Internet Marketing

While it can be difficult to run a practice and maintain a website, every physician should still take advantage of the opportunities the Internet offers. Internet competition for patients is increasing and will only continue to grow. It takes time, energy and money to use a website effectively, but the benefits that can pay off in the end will be well worth the investment.

The Internet is growing, technology is always updating, and many practices already use websites to their advantage. If it’s not possible to put in the energy to maintain a website, practices can outsource the workload. This will cost money, but it’s worth it. When creating a website, make sure it’s easy to find. Search engine optimization (SEO) is a key component to Internet marketing success. When people search for the services you offer, make your practice easy to find. Register the website with as many search engines as possible and make it easy to navigate when patients arrive at the site.

When patients go to your website, they’ll be looking for various things. They want a good sense of your services, so patients will look at your philosophy. Does your practice have a mission statement? What is its objective and how does it view its work? Patients will want to know information about the services you offer and information about the physicians.

Background information on the physicians also gives patients a sense of what they can expect. Where were they educated? What other work have they done? Are they involved in the community? You could also update patients on what the physicians are doing outside of the office, like an outside project they are working on or something else personal, so patients can learn more about their physicians. Many physicians might play sports or play an instrument, or they might have another hobby that a patient can relate to. During my last examination, the dentist told me about a marathon he ran in Vegas. I even got to see pictures. Patients want to have a good relationship with their doctor.

A practice might want to put news events on its website about developments in the field of medicine it treats. It shows that the practice is interested and is always looking for new ideas on how to improve its work. There are constant studies going on in every field of medicine and everything is always improving. Patients want to know that information.

Some websites will go as far as being interactive, like letting patients schedule appointments online and view the doctors’ schedules. It’s hard to reach physicians sometimes, so online communication can solve that problem. Occasionally, the registration form is available online, too, so patients do not have to fill it out at the office.

There are unlimited opportunities with what a practice can do with marketing and a website. It is the best way to reach a mass audience no matter the target demographic.

-Aaron Weisman

      How does your practice use the Internet?