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Tag Archives: website

Breathe life into your medical practice website

A lot of doctors only see their website as a digital business card to explain what they specialize in and where they’re located.

 

Done right, your website funnels patients into your office and establishes you as a thought leader.

 

Here are nine elements to develop on your website to attract new patients and grow your business:

 

1. Content

Your website has the potential to be your best salesperson and a marketing machine. It should be built strategically, with clear goals in mind that focus on:

  • Increasing patient volume
  • Establishing you as a medical authority
  • Educating your patients
  • Building trust with your prospects
  • Providing better quality of care

 

2. Unique value proposition (UVP)

One of the most important things your website should communicate is your UVP. The way you arrive at your UVP is by establishing your niche—knowing which treatments you excel at and which patients you help better than any other doctor. Once you’ve identified these core strengths, you can hone your website’s messaging to reflect this unique positioning.

 

Here’s an example from the Southern California Reproductive Center, a clinic that specializes in in-vitro fertilization.

Thought leadership on a medical website

 

3. Focus on the user

People land on your site looking for solutions or to learn more about why you’re a better option than your competitors. You need to make it as easy as possible for them to find and consume the information they need.

 

Common impediments to avoid include:

  • Duplicate content. Don’t recycle the same content across all of your sites without adding any unique value other than swapping out the logo and contact information.
  • Generic content. In an industry that revolves around personal treatment, your content needs to educate, engage and build trust among your prospects.
  • Information overload. Too many options overwhelm your visitors and make your calls to action impossible to find. Clarity and simplicity are key. Keep it simple and the message will be that much more helpful.
  • Bad writing. Your website content needs to be written for the user. Communicate benefits. Don’t talk down to your readers or go over their heads with technical or medical jargon. Find a way to communicate urgency when necessary without fear-mongering.

 

4. Offer more than a “contact us” or a “consultation request” button

Many of your website visitors are not ready to make a decision. They are researching options and evaluating you as a possible candidate to help them.

 

Turn more of those anonymous visits into leads by giving visitors something of value in exchange for their contact info:

 

  • Guides explaining complex procedures for new patients
  • E-books detailing treatment options and protocols
  • HIPAA-compliant case studies or patient success stories
  • Q&A-style webinars to answer common questions

 

This free e-book from HeartValveSurgery.com is an effective way of converting patients who may need some more information before committing to a surgical procedure.

 

medical ebook landing page

 

5. Search engine optimization (SEO)

SEO is about more than using the right keywords. There are “on-page” and “off-page” components that you have to get right:

 

On-page

  • Make sure all content is indexable, including images, videos and plugins
  • Make sure your link structure is crawlable
  • Use friendly URL structures
  • Optimize pages, title tags and meta-descriptions
  • Avoid duplicate content

 

Off-page

  • Build quality links
  • Share and promote your content
  • Optimize for local and mobile search (see below)

 

6. Optimizing for mobile

Approximately 58 percent of mobile users search for local businesses on their smartphone daily; 89 percent search weekly, and 70 percent of mobile searches result in action being taken within an hour.

 

Mobile optimization factors that promote a positive user experience include:

  • Larger, legible fonts
  • Fast load speed
  • Bullet lists and pared-down text
  • Simpler navigation and fewer internal links
  • Fewer images

 

Make sure you have a responsive website that is easy to read, navigate and interact with, like this one from the Migraine Relief Center:

 

migraine relief center mobile responsive website

 

7. Optimizing for local search

Like mobile, local search has a unique set of ranking factors that you should be aware of and optimize for. Local search involves any keyword that is geographically qualified such as, infertility treatment in Santa Barbara.

 

Ranking well for local searches hinges on the following:

  • Optimizing the location page(s) on your website (especially important for practices with multiple locations)
  • Links back to your site from other trusted local websites
  • The accuracy, volume and consistency of your practice’s business listings across select directories on the web

 

Read a more in-depth study on local ranking factors here.

 

8. Patient testimonials

In-depth “patient success stories” can have a huge impact on converting on-the-fence prospects into patients.

 

The La Jolla Cosmetic Surgery Center features several patient testimonials on their website. Each patient offers insights into:

  • Why they chose to get surgery

  • How they felt before and after their procedures

  • Other aspects of their experience

 

patient testimonials medical website

 

9. Not blogging strategically

Strategic blogging is centered around an in-depth understanding of your ideal patients and what they’re searching for online.

 

Your blog should:

  • Develop “ideal patient” profiles
  • Determine the challenges they have and the questions they’re asking
  • Provide information regarding keywords used to search for answers

 

The Migraine Relief Center struck gold with their post on daith piercings for migraine relief that saw over 115,000 views from organic searches alone.

