How do patients, potential and current, make use of your hospital or clinic website? Is it simply a quick visit to your contact page and then on to the next? If this is the case, you're probably missing out on a huge opportunity to hold visitors' attentions beyond an appointment setup.
Here are a few ways that interactivity on your healthcare website can resonate.
It Caters to the Audience
It's a fact universally acknowledged—more and more consumers are preferring to evade dialing a phone number when it comes to obtaining service from their brands. Healthcare brands are no different—the more service you can offer natively via your website, the better. This includes setting up appointments, paying outstanding bills, contacting a primary doctor or even clarifying a lab result. Outfit your website with the right technology to allow busy 8-to-5-ers the option of contacting your team on their own timelines—beyond your standard daytime hours.
It Humanizes Your Team
There's a reason face-centered content performs so well across social media and websites alike—it puts a face to a name. The ability for patients to interact on your website with your team members, from your physicians to your nurse practitioners to your receptionists, on a one-to-one level is key. Not only does it improve your overall patient experience, but it humanizes your team. A quick chat with a familiar face, such as your family doctor, can do a lot to improve your hospital's or clinic's brand from a consumer perspective. Employ text-chat or video-chat technology to extend your bedside manner beyond the exam room.
It Feels Personalized
WebMD might be the bane of many doctors' existences, but there's a key reason that web visitors flock to its symptom checker—it provides answers, and those answers feel personalized, whether they truly are or not. This ability to curate content to an individual site visitor is something hospitals and clinics should consider mimicking on their own web presences. Even something simple as a "physician selector" that can be based on patients entering their own known illnesses or areas of concern and matching them with applicable doctors can feel highly personalized. Consider this level of interactivity on your own healthcare provider website.
One of the most high-traffic areas of interest for web users is health-related content. In fact, according to Gallup, one out of every 20 Google searches is related to health. Capitalize on this incredible popularity by developing highly useful and shareable healthcare content on your website. And take it one step further and encourage this widespread, organic distribution by including social sharing links on your most attractive content. Hospitals and clinics have a huge opportunity in organic search traffic based on espousing their first-hand and specialized knowledge to the masses.