Illuminating digital: Answering your digital business needs

1. How do you find out what people are saying about your brand?
   The most important thing you can know about your brand is what people are saying about it to others.
2. Do you provide people with valuable content in language they are comfortable with?
   Doctors, specialists, patients, and family members are all looking for different things when it comes to online health information. Try to connect with all and you will end up connecting with none.
3. Are your expensive online initiatives optimized for the search terms that people are using today?
   What about tomorrow? Search patterns change constantly. Your audience is out there looking for you. Make sure they find you.
4. Is your site visible to all relevant sources of traffic?
   Targeted display ads, blog links, social media, and paid search all augment the momentum established by organic search (see question 3 above).
5. Do your site visitors arrive at the content they are seeking as quickly as possible?
   Organizing a site around content-specific search terms and landing pages minimizes user attrition and maximizes return on investment (see question 6 below).
6. Do you measure success against pre-defined measures? How often do you adjust your approach based on these measures?
   Quantitative success measures make site analytics tangible – and actionable.
7. What does your site look like on a mobile device?
   Call it up now. Do you like what you see? 68% of doctors access the internet through a smartphone or PDA.

Flashlight Interactive    |    158 W. 29th Street, New York, NY 10001    |    212.894.9750