Customer Experience Failure: Targeting the Wrong Users

I was on the eHow site looking for a way to grow my bird of paradise plant better, then I came across this screen: a 3rd-party ad by Practice Fusion, a digital health record provider.

A Bad Web Marketing Example

Because I’m currently providing digital strategy consulting for the healthcare industry, out of curiosity, I clicked the ad. Then I saw this:

As you can see, the above screen seems to target doctors, not end users or patients. Not that I’m so motivated to sign up, but, out of curiosity again, I clicked “Sign Up”. Then I saw:

By now, it is clear that this whole thing targets health professionals, and is irrelevant to the vast majority of users that will see this ad.

And, if you think of the context in which the ad shows — on eHow, a website that teaches people how to perform a variety of household tasks such as gardening and cooking — you’ll further appreciate how mis-targeted and wasteful this Web campaign is.

How to Improve

On the other hand, a small improvement to the ad can make a big difference. You can just add one line like,

Ask your doctor and caretakers about Practice Fusion, and mention the $44,000 incentive.

as well as benefits like,

All your medical records will be stored digitally in one place, and you can access them any time, any where, through any healthcare provider, on any computers and smartphones.

Better yet, there can be an email link for the user to send the message to the healthcare professionals that he or she works with.

Take Home Message

Whereas the target users here are healthcare professionals, on a site like eHow.com, the ad should target end users. Then, through influencing the end users, the message can indirectly reach healthcare professionals.

Think about it, if you are a doctor, who’s received a few emails from your patients about Practice Fusion and a $44,000 incentive to sign up, wouldn’t you take a look?

By Frank Guo

Google

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