The digital economy has not only revolutionized businesses globally, it has also created many challenges and opportunities for the health industry.
- 0.1 Online Challenges For Medical And Health Businesses
- 0.2 Online Opportunities For Health And Medical Businesses
- 1 Useful Tips For Improving Your Medical Center Website
- 1.1 Basic Web Pages
- 1.2 Tips For Improving The Content On Your Website
- 1.3 Improve Visitor Experience
- 1.4 Like It? Share It:
- 1.5 Related
Online Challenges For Medical And Health Businesses
Now, more than ever, health and medical services providers must find smarter ways to remain competitive and generate new clientele. Not only do you have to become actively involved in the community your business serves, you must also maintain a strong web presence. This includes having a website and learning smarter ways to market your services online.
As well as spending money advertising offline, businesses in the medical or health industry are now also finding that they will need to allocate a bigger share of their marketing budget towards the development and maintenance of a website that brings in prospective clients, engages visitors, outranks the competition in search engines and creates wider marketing reach online.
This means that your site not only has to look professional, your web pages have to load fast, and your website has to be easy to navigate, but even more importantly, the needs of the website will change over time and some areas will need to be updated frequently. This requires implementing well-planned website and content management strategy.
Another problem that health-related businesses face with their websites (as most other businesses do for that matter), is that you have an average of 30 seconds or less to provide visitors with what they are looking for or they will go away.
“Websites have evolved into central information hubs where service information is still present but enhanced with web portals, hyperlinks to state and federal sites, and a variety of free tools.”
Online Opportunities For Health And Medical Businesses
As well as facing many challenges, there are also loads of online opportunities available to health or medical practices that are willing to adapt to meet the demands of the online economy and can think strategically in terms of marketing their business services better online.
In this detailed guide, you will learn new opportunities to drive more web traffic and establish online credibility for your health or medical business.
As well as providing tips and information on cost-effective ways to improve your medical or health-related website, we also place special emphasis on the benefits and advantages of using the WordPress Content Management System to power your medical or health-related business website.
To learn more about the benefits and advantages of using WordPress, see the articles below:
- How A Poorly Built Website Can Lose You Customers
- Understanding WordPress – A Small Business Owner’s Guide
Useful Tips For Improving Your Medical Center Website
In this section we’ll show you ways to improve your website and get better results online. We show you what web pages you need, what content works best for health or medical-related websites, navigation structure, etc.
If you need website planning assistance, visit this page: A Money-Saving Guide To Web Site Planning For Business Owners
Basic Web Pages
Professional business websites need a number of basic web pages. Let’s take a look at these.
Products And Services Description Page
You need to include a page that explains your services and products. Depending on which area of health you specialize in, this page can list services like:
- Medical And Surgical – e.g. acute pain management, pulmonology diabetes, cancer, hyperbaric medicine, respiratory, bariatric surgery, eye diseases surgical outpatients, etc.
- Dental Services – e.g. preventive dentistry, holistic dentistry, oral health, restorations, orthodontics, emergency dentistry, etc.
- Cardiology – e.g. cardiac patient education, chronic heart conditions
- Prenatal & Neonatal – e.g. birth suites, midwifery, etc.
- Child Health services – paediatrics, child development, children services, etc.
- Diagnostic services – breast screening, lung screening, medical imaging, pap smears, MRI scanning, food allergy testing, etc.
- Pathology services – lab testing and analysis, emergency pathology testing, clinical trials, speech pathology, etc
- Counselling – mental health services, alcohol, tobacco & other drug counselling, trauma counselling, wellbeing, social work services
- Alternative treatments – Chinese medicine, homeopathy, colloidal silver therapy, tai chi, chiropractic, hypnosis, etc.
- Other medical services/therapies – diet and nutrition, sports medicine, lymphedema therapy, speech language therapy, medical genetics, prosthetics, hearing aids, home care, sexual health, medical transport, etc.
Make sure to list all of the services you provide, not just the ones you specialize in. Educate your visitors about what these services do and direct them to your contact or appointment booking page.
Who We Are
The ‘About Us’ page needs to describe your business and explain to visitors what your business stands for, its unique approach, causes that you support, etc.
Remember to also mention any awards, accreditations, certifications, recognitions, publications, associations, etc., that could be used to promote your medical, dental, chiropractic, surgery services, etc. and to position yourself above similar service providers.
(List all of your business awards certifications, recognitions, accreditations, publications, associations, etc. in your About page. Screenshot image sourced from: squaremedical.com.au)
Your Staff Page
Are you looking for quicker, simpler and cost-effective ways to sell more products or services online and get people to interact more with your site? Then something you can do, is help prospective clients get to know your business better.
