February 23, 2023
Tom Humbarger
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In a recent blog post on healthcare website search best practices, we explored why search on healthcare websites is so important to digital transformation projects and outlined some best practices that can help to significantly improve the site search experience for healthcare websites. This post expands on the best practices topic by describing the top healthcare website use cases.
Patients get frustrated and waste time when they can’t find the insurance forms they need to submit for their claims. Healthcare financial personnel spend time acting as traffic cops when the wrong forms are submitted, and they need to return them to the users.
Healthcare providers with excellent website search can eliminate frustrations by enhancing the findability of forms and using the related searches feature to suggest similar or related forms.
Another best practice is to set up filtering by geography. For example, you want to make sure that someone who lives in Colorado will not submit the form meant for California residents
Finding a convenient location to get treatment, especially a specialized service, is another frequent reason consumers visit a healthcare website. You want to make it easy for your users by following best practices for letting them choose the type of facility and searching by location, city or zip code.
After setting up the site search, website owners must continue to monitor analytics and refine the search experience. This way, they can see what consumers are searching for and are unable to find; then they can use this information to make the forms easier to find.
In the world of healthcare, patient and consumer needs are dynamic and constantly evolving which means that you need to stay on top of what is being searched and what content is resonating with your audiences. This final use case ties together the situations mentioned above and highlights how important it is to continuously monitor what’s happening with site search.
The process for improving search never ends. After initially setting up the site search, website owners must regularly review their site search analytics and use the insights to refine the search experience. Looking at the analytics can provide information about what consumers are searching for, what content they are clicking on and how hard it was for them to find it.
For example, the search results for health and wellness topics are going to change as new articles and content is developed. Using analytics, you can see what content is resonating with your audience, explore what search terms are important and adjust your content strategy to match. Perhaps, users are using search terms that don’t match up with your content and you may need to use synonyms to help them find the information they seek. You may also want to promote specific content to meet changing business needs or highlight critical health information.
Patient forms are constantly getting revised, and you want to ensure that your users can easily find the most up-to-date forms. Using search analytics will help you identify which forms are most popular which help your team ensure that these forms can be easily found. In a similar way, your medical professionals will want to know about popular search terms so they can update their profiles with the key search terms to get more visibility.
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