Wide Web Marketing has designed and developed many websites for businesses in healthcare and medical industries. Medical websites need to provide easy-to-understand information about their practice, services and products and provide information for both current patients and prospective patients.
If your job includes marketing a hospital, doctor’s office or medical device company then read on! I’ve compiled a list of 9 things every healthcare-related website should accomplish from patient data security to necessary content.
1) A Secure Web Presence
First and foremost, you should ensure that your medical website is secure to the standards of the HIPAA Security Rule which provides guidelines for the transmission of electronic patient health information and who has access to that information. Since your website will likely take in patient or prospective patient information, the security of your website is a key element that should not be overlooked.
2) Accurate Contact and Location Information
This may seem obvious but having complete contact information for your office or offices is very important. Nothing is more frustrating than trying to find a phone number or address when you need to make an appointment or find directions. If you have multiple locations be sure to list the address, phone numbers and hours for each location. The more accessible this information is, the better.
3) Key Products and Services
Be sure to tell your visitors what services you offer. If you offer specialty services in your field, put more emphasis on those services. Not only does it tell your prospective patients what you can or cannot provide but it will help improve your search ranking for those services. A great example is the services page of the Gastro Clinic. Each service listed has its own page with additional information.
4) Resources for Current & Prospective Patients
5) Doctor and Staff Directory
If your practice employs several doctors, a directory is a helpful tool to have on your website. Prospective patients will feel more comfortable going into your practice knowing more about their doctor than just their name. You can include information such as where they went to school, specialties, and a short bio alongside a photograph. The Lourdes Physician Group has a great example of a doctor directory. The directory is searchable and includes contact information, a picture, short bio and summary of medical training for each doctor.
6) Patient Expectations / FAQs
It is helpful to have a single page explaining what to expect during the first visit or for a particular procedure. The more information your patient has upfront the more at ease they will be during the procedure or walking into your office for the first time. FAQs can be used and categorized based on procedures, billing practices, visiting policies, etc. The Heart Hospital of Lafayette’s website has an entire menu dedicated to their patients and visitors to answer questions regarding anything from visiting hours to accepted insurance and where to eat at the hospital. Camelot Brookside, a long-term care facility, uses their FAQs to answer questions about their rooms, security and cost.
7) Clear Calls-to-Action
What do you want visitors to do when they come to your website? Make sure you direct them with clear calls-to-action such as Schedule an Appointment, Find
a Doctor, Contact Us, and Tour our Hospital. The Recovery Center of Baton Rouge treats
those suffering from addiction and has a very clear “Get Help Now” button on their home page.
8) Case Studies / Before & After
Testimonials are a great asset to your website along with before and after photos if relevant to your services. Nothing promotes your services better than real results from actual patients. When viewing the services for Acadian ENT’s Facial Plastic Surgery Center there are before and after pictures included for each procedure.
Utilize a blog on your site to share industry news, community events and announcements with your visitors. This will keep your site looking fresh and encourage your visitors to come back to see what’s new – whether that be a new procedure that you’re offering, a new doctor, updated office hours or a community event that you will be sponsoring. The Heart Hospital of Lafayette uses their blog to post about everything from community events such as the annual Heart Walk, to heart-healthy recipes and articles about living with conditions like congestive heart failure. All of these blog posts keep them connected to the community and their audience.
Building a healthcare website that incorporates all of these elements can be overwhelming but Wide Web Marketing has the experience in healthcare website development to help you succeed. Take a look at our portfolio of healthcare or medical-related sites below and contact us for more information.