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Tag Archives: website

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

Mobilize Your Website Now

On April 21, 2015 Google expanded the use of mobile-friendliness as a ranking signal. This change, referred to by web developers as ‘Mobilegeddon’ or ‘Phonapocalypse’ affects mobile Internet searches in all languages worldwide and will have a significant impact on search results …

What this means to you and your practice is this: If your current website is not mobile-friendly, you can no longer be listed on the first page of Google search results. And you will no longer be exposed to tens of millions of consumers who search for healthcare information and healthcare providers on their smartphones and tablets.

Whether you are a doctor, dentist, veterinarian or physical therapist, your website should allow prospective patients to connect with you from any device. Your website is an extension of your practice. Not being visible on major search engines such as Google can have a huge impact on your practice growth and revenue.

Your Time to Get Mobile-Responsive is Now

Make sure your website automatically scales to fit any device that displays it. In web development terminology, you need a responsive website or a dedicated mobile version of your site.

By the time you read this, the deadline will have passed. But that does not mean it’s too late for you to make your practice website-responsive. You can still make any necessary changes to avoid being negatively impacted by this latest Google algorithm change. To find out whether your current healthcare website is mobile-friendly, simply go to the following link and plug in your domain name.

https://www.google.com/webmasters/tools/mobile-friendly/?utm_source=wmc-blog&utm_medium=referral&utm_campaign=mobile-friendly

If you need help, talk to a healthcare marketing consultant at Practice Builders. Call 800.679.1200 or email info@practicebuilders.com and ask to speak with a marketing consultant.

Medical, Dental Practice Marketing

Why Your Healthcare Website Must Be Mobile-Friendly

In response to the ongoing dramatic increase in the number of Americans who now do most of their web searching from mobile devices, Google announced last month that, starting on April 21, 2015, it is expanding the use of mobile-friendliness as a ranking signal. This change, referred to by web developers as ‘Mobilegeddon,’ will affect mobile searches in all languages worldwide and will have a significant impact on search results …

What this means to you and your practice is this: If your current website is not mobile-friendly, you can no longer be listed on the first page of Google search results for the tens of millions of consumers who search for healthcare information and healthcare providers on their mobile devices.

“As more people use mobile devices to access the Internet, our algorithms have to adapt to these usage patterns,” said a Google spokesperson.

Whether you are a doctor, dentist, veterinarian or physical therapist, you want your website to allow your patients to connect with you from any device. You need your site to rank well so that new patients can find you and learn more about your capabilities and services. Your website is an extension of your practice. So if you are not being discovered on major search engines, it can have a huge impact on your practice growth and revenue.

You Only Have One Month to Get Mobile-Friendly

What exactly does it mean to be “mobile-friendly”? It means that your website automatically scales to fit on any device displaying it. Using web development terminology, it means you have a responsive website. Of course, mobile friendly also applies to a scaled-down mobile version of your website.

At this writing, you have one month to make sure your practice website is mobile-friendly and make any necessary changes to avoid being negatively impacted by this latest Google algorithm change. How do you know whether your current healthcare website is mobile friendly? Easy. Just plug your domain name into the following link and Google will tell you:https://www.google.com/webmasters/tools/mobile-friendly/?utm_source=wmc-blog&utm_medium=referral&utm_campaign=mobile-friendly

If Google says your site is mobile-friendly, great! You need not concern yourself with the coming algorithm change. However, if Google identifies issues with your site, you will need to make changes if you want to maintain your search engine position after April 21, 2015.

Google’s report includes instructions for correcting the most commonly found issues and errors. Best practice is to send this report immediately to your web developer and ask them to resolve the issues for you. That way you’ll ensure the necessary changes are implemented before the algorithm update deadline.

Two Options for Creating a Mobile-Friendly Healthcare Website

You have two options for creating a mobile-friendly healthcare site. Many Practice Builders healthcare clients opt for mobile versions of their websites. The mobile version is separate from your existing website and seen only by users who access your site from mobile devices. Mobile websites typically cost less and contain much less content, but they allow you to tailor content specifically to the mobile user’s needs.

The second option is to have a mobile-responsive website. Mobile-responsive websites automatically scale to fit on any device. The web developer should configure your content for optimal display on each device patients might use. Responsive designs typically cost more but require less long-term maintenance and offer greater long-term benefits.

Google prefers and supports mobile-responsive websites over dedicated mobile websites because they make for a better user experience and are less prone to errors.

