Best Practice Report

Persona-Based Web Strategy for Healthcare Marketers: Key Success Factors

January 1st, 2018


To improve a Web site’s ability to attract, engage and ultimately qualify buyers, organizations can use personas to guide the development of a narrative aligned to buyer needs and preferences. Before developing a persona-based Web strategy, organizations must develop a process to document and enhance buyer personas. The degree to which personas can or should support Web conversion optimization depends on organizational alignment, skills, processes, and the availability and integration of technology.

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