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5 Things Your Hospital or Clinic Website Content Should Do

Eric Sivertsen


The options for obtaining healthcare are continuing to expand and evolve—with large hospital systems, independent urgent-care clinics and age-specific providers cropping up in communities nationwide. But in order to stay competitive in the marketplace, you have to give the consumers what they want in your website.

Here are five ways your website content can work wonders for your healthcare brand.

Encourage Conversation

What do consumers seek in their doctor-patient relationships? A recent study from Deloitte outlined the trend that 75 percent of consumers are seeking more bi-directional, conversational relationships with their physicians. This means that patients want to interact about their treatment options, they want it to be personalized to their unique healthcare needs and they want to feel encouraged to question recommendations and research on their own. So where does your website come in? Make sure patients have the ability to contact their primary physicians, and advertise this feature amply.

Bolster Referrals

Word of mouth can be a strong selling proposition for a healthcare brand. Referrals from happy patients can go a long way to building your roster of future consumers. But a referral alone won't typically seal the deal for a new patient recruit. In fact, according to Kyruus research, 90 percent of consumers extensively research providers online even after receiving a referral from a friend or trusted source. One effective way to enhance this tendency is to feature testimonials and "reviews" on your website—whether on a static page or as features on your blog or vlog. Offer the additional insight to seal the deal on a new patient signup.

Promote Locations

What are the most common things that web visitors are hoping to accomplish on your site? According to a study from HealthcareSuccess, 60 percent of consumers select a doctor or healthcare provider based on clinic location. That means keeping your available locations top of mind (and above the fold) on your site can make a big difference. Keep your locations page up to date, dynamic and easy to navigate. The ease of use of this feature could make or break whether or not your locations rule the roost in their respective neighborhoods.

Clear Up Pricing

Though variables abound, and there isn't always an easy way to list rates for common services, consumers are seeking the ability to price-compare in more of the brands with which they interact. This includes hospitals and clinics. While your organization may not be able to offer a webpage preemptively listing all the pricing models for your endless services provided, at least offering a consumer the ability to get a quote or estimate on a major surgery or well visit can position you as a transparent, trustworthy provider that's not looking to conceal costs until the bill comes in the mail.

Simplify Appointments

As viewing of records continues to become more and more accessible digitally for patients, so should your appointment-booking process. Offer multiple digitally based methods of setting appointments—none of which require making a phone call or going to a physical location. Take some of the unnecessary headache out of the onboarding process for your end consumer, and give access to booking appointments through your app, through messenger apps and, of course, through your website. Offer the ability to select a physician, a date and at least a general time of day, and follow up as quickly as your staffing allows you.

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