When optimizing your hospital’s online presence, you no longer can simply focus on the desktop as the sole driver. These days, consumers – potential patients – are engaging across multiple devices, at various times, and that includes tablets.
Tablets have become the most rapidly adopted consumer device in history, according to ComScore Reports. As prices drop and a wide array of choices from nearly every tech company becomes available, more people and businesses use them for many purposes, including searching for a hospital.
Users who might not click on something from their desktop computers may well click on that same item when they use a tablet. According to Adobe’s Q2 2012 Digital Advertising Update, cost-per-click (CPC) prices are lower for both tablets and smartphones than comparable PC search campaigns, and the ROI is higher in both cases. Adobe found that overall tablet conversion rates were 20 percent higher on average than on the PC.
The different ways a tablet lays out web content is a major contributor to this analysis. When it’s properly optimized, a website on a tablet features an easier layout and reduced load times – which mean a lower bounce rate and more time for users to exploring your website.
Another reason it’s so important to optimize for tablets is resolution. The new third-generation iPad features a high-resolution Retina display with such a high pixel density – a million more pixels than an HDTV, Apple says – that websites look dazzlingly clear. If your website isn’t properly optimized, images will look pixelated – hardly a good impression for a visitor.
When thinking about online marketing for your hospital or healthcare facility, keep in mind how people access your information. The PC is not the only game in town around anymore.