Do you really need different web pages for different audience groups?

27 Nov 23

Are your web pages failing to engage the all the visitors that come to your site? Could your website be confusing your visitors and reducing conversion rates?

Creating a website can be challenging, especially when you need to make sure all your content is focused on your each of your visitors and specific enough to grab their attention. This is even more complex if you’re addressing multiple audiences, like healthcare professionals (HCPs) and patients.

The only way to ensure that you’re targeting your different audiences specifically enough is by creating separate webpages.

You may believe that creating different pages for various groups could overcomplicate your site and perplex your users. However, we’ve worked on many medical device websites over the years and have always found that tailored pages can simplify the user experience and guide them on their technology adoption journey.

By the end of this article, you’ll all the information you need to decide if it’s necessary to create tailored pages on your website. You’ll also have an actionable plan for how to seamlessly integrate this level of personalisation into your website.

Adapting your website to your audience

Think of each page of your website as a compass, guiding each visitor through a tailored journey.

It’s not enough for your website to simply exist, it must communicate effectively, conveying how your product, technology or services resolves the specific challenges faced by your different audience groups.

As you know, a universal message will fail to engage each audience equally, so different journeys are key to captivate and engage your viewers.

Creating multiple customer journeys (e.g. for surgeons, radiologists, nurses, procurement and the investor community) might seem daunting, but it’s a critical step in plotting the path for your visitors. This strategy isn’t about duplicating content; it’s about refining communication to engage each visitor in the most effective way possible, ultimately driving them to connect with you over your competitors.

How to know which web pages to change?

When planning your website, it’s also crucial to consider the journey your audience will take. Start by asking yourself: What’s the first page they’ll land on? Where will they go next?

Understanding this flow is key to creating web pages that cater specifically to the routes your visitors will follow.

You don’t need to replicate your entire website for every audience and demographic you aim to engage; that’s excessive and can lead to confusion. Rather, concentrate on the specific problems each page addresses for its target audience. Consider what sets their challenges apart.

Create different website journeys based on these challenges and tailor your content to provide straightforward solutions that are easy to locate and comprehend. This approach transforms your website into a valuable resource, ensuring that every visitor feels their needs are not only acknowledged but also expertly accommodated.

How should these pages cater to different audiences?

In the medical device sector, it’s crucial that website content is customised to solve the problems of your audience.

Pages aimed at healthcare professionals will likely offer in-depth technical specifications and evidence of outcomes, using a professional tone and medical terms.

When crafting webpages for patients though, it’s crucial to use straightforward language to discuss the safety, functionality, and benefits of your device. This should be complemented by visuals that not only reassure but also clearly demonstrate how the device solves specific health concerns. It’s about connecting with patients by showing them how your technology addresses their needs, whether it’s through enhanced safety features or improved treatment outcomes.

For regulatory content, precision and authority are key. This content must accurately reflect compliance with standards, thereby reinforcing trust in your brand. It’s not just about stating facts; it’s about showing how adherence to these standards translates into real-world benefits, like enhanced patient safety or more reliable results.

Each webpage should be tailored to the specific needs and interests of its audience. For instance, surgeons are likely interested in how your device leads to lower re-excision rates. This could be due to its pinpoint accuracy, a result of innovative design and technology. Highlighting this aspect addresses surgeons’ primary concern: precision in treatment that leads to better patient outcomes.

On the other hand, procurement professionals might be more focused on the operational and economic efficiency of your device. They would be interested in features that allow for an increased number of procedures or the elimination of certain outpatient visits. By showcasing these features, you demonstrate an understanding of their unique challenges and offer tangible solutions

Would you like professional help with your medical device website?

Navigating your website for different audiences

When it comes to practically planning out your website you may be feeling some concern about creating different pages. What if it leads to a chaotic user experience and how can you keep your audience on the side of your website intended for them?

This is where creating a navigation map for your website is fundamentally important. Your website’s architecture should be intelligent, hosting a myriad of pages that cater to the different needs and problems of your audiences. Map out your website carefully and see where you think a different journey or page will make the most difference.

This section of the article will look at practical ways that you can incorporate different pages for your audience into your website to help create a smooth user experience whilst also serving your different audience group’s specific needs.

  • Plotting a path

    Your website should be structured to guide users smoothly through their purchasing process. It’s crucial to consider the specific information your potential customers require to decide to buy. We recommend mapping out the various paths users might follow on your site and determining how to lead them at each stage to gather the necessary information for their purchase.

    Since different audiences have distinct needs, you should create tailored journeys for each group.

    The accompanying image illustrates the diversity in these journeys. Careful planning is essential to ensure your website delivers all the necessary information to each of your audience groups.

  • Pop-ups

    To streamline navigation, consider directly asking visitors to identify their group on the homepage via a pop-up. This method is efficient for sites catering to two or more user types.

    For instance, prompting with “Are you a healthcare professional or a patient?” allows users to self-select their path, leading them to the website’s journey most relevant to their needs.

    Additionally, this method will help you track the audiences coming to your site and see what pages they’re most interested in.

  • Landing pages

    Creating specific landing pages for your audience is essential if your website serves different audiences. These landing pages should be designed to help your visitors navigate your website and find pages that make sense for them.

    To effectively guide the right audiences to these landing pages, consider sharing links through targeted marketing channels and optimising the pages for long-tail keywords that resonate with these audiences. This strategy will attract suitable traffic to the most relevant pages of your website.

What does this mean for your website?

By addressing the unique needs of each of your audiences with dedicated web pages, you can add value and efficiency to your online presence.

A tailored approach ensures that every visitor—be it a healthcare professional, a patient, or a regulatory official—finds relevant, accessible, and engaging content that speaks directly to their needs.

By implementing strategic page variations, you can eliminate confusion, increase engagement, and boost conversion rates. Remember, in the medical device industry, clarity isn’t just about good communication—it’s about ensuring that every interaction with your brand is informative, compliant, and leads to a positive action.

Websites with Podymos

Are you aiming to communicate more effectively with HCPs and patients? Do you aspire to create high-quality websites and use them in your broader multichannel marketing strategy? You’ve landed in the right place.

Podymos is a dedicated healthcare marketing agency, specialising in downstream medical device marketing. Our services might be a bit pricier than non-specialised agencies and freelance teams, and that’s because our exclusive focus on the medical device space equips us with specialised knowledge and expertise that others might not offer.

For compliant campaigns that align with your business objectives, we’re here to assist. Simply provide your contact details, and we’ll reach out promptly for a no-obligation discussion.

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