If there’s one thing we can say about our industry, it’s that when it comes to technology, we are lagging behind. Sure, healthcare has state of the art medical equipment, but you wouldn’t guess it by looking at the average Practice’s website and administrative technologies. So where is the disconnect? For both new and established practices, the only way to survive and grow in the current market is to establish yourself as a trusted and transparent practitioner. Clients are trusting the web and search engines like Google to provide them with high-quality results that will hold up under scrutiny. Through an improved web presence and SEO tactics, your healthcare practice can be at the top of potential client search results and work for you (around the clock) to drive new business and grow your client base.
Attract More Patients
Like any small business, up and coming healthcare practices need to grow their clients base to survive. Regardless of what was done in the past to attract clients, there’s no arguing that web presence is the new face of any promising business. Included in your overall web presence, are factors like SEO (think, Google rankings). According to HubSpot, “60% of all organic clicks go to the top three organic search results.” By increasing traffic to your website, coupled with great content, you can convert clients that would have never considered your practice under other circumstances. The best part about this type of reach is that your potential clients have already gone through a round of “self-qualification” meaning that the leads you get will be coming from people that have shown a specific interest in your services and have learned about you from the information on your website. This will, in turn, shorten the “sales and onboarding” process that needs to occur during an offline client acquisition. While your overall reach is climbing, an aspiring practice needs to narrow that improved reach using the data you have gotten from search traffic. Thanks to tools like Google, you or your Agency can view the specific terms that people are searching for when looking for a provider of your services. Using this information you can continue the positive cycle of qualified list building.
By establishing yourself as a solid and reputable business through information and transparency, your practice can be perceived by potential customers as a legitimate and trustworthy source of healthcare. More than any industry, Healthcare needs to be built on trust. Trust is the reason we have laws like HIPAA, and is a make or break for any Provider. If you can’t convince potential clients to trust you, they have no reason to come to you for their healthcare needs. However, we are also at a time where many people are convinced to trust you just because Google does! With this in mind, we can begin to see how important web presence and SEO can be for healthcare. Through a clean, modern website packing with information about your company, staff, and services, you have already won over many clients who would otherwise be on the fence about choosing you as their provider. Like it or not, an outdated website can lose you a staggering amount of business. Couple this intuitive web design with strategies like SEO, and you can ensure your message is getting to the right people.
Lower Marketing Costs
To small providers that are hungry for growth, marketing is a tool that can’t afford to be ignored. As a former healthcare employee and current consultant for healthcare providers, I have seen firsthand how important, yet often overlooked, marketing is to a provider. The first response I get when I ask organizations about their lack of marketing efforts, it always comes down to 2 issues: Time and Money. Sure, these are both valid arguments, and when you look at marketing in the old-fashioned sense it can seem a daunting venture on its own. In this day and age thankfully, small businesses and even solo entrepreneurs (and practitioners) can easily manage the “complexities” of marketing without breaking the bank or starting a new department By focusing on your digital storefront, you are at an advantage that previous generations of Healthcare practitioners have not been privy to. Web Design comes easy these days, in the form of freelancers, consultants, and full-blown agencies, there is a budget right for every practice (assuming you can’t find the talent in-house).
The first step in improving the web presence of your practice is to take a serious inventory of your current tools and available information. If you were a potential client, how would you search? Would you care how your provider’s website looked? Most people certainly would, after all, it’s the reason that big commercial producers spend millions on fancy package design – Image Matters. Don’t believe me? Run your website through the amazing HubSpot Website Grader (website.grader.com) and take note of where you fall short. Sometimes it is even beneficial to have a fresh set of non-biased eyes look at your complete web presence plan and give you some pointers. By hiring an outside consultant, you know you’ll get the results you want at a lower price than relying on a full-time employee. They should look at key metrics that can affect search rankings and traffic potential. These can include Page Speed, Ease of Navigation, SSL Security, and SEO tags. If you’re not sure where to go next, get help! If you or your organization are interested in learning more about Digitizing your practice, contact our sales team at Dunwich Technologies so we can tailor a plan just for you. Follow us @dunwichtech!