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What Health Marketers Should Know About Responsive Design: Pros

Responsive design offers a great deal of promise to healthcare marketers as patients increasingly use mobile devices for some or all of their Internet browsing. But with the hype come several caveats. Here are the top pros we’ve learned from our project efforts with sites (typically in the 1000+ page range). In a later post, we’ll focus on the cons. Key takeaway: While there are benefits, don’t leap before you look!

Update: Our post on the cons of Responsive design is now live.

Pros:

  1. Responsive Web Design allows web designers to make a single site that responds to context. One site across various platforms optimizes itself for that platform. Designers do not have to maintain separate versions of code for mobile or desktop applications.
  2. You increase the odds that you are “future-proofing” the site for the next few cycles of hardware development. Smart phones and other mobile devices aren’t going away, so a design method that can further be developed or improved upon will protect companies’ sites from becoming archaic.
  3. Patients are able to get a great experience, no matter what device/platform they are using. The experience is also uninterrupted across devices. Responsive design allows these patients to have the same experience regardless of whether or not they are accessing the site via a mobile phone or desktop because the information is the same.
  4. Responsive Design eliminates duplicate mobile sites with separate web addresses that can throw off search engines and a site’s visibility in search.
  5. Responsive Design can result in long-term savings (budget and time) due to its efficiency and lack of rules for differing device types and platforms.
  6. Responsive Design allows a website to adapt itself to the different screen resolutions available. It isn’t just useful for catering to different size screens – it also allows a website to adapt to different screen resolutions.
  7. Responsive Design can increase traffic, patient acquisition and offer conversion rates to a site. Already, more people are accessing websites from mobile devices than from desktop computers.
  8. A single site makes tracking website analytics much easier. Journeys, conversion paths and redirections to sites no longer need to be independently tracked.
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