 

daith piercing migraine relief medical website

Remember, your website is your best salesperson and a marketing machine. Make sure it’s working to help build your practice and drive patients to you.

 

Shareef Defrawi is president and founder of Bonafide. The original version of this article appeared on his blog.

HealthCareCommunication.com

9 Ways to Make Your Practice’s Website More Responsive

9 Ways to Make Your Practice's Website More Responsive

The very first encounter many of your patients will have with your practice is their Internet search for you, making your website your first opportunity to attract and convert patients and boost patient satisfaction. The user experience you provide should be one that loads quickly, states information clearly and navigates effortlessly. Many desktop sites don’t offer this when viewed on a mobile device. According to a KCPB Internet Trends 2015 report, people spent more of their Internet time on their phones vs. other computing devices. Bottom line: If your website isn’t responsive, you’re already missing the mark to attract patients and achieve high scores on those patient satisfaction surveys!

The concept of responsive web design is simple: One single website designed so that it adapts on-the-fly to fit various viewing devices (screen sizes, orientations, etc.). Eliminating the need to maintain multiple websites, designing a responsive website is crucial for the success of your practice.

Here are nine tips to make your website design more responsive:

1. Avoid flash. Keep videos and large images to a minimum, as they increase the loading time for your pages.

2.Make sure your viewport accommodates various sizes. A viewport is a meta tag at the header of a page that tells browsers how to display the site’s content. If you do not have a viewport meta tag, mobile browsers will default to desktop dimensions, which is cumbersome on mobile devices. You also shouldn’t specify dimensions in the viewport information, but leave it as width=device-width to accommodate for different screen sizes. Google has a step-by-step tutorial here.

3. Create “tap-able” links and buttons. Fingers on touch screens need a larger target than someone working with a mouse at a desktop would. Make sure the buttons and links are spaced far enough apart that mobile users don’t accidentally hit something else.

4. Enlarge fonts and image resolution. For fonts, 16 pixels is the recommended minimum. For images, use high-resolution photos that can withstand the scrutiny of high definition screens and the ability to zoom in.

5. Include a working telephone button on your website so that users can tap it and call your office right away.

6. Keep the most important information at the top of the page. Remember that mobile users have to scroll. Don’t force users to scroll through a lot of content in order to find out how to contact you or make an appointment. Put that information – how to make appointments, find your office, etc. – toward the top of the page.

7. Listen to Google. Google has a list of factors it considers part of mobile-friendliness. Get familiar with them so you understand how your site’s usability stacks up and what the problem areas may be. You can peruse the “Mobile Usability” section of their Search Console guide here. Google also provides a free Mobile-Friendly Test tool.

8. Use YouTube for videos. To make sure your videos display properly on devices of all sizes, upload your healthcare site’s videos using YouTube. YouTube’s code is responsive already, meaning it will show up in the right proportions based on a device’s screen size.

9. Test your site on multiple mobile devices to spot any trouble spots. Try each button, video and link, and fill out any forms on your site on each device.

A responsive website is a crucial part of your healthcare marketing plan. Practice Builders will give you a free marketing consult to evaluate your website and create a plan of action to make it more responsive. Sign up for a free consultation with us today; simply call us at 855.898.2710 or email us at info@PracticeBuilders.com.

Medical Healthcare Marketing

Get Your Healthcare Practice’s Website Mobile-Ready

Get Your Healthcare Practice’s Website Mobile-Ready

With so many new mobile devices on the market, it’s no surprise that mobile data use has increased by leaps and bounds year after year. If you’re not getting your healthcare practice a separate mobile site, your healthcare marketing plan is significantly behind the current online marketing trends.

That being said, even having a mobile site isn’t enough. Search engines are now logging bounce-back rates and mobile data, so it’s important to have a functional mobile site, as well. If you’re considering making the move to mobile, here are some new mobile site design tips that you should consider for 2016:

Use Layered Interfaces

Mobile screens are significantly smaller than their desktop counterparts. That’s why layered interfaces are becoming such a popular trend for mobile sites. Layered interfaces allow users to open, close, switch tabs, swipe and remove windows quickly and easily. Using this new trend will help keep your mobile site functional and user-friendly since it mimics how people are using their mobile devices on other sites.

Remember to Swipe

Being on a mobile device is all about our fingers. With no mouse to use or click, your mobile site needs to have the functionality of a mobile phone or tablet. Using a swipe motion to scroll through your mobile site is a natural gesture for app navigation and a big trend for mobile site design in 2016.

