January 26, 2023
Tom Humbarger
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Visitors to healthcare websites have specific needs in mind. They are often on a time crunch to urgently find very specific information. Because the website represents the primary digital patient experience, quickly finding relevant information is key. This post explores why search is so important to the digital experience and identifies how search can be quickly fixed by focusing on best practices. To learn more about wide variety of healthcare site search use cases, check out our key use cases for healthcare website search blog post.
According to Google, 5 percent of all Google searches are health-related. However, most healthcare website administrators would prefer visitors not use Google to find content on their site, but rather use the site’s search capability to better control the experience. Most consumers themselves would rather search on a healthcare website than make a phone call or use a chatbot. This is evidenced by the fact that search drives three times the number of visitors to healthcare websites, compared to non-search interactions.
Before we share best practices for healthcare websites, we will lay the foundation for what types of organizations rely on search to help their site visitors, what information visitors search for, and who is searching on healthcare websites.
The Healthcare Provider industry covers many types of organizations:
Each of these organizations are unique, but they share many common challenges when it comes to the search experience.
from the SearchStax Resurgence of Search White Paper
Users visit healthcare websites for a variety of reasons and the most common tasks include:
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