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Digital Marketing In Healthcare
Having a good healthcare website that works well is not only an opportunity to communicate key information but can often be the first impression patients get of you as a practising physician or clinic. You will often need to appeal to and communicate to different audiences; your patients, their relatives and other healthcare professionals. If you’re looking for support improving your medical website and grow your practice, get in touch.
Making A Good Impression
Searching for a healthcare expert can be an anxious time. The last thing a patient wants is more stress and frustration trying to find information on your website. Sometimes it’s good to get fresh eyes on your website to review how a patient might be using it. I have worked on healthcare websites for many years and have a passion for making them as patient-friendly as possible. Having an easy to use website can really make a difference to a patient and the impression you give them of your practice. It helps build the trust they have in you treating them.
Making It Easy For Patients
Whether it’s patients, their relatives or those in Primary Care that use your website (or a mixture), make it easy for them:
- to find you online
- to find the information they want
- to contact you or make a referral.
Uncomplicate Your Copy
Using clinical terms is second nature to you, you use them everyday. But, finding a different way to explain a procedure can go a long way to reassure patients, and their relatives, that they are in safe hands. This is why I might suggest changing the wording so patients find it easier to decipher the medical terminology. Of course, using certain keywords and phrases is important, not only to be medically accurate but also for SEO. Search engines and AI have advanced dramatically, but has your website kept up with the changes?
Read more in my blog “Speak Patient, Not Procedure”.
Save Your Practice Time (and Money)
If your secretary or reception staff keep getting asked the price of a consultation, it’s probably a good idea to add it to your website or make it easier to find. What else could be added or better placed? These are all elements I consider when working on a site, and areas of improvement can be idientified with an initial audit.
Key Factors For Patient Friendly Healthcare Websites
SEO (& GEO)
Can patients find you (i.e your website)? Appearing in search results, AI Overviews or AI citations means more patients and referrals. Although Search Engine Optimisation is constantly evolving, especially with the growth of AI, a few common issues on healthcare websites include:
- Lack of relevant keywords
- Broken links
- Out of date tech (e.g plugins)
- Slow page load time
- Poor quality images
AI and GEO now also means websites need to work harder to be useful for patients, before they make an enquiry. Always consider what information patients are searching for in the first stages of seeking treatment. Does your website answer the questions they have? Read more on this in my blog about Healthcare content.
Patient/Treatment Information
Hooray – Your website appeared in their search results! So now what? When users start glancing around the landing page it should be clear what they need to do next.
Is it easy to find the information they want? It’s 10pm and all they want to do is email you/your secretary to ask a question, so where are the contact details?
Consider what your users want to find i.e their intent, don’t just include what you want to say. Search engines rely on this strategy, matching the most relevant website options in search results with what users are looking for.
Enquiries
If you are growing your private practice, enquiries via your website are key.
Contact information must be clear and easy to find.
- Can patients book an appointment?
- Where should GPs send their referrals?
- What are the office hours patients are able to speak to someone?
- Can patients get to the contact information from any page on your website?