Influencing the healthcare consumer’s Zero Moment of Truth

Marketing for top of mind awareness

The Zero Moment of Truth (ZMOT) is a concept that explains and interprets the thought process that a consumer uses to determine which healthcare provider or hospital to consider. ZMOT is what determines whether or not a hospital’s marketing succeeds or fails.

It is important to understand that marketing is no longer just about creating stimuli, such as a television advertisement, signage, or a print ad. Eighty-eight percent of U.S. consumers engage in the ZMOT prior to going online, reading reviews, and making a decision. That’s why you want your customers to think about your hospital before they do any research.

According to Google, the thought process that leads to the ZMOT is as follows:

1. Stimulus: Something that compels you to act, such as a television ad, word of mouth, social media, etc.
2. ZMOT: Moment where you go online and do research, seek out alternatives, read reviews, and comparison shop before choosing a hospital or healthcare provider. This moment is crucial for marketers to understand, since the average consumer consults 10 sources prior to making a decision.
3. First Moment of Truth (FMOT): Occurs when you are online ready to make a decision. This moment is when you officially decide which hospital or healthcare provider to use.
4. Second Moment of Truth (SMOT): This is the moment where you determine the quality of the hospital and whether or not you should spread the word to your friends. This is when brand loyalty is developed and consumers ask themselves if they will be repeat customers.

If you market for the ZMOT, your hospital will be “top of mind,” as opposed to “out of sight, out of mind.”