Marketing
Web D esign: Seizing the Zero Moment of Truth
T
he way patients use the internet for health-related questions is growing and
evolving. Are you doing enough to ensure that Google is sending patients your
way?
The Rising Use of Online Technologies
The ZMOT and Health Care
In 2012, Statistics Canada reported that
over 84% of people in Ontario over age
16 are using the internet. 67% of them
reported searching for medical or healthrelated information online. As these
numbers continue to rise, it is becoming
increasingly important for new and
current patients to be able find your clinic
online quickly and for your website to be
welcoming and informative.
How does this change affect chiropractors?
Before internet access became so
widespread, patients who decided they
needed chiropractic treatment could go to
another health care provider for a referral,
ask friends for a recommendation or flip
through the Yellow Pages.
Zero Moment of Truth: A New Opportunity
In 2005, Procter and Gamble coined a
term to describe how consumers make
purchasing decisions. Stu