With so much innovation going on in the healthcare space, we wanted to know: From a healthcare marketing perspective, how do today’s most successful B2B healthcare companies’ websites perform?
To find out, we chose 10 websites from among the most up-and-coming B2B healthcare companies and looked at a number of criteria, including:
Each of the 10 hottest B2B websites had strengths and areas for improvement. Here’s our 2 cents on what they’re doing well and what they might think about focusing on in the next iteration of their website.
IPG provides device management optimization solutions to improve quality and reduce costs for surgical procedures. The website’s home page is simple with three clear levels of navigation, including five links for its five key audiences. This is an excellent example of good user experience (UX) design. But it would be nice to have a clearer message about what the company actually does, both in the image and headline. “We’re transforming a $160 billion market” is not specific to visitors’ key problems, and could leave them wondering: What exactly do you do?
Enlitic is one of the first artificial intelligence (AI) medical companies to commercialize machine learning for the healthcare industry, bringing AI to accurately assess radiology results. While its technology is advanced, its website design is a little on the basic side. Both the image and headline don’t telegraph the revolutionary aspect of the technology loud enough. While the simplicity of the design makes it easy to navigate, there’s no “wow” factor to immediately captivate visitors and encourage them to learn more.
Augmedix brings Google Glass technology to doctors’ offices, allowing physicians to shorten the time they spend updating patients’ electronic health records (EHR). The technology achieves something leading edge and exciting in healthcare. The company recently updated its website and did smartly. In particular, the site now takes advantage of video right away, which is a powerful way to engage people. What’s more, the company bravely put a call-to-action right at the top of the page next to the video.
One of the key challenges of websites today is capturing site visitors’ limited attention spans. Trask Industries overcomes this head on with compelling video and short, bold headlines. The video is particularly compelling, because it’s proved to be a leading way to grab and hold attention. Further, Trask bucks the trend of traditional navigation with a left-hand side panel of icons. Clicking on any of them takes visitors to pages with more video and short bursts of compelling content that includes more visuals. The only thing missing from this potent website is a clear call-to-action on every page to entice visitors to get more information or contact the company.
Deep 6 delivers analytics software that analyzes unstructured EHR data to identify patterns and relationships. In a two-panel carousel, the company’s home page does a stellar job of clearly communicating key benefits. You can’t get much more specific than “Identify eligible patients for clinical trials 22x faster” and “Find and compare patients, cohorts and populations.” The visuals are equally powerful. One weakness is the blocks of content under the headlines: They contain too much information. It’s both impossible to read on a moving page and on a mobile screen, where it all but gets lost. Detailed content is best shared on a static page.
AppliedVR is the first mobile virtual reality (VR) platform designed to enhance patient experience around acute pain and anxiety management. Owing from the growing popularity of all things VR, the company doesn’t have to say a lot to get its message across. Its simple message communicates the benefit: “Transforming Patient Care Through Virtual Reality.” However, website visitors need more. They want clear, concise answers quickly. The content needs to answer the all-important question: “What’s in it for me?” Adding a few bullet points under the headline could accomplish this strategic goal.
Inscope Medical offers an all-in-one intubation solution that improves the high-risk procedure’s efficiency, speed and safety. It doesn’t sound like a product that could stand alone visually. But Inscope Medical’s laryngoscope is photographed to pop on the page. Including a problem-solving headline, the home page does a great job of grabbing attention and delivering a benefit. Scrolling provides additional benefits of the device. The simple site structure moves quickly, conveniently and intuitively. While the image and headline are strong, missing from the message are the all-important proof-of-concept points and a stronger call-to-action.
Silversheet is a talent management platform focused on medical credentialing. Its website communicates this message with a clear headline: “Credentialing Software Simplified.” A subhead farther down the page would be stronger at the top: “Designed to Help You Credential Smarter and Faster.” This immediately telegraphs the key benefit. While the image on the home page is clever and interesting, it’s a little confusing. Easily distracted visitors may not take the time to figure out what it’s trying to say. But the site wins points for adding to links right at the top of the home page: One to a video and one to request a demo.
Stasis Labs offers a health monitoring system that allows doctors to catch declining patients and intervene before a critical event. The company does something few B2B companies are brave enough to do: Put its product front and center. Luckily, its product is visually interesting. But the company doesn’t rest on luck: It added a clever headline: “Do you know if your patients are ________ right now?” A revolving series of keywords fill in the blank, such as “declining,” “upset” and “happy.” However, the company should remove the boring gray section just below this panel and go straight to the benefits panel. Also, Stasis Labs needs a strong call-to-action to encourage visitors to engage.
WELL is a secure communication platform that helps admins and care coordinators reach patients between visits. Its website does several things right, including delivering a benefit-driven headline (“Bringing Texting to Your Healthcare Practice”), adding proof points and adding a free demo call-to-action in a pop-up box. However, the power of this messaging gets lost in bland, generic blue graphics. In fact, the overwhelming blueness of the screen drowns the text. The rest of the site scrolls quickly with relevant panels on benefits, integration partners, a CTA and customer comments. WELL may want to dig deeper and make its visuals more eye catching to leverage visitors’ limited attention span.
As a quick review, here’s what we advise all B2B healthcare websites to do:
What are your favorite B2B healthcare websites? Share in the comment section below!