Medical Mobile Website Marketing for Tablets and Smart Phones
Now that you have seen the Benefits of Responsive Design for mobile sites, let’s discuss the differences between mobile website marketing and traditional website marketing when it comes to user intent. While Responsive Design is a fantastic option for mobile websites, understanding user intent is equally important to effectively marketing your site for mobile users. As targeting search traffic can often include understanding intent, Medical Mobile Website Marketing has to understand why visitors are using mobile devices to visit your site in the first place. With an estimated 25% of healthcare related searches coming from mobile devices, understanding user intent can help to attract the 25% of potential patients that your practice may be missing out on. Also, with the explosion of tablet sales in recent years, understanding the use of a tablet in a home can also have a large impact on your site’s design, functionality, and content.
Stop and think to yourself, when do you use your mobile device for search, and what is your intent when you begin your search. While this answer will be different for Smart Phones and Tablets, there is no doubt that the intent will be different than when a search is conducted at a desktop or laptop computer. With the sale of tablets reaching 40 million units sold in 3 years (It took Smart Phones 9 years to reach that mark), there is no doubt that every medical practice website design should consider a mobile website marketing plan to capture this audience. Some reports even show up to 25% of all internet users worldwide depend upon mobile devices to access the internet, as they either rarely or never use a desktop computer.
Mobile Device Adoption Rate Post Introduction
Mobile Website Marketing: “Facebook-itis”
The fairly recent story concerning Facebook’s IPO plummeting focused around one main topic. Mobile Website Marketing became a huge problem for Facebook, as more users accessed their social media site through a mobile device. Since their mobile platform did not support advertising, the plan for revenue growth was greatly flawed. In this circumstance, one of the largest internet companies in the world ignored the increasing trend of mobile users. Do not make that same mistake. Part of any good Medical Marketing plan should be to focus on the future. What is happening, and what will most likely happen? By looking ahead in your Medical Marketing plan, you’ll be able to attract potential patients that your competition may be missing out on. It’s never too soon to start thinking about the future, and with the exponential growth in Smart Phone and Tablet ownership, the writing is one the wall. If you want to capture each and every person who may be searching for a qualified surgeon, general practitioner, plastic surgeon, or dentist, having a focus on mobile marketing will be a key to your success moving forward.
What is Mobile User Intent?
Mobile user intent evaluates why a user is using a mobile device for search. In other words, what are the circumstances that lead a potential patient to search for a medical practice on a mobile device? While there is a percentage of people who rely on mobile devices exclusively for internet access, evaluating why users are using a smart phone versus a tablet might also cause you to reconsider the design of your mobile site.
For tablets, more families are becoming two screen homes. That is to say that more families keep a tablet nearby when watching television. Often, it’s a television commercial that drives them to pick up the tablet to learn more about a specific practice or procedure. A tablet user doesn’t typically have their tablet all day, and it often acts as a “laptop substitute” for quick informational searches. While a tablet is a mobile device, most tablet owners will not take their tablet everywhere with them, and it’s not always the best choice for people who are on-the-go.
Smart Phones are a different animal entirely. While a Smart Phone can also double as a “second screen” for individuals watching television, a Smart Phone user is much more likely to always have their phone on them. Mobile Website Marketing should account for this added benefit by catering to people who are in-transit, or on-the-go. While mobile Smart Phone devices will be used less seldom for information gathering, it is common for searches to take place for basic information. That is why a mobile medical website should feature contact information, location, and phone number clearly displayed on the home page, or be easily found in navigation. Doing so will ensure that the information someone may be looking for is readily available and requires minimal navigation. Since Smart Phones don’t typically have the same navigation ability that the larger tablet does, having pertinent information on the home page of a medical website will cater to this group of Smart Phone users.
How Does This Impact Your Mobile Website Marketing Plan?
In short, you should always consider the intent of users when designing a mobile medical website. If a potential patient is using a Smart Phone, chances are, they are looking for basic information about your practice. On the other hand, a tablet user is much more likely to be looking for more content and information that can help in the decision process. Responsive Website Design has the ability to cater to both types of mobile user, and even preserves your main site content for the Smart Phone user who may be looking for more information than just the medical practice’s phone number.
By considering the intent of mobile users, you can capture the additional 25% of users that are looking for your medical practice. Medical Website Design, navigation functionality, and page content can all have an impact on your ability to succeed in the increasingly competitive mobile device market. Taking the extra time to think about user intent could take your medical practice from being just one of the many options, to the clear choice winner in mobile search.