Updating your Website for Fun and Profit

Keeping your healthcare website content fresh pays-back in marketing dividends

Healthcare marketing websites for organizations and practices of all types need to be maintained with regular changes for maximum effectiveness. It's a web-savvy rule that applies across the board for hospitals, manufacturers, physicians and surgeons, dentists, pharmaceuticals...virtually everyone. Here are the four main benefits that flow to your bottom line, usually with little effort in keeping content fresh and your website in top performing condition.

A website is definitely not a "set-and-forget" marketing tool. We didn't ask specifically about updating, but it's rare that people think about refreshing their online content after the initial launch—nd that's nearly as counterproductive as not having a website at all.

Benign neglect really hurts. Regular website maintenance protects your initial web investment, fuels your return, keeps your marketing message fresh and timely, and is an SEO visibility plus.

When was the last time you made content changes? Do you have a regular update routine? If you can't recall, or your site hasn't changed in the past few months (maybe ever), here are four top reasons to do it now.

• Regular updates help win and maintain high visibility with search engines. When people in need are searching online for healthcare help, you want them to find your site among the top results. Sites that change regularly get more notice by search engines (think Google), and do better in the ranking system. Over 80% of visitors come through search, so search engine visibility is the gateway to attracting new visitors.
• You stay relevant to current and prospective patients. It's not difficult to maintain a fresh, connected and relevant face to your target audience. It lets site visitors know that you are tuned-in to their needs and that you have effective answers for them. Conversely, static content leaves the impression that there's nothing fresh or valuable for the people who you want to reach and serve.
• Being quick to shift gears as needed is critical to success. As with any marketing tool, make changes according to how well your website is performing in the marketplace. Measure what's working and adjust for maximum return on investment.
• It's easy, inexpensive and profitable to keep your site fresh. Updating online content does not take a lot of effort and is highly beneficial. And if your chose the right vendor, it's not expensive. For the websites we create for our clients, we provide an hour per month at no extra charge just to assure that the site keeps producing.

Do-it-yourself? Maybe, maybe not: But get it done.

There are two cost-effective models for updating your website: Do-it-yourself or all inclusive packages.

With the do-it-yourself option, you typically pick a generic template, and make all your own updates via an online interface. If you have a fair amount of time and are a serious do-it-yourselfer, this may be a tempting way to go.

On the other hand, we find that busy healthcare practices, hospitals, organizations rarely update their site as much as they would like. "Busy" is the usual stumbling block and there's never quite enough time, writing talent is a rare gift, and there are always more urgent business matters at hand.

The second option is to use a vendor who can make ongoing changes for you. That way, you can access professional talent who is skilled at both SEO and attracting patients (our firm offers this model). If you need our help, please call us today at 852-25801058

Either way, the primary goal is to get the job done. For an individual private practice, a group of physicians, a hospital or other healthcare organization, your website content could probably enjoy an update right now. As an added bonus, your competition is likely neglecting their website, so grab an advantage AND win additional business with a website update.

For more enquiries, please call us at 852-25801058 for more information.

www.medicalmarketing.com.hk

Three key elements to maximize your efforts on medical marketing – ask patients to refer, maximize online exposures and “first phone call”.

 

It's also important to work the top gateways, and they may not be what you think. Gateways into the practice may have shifted in the new marketing landscape. People don't come in the door because you "do everything." They opt for elective care that answers a specific need-a marketing gateway-that you can provide to them.

If you're wondering where to start—and your marketing war chest is strained—begin by beefing-up your internal marketing effort. In our experience, communicating with present and previous patients via email is often underutilized or totally forgotten. Email is a low cost tool, especially when compared to full-page, color print ads in up-scale magazines.

Don't be reluctant to ask for patient referrals. It's a task that shouldn't be delegated or neglected. Satisfied patients are not only a great source for referrals, they are often eager to respond. (Increasingly they use digital and social media for recommendations and referrals.) But you have to ask—and make it a habit.

Online marketing tools are relatively low in cost and the payback can be good. Tune-up your internet strategy for maximum leverage. Are you getting the most from your internet investment or is your website overdue for updates? Are you pulling people into the site with email, online advertising, a video strategy, and other tools? Do you have new marketing gateways to present? Is your website attracting visitors and page views, but the phone isn't ringing?

Your website needs regular attention, but blogs and social media have become an important part the new landscape. Do you have a blog, a Facebook page, and/or a Twitter account? Many practitioners have adopted these communications channels with impressive results. Here again, the cost is low, but the highly individualized nature of these tools—often delivered to a personal smart phone—makes them exceptionally effective.

It's also important to know exactly what's happening at your front desk. More often than you'd like to hear about, a lot of potential business is lost in the first phone call. It takes a special talent, training and experience to handle inbound phone inquiries and convert these calls to office appointments. Many first-time callers are curious, but not convinced. And without the right person helping them, they often disappear.

For more enquiries, please call us at 852-25801058 for more information.

www.medicalmarketing.com.hk