It’s no secret that consumer expectations for digital experiences are at an all-time high, especially in the healthcare space.
One consumer survey found that 50% of healthcare consumers said a poor digital experience from a healthcare provider would ruin their entire experience with that provider. Patients and prospects look for seamless, responsive, impactful experiences across multiple channels, and if your organization can’t provide that, they’ll likely move on to a competitor.
However, as the demand for robust digital experiences grows, so does the need for a solution that goes beyond a traditional content management system. For larger healthcare organizations or those implementing marketing strategies across multiple channels, a digital experience platform (DXP) is a better fit.
A DXP offers healthcare organizations a suite of integrated tools to manage and optimize the patient journey and provides a level of sophistication for healthcare marketers that most CMS platforms can’t match.
If you’re new to the world of healthcare DXPs and wondering if one would be the right fit for your organization, here are just a few of the benefits a DXP like Optimizely can provide your team:
1. Seamless content management
A fully-featured healthcare DXP should offer an integrated content management system to streamline website content creation, management, and distribution. Unlike a standalone CMS, however, a DXP can publish content across all channels and include features like personalization and artificial intelligence.
By making content management this easy, a DXP allows your team to take care of updates on the go — without waiting for IT or an outside agency — saving you valuable time to focus on other marketing efforts.
2. Personalization possibilities
Not on board the personalization train yet? You should be!
Personalization in healthcare gives healthcare marketers the power to provide digital experiences tailored to patients’ unique needs, and a healthcare DXP can drive that process by leveraging data from the organization’s customer relationship management (CRM) platform.
By offering meaningful, relevant, personalized experiences, you can connect with prospective patients and show them that their care journey matters to you from their first digital interaction with your organization.
3. Simplified digital asset management
How much time does your team spend tracking down your organization’s most recent logo or other branded content?
A standout healthcare DXP should offer digital asset management that helps your team manage, organize, and reuse content like videos, images, documents, and branded graphics. This ensures brand governance and management and makes it easy for people across your organization to find and use the content that puts your brand front and center.
4. Easy optimization
Your website isn’t set in stone — experimentation is crucial for optimizing digital experiences and providing precisely what patients want.
A healthcare DXP allows you to use A/B testing to see which experiences patients prefer and quickly hone in on the ones that will help lead to more conversions for your organization. When your website updates are backed by real engagement data, you’ll waste less money and time on ineffective tactics and get more value from making confident decisions.
5. Engaging, converting content
When we say a DXP unites all of your digital marketing efforts into one place, we mean it! With the right DXP, you can plan, create, collaborate, and launch content across any channel, as well as track analytics on how that content is performing.
6. The ability to scale
If your organization is growing, a DXP is the solution for you. Between multi-channel publishing and the ability to create custom templates, launch a landing page for a new location and personalize campaign content for patients in a certain geographic area, a DXP is key to keeping up with the demands of a growing health system.
7. Keep everyone involved
At large healthcare organizations, collaboration within and beyond the marketing team is a fact of life. Make that process go a little smoother with a DXP that includes collaboration features like comments, markups, and the ability to instantly share new content with departments across your organization.
The right healthcare DXP
While a robust healthcare DXP should provide all of the benefits listed above, only one comes backed by Geonetric’s 25 years of healthcare marketing experience: Optimizely.
With Optimizely, your entire marketing department can get the tools they need to create, streamline, and optimize healthcare-specific digital experiences that win over prospective patients and build loyalty with existing ones.
Want to learn more about the benefits a DXP can deliver to your organization compared to a traditional CMS? Check out this blog post to learn more about the difference between the two, and which one is the right solution for your team.
If you’re ready to see firsthand how a DXP can help your organization, contact our team today!