Episode 4: Let’s Talk About Digital Consumer Behavior & Search (ft. Erica Freckelton)


Welcome to Episode 4 of Let’s Talk about Healthcare, a podcast about the challenges and opportunities, the good and the not so good, and the moments of joy found all over our healthcare system today.

Today, we talk to Erica Freckelton, a healthcare marketer and search expert about how search engines shape our worldview, how search impacts the patient journey, and how COVID-19 has forced changes in the search world.

Search and the Patient Experience

In this episode, Erica shares takeaways patients can use to better protect themselves against misinformation as they use the web, observations on how digital literacy is becoming an increasingly important skill in today’s digital landscape, and how to browse the web like a skeptic.

Takeaways for Healthcare Marketers

For healthcare marketers, this increased focus on misinformation means authority and trustworthiness is more important than ever when it comes to content creation. Remember that 2019 algorithm update emphasizing E-A-T, or expertise, authority, and trustworthiness? Google prioritizing these ranking factors in algorithm updates further shows its commitment to ensuring integrity on search result pages.

Delivering a seamless user experience on the web is only going to become increasingly more important, too. With Google’s Page Experience Update coming soon, Core Web Vital performance is going to matter a lot more beginning in May 2021.

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