If you’re a medical professional, your “customer” base is actually made up of patients. Regardless if you’re a primary care physician, dentist, chiropractor or orthopedic surgeon, your ultimate marketing goal is to generate a steady flow of patients.
While it differs somewhat from a commercial business, the principle end goal is the same. Organizations in the healthcare industry must utilize online content to increase leads and convert online visits into office visits.
Your patients are looking to you to provide them peace of mind, to offer solutions to their medical problems and to be a specialist at bringing them to, and keeping them in, good health. Many of your website visitors are concerned or worried. This state of mind means they’re looking for a place where they feel comforted and cared for. Your site must reflect that if you want to influence their decision to become patients.
By providing them with a better online user experience and utilizing your content to show potential patients that you can expertly provide what their looking for, you’ll be better quipped to convert them into leads.
However, if you’ve put focus on your online presence and still are not getting people in the door, there are ways to change the tide. Including these items on your site will help you market your medical practice and increase the number of patients who want to use your services.
Here are 10 things patients are looking for in your medical website:
- Accolades – Like putting your diploma or a coach’s championship trophy on display in the office, adding your accomplishments to your website is a great way to establish credibility. This is proof of your credentials and experience and your successes in the field and shows how committed you are to bringing patients the best care they can find.
- Testimonials – When researching a medical care provider, people want to know what previous patients have to say about the physician in question. They’re looking for people who can relate to them and their concerns and proof that this is a valuable resource to seek care. These testimonials will influence your audience’s overall impression and help them associate your organization with success and expertise. Give them real patients, real stories on paper with pictures (and video is better).
- Answers – We live in an “information-now” world. When people have a health concern, they want answers faster than you can give them. But you can certainly steer them in the right direction. By giving them expert-prepared information on their possible medical condition, self-diagnosis tools, etc., you’ll establish yourself as a leader in the field and also make them want to become your patient.
- Empathy – Patients want health care professionals who are on their side. To show that you are, put yourself in their shoes. Then be personable toward them with your medical website content. A humanistic approach to patient care and practicing medicine will earn you points in the eyes of the potential patient.
- Treatment Options – A lot of times, people that aren’t patients yet already want to know what potential options there are to treat the possible conditions they have. They’re asking, “What treatments are available to me?” By going in depth here, you’re showing that you are an expert who is going to do whatever is in your power to bring them a solution. This will make people want to choose you to be the one that offers those treatments.
- A Personal Connection – With whom will I meet? A doctor? A physician’s assistant? People need to feel connected and prepared. Any reason to seek medical care is an important one. They want doctors who they feel comfortable with to treat them. Establish this up front on your medical website, and you’re taking early strides towards converting them into one of your patients.
- Straightforward Insurance Info – Few people can afford to pay out of pocket for procedures, so answering their question about insurance early will save everyone some time. Do you accept Medicare? Medicaid? Be upfront and transparent. They’ll need to know this information and will appreciate you for providing it.
- Contact Options – Patients want more than one way to connect. Don’t trap them by limiting the means they can get in touch with you. The easier they can get ahold of you, the more likely they’ll want you to treat them. Provide phone, email, social networks other means on your site and make it easy to find.
- A first step to take – Patients want to feel better as soon as possible, so we shouldn’t leave them hanging. Give them an easy-access avenue to care right there on your site. Provide them with a call-to-action like a free MRI review, office visit or phone consultation with one of your experts. This will get people to you more efficiently.
- Location Info –Offer up your location, as well as some detail on how to find you. This is an opportunity to give them as much information as possible. Are you close by? What areas are you in close proximity to? Is your office in a big building on an upper floor? Why should I travel to your office? Do offer hotel or auto accommodations to out-of-town patients? A small paragraph answering these questions will show patients that you want to be as convenient as possible.
Every healthcare provider wants to bring in more patients. By appealing to online visitors with personable, solutions-based content on your medical website, your office will be well on its way to scheduling more appointments.
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Share a quicker version of this post with your boss or friend in the medical industry. Check out our SlideShare on the 10 Things Patients Are Looking For In Your Medical Website: