In Search of the Unhappy Customer

Linkon, Neal
December 2008
Marketing Health Services;Winter2008, Vol. 28 Issue 4, p30
Academic Journal
This article discusses how to research the experiences of dissatisfied Web site users in the Internet marketing of medical services. The author draws on his experience managing the Web site of Aurora Health Care to provide advice for health care marketers. The importance of identifying the primary audience for a health care site and developing clear expectations for how users will interact with the site is described. The author describes strategies for analysing user responses and different approaches to Web site testing. Problems relating to the limitation of search criteria in Web based forms are also noted. INSET: What is Web Usability?.


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