In recognition of the 40th anniversary of the birth of modern healthcare marketing, each week I will describe foundational tools and techniques that medical practices and other entities operating in the healthcare space should use to build and sustain a positive image, and remain top-of-mind when potential patients and/or prospective clients need their services. Today we begin with the most basic.
the website
Level 1 – Website. This is the foundation upon which all of your marketing and outreach activities will be based. Your website is the new front door of your practice. If you still believe that your patients are not online, consider this: new research from Pew Research Center found that two thirds – 67% – of seniors use the Internet [1]. Beyond that, Pew also reports that 90% of American households now contain a smartphone, desktop/laptop computer, tablet or streaming media device, and the typical household contains five such devices [2].
Not only do you need a website, but you need a site that provides accurate information about your practice including your location and insurance accepted, background information about your practitioners including photographs and educational information, and a way for folks to get in touch with you, including an email address. Online appointment setting is preferred.
Lastly, your website must be mobile optimized
Today, 95% of Americans own a cell phone and 77% own a smartphone [3]. Increasing numbers use their phones to access the Internet. If your site is not mobile friendly, it will not render properly on a smartphone or tablet.
Updating your site’s content and driving traffic to your site will enhance search engine optimization, strategies to make it more likely that those searching for you online will find you, which leads to Step 2.
Advanced: Invest in paid search advertising to help drive traffic to your site
