A successful Find a Doctor (FAD) search tool is incredibly important for healthcare provider and payer websites and mobile applications. Not only is it critical to lead generation for prospective new patients but is also a tool used frequently by existing patients, physicians and academics. With so many users of this tool, it is an essential element of the healthcare digital experience for your organization to get right otherwise it can result in high abandonment, low conversion, and unsatisfactory user experience.
As a highly visited area of your website that’s pivotal for conversion, it is worth the investment to frequently optimize the user experience or even undergo a complete redesign effort if outdated to ensure you are meeting users needs.
This is the first in a series of blog posts dedicated to exploring best practices for a successful FAD search tool digital experience. While this post will share an overview of where the FAD search tool fits into the overall experience, common FAD challenges providers and payers face, in addition to what a successful FAD search tool offers, the upcoming posts will dive deep into various aspects of the FAD search tool digital experience to share best practices for your organization to adopt.
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Where FAD Fits Into the Experience
It’s important to understand the overall picture of where the FAD search tool fits into the experience for its users. While each user listed is seeking slightly different information and tasks they wish to perform, it’s imperative this central conversion tool meets the needs of each user group. The below diagram highlights the broad users of the FAD search tool and at a high-level where it fits into their journey experience.
Amongst all four groups, it is clear that the touchpoints may be across multiple channels – digital and call center – and having an effective experience across both matters. Throughout this series of posts we will focus on the digital channel but being aware that some groups, prospective patients, in particular, may switch channels from digital to perform initial research to then calling the doctor’s office or customer service support to make an appointment is important to be aware of especially when it comes to marketing attribution for this tool.
There are a number of requirements each user group has which will shape effective Find a Doctor search tools so relevant information is offered and calls-to-actions that enable users to fulfill their desired goals. We will be exploring the types of relevant information and calls-to-action to include in an upcoming post in this series.