psyche of the user experience (UX) community (you can listen to Glusman talking about the concept and UX testing in this video). The concept refers to the movie Being John Malkovich. At some point in the film, just about every character gets the opportunity to be Malkovich, but even given the same tool, they use Malkovich in entirely different ways.
We see the same thing in technology. For example, I use Twitter for content curation and to engage with others at tradeshows and conferences. I’ve been on long enough to know that others use it to crowd source their breakfast menu or as a form of very public group chat. I couldn’t imagine using it that way. Likewise, following 2,000+ people, I couldn’t imagine using the original SMS-based interface, but there are many users without SmartPhones or regular Internet access for whom Twitter is a text message-based solution today. They use these tools very differently from the way I do. Point is, if I’m planning to reach them with Twitter, the way that I use the tool doesn’t really matter.
So how do we get beyond our Malkovich biases?
- Realize that the bias is there: First and foremost, we need to actively question our assumptions when working on a project. If you work in healthcare and spend a lot of time online there are many things that you could throw at a user which won’t make any sense to them at all.
- NIHITO: For those of you not familiar with Lean improvement strategies, NIHITO stands for Nothing Interesting Happens In The Office. In other words, get out and spend some time with your customers/end users. And not just once, but regularly.
- The only thing that matters is what actual users actually do: You look at a piece of technology and know exactly how it works and how you use it. You can even run tests in a usability lab to get an outside perspective. Sometimes even the best designed products can be misunderstood.
- Iterate on innovation: We all try to check things off our to-do list and call them done. Real innovation requires risk taking, experimentation, measurement and adjustment.
Where have you found your Malkovich biases? How do you overcome them? Share your thoughts in the comments below!