Keep It Simple

As with desktop website design trends, they biggest design trend for your healthcare practice’s mobile site is minimalism. A clear, simple design will ensure that your site is functional and user-friendly and will also help keep you on-trend.

Consider Your Brand

If you’ve created a brand for your medical, dental or physical therapy practice, be sure to use that when developing your mobile app. With so much importance placed on mobile apps and sites, it’s not enough to just create a smaller version of your desktop site. Your mobile site has a life of its own – brand it to get your message across.

If you want to design a mobile app or site for your healthcare practice, contact one of our healthcare marketing consultants today at 800.679.1262 or info@practicebuilders.com to learn more.

Medical Healthcare Marketing

Why a Custom Website for Your Healthcare Practice Is Essential

Why-a-Custom-Website-for-Your-Healthcare-Practice-Is-EssentialBIG

Having a website is the most important first step in healthcare Internet marketing. But did you know that having a custom website is just as important? With website trends growing and changing every year, a customized website gives you the freedom to capitalize on those trends and attract more potential patients to your healthcare practice. Here are some other benefits of having a customized website:

More Control Over Your Design

As briefly mentioned above, having your own website means that you can enhance your medical website design as you see fit to stay on top of new Internet marketing trends. Staying on top of new trends allows you to keep your website fresh and engaging, SEO optimized, and will also keep you ahead of the competition in your area.

It also gives you the opportunity to make your site easier to navigate than if you had to rely on existing templates that can’t be changed. Customizing your website and its design will also allow you to ensure that you get a site that meets your needs and the needs of your patients.

Stay On Brand

Customizing the website for your healthcare practice allow you to keep it in line with the brand identity you’ve created for your medical or dental practice. From using customized colors to adding a logo and other content, your own website gives you the opportunity to create your brand and market it effectively online.

More Available Support

If there’s an issue with your site, it’s easy to be able to reach out to the web designer and get support for a customized site. Having a person or organization to rely on when your website has problems will help keep it running smoothly so it won’t negatively affect user experience. If you need to make important changes to your site, like adding a new address or phone number, it’s easier and quick to do with a customized website that has the technical support you need.

At Practice Builders, we provide our clients with customized websites and technical support to help them effectively market their practice online. If you want to enhance or customize your website, contact one of our experienced healthcare marketing consultants today at info@practicebuilders.com. We’re happy to help!

Medical Healthcare Marketing

Is Your Healthcare Practice’s Website Ready for 2016?

Is-Your-Healthcare-Practices-Website-Ready-for-2016BIG

We may be 6 months into 2016, but that doesn’t mean there isn’t time to adjust your healthcare marketing plan to ensure it’s ready for the new trends in online marketing. Is your healthcare website design on top of the biggest web design trends for this year? We’ve put together a list of what the trends are for 2016 so you can stay ahead of the competition. Take a look:

Create a Mobile Site 

We’ve said it before and we’ll say it again: In 2016, it’s imperative that your website be mobile-ready. Did you know that 57% of mobile users will abandon your site if it takes more than 3 seconds to load? Mobile usage is on the rise, and more and more people are searching for medical information on their tablet or cell phone rather than their desktop. In order to attract more patients, it’s important to optimize your website to accommodate what users want.

Make Your Content Longer

If you don’t have a blog yet, adding it to your website in 2016 is a good way to keep your website up-to-date. According to experts, long-form content is a big trend for 2016. It’s not just about your word count, though; users are now looking for pieces that have quality and depth.

In terms of healthcare marketing and your healthcare website design, this provides a unique opportunity to cover a few online marketing bases – it allows you to showcase your medical or dental expertise, update your website to accommodate 2016 trends, and it allows you to provide users and potential patients with great content.

Make User Experience Essential

When it comes to SEO rankings, the design of your website plays a bigger role than it did a few years ago. Search engines are now keeping track of how users interact with your website – are they finding the results they want on your page or are they going back to the search results and clicking other links?

Enhancing your website design can help make user experiences better. Whether it’s by creating original content or ensuring your site navigation is hassle-free, make sure you’re answering the questions your potential patients may have when they find your website online.

Add More Graphics and Animations

Graphics and animations are being used more and more to tell a story about your brand and to make user experiences more interactive and entertaining. This may seem like a cosmetic upgrade to your website design, but with search engines tracking user experience on your site, it’s an important trend to consider adding to your online marketing plan. 

Learn More About Microinteractions

Microinteractions are small mobile app design details that users engage  “without a second thought.” Whether it’s a noise to signify when users click a menu option or a button changing colors when a user clicks on it, these additional details enhance your site and give visitors little clues on how to interact with your site, providing a more satisfactory and fulfilling user experience.

