Healthcare marketers, meet your newest match. They’re called micro-moments, and they’re transforming the face of marketing. Google recently shared some eye-opening statistics about this industry game-changer. Here’s what you need to know to help your hospital brand successfully navigate the brave new world of micro-moments.
The 411 on Micro-Moments
Remember the days when you had to head to the library or pick up the telephone to get information? Then along came the computer, which gave all new meaning to the concept of “let[ting] your fingers do the walking.” But while tip-tapping away on your computer or laptop once seemed like the height of convenience, even that has given way to something even more useful: almighty mobile, and the micro-moments that go along with it.
You may be asking yourself, “What the heck are micro-moments?” but you’re likely already experiencing dozens or even hundreds of them yourself on any given day. Google defines them as, “the moments when we turn to a device—often a smartphone—to take action on whatever we need or want right now.” In an era in which consumers don’t just want more information, but want it now, micro-moments are the new standard through which that information is most quickly obtained. And while mobile has “fractured the consumer journey into hundreds of real-time, intent-driven micro-moments,” these fractured pieces become synergistic when combined, forming a “big picture” of your hospital brand for consumers.
Need more proof? According to Google, 91 percent of people use their phones for ideas while performing tasks and 82 percent of people check their phones before making an in-store purchase. In other words, even when mobile isn’t the operating mode, it’s very much part of the journey. The takeaway? If you’re not able to deliver when consumers say “go,” then you risk losing their business and trust.
So when can you leverage micro-moments to your advantage? Google proposes three simple yet significant steps toward earning consumer loyalty:
1. Be There
You may not be able to read minds but you can understand your audience, the healthcare industry, and the intersection of the two, and be there when consumers turn to search. And while being chosen is the most desirable endgame, being seen is a worthy consolation prize: Your mere presence drives brand awareness of your hospital by 46 percent. (Search Engine Marketing-PPC)
2. Be Useful
Consumers are looking for information, not fluff or distraction. Whether searching for a particular doctor or researching a disease, the more relevant you are to their needs in the moment that they’re in need, the greater the connection you can expect to make. (Content Marketing)
3. Be Quick
Being in the right place with the right information is meaningless if you’re not also able to load the information quickly. Micro-moments happen in a split second. If you’re not speedy, you’ll miss them, along with the chance to boost your brand and ultimately prompt action. Optimize the mobile experience for your potential patients to increase engagement and leads. (Search Engine Marketing-SEO)
One last thing to keep in mind? When consumers turn to their phones for information, they don’t care who it’s coming from as long as they get what they need. In fact, a staggering 90 percent of mobile users aren’t committed to choosing a particular brand at the moment they pick up their phones. While this can be a serious obstacle without the right strategies in place, it can also be an unprecedented opportunity for your hospital if you are prepared.
With mobile constantly setting new standards for how we live our lives, it’s remiss to think the same old standards apply when it comes to catching -- and keeping! -- the attention of consumers. Still think micro-moments are just the latest buzzword or a passing phase? Think again. According to Google, being “moments-ready” links directly with higher ROI -- not just in terms of your mobile marketing dollars, but for your overall marketing bottom line.
If interested in learning more about micro moments and the shift to mobile, check out this guide from Google