Potential clients need to relate to your business. A great way to do that is to have a page that introduces your team members. It should include a photo and a brief bio. Since most visitors will not tend to be familiar with medical or health-related terms your descriptions should tell who they are and what they specialize in. It should also explain what those specialized areas mean. This page can include social buttons so your prospective clients can follow individual team members on their social pages.
On this page, don’t be afraid to humanize your people with personal stories, hobbies, etc., but make sure to outline each staff member’s expertise, why they are an invaluable asset to your team, and more importantly, how they can help add value to your clients’ business.
(Add a page that introduces your staff to prospective new clients. Screenshot source: southperthchiro.com.au)
To learn more about how to easily create and add an easy-to-manage simple team directory in your web site, refer to this tutorial: How To Add A Simple Staff List On Your WordPress Site Without Editing Code
This is a listing of career opportunities available within the business. This page should include training provided, employee benefits, professional development, etc. You can include information about career opportunities in the medical-related industry.
Maintain a positions available section in this page. If there are no positions currently available, consider inviting people to return periodically to the page, subscribe to your newsletter, follow your social pages, etc.
Case studies and client reviews are a great way to attract potential clients and showcase the services you offer. Adding a page with testimonials from previous clients and case studies also helps to provide potential clients with social proof online.
(Add a page with case studies and testimonials from past clients. Image sourced from: arrowsmiledental.com)
If you would like to learn more about using client testimonials and reviews to grow your business online, go here: All You Need To Know To Get Better Results Online With Knockout User Testimonials
Contact Us Page
A contact page is absolutely vital.
It should provide visitors with the following information:
- Telephone number
- Contact email
- Google Map and directions
- Web URL
- Contact form
- Contact name
- Links to social media networks
- Interactive chat feature (optional feature)
If you operate in multiple areas you should make that clear when displaying your address and contact information.
Consider also including links pointing to the most commonly asked questions page, main pages, booking request, support area, newsletter, blog, etc.
Add A Blog
A blog is a powerful business marketing tool. Blogs are built around a content management system that allows you to promote your business using content such as news, new releases, educational articles, informative posts, how-to videos, webinars, etc.
If you already have an established medical or health website, then consider adding a WordPress-powered blog to create more exposure for your practice.
If you don’t have a website yet, or if your existing medical or health-related website is hard to keep updated or not delivering you the results you want, then WordPress can act both as your website and business blog.
Very few people know that WordPress can become an automated traffic-generation system that will help begin to drive new visitors to your site, simply by publishing regular content to your website.
(An expertly configured WordPress site can automate your traffic generation)
Go here to learn more about this: Web Site Traffic Blueprint – Discover How To Turn Your WordPress Website Into A Traffic Generation Machine
Having a compliant website is important. This is not only important for building trust and credibility with prospective clients, but also to ensure that no local, regional and federal laws or regulations are being breached wherever you practice.
Depending on what products and services you provide, adding some or all of the following legal pages to your site will help you stay out of legal hot water with most regulatory authorities, third-party service providers, and other potential legal threats or inconveniences:
- Contact Us
- Website Disclaimer
- Affiliate Agreement
- Anti-Spam Policy
- Compensation Disclosure
- DMCA Notice
- Earnings Disclaimer
- External Linking Policy
- Health and Financial Disclaimers
- Refund Policy
- Video/Audio Terms
- and others
We have written a detailed article about adding legal pages to your website. Go here to learn more: Why You Need To Add Legal Pages To Your Site
Tips For Improving The Content On Your Website
In today’s highly competitive online economy, having a well-planned content marketing strategy has become one of the key business differentiators.
By committing to providing great content with tips, advice and information, you will get your readers sharing your information online and coming back for more. Using content is the most effective way to inform and educate your visitors and prospective clients about using your services and products.
For example, if you provide weight loss services, then some of the areas you could cover as content on your site:
- Potential health issues caused by being overweight
- How to identify the bad habits that need to be corrected to ensure lifetime weight loss
- How to incorporate exercise into your weight loss program
- What salad dressings can ruin your diet (and healthier choices)
- And many other content topics
You can also create a series of informative articles that will help your prospective clients understand your services, by explaining benefits, procedures, terminology, etc.
Include keywords and terms in your articles that readers will be searching to find you online.
We recommend subscribing to our Content Marketing Email Training Series. You will receive regular training emails with easy-to-digest information that will teach you how to drive more traffic to your website, save money creating useful content for your site visitors and grow your website using content marketing. It’s not only a great course with loads of useful information, it’s also completely FREE!
Improve Visitor Experience
Improving website user experience (generally referred to as UX) will help you keep visitors coming back and engaging with your site. This section will show you different ways to improve your visitor engagement and user experience.
Syndicate Content Using RSS Feeds
Using RSS (Really Simple Syndication) feeds can help to improve visitor engagement and user experience in many ways.
If you provide valuable content, other sites will want to syndicate your content to their visitors.
