Transcript Why Market Your Practice?

Web Site Development for the
Physician Practice
Gary Stelluti, Principal
Health Care Marketing Strategies, LLC
Before You Start
•Web site is an extension of your practice
•Must exist as part of other marketing efforts
Key Features
•Clean design
•Easy navigation
•Consistent look between pages
Key Features
•Easy name
•Loads quickly
•Built to interface with common browsers
•Information in logical flow
Key Features
•Patient health information
•Patient forms
Interaction
•Easy contact information
•Avoid multiple clicks
•Easy registration page
•Standard email reply, if necessary
Search Engines
•Crawl through internet (spiders)
•Create index from millions of pages (constantly
updating)
Search Engines
•SE software analyzes indexed pages to match
search results
•Ranks by relevance
Relevance Factors
•Keywords
•Keyword density
•Links
How To List Web Site
•Most web developers add to services
•Go directly to search engines
•Utilize local and specialized directories
Meta Tags
•Contributes to SEO
•Information at top or header
•Unseen to user
Meta Tags
Types:
•Title
•Description
•Keywords
Meta Tags
Why?
•Spiders that support the tag will be influenced
•Meta tag description must match content
Effective SEO
•Original content
•Effective keywords (meta tags)
•Check listings often
•Good links
Pay Per Click Advertising
Why?
•Sponsored links
•Preferred placement
•Message
•Manageable
•Search patterns (other marketing)
How to Use Web Visits
•Unique visitors
•Popular pages
•Keywords
•Referral sources
•Pages viewed
eNews
•Timely
•Inexpensive
•Targeted
eNews
•As part of site
•Third party provider
•Have patients sign up at registration (send link)
eNews
•Announcements
•Coupons
•Cross selling
eNews
•Manage lists
•Establish and publish privacy policy
•Respect privacy
What Not To Do
•Poor design
•Too large and slow
•Doesn’t fit on screen
•Too much going on
•Not truthful
How Web Fits With
Overall Mix
•Must be part of overall plan
•Consistent with print and other materials
•Web drivers
•Consumer behavior
Discussion
Contact Information
Gary Stelluti
614-775-9659
[email protected]