HOW TO BUILD AN AUTHORITATIVE HEALTHCARE WEBSITE
A healthcare marketing journey : Episode 1
A website for a company from any industry, including the healthcare industry is the primary digital marketing asset for that company. A good website can drastically improve the firm’s credibility. The 2017 Healthcare Digital Marketing Survey illustrates that 95% of healthcare marketing executives believe that their website is one of the significant business drivers. The website acts as a platform through which the patients can find you. 52% of consumers conduct a web search to find a hospital that can provide the required service. It is high time for the healthcare industries to focus on online digital platforms.
- Intuitive home page design is an essential part of developing a healthcare website. A majority of the customers do not make it past the homepage if they cannot find the required information. It is vital to design the home page with all the relevant information that the customer wants, but at the same time, it is important not to clutter the home page with too much information, making it hard for the customer to read.
List out and highlight the services that the healthcare company provides in the home page as that is mainly why a customer visits the site.
2. A mobile responsive website is crucial as google has deployed mobile indexing algorithms which optimise the search results based on the mobile versions of the site, this is a result of the rapid increase in mobile web traffic in the recent years. As of 2018, 52% of all the web searches are made in mobile phones, and this number will increase exponentially in the coming years. So, to have a better ranking in the google search results, hospitals have to optimise the website with a mobile-friendly approach.
When you take a mobile-friendly website development approach, it provides a healthy lead over your competitors.
3. Data Visualization is another important aspect that helps to serve your customers better by increasing the retention rate. It helps the viewers of the site gain a better understanding of what the organisation has achieved. Hospitals have a lot of complex information, and these can provide valuable information to the customers, but they are complicated for customers to understand. Healthcare companies have started to adopt data visualisation. 56% of internet users learn about medical procedures beforehand and providing them with visual representations that explain the procedures can build trust as they become more confident with it.
There are so many other visualisation tools that help hospitals reduce the complex data into simple information that is easily understandable by the patients, tools like basic pie charts and histograms can be used.
The easiest way is to build a dashboard. For example, Fitbit has a well-designed dashboard which many of the counterparts have been replicating.
4. Create a Staff page with detailed information about the doctors and their fields of expertise, as 44% of people view the practitioner’s information online before consulting. A staff page can help the customer understand the relevance of the doctor to their needs.
A staff page should contain the credentials of the doctors, their credentials and their experience in a clear format. They can be categorised based on parameters like their field of practice, and this helps the customer to browse through easily.
5.‘Book your appointment’ is another indispensable option to feature on the website. This option helps to turn leads into customers on the go. This reservation option should include booking to all the doctors.
Also implementing a ‘Contact Us’ option is essential, as it makes it easier for customers to put out and solve their queries.
6.Use multimedia to make the site more understandable, and through these multimedia, you can put out the message that the company wants to establish to the customers. But you should not tend to overuse multimedia as it can significantly hinder the speed of the website.
Use videos explaining about the company, its visions and achievements. Use images or posters to put out messages.
Role of a website is not just to inform about an organisation but to connect with the patient and engage with them even before meeting them . First impression is the best impression .
So let’s get connected !!!
Reference Article: https://intrepy.com/12-medical-marketing-strategies-practice/ by Justin Knott
Adithya is the host for the Branding and Patient Experience for Doctors
He is the creative lead for this summit. Adithya has worked on several market research studies with doctors across India. Being an operations guy wants to explore and learn new things always.
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