Just remember that time is running out. So check your site today and consider what you need to ensure that your site is mobile-friendly. Not doing so by April 21 may cause a dramatic decrease in Google search referral traffic to your medical, dental or veterinary practice website.

Talk to a healthcare marketing consultant at Practice Builders to discover how we can help you build and maintain your practice website and achieve your online marketing goals. Just call 800.679.1200 or email info@practicebuilders.com and ask to speak with a marketing consultant.

If you wish to comment on this electronic newsletter’s content or subject matter, simply email the editor: hedgar@practicebuilders.com.

Medical, Dental Practice Marketing

Choose the Right Domain Name for Your Website

If you are considering a new website for your healthcare practice or wondering if a new domain name would improve your traffic, there are ten questions you need to ask yourself about best practices in choosing healthcare domain names…

  1. Does the domain name contain any of your top keywords?
  2. Is your domain name unique?
  3. Does it have the .com version of this domain name?
  4. Is it easy to type and remember?
  5. Is the domain name short?
  6. Does the name reveal your specialty?
  7. Does the name avoid trademark infringement?
  8. Does it include your practice name?
  9. Does it avoid hyphens and numbers?
  10. Does it avoid trendy misspellings that may make it hard to remember?

If you have difficulty creating a domain name on your own, talk to a healthcare marketing consultant at Practice Builders. Just call 800.679.1200 or email info@practicebuilders.com and ask to speak with a marketing consultant.

Medical, Dental Practice Marketing

3 tips to turn your website into a conversion machine

Your hospital website must be the center of a digital ecosystem—a place where prospective patients can find meaningful answers to their health needs.

As you learn more about consumer wants and needs, you have an opportunity to generate leads and use your brand site as an instrument for patient conversion.

According to a recent Klein & Partners study, the top three sources people tap for health-related information are:

  • WebMD

  • Google

  • Friends and family

What does that mean for your health care brand?

There are many strategies for building conversion-based hospital websites. Here are three principles that will help you to begin transforming your website into a true sales conduit:

1. Every page is a front door.

It’s likely that the person visiting your site is looking for solutions to her health care needs, not for your brand. That means your prospective patient could be 500 pages into your site. That’s why every page of your website should be treated like your home page.

Each point of contact must give your audience a clear indication of where she is on the site and how to learn more about your services. A clear path in helping someone navigate resources and information will encourage readers to choose your brand.

[RELATED: Get creative with digital signage, internal video and mobile apps. Register for the Digital Employee Communications conference in Las Vegas.]

2. Every page engages hearts and minds.

Health care is serious business, and the content on your site should speak to the audience you are trying to attract. Provide rich descriptions for your intended audience, as this will guide you in the tone and type of content you publish.

Having a patient-centered website shows that the people within your organization understand your audience and can speak to their hearts and minds. Engaging with your patients on a personal level drives conversion and assures people that you care.

3. Every page inspires actions.

Each page of your website should help prospective patients take the next step, whether it’s signing up for a seminar, opting in for an e-newsletter, booking an appointment or contacting your physician referral call center.

Your “sales cycle” may vary by service and may be months or years in the making. That’s why it’s important to offer multiple calls to action on each page. If your prospective patient isn’t ready to schedule a joint replacement surgery right now, she may be interested in attending a lecture from one of your orthopedic surgeons. Give your audience different ways to take the next step in becoming a patient. In traditional sales, we call this “lead nurturing.”

Use your website to cultivate relationships with qualified candidates, and the result will be a flurry of new patients.

Margaux Sprinkel is a digital content and marketing professional at FranklinStreet.com, where the original version of this post was published.

HealthCareCommunication.com

Make Your Website Content Patient-Friendly & Informative

Now that 80 percent of American consumers are turning to the Internet for healthcare and provider information, it’s critically important for you to have a website that is both patient-friendly and informative. Patients want information they can trust and you are in a unique position to deliver it.

Your website should be easy to navigate and contain relevant information about the conditions you treat and the services or procedures you provide. From the consumers’ perspective, that kind of information is far more important and valuable than, say, your office’s billing and insurance practices.

Always present your information in plain language – the voice of the consumer – rather than clinical doctor-speak. Keep in mind that the average American consumer reads at a 7th- to 8th-grade level, so you are wise to avoid providing content that is over the patient’s head. The goal is to facilitate a clear understanding of the care you can deliver and the benefits that the patient can gain by coming to your practice.

Medical, Dental Practice Marketing

ObamaCare Website Lost In Translation: Problems With Spanish Healthcare.gov

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