Did you know that we offer website design and mobile site solutions to our healthcare clients? Contact us toll-free at 800.679.1262 or by email at info@practicebuilders.com to learn more.

Medical Healthcare Marketing

5 Signs You Need to Update Your Healthcare Website Design

When was the last time you updated your website? Ensuring that your website is current and up-to-date, featuring the latest in content marketing and healthcare marketing strategy is an important part of marketing your medical or dental practice. It’s more than having a nice-looking website – it’s about creating a website that elevates your practice to the next level through successful marketing.

Here’s how to know if your website needs an upgrade:

Not Mobile-Friendly

Did you know that about 1/3 of patients use a mobile device or tablet to research health information and schedule appointments? If your website is not mobile-friendly, you’re not only lagging behind but you’re also missing out on potential patients. If you haven’t mobilized your website yet, take a look at the mobile website services we offer.

Hard to Navigate

Have you been getting feedback that your website is hard to navigate? Do you have too many menu options? Are your page names unclear? Streamlining your website to make it easier for your visitors to find what they’re looking for is key to having an updated website. Take a fresh look at your website from your patients’ perspective. If you were looking for information on your practice, could you find it quickly and easily?

Not Linked to Social Media

Connecting on social media is another way to ensure that your website is up-to-date. Your patients can follow your updates more closely and stay engaged with your medical or dental practice if you also include a social media component in your website design.

No SEO Content

Having rich SEO content on your website will raise your practice’s ranking on Google and other search engines. This will help improve the profile of your website online and garner you more potential patients and can even lead to a greater revenue stream. SEO-rich content that not only speaks to your practice but also to what potential patients are looking for is key to marketing your medical or dental practice in 2015.

No New Media

Whether it’s flash images or adding informative videos, having new media streams on your site is a great way to update your content. Staying up-to-date with media and content trends will keep your practice website relevant and also keep you ahead of the competition and raise your ranking on search engines.

If your medical or dental practice website needs an upgrade, contact one of our healthcare marketing consultants at 800.679.1200 or by email at info@practicebuilders.com.

Medical, Dental Practice Marketing

Avoid Content Barriers in Your Website

You can have the most beautiful, SEO-optimized, easy-to-navigate practice website in your specialty, but it won’t help you attract the patients you want unless you have the right content. For doctors and dentists who write their own content, the right messaging to attract patients can be elusive…

Patients want and need to feel emotionally connected to their doctors. They want to know that their doctor or dentist cares about them and understands their needs. Unfortunately, most doctors and dentists create messaging from their own clinical or business perspective, not the patients’ perspective.

They use the words “we” and “us” and “our” excessively in their text. To most patients, those are barrier words implying that the doctor or dentist is only talking about the doctor or dentist and thus only cares about the doctor or dentist.

Patients want to know what you can do for them and how you will help them. They want to know that you empathize with their pain or illness or health concerns. They are drawn into your messaging when you show empathy and use the words “you” and “your” throughout your content.

If you don’t feel comfortable with this “voice of the patient” style of messaging, find a healthcare marketing partner who understands consumer-direct messaging and can deliver it for your website.

Medical, Dental Practice Marketing

Do You Need a Mobile Website or a Mobile App?

The benefits of making your medical or dental practice accessible to patients via mobile devices cannot be overstressed. With a mobile website and mobile app, you can increase patient attraction and improve retention while expanding your practice reach.

Which type of mobile presence is best for your practice – a mobile website or a mobile app? Or do you need both? To better answer that question, you need to understand the similarities and differences.

Mobile websites and mobile apps both let patients find and access your practice from their mobile devices, but mobile websites and mobile apps are not the same. A mobile app is a smartphone or tablet application. Unlike a mobile website, a mobile app must be downloaded and installed by the patient.

The Benefits of a Mobile Website

A mobile website simply makes your regular website more accessible to mobile users. With a mobile website (especially after Google’s latest update), you will have a much better chance of showing up in search engine results when a patient does searches from a mobile device. Your mobile website can have all the same elements, look and feel, pages, images and other content as your regular website. The key difference is a mobile-friendly layout that offers improved readability and functionality when viewed on the smaller screens of smartphones or tablets. When you have a mobile website, patients can access your website anytime, anywhere using any device, without compromising their user experience.

