How do we find care?
In the past, we asked friends and family. Then, in the 1990s and until today, we’ve been asking Google: we search. This starts in a few different ways: you experience symptoms and want to know what you should do. You get a diagnosis and need to find a specialist. You need to find the best Medicare Advantage Plan for your family member. You want to know the latest and best drug on the market for your condition. Or, you get a lab or imaging result, often before your provider connects with you, and you want to take action, so you search digitally. Consumers are sending 70,000 health-related search queries through Google every minute: to the tune of nearly 1 billion health-related inquiries a day.
Today 70% of US adults are asking questions to Alexa, Google – and even “Hey Siri” at least once a day. What’s changed? The power of voice. Natural language queries have upended search as we knew it.
Additionally, as consumer expectations shift, it’s no surprise consumers turn to search for healthcare as well, in a world where access issues plague the industry. No matter how excellent a care provider is, often consumers don’t know where to go to find it.
Create and Manage Your Content
With patients asking questions about your brand and services, it’s important to curate and manage the content they see. Guide them to land on the right website page (versus a news site, a wiki, Britannica, or yikes, in the palm of one of your competitors). Help patients find and navigate your brand or services by building search engine-friendly question and answer content that can be easily managed by your front-line teams.
Publish Across Multiple Devices
Users encounter conversational experiences differently based on the device they’re using. This is important for diverse user demographics: for example, an aging patient population who prefers a smart speaker or their land line versus a mother with young children navigating life with her smart phone. Hearing content on a smart speaker, where you only get one result, is different than viewing it on a screen or your phone. With this in mind, use the Orbita platform’s What You Hear Is What You Get (WYHIWYG) editor to write the answer to a question the way it should be voiced (or read aloud by a device) and shown on a screen.
Improve Search Rankings
Many people believe that optimizing for text-based search is the same as optimizing for voice search. But those results are different. Just try typing in your favorite brand into Google – maybe a famous sportswear for instance. You’d type out: [insert brand name here]. But, then try typing in how you’d ask that to a device. You’d type out: who is [insert brand name] or what does [insert brand name] do. What’d you come back with? Different results, right? Point being: keyword search is different from voice search.
With Orbita Voice SEO, you can improve your search engine results and not let other companies take over your brand. Don’t get buried in results, but optimize for voice search today and start leading the pack.
Utilize Chatbots to Support Patients
Navigating websites can be particularly challenging for patients who are trying to find the right services for their needs. Conversational chatbots guide the patient to the right place by breaking down navigation barriers and answering questions as patients navigate care. This connects them to the right services for their needs, whether it is finding a location, discovering a branded drug treatment for their condition, selecting the most appropriate Medicare Advantage plan, or getting connected to your world class sub-specialist.