Setting the Pace for Voice Search Content Marketing in Healthcare

by | Aug 7, 2019 | Healthcare Industry Insights | 0 comments

By 2022, more than half of U.S. homes will have smart speakers — and nearly 3 in 4 people have used voice search within the past month. Find out how marketers at one of the top pediatric hospitals in the country are leading the way by leveraging “the shiny object” into a voice search content marketing strategy that actually works.

Serv­ing North Texas for more than 100 years, Children’s Health is con­sis­tent­ly named one of the top pedi­atric hos­pi­tals in the coun­try by U.S. News & World Report. Part of the team stew­ard­ing the brand and growth strat­e­gy of Children’s Health is Court­ney Cox, dig­i­tal mar­ket­ing man­ag­er, who will be shar­ing her expert per­spec­tive on voice search and real-world exam­ples at Con­tent Mar­ket­ing World 2019.

We spoke with Court­ney in advance of her pre­sen­ta­tion titled “You Will Fail at Voice Search.”

Q: Why do you feel the topic of voice search content marketing is relevant for today’s healthcare marketing professionals?

There are so many rea­sons voice search makes sense for health care. First, when you think about being at home and try­ing to admin­is­ter med­i­cine, or take your kid’s tem­per­a­ture, or look close­ly at a spot on your partner’s arm, you don’t have your hands free to use your phone to look things up. We’ve lived in a world for the last decade where our phones have become increas­ing­ly pow­er­ful. They give us the access to lit­er­al­ly all the world’s knowl­edge, but frankly, the expe­ri­ence sucks. It’s so dis­rup­tive and unnat­ur­al to pick up your phone in the mid­dle of liv­ing your life to look some­thing up. Voice main­tains that acces­si­bil­i­ty to knowl­edge in a way that fits much more organ­i­cal­ly into the way we live our lives.

The sec­ond major rea­son voice search is rel­e­vant for today’s health­care mar­ket­ing pro­fes­sion­als is that our patients often lack the phys­i­cal abil­i­ty to inter­act with a phone. Whether they have a vision impair­ment, a mobil­i­ty issue or they’re just too ill to go through the motions, voice search enables patients to access infor­ma­tion despite phys­i­cal limitations.

Q: It feels like early stages for voice applications in healthcare marketing; when do you estimate the majority of hospitals and health systems will adopt voice as part of their content marketing efforts?

It will be much faster than mobile, but not fast enough to keep up with mar­ket demand. Look, users are adopt­ing voice tech­nol­o­gy faster than any oth­er com­mu­ni­ca­tion device in his­to­ry. The health­care indus­try can be very con­ser­v­a­tive when it comes to tak­ing risks with new tech. Voice will be no dif­fer­ent. You have your pio­neers that have already begun to exper­i­ment, but real­is­ti­cal­ly, it’ll be at least anoth­er five years before it’s com­mon­place and prob­a­bly 10 before health­care voice mar­ket­ing will have matured.

Q: Can you share an anecdote or experience that illustrates how Children’s Health put this idea into practice?

Once we got a taste of that first voice search result, which was a search for “why can’t my kid sleep?” our team was hooked.

I’ve always been the type of per­son that wants to exper­i­ment with new tech­nol­o­gy, and we’re lucky to have lead­er­ship that allows us to explore and try new things. We decid­ed we were going to give organ­ic voice search a shot, and set out to find exist­ing con­tent that ranked for voice. We had exact­ly one rank­ing that we could find, but we nev­er stopped after that first taste.

Now we have hun­dreds of voice posi­tions, and we add more every day. But we’re still chas­ing dominance.

Q: What is the most important thing that you want attendees to take away from your presentation on voice search content marketing?

The most impor­tant thing I want atten­dees to take away from my pre­sen­ta­tion is to start now. The folks that are exper­i­ment­ing and try­ing this stuff out now will dom­i­nate share of voice for the next decade. We’ll be the ones every­one else is try­ing to mim­ic and beat. Don’t you want to be a part of that, rather than try­ing to catch up?

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