Fabric Medical
Better Pratice Marketing
Elective Procedure Marketing
Why improving information on your Website should be a top priority
Erlend Wilhelmsen
President
by Erlend Wilhelmsen
March 8, 2006
Unfortunately, the quality of information on Websites is not a top priority for many practices. While Fabric Medical often receives requests for "improving the design," rarely do doctors ask for help with their editorial. This is not surprising given that it is easier to notice great visual design than excellent copy.
We believe quality Website information is important to your practice success. As more people use the Internet to find medical information and research elective procedure options, clear communication online is becoming more important. Unfortunately, many medical practices do a poor job getting their messages across. This is great news for you, because it's an opportunity to stand out. Here are three more reasons why quality information should be your top priority.
- When you take Website editorial seriously, you spend more time thinking about your message to your patients. This is a healthy exercise for all medical practices in the competitive elective procedures field. Focusing on clear communication is one of the most valuable things you can do to improve your practice position in the market.
- Studies show that for consumer oriented sites, better information such as comprehensive procedure descriptions improves patient satisfaction rates. When prospective patients can't find satisfactory information about your treatments on your site, they go to your competitor's site.
- The advertising spent to bring patients to your site is wasted if you don't connect with your audience. You need to speak directly to your audience's interests, grab their attention, and provide solid information to win them over. Usability studies show that when visiting a Website people decide within 8-10 seconds if you are worth their time. Poor copy is always a turn off.
Online, you are competing with everyone - including large practices with significant resources and smart marketers. If you're an unknown brand or a small practice, you must build trust to compete. This means you have to deliver the same high standards for marketing copy and editorial as the largest practices in your market. Of course, once your copy is excellent, you can always use intimacy and personality to differentiate yourself from the often impersonal big players.
In April, we'll take a closer look at examples of how you can structure your information to better serve your patients.
Ready to grow your practice? Let's talk!