The Benefits of a Mobile App

A mobile app gives your practice the advantage of having your own presence on patients’ smartphone or tablet because they have to download and install the app directly on their devices. A mobile app can be closed or inactive but still work in the background to receive notifications from you. It’s also much easier for patients to access a mobile app without the need for being connected to the Internet. All it takes is one tap to open the app versus opening a web browser then typing in a URL to access a mobile website.

A mobile app is a simple, low-cost tool that helps you connect with patients, build loyalty, generate appointments, promote special events, simplify referrals and keep your patients informed. With a mobile app you can:

  • Deliver instant messages to your patients (push notifications get read 97% of the time vs. only 10% or less for emails!)
  • Dramatically improve patient connectivity
  • Facilitate one-touch calling, email, web link, GPS directions to your practice, social media interactions and online reviews
  • Eliminate “technology” issues (No WiFi? No problem!)
  • Meet your patients on their terms (most prefer communicating with their smartphones or tablets)

If You Have a Mobile Website, Do You Still Need an App?

Even if you already have a responsive, mobile-friendly website or a dedicated mobile site, you still need a mobile app so patients can reach you directly without having to visit your website.

Mobile websites are great for being found on Google, but your mobile app is perfect for:

  • Creating, building and solidifying patient relationships
  • Making it easy for patients to come back
  • Making it easy for them to refer other patients
  • Making your practice look more tech-savvy and patient-friendly than competitors

If you want to learn more about how a mobile website can benefit your medical, dental or veterinary practice, simply call the healthcare marketing experts at Practice Builders at 800.679.1200 or visit http://www.practicebuilders.com/emedia-solutions/mobile-websites.

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Medical, Dental Practice Marketing

Is Your Website Holding You Back?

When it comes to healthcare marketing strategies, website design is just as important as your strategies for social media marketing. Why? Because if your potential patients can’t get what they want or need from your website, they most likely will not be visiting again.

While the impending threat of losing traffic to either your healthcare social media sites and website may sound scary, sprucing up your medical website design is a lot easier than you may think. In order to reach your audience and keep them coming back, you need four things: easy navigation, a top search hit, inspired content and consistency.

Here’s how to build up your website to make the mark on all four:

1) Navigation

The way your website reads to your visitors is the number-one thing you need to consider when it comes to healthcare website design. You can have the nicest-looking site on the web, but if your visitors can’t find what they’re looking for, they won’t stick around.

Don’t overwhelm visitors with too many menu options; keep your content clear and concise. Put yourself in your patients’ shoes – if you were looking for information on orthotics or dental crowns, what intuitive signs would you look for to find the information you need?

2) SEO

In order for your medical or dental audience to find your healthcare practice website, you need to make sure you’re a top hit on search engines. One way to get up there is to use search engine optimized keywords and phrases throughout your site. Adding a blog is an easy way to do that, but you can also use search terms in your “About” page blurb or in a list of services that your practice offers.

3) Inspired Content

Spruce up your site design by including a blog with inspired content. You don’t have to write about a groundbreaking discovery, but including content that is important to your practice and your patients will help you connect with them and incite them to come back.

4) Stay Consistent

Another important factor to keep in mind when improving your healthcare website design is to ensure that you have consistency throughout your site. What information gets to be included on your site? And is that information consistent and up-to-date?

If you want to share news items, make sure that the information is not only relevant to your readers but is something that’s important to you and your medical or dental practice. If you’re having a special deal or event, make sure to announce the details leading up to the date, but also make sure you update when it’s over. And if you choose to post blogs and have news items, stick to a regular schedule so your audience knows that they can stay up-to-date on your site.

To learn more about how Practice Builders can help improve your healthcare website design, contact a marketing consultant at 800.679.1200 or by email at info@practicebuilders.com.

Medical, Dental Practice Marketing

Why SEO is Important for Your Website and Content

If you haven’t heard about SEO, now is the time to learn more about it and implement it in your online content.

SEO content, or search engine optimized content, uses specific keywords, phrases and search terms to drive traffic to your website. If, for example, you wanted to reach people looking for a new dentist in your area, you might want to include terms like “teeth whitening” or “dental crowns” and the name of your city throughout your site in order to come up in Google searches.

That being said, having basic keywords may not be enough to reach your audience and to raise your ranking in a Google search. You need to target your content and SEO keywords better to really raise your presence online.

Using popular and unique SEO keywords will help your practice appear more in searches, as will using a lot of different SEO keywords that relate to your practice. Not only will it increase website traffic to your site, but it will also make your site more visible, giving you more credibility.

If you’d like to learn more about SEO or implement an SEO strategy for your website content, contact a marketing consultant at Practice Builders at 800.679.1200 or by email at info@practicebuilders.com.

Medical, Dental Practice Marketing