Did you know 88% of all “near me” searches take place on the mobile. Google is serious about mobile space and this is why the search engine giant is now focusing in a big way on the Accelerated Mobile Pages (AMP) program. Optimizing for mobile audiences has to be a major aspect of your medical brand digital marketing strategy if you want to continue connecting with and expanding your potential patient base in the long run.

Patients want Mobile Engagement – What are you doing about it?

Mobile engagement today is all about delivering personalized experiences without compromising on speed and access to audiences in their exact moment of need. Keep in mind that 80% of Internet users use smartphones to search the Web. In addition to maintaining a mobile version of your site, user experience (UX) has become an extremely critical aspect of the mobile experience.

Patients want faster loading pages; they want to be able to access your medical practice content in their exact moment of need and in a moment of their convenience. Mobile optimized pages are already a given. However, brand engagement needs to be as much about technology as it needs to be about highly engaging and relevant information. Brand connections happen within the first few seconds, and unless you can meet patient expectations in those few micro-seconds, converting visitors will be a big challenge.

4 Steps to Building Brand Engagement on Mobile

Consumption of information in the digital space is in a continuous state of evolution. At present, much of all that activity is taking place on the mobile. Patients want to Google their symptoms, they want to know risk factors and treatment options. Above all, they want information on physicians who they can go to if and when they are need. But here’s the thing – they want all of this information quickly and customized to their expectations.
Here are 4 things to consider when optimizing for your mobile audiences.   

Focus on Brand Interactions

A major aspect of seamless brand experiences revolves around quick and easy access to your healthcare practice content. Focus on simplifying the process of searching for information on all your digital assets such as your website and blog. Cut down any unnecessary steps or user action that increases the space between your readers and the information they are after.

Don’t Ignore Branding

Attention span of human beings is becoming smaller by the day. You want them to access your information; but you also have to make sure your brand is not forgotten once the search is over. Prominently displayed branding will help ensure that readers know the name behind the information they are accessing.  Once they associate your medical practice brand with valuable information, they will keep coming back for more.

Optimize for the Small Screen

The best way to optimize for mobile screens is by de-cluttering. Pay attention to key frames, clean up your menu, drop unnecessary images that impact page load speed, and make sure you feature in subtitles for mobile ads as in most cases these are viewed without sound.

Encourage Visitors to Act

If you want potential patients to take the next step forward in brand engagement, be it subscribing to your newsletter or engaging with you on social, or even making an appointment, then you need to serve them up with the kind of content and call-to-action that will encourage them to take the next step forward.