Video: Children’s Health Director of Digital Strategy Court Wakefield Empowers the Digital Healthcare Experience

by | Jul 2, 2021 | Digital Strategy | 0 comments

In this 3 Key Insights segment, you’ll discover how Children’s Health Director of Digital Strategy Court Wakefield is empowering the digital healthcare experience for patient families.

Children's Health Director of Digital Strategy Court WakefieldCourt Wake­field lit­er­al­ly wrote the book on voice search. As direc­tor of dig­i­tal strat­e­gy at Children’s Health, she applies her exper­tise to cre­ate an excel­lent dig­i­tal health­care expe­ri­ence for patient fam­i­lies. Her role is crit­i­cal to advanc­ing the system’s mis­sion to “make life bet­ter for chil­dren” and dri­ving the organization’s growth strat­e­gy through search engine opti­miza­tion (SEO), paid search, as well as UX research, strat­e­gy, and design.

In this seg­ment, you’ll learn how Court lever­ages dig­i­tal mar­ket­ing trends like voice search and zero-click to build brand and pref­er­ence for Children’s Health. Here are the high­lights from our conversation.

Key insight #1: The digital experience is critical to the healthcare journey.

When you think about the way par­ents inter­act with the health sys­tem, it almost always starts with a Google search. This makes it crit­i­cal for health­care sys­tems to ensure search—whether typed in Google or via voice—is a part of their strat­e­gy, so they can be acces­si­ble for patient fam­i­lies when they need them.

At Children’s Health, we’ve set up our con­tent in such a way that it’s acces­si­ble no mat­ter how the user is search­ing for it. Most peo­ple have Alexa, Google Home or some oth­er voice-enabled device in their homes—but not every­one uses it for search. A large per­cent­age of search­es are still com­ing from some­one typ­ing into a search engine or using Siri to get a text result.

We’ve focused as a sys­tem on mak­ing sure we opti­mize a sin­gle piece of con­tent to be able to be lever­aged in both sce­nar­ios. We’re work­ing espe­cial­ly hard to make sure that we show up in Google answer box­es, because we know those results dri­ve the major­i­ty of the voice answers for Google Home, Siri and Alexa.

That is a real­ly effi­cient way for health sys­tems to work on voice search and still make sure they’re show­ing up for the major­i­ty of users who are doing text-based searches.

Key insight #2: Voice will play an increasingly important role in healthcare marketing.

For us, voice and zero-click are one and the same. We’re not devel­op­ing any type of voice search app or Alexa skill as we’ve found in talk­ing to some of our part­ners that they just don’t get used that fre­quent­ly. Peo­ple have to actu­al­ly call on them and most peo­ple aren’t doing that; they’re lit­er­al­ly just ask­ing the ques­tion to Alexa or Google Home.

While there’s a need for us all to be aware of and at least be com­pe­tent with Alexa skills and Google Home actions, the biggest oppor­tu­ni­ty right now for our health­care sys­tems is to lever­age zero click search­es and answer box­es that dri­ve voice-enabled devices. 

Key insight #3: Zero clicks doesn’t mean zero impressions.

Time invest­ed in voice is def­i­nite­ly not wast­ed effort. There’s a lot of cri­tique on Google about zero-click search­es—and that cri­tique is well-found­ed. I under­stand why peo­ple cri­tique it, but I don’t fear it in health­care as much as some indus­tries do. If I were Wikipedia or a site built on adver­tis­ing rev­enue based on clicks to my con­tent, I’d be real­ly scared of it. I don’t think Google is going to be hir­ing doc­tors and nurs­es and stand­ing up hos­pi­tals any­time soon.

Here’s why I’m not wor­ried about zero-click: Even if users get what they need from the answer box and nobody clicks, my brand name is still there. I’m still get­ting brand recog­ni­tion and build­ing brand aware­ness so hope­ful­ly the next time they need a clear, con­cise answer for health­care, they will see our brand in the search engine results page and click on it because they want to read the full arti­cle and get our perspective.

And if that per­son hap­pens to live in Dal­las Fort Worth, hope­ful­ly, they will come to vis­it us next time their kid needs some type of spe­cial­ty health­care. I def­i­nite­ly don’t think it’s wast­ed effort, espe­cial­ly in the health­care space.

The real­i­ty is Google is going to do what they’re going to do, so you’ve just got to piv­ot and fig­ure out a way to deliv­er val­ue to your audience.

Here’s the thing: Let’s say Google does start to build hos­pi­tals, do you think some­one like Gary Vayn­er­chuk cares if Google switch­es to zero-click search­es and steals their traf­fic? No, because he’s done such a great job of build­ing his brand that peo­ple who are loy­al to him and his con­tent as an influ­encer, they’re going to find him wher­ev­er he is.

That’s our goal as a sys­tem. We want to be so help­ful and such an ally and a part­ner to our patient fam­i­lies and to the com­mu­ni­ty at large, that it doesn’t mat­ter whether Google is send­ing traf­fic to us, they’re going to find us because they val­ue our per­spec­tive as experts.

 

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