We’ve seen over the years a lot of healthcare industry websites that are built with the “set it and forget it” mentality. A healthcare company will invest thousands of dollars every 3 or so years to create a great looking website and then let it sit there, unchanged, until the next big redesign. Yes, they may run some analytics reports to see what content is most important. But they’re not typically addressing the real question which is, “Is the website providing my visitors with what they want and need in order to produce more leads?” If the answer is anything other than, “yes and here’s how we know…” the website is probably in danger.
Healthcare B2B companies need a constant focus on their #1 marketing and sales tool otherwise:
- Your visitors won’t come back because it’s the same as it was a year ago with nothing really significant to offer.
- Your competitors pass you up.
- Google won’t consider the website a viable player in the market area or industry because it rarely changes.
What do we mean by focus, you ask? Adding a press release now and then or updating team member information isn’t going to be enough to bring people back for more.
Websites should be an ever-evolving tool that are constantly analyzed to see how they’re being used and to create new content that will draw in new visitors and bring past visitors back. This is a very specific process called Growth-Driven Design.
How Growth Driven Design Works For Healthcare B2B Companies
The key term here is “growth.” Your healthcare B2B website should constantly change or grow based on what your users are looking for and how they’re acting while on your website. What worked for your company and website two years ago isn’t necessarily going to work today. So, first you need to be sure you know who you’re trying to communicate with.
In healthcare B2B marketing, it’s often a hospital administrator or a medical practice executive director that’s being targeted. And for some reason people have had a misconception about this group. They seemed to think that administrators don’t use the web to research ideas and products before they make decisions. Let’s dispel that myth. Google even did a study on it!
They found that just like the rest of us, hospital administrators will do up to 60% of their research on a specific decision point before reaching out to a sales person at the few companies they’ve narrowed their research down to.
Now that you know who you’re targeting and how they use the web for research, does your website offer the information that they’re looking for?
The Growth Driven Design Process
A better way to go about website redesign is to start fresh and rethink the process. I know… you probably have a lot of content out there that you don’t want to lose. But before you worry about what you might lose, think about what you can gain by starting fresh and focusing your visitors on taking an action when they get to your website. It doesn’t mean you won’t have that content ever again, but you’ll need to see if your visitors find it to be important.
The steps of growth driven design will help you create a website that’s actually used and produces results. Here are the typical steps:
- Finalize your marketing strategy and goals and understand what the number one thing is that you want the website to do for you, ie: drive the majority of your new lead generation.
- Create a list of everything you'd like your website to have and do.
- Prioritize the list to get down to what you really need to get visitors to take that specific action you defined in Step 1.
- Build and launch a “starting point” in just a few weeks time (2-4 weeks) with the top 20% of your priority list. This is your launchpad website that will be use to grow and add new features that are nice to have but not required to get you to the point of meeting your primary objective.
- As an ongoing process, test everything. Know what works choose items on the priority list to start adding, testing and tweaking each month using a process for strategy, design, implementation, testing and reporting on the results.
For instance, many companies selling software or online services to healthcare organizations will offer a demo. That’s great, but are they asking for that? If no one ever clicks the “request a demo” button what could you do with that space that would get them reach out and make contact? Make a plan, implement it and then see if you have more leads than you were previously getting with that change.
By going this route you don’t have to wonder if what you’re doing on the website is useful. You’ll know the answer by the results you review each month and the follow up changes you may choose to make based on your data. These are hardcore facts will support the efforts of successful healthcare B2B marketing plan.
For more information on how to make your website start working with your marketing strategy and drive your company’s revenue up, download our free ebook on Growth Driven Design.