A revolution is quietly happening in the Digital Health playing field.
Consumers are taking control of their health and their providers. To fill that need companies have come on stream to give greater access to these consumers.
Proteus Digital Health is one of those companies.
If you Google Digital Health in Google on a given day, you’ll find Proteus Digital Health on either the first or second page. And that’s good stuff, really it is.
But there are few things that stand out when analyzing their website that they should address and correct if they want to see greater engagement from their web visitors. Truth be told, these ideas and analyses will help anyone who has a website and may need to ensure that all is well with what they offer there.
Before I go any further let me just share a couple of things with you.
Who is Proteus?
Proteus Digital Health is a company that “develops digital products that collect and aggregate various behavioral, physiological and therapeutic metrics” (Crunchbase).
Proteus has been in the news as of late for being a startup that has received much funding to help with its medical device business.
I hope the insights I share will help Proteus keenly analyze their website and their online strategy and implement some of the changes that will help them in the long run.
I used all third party tools for my assessment and have depended on them for my analysis. Below I outline six strategies and analyses along with tips on how Proteus can improve.
Now let’s get to it.
1. First let’s start with Site/Brand Identity
Brand or Site identity is important because here is where visitors get a good glance at who your company or business is and strengthens the brand in the mind of the consumer. So what should Proteus do here?
A. They should make their tagline readily visible –Proteus’ tagline appears to be Better Health: powered by you.
But it is unclear since it is not visible as you land on their homepage.
To be fair, there is a short video that highlights how their ingestible sensors work and includes this slogan, but one shouldn’t have to watch a video to know that.
I actually got the tagline from their “alt tag” when I hovered the cursor over the logo.
The tagline is important because “the name and tagline work together to tell part of a story” Emily Shea. Taglines and slogans stick in people’s minds.
Here is a company that’s done a great job of attaching their tagline to their logo (although the website appears to not be functioning).
From the get go one is aware of what Tethys stands for.
How to fix this:
Proteus should include their tagline either around their logo or make it immediately visible on their homepage. This will help to cement their brand in the eyes of visitors.
B. Proteus must immediately declare their value
Gathering information on Proteus proved a tad bit difficult.
The website did not clearly tell me much about them, i.e. the company itself.
Here’s the thing.
When a visitor lands on your website it’s usually not by accident. They are looking for something specific, and if you can’t give it to them they’ll find someone who will.
I found out more about Proteus from two sources one of which was their LinkedIn profile (which incidentally sent me over to the website for additional info).
Check out their LinkedIn Profile “About Proteus Digital Health”:
NB: this info above could not be found on the website.
Now look at the Website Profile
“ Mission statements often feature flowery, idealistic language that doesn’t talk about what your company really does, but rather, the principles that guide your day-to-day operations. On top of that, the language is often ‘we’ (company) centric rather than ‘you’ (customer) centric, which is proven ineffective in copywriting”. Webcopyplus.
Don’t get me wrong, nothing is wrong with having your mission statement on your website but their company page should feature, in addition to that navigation bar on the left, info that lets visitors know some awesome facts about the company.
Facts such as when they came in to business and highlighting the features that make it unique.
What concerns me even more is the other source which gave more precise information about Proteus. Look at this description from Proteus found via Google.
Now take a look at this description from Crunchbase:
Crunchbase gives a more detailed, albeit technical, description of who Proteus is.
Strange, isn’t it?
Your website and your meta description should be equally as informative leading the visitor to want to click through.
How to fix this:
Proteus should correct it’s meta description so that it aligns with what web searchers are looking for by using keywords and keyphrases searchers would typically use.
They could also consider shortening their mission statement and placing more emphasis on the customer and not the company.
The fact is the visitor doesn’t give two hoots about their mission they want to know how you can help them. If Proteus can communicate that value I believe their visitors will seek to get to know more of them.
2. Secondly, they could use inbound marketing
Inbound marketing focuses on earning, not buying, a person’s attention –Brian Halligan
That is the definition of Inbound Marketing in a nutshell according to Halligan, the CEO of Hubspot – the web’s leading authority on inbound marketing.
The screenshot shows the process involved in inbound marketing –
For the purposes of this post we’ll zero in on content marketing, an activity of inbound marketing that works with all other facets to make this marketing strategy work.
“organizations everywhere are losing the opportunity to attract and retain patients through their web content”. Aha Media Group – Content Strategy for Healthcare.
A content strategy is a formalized, digital publishing strategy that includes four phases: plan, create, publish and manage.
Content typically includes blog posts, social media updates, videos, ebooks, webinars and much more – things that will help a business get found online via the same search engines and social media channels your target audience uses.
The Content Marketing for Life Sciences Conference is dominated by Content Marketing strategies which indicates that healthcare providers and the industry on a whole cannot continue to ignore the important role content can and will play in the life of their organizations.
Although this is a highly regulated industry, this field offers a plethora of opportunities for content to empower healthcare consumers and help build brand equity.
This screenshot from the University of Pittsburgh Medical Centre shows content marketing been done right.
Note the three ways they offer content to visitors featured on the homepage alone.
How to fix this:
First, Proteus will need to research where their target audience or demographic get their information online.
Sites such as Reddit and Twitter are places where people go to ask questions and to voice frustrations. Quora has also gained traction lately as a viable source of eavesdropping on conversations to gain information.
Second, for each segment, they should find out what time of day their audience gets on social media, what keywords they use, what types of content they search for and who the key influencers are. Reaching out to influencers can help to build their audience and their advocates.
