Content
- Who is the target audience?
- Use Journeys
When you're done with this article, read Workstream # 2: Establish a Timeline
Who is the Target Audience?
Each health system will decide which audience to target. The most important recommendation we can make is: pick a specific audience. If your target is "all patients," you will find it very difficult to make the messaging specific, measure whether it works, and calculate your return on investment.
Across the many markets using our Save my Spot program, the target audience most commonly is:
- Women: The healthcare decision-makers for their spouses, children, & parents. The majority of online reservations come from women.
- Young & tech-savvy
- 64% of consumers comparison shop hospital websites
- 40% would switch providers for online access
- The average age of users who book online: 39
- Busy lifestyles: Those with busy schedules appreciate holding their spot in line on-the-go to take care of other priorities before their visit.
User Journeys
User journeys provide real-world use cases that help define user behavior, identify possible
functionality and demonstrate the value and benefit of Check-in Express.
With proper marketing and access, users can utilize Save my Save to derive tangible benefits in their everyday lives.
You may already have defined your target audience's user journeys. Here are several best practices from our customers:
"New In Town"
"Unprompted Find"
"Organic Search"