Some of the benefits of syndicating your content to other businesses using RSS feeds, include:
- All of your content updates are kept in one place
- your content distribution doesn’t rely on email
- Feeds can be shared online
- Allows for subscribing
- It provides a way for external links to point back to your content
- Feeds can be submitted to RSS directories and aggregators
- There are several ways readers can receive your content (e.g. view the content on their mobile device using feed readers)
- RSS is built into WordPress
There are also a number of benefits when it comes to adding syndicated content to your site from other sites, such as the fact that you don’t have to write, manage or update the content.
You can find RSS feeds with useful content by searching online for relevant government departments and key industry bodies.
For example, here are some examples of feeds you could consider adding to your website:
- US Department Of Health And Human Services – e.g. Blog posts feed: http://feeds.feedburner.com/SelectedHhsBlogPosts, etc. You can also select specific feeds, like feeds on women’s health issues (e.g. Body image, Fitness and nutrition, HIV/AIDS, Menopause, Violence against women, etc.) here: http://womenshealth.gov/news/rss/rss-feeds.html
- US National Libraries Of Medicine – For a directory of feeds from leading medical journals, publications and websites (e.g. Investigative Ophthalmology & Visual Science, CDC Emerging Infectious Diseases Journal, The Journal of Immunology, jobs.ac.uk health and medical jobs, Gastrointestinal Endoscopy, etc.) go here: http://www.healthplusplus.com/wiki/List_of_RSS_feeds_on_health
- National Institutes Of Health - Get various health-related news feeds here: http://www.nih.gov/Subscriptions.htm
- FDA – Get RSS feeds on fda-related topics like criminal investigations, food safety reports, pet health, drugs, etc. and podcasts here: http://www.fda.gov/AboutFDA/ContactFDA/StayInformed/RSSFeeds
- Department of Health UK (https://www.gov.uk/government/organisations/department-of-health) – Latest news: https://www.gov.uk/government/organisations/department-of-health.atom
- The Department Of Health (Australian Government): http://www.health.gov.au/internet/main/publishing.nsf/xml/rssLatestNews.xml
- Department Of Public Health (Australia – State Level): e.g. Victoria – http://www.health.vic.gov.au/rss/newsfeed.xml
- Centers For Disease Control And Prevention (www.cdc.gov) - Find various health-related news feeds and podcasts here: http://www2c.cdc.gov/podcasts/rss.asp
- Medical News: You can search medical news RSS feeds by going to publications like the NYTimes RSS feeds section (e.g. Fitness & nutrition: http://www.nytimes.com/services/xml/rss/nyt/Nutrition.xml)
- MedicineNet – MedTerms Medical Word of the Day: http://www.medicinenet.com/rss/dailyword.xml. You can also select individual RSS feeds here (http://www.medicinenet.com/rss/article.htm) (e.g. Allergies, Men’s health, Migraine Headaches, Diet & Weight Management, Digestion, Infectious Disease, etc.)
- Medical News Today – MNT Featured Headlines: http://rss.medicalnewstoday.com/featurednews.xml
- Medical News Today – You can also choose specific feeds here: http://www.medicalnewstoday.com/newsfeeds-rss (e.g. Medical Students/Training, Immune System/Vaccines, Lymphology/Lymphedema, Cholesterol, Parkinson’s Disease, Cleft Palate, Obesity/Weight Loss/Fitness, etc.)
You can also just search online for general RSS feeds, e.g. “medical rss feeds” or search for feeds on specific subjects, e.g. “cervical cancer rss feeds”, “mad cow disease rss feeds”, “liver disease rss feeds”, etc.
(RSS feeds can help to improve your website’s user experience.)
Add Checklists & Charts
Adding checklists and explanatory charts to your site is a great way to increase user engagement, add value to your readers and set yourself apart from the competition. Forms and checklists can provide useful information and resources to get necessary steps done. Checklists and forms can also be great client educational tools.
You can provide online or downloadable checklists, charts and forms (or links to these) covering a range of subjects such as:
- Booking appointments
- Checklists for post-surgery recovery
- Health checklists and charts for specific medical conditions
- Dental checklists – e.g. first visit, maintenance program, cosmetic dentistry, etc.
- Fitness and nutrition program checklists
- General charts & infographics (e.g. acidity level of different foods, sleep requirements at different stages of development, etc.)
Provide Unique Tools
Providing useful tools, gadgets and applications on your site is a great way to increase visitor engagement and add value to users. Health-related calculators, for example, are useful tools to add to your website. Other applications could include things like nutritional tools, or even recipes.
In part two of this detailed article, we discuss a number of WordPress-based tools you can use in your website that can also help improve your seo, improve user engagement and generate more traffic to your business.
This is the end of section 1.
To view the rest of this article, click here: Grow Your Health & Medical Center Services Website – WordPress Plugins That Can Improve SEO, Improve User Engagement And Generate More Visitors
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