Your healthcare organization’s website shouldn’t be something you “set and forget” — continuous optimization is the key to keeping your digital experiences fresh, effective, and in line with patient expectations.
Optimization allows you to experiment with different aspects of your website to identify the most effective changes that can help meet your business goals, like increasing the number of appointments patients schedule online.
However, for healthcare marketing teams with stagnant budgets and limited staffing resources, keeping up a full-scale optimization strategy can be challenging. That’s where a digital experience platform (DXP) like Optimizely One for Healthcare comes into play.
What is a digital experience platform?
DXPs take your basic content management system to the next level with tools that help you easily test new features, personalize a variety of website elements, and streamline content management, enabling you to create engaging, patient-centric digital experiences.
Let’s explore how a digital experience platform like Optimizely can help you optimize your organization’s website, without the need for increasing your budget or team size.
Easily update key website content
Fresh, updated content is your first step to an optimized website. Whether you haven’t touched your website in ages or recently wrapped up a redesign, consistently updating information is essential to keeping patients informed and testing out what content performs best with your local audience.
A DXP’s content management functionality makes it easy for marketers — not just developers — to update key elements, including page headlines, calls-to-action, and forms.
Improve performance with A/B testing
Updating your site’s most important content shouldn’t occur in a vacuum. That’s why a digital experience platform’s A/B functionality is essential on your optimization journey.
A/B testing allows you to experiment with different content, graphics, menus, and placement to see what resonates the most with your patients. For example, you may experiment with different call-to-action placements to see if they increase appointment bookings, or test two page layouts against each other to see which boosts engagement.
By testing these elements against each other and seeing which performs better, you can make a data-informed decision about which change to make permanently to help improve conversion rates and patient engagement.
Personalize the user experience for patients
Patients have different needs based on their location, age, medical history, and other factors — why show everyone the same content?
With the personalization features in a DXP, you can highlight the closest clinic based on a user’s location, personalize homepage messaging for returning visitors vs. first-time users, and recommend blog content or services based on a patient’s past interactions.
By tailoring content to the individual, healthcare organizations can create a more meaningful, engaging experience that keeps patients coming back.
Streamline media with digital asset management
A key piece to your website optimization journey will be refreshing the media on your organization’s sites — images, videos, infographics, etc. However, managing these assets across multiple platforms can be challenging.
With a digital asset management system like the one in Optimizely, you can keep all of your media assets in one searchable, centralized repository that makes it easy for your entire team to find the latest version of a piece of content to post to your site.
Take your healthcare website to the next level with a digital experience platform
A healthcare-focused DXP like Optimizely gives your team the power to optimize your website without relying on IT teams or waiting around for budget and staffing increases.
From essential content updates and A/B testing to personalization and asset management, a DXP helps streamline your internal processes and create an engaging, effective digital experience for patients.
If you’re ready to see what optimization can do for your organization’s website performance, engagement, and conversions, there’s never been a better time to explore the benefits of a healthcare digital experience platform. Contact our team today for your demo of Optimizely!
Not quite ready to implement a DXP at your organization, but interested in learning more? Check out our blog posts on how a DXP can help growing healthcare organizations, the benefits a DXP can deliver, and how to choose between a CMS and a DXP.