Finally, they should create a content strategy to align with their marketing goals. This should include but not be limited to the following:
- Content audits
- Content Development
- Content Optimization
- Persona Development
3. Next is improving it’s Search Engine Optimization (SEO) strategy
Truth be told, Proteus should really have a Digital Marketing Strategy which encompasses SEO as a cog in that wheel. Other aspects include Search Engine Marketing (Pay-Per-Click), Mobile and Social Media. But I’ll focus on SEO for now.
SEO is important for any website. However, it does not work in isolation but blended with other strategies can be quite the winning combination. Two strategies that Proteus can take a deeper look into are:
The lack of title tags on the homepage.
According to Moz, title tags “define the title of a document and are often used on search engine results pages (SERPs) to display preview snippets for a given page, and are important both for SEO and social sharing”. .
A title tag is often displayed as a page title as well (found at the very top of your browser).
Type Proteus Digital Health into Google and you get:
Here is an example of an optimized title tag from Teladoc:
The web searcher automatically receives a snippet of what Teladoc offers. The title tag and the meta descriptions may often be the first point of contact between a company and a web visitor. Don’t give them an opportunity to go elsewhere searching for what you have to offer them.
How to fix this:
This is a simple fix and can be done via html to correct it.
A note about their keyword strategy
Based on the graph below Proteus keyword strategy seems to be doing well. Statistics from SimilarWeb show almost 60% of their traffic from the last three months came from via search engines.
Of course there is room for improvement, especially in the other areas of search such as Social Media and Mail.
4. Proteus should use creative calls-to-action
A call-to-action (usually abbreviated as CTA) is an image or line of text that prompts your visitors, leads, and customers to take action (Hubspot).
That call to take action could be anything: sign up for an education event, download free ebook, schedule an appointment, watch a video and the list goes on.
If you search on Proteus’ website you’ll find the following calls-to-action.
They are there but they don’t engender a sense of urgency to the reader to take serious action.
Every CTA should guide the reader to continue an action that will lead them to becoming a lifelong client.
Here’s an example of a company (SocialWellth) that does a great job of having three CTA’s on its homepage:
How to fix this:
Proteus should ensure their CTA’s are catchy, pushes the reader to act, and have a clear value proposition. Ideally, a CTA should be attached to a specific landing page where user information can be collected and to start to build a database of prospective patients to nurture.
5. They should use Landing Pages
Landing pages are pages that visitors can arrive or land on (Unbounce). Generally a visitor arrives on a landing page via a CTA (mentioned above).
Upon careful search, I couldn’t seem to find a landing page on Proteus’ website.
And Proteus is losing out on building a community of converts, eager to learn and educate themselves.
This landing page example from Cleveland Clinic shows four things:
1. Assures the reader they are on the correct page as well as immediately highlights a benefit to the reader
2. Shows the reader an idea of what he’ll be downloading – in this case as PDF.
3. Gives the visitor the only option of getting the info by signing up for it.
4. An urgent CTA
5. No other navigation on the site (which means no distraction for the visitor).
How to fix this:
Proteus should run a few A/B tests on their site using landing pages and see how they convert. Of course they’ll need relevant resources to give away but that is the least of getting it done.
6. Improve it’s Social Media profile
A quick look at Proteus’ Twitter page and LinkedIn profile shows regular activity. But (you knew this was coming right?) Proteus could consider reaching out to more persons especially on it’s Twitter Page.
While this should not be about building large numbers, it should be about engaging with others: sharing and retweeting at various times throughout the day.
Twitter on its blog while discussing what fuels engagement shared the following graph:
I understand that engagement will vary by industry because what may do well for sports would probably not do as well for business, but Proteus can’t get away from the fact that people like visual stimulation whether via photos or videos or infographs.
And they don’t have to create them all; by using Buzzsumo, Topsy, or Swayy they can find relevant content to share that surpasses text-only versions.
Take a look at the engagement level on their Twitter page. If they joined in 2012, and have sent 502 Tweets, then they are only averaging 3.86 Tweets per week.
There is massive room for improvement. In addition, from the stats below we see that at least 15% of Proteus traffic comes from sources with different time zones (UK, India, Australia).
Proteus should schedule updates for various times of the day to coincide when their other web visitors would most likely see the updates and engage with them.
7. And lastly they should use Marketing automation
This is “a set of communications strategies enabled by technology that allows you connect with individuals in a personalized way, based on predetermined behaviors”. Chris Bevolo
How can this help Proteus Digital Health?
Glad you asked.
Tom Smith advocates: as patients become more responsible for their own healthcare, healthcare companies need to be more conscientious about treating prospective and current patients, as customers.
This important aspect of Marketing automation will help Proteus Provide “personalized, targeted, relevant, pre-approved information of value that answers patients’ and prospects’ questions in advance of being asked, be it in response to recent news or questions.”
In addition, not everyone who visits your website will be ready to buy. Proteus should have a system in place to help nurture every relationship until the visitor is ready to make a purchase.
How to fix this:
Proteus will need to bear in mind that one size does not fill all and should therefore use software that gives it the ability to segment its audience into specific categories based on demographic and other characteristics.
Recommendations for successful marketing automation include:
- Have a Customer Relationship Management system in place;
- Employ an efficient Content Management System to help the non-technical folks to add, edit and manage a website.
- Create custom content for every segment.
And there you have it folks: 7 ways Proteus could improve its website and ultimately its ranking on the web. Keep in mind that none of the above strategies work on their own, it’s all about connecting them, analyzing, measuring, and tweaking when necessary.
While some of these tips can be implemented right away, others may take a little more time for you to see some outcome.
So to help you along I have something for you to do.
Your homework for today:
Take a look at your website and tick off those things you are doing correctly.
Then begin to look at ways you can work on the problem areas you noted. Please share in the comments any other ideas or tips you may have after you’ve done so.
Photo credit: Proteus Digital Health
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