“Micro-moments are critical touch points within today’s consumer journey, and when added together, they ultimately determine how that journey ends.” – Google
The medical micro-moments tend to fall into one of four categories, which correlate to each stage of the patient decision-making process:
- Awareness: Learning about condition or treatment
- Consideration: Researching and weighing options
- Engagement: Making treatment decisions (who, where, and when)
- Adoption: Undergoing treatment and recurring visits
It’s during these micro-moments that consumers are most open to the influence of medical and health-care brands. When consumers turn to their phones for information, they don’t care who it’s coming from as long as they get what they need. In fact, a staggering 90% of mobile users aren’t committed to choosing a particular brand at the moment they pick up their phones. While this can be a serious obstacle without the right strategies in place, it can also be an unprecedented opportunity if you are prepared.
How to Maximize Your Micro-Moments
You may not be able to read minds but you know what consumers search for and you know where they search, so you can simply be there with relevant information and advice. Your mere presence will drive greater brand awareness.
Consumers are looking for information, not fluff or distraction. Whether searching for a particular doctor or researching a disease, the more relevant you are to their needs in the moment that they’re in need, the greater the connection you can expect to make.
Being in the right place with the right information is meaningless if you’re not also able to load the information quickly. Micro-moments happen in a split second. If you’re not speedy, you’ll miss them, along with the chance to boost your brand and ultimately prompt action.