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TRUENORTHCUSTOM.COM INSIGHT V13N2 11 insight into DIGITAL MARKETING IN DIGITAL HEALTHCARE MARKETING, THE USER EXPERIENCE IS PARTICULARLY IMPORTANT. Top UX Tips ∂ Keep your navigation easy to understand and use—your visitors should get where they need to go with the fewest clicks possible. ∂ Keep the focal point your most important thing—people scan their screens, so make sure that whatever draws their eye is what you want them to see. ∂ Keep the user in charge—don't hijack their scrolling or use autoplay elements, as users tend to resent this. ∂ Keep everything functioning—this should go without saying, but broken links help no one. WHEN PEOPLE GO to a doctor's office or hospital, they want the experience to go smoothly. They want to check in, be shown where to go, see their doctor, get instructions on what to do next, and get on with their day. It's understandable, then, that patients also expect similar ease from the communications they receive from their hospital or health system. "User experience (UX) is understanding what a person needs to get from one point of a digital communication to another with the least friction," says Eric Clarkson, Director of UX and Product Development at True North Custom. "It's especially important to healthcare marketers because the relationship between their organization and its patients is more than just transactional—it's an ongoing dialogue about the patient's health." Healthcare marketers have to take this into account, particularly when composing digital communications. Whether the people on the other end are viewing the communication on a computer, smartphone, tablet, or even smart watch, the experience they have when it comes to their outside interactions with a hospital can have as big an impact on brand loyalty as the care they receive. "The most important thing to consider is the person on the other end," Clarkson says. "In the digital communications realm, there are a lot of tools available to help with wireframing, design, and interaction, but those don't really help you step back and think about the experience from a user's standpoint." KEEPING AN OPEN MIND It's not just about talking to the person at the other end—it's about listening. Because you're developing a relationship, whether it's with a client whose product you're creating or a potential patient, their feedback is crucial to maintaining that connection. "Nothing is ever finished when it comes to digital communications," says Clarkson. "If you're not continually making adjustments and listening to your audience, the quality of their experience will eventually decline." It is understandable, as a marketer, that you are focused on business goals. Accomplishing those goals, however, is much easier when you create an experience that allows you to communicate more effectively with the person you want to receive the message. "Make it a priority for each person to feel his or her voice is heard," Clarkson says. "It could mean the difference between a loyal patient and a missed opportunity." Want more healthcare marketing insight? Visit By Hannah Stuart Experience All About the

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