Grow Your Medical Or Healthcare Business Online With WordPress
Challenges Professional Medical Practitioners Face Online
Today, more than ever, businesses in the health industry must work harder than ever to remain competitive. Not only do you have to participate in the community you serve, you must also maintain a strong web presence. This includes having a dynamic website and searching for better ways to grow your practice online.
As well as spending money in offline marketing activities such as advertising on newspapers, ads in industry publications and magazines, radio and television spots, etc., businesses in the medical or health-related industry are now also finding that increasingly larger amounts of their marketing budget need to be delegated to developing and managing a website that can bring in prospective clients, engage visitors, outperform the competition in search engines and social media, and help to increase their presence online.
This means that your website not only has to look great, your pages have to be fast-loading, and be easy to navigate, but it’s also important to keep in mind that the needs of the website will change over time and some areas will need to be updated frequently. This requires a well-planned web and content management strategy in place.
One other difficult challenge that medical organizations (and all other professions) face, is that your site has around thirty seconds to give visitors the information they need or they will go elsewhere.
“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.”
Opportunities For Health Services Providers
As well as facing many new business and technology changes, there are also many online opportunities available to medical or health practices that can evolve to meet online economy challenges and can think outside the box when it comes to improving their online business marketing skills.
In this detailed guide, you will learn new opportunities to generate new clientele and notice significant improvements in your business presence online.
As well as providing tips and information on cost-effective ways to improve your business online, we also recommend that you consider using the WordPress CMS platform to power your medical-related business website.
For more information about the benefits and advantages of using the WordPress Content Management System, see the articles below:
- How A Poorly Constructed Website Can Lose You Potential Buyers And What To Do About It
- Learn How To Grow Your Business With WordPress
Useful Tips For Improving Your Website
Let’s start by covering some basics. In this section, we’ll look at how to improve your website and get better results online. We will look at what web pages you need, what type of content works best, navigation structure, etc.
If you need specific help with website planning, read this detailed guide: Planning Your Website: A Useful Primer For Business Owners
Improving Your Website Pages
All business websites need some basic web pages. Let’s discuss these.
Your Services And Products
You need a page that lists your services or products. Depending on which area of health or medical services you specialize in, this page can list services such as:
- Medical And Surgical – e.g. pain management, orthopedics haematology, maxillofacial surgery, hyperbaric oxygen therapy, respiratory, gastroenterology, eye diseases emergency surgery, etc.
- Dentistry – e.g. general dentistry, holistic dentistry, bad breath treatment, teeth whitening, orthodontics, emergency dental, etc.
- Cardiology – e.g. cardiac patient education, chronic heart conditions
- Prenatal/Neonatal – e.g. obstetrics, maternity services, etc.
- Child Health services – paediatrics, child development, children services, etc.
- Diagnostic services – breast screens, lung screening, medical imaging, gynaecology, psychosis, food allergy testing, etc.
- Pathology services – lab testing and analysis, routine pathology testing, occupational and environmental testing, speech pathology, etc
- Counselling – mental health services, alcohol, tobacco & other drug services, trauma counselling, wellbeing, social development services
- Alternative treatments – Chinese medicine, homeopathy, hydrotherapy, tai chi, chiropractic, hypnotherapy, etc.
- Other medical services/therapies – diet and nutrition, chiropody, reproductive services, occupational therapy, inherited diseases, prosthetics, mobility, home and community care, sexual health, medical supplies, etc.
List all of the services you provide. Educate your visitors about what your services do and direct them to your appointment booking page.
Who We Are
The ‘About Us’ page should give a description of your business and explain to visitors what your business stands for, its unique approach, philanthropy, etc.
Remember to mention any professional awards, certifications, accreditations, recognitions, publications, associations, etc., that can be used to promote your business and position yourself above the competition.
(List all of your awards certifications, accreditations, recognitions, publications, associations, etc. in the About Us page. Image sourced from: squaremedical.com.au)
Team Profile Page
Are you looking for cost-effective ways to sell more products online or get prospects to engage more with your site? Then help your prospects get to know you, your team and your organization better.
You want people to relate to your business. A great way to do that is to have a page that introduces your people. It should include a photo and a mini biography. Since most visitors are probably not familiar with medical or health terms it should tell who they are and what they specialize in. It should also explain what those specialized areas do. This page can include social buttons that will allow your prospective clients to follow your team members on their social networks.
In this page, don’t be afraid to humanize your team members with personal stories, hobbies, etc., but make sure to highlight each team member’s qualifications, how their skills add value to your team, and more importantly, how they can help add value to your clients’ business.
(Make sure to add an employee page. Image source: southperthchiro.com.au)
We have created a detailed tutorial on how to easily add an updatable directory of staff members to your site without messing around with code here: WordPress Plugin Tutorial: Adding An Employee Directory To Your WordPress Site
List any career opportunities within your company. It should include training offered, benefits, professional development, social activities sponsored or encouraged by your business, etc. It should include stories of trainees who have established a solid career path thanks to your business and information such as the job outlook and additional career opportunities in the health and medical industry.
Include also 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 you on social media, etc.
Reviews from clients and case studies are a great way to attract potential clients and showcase what kind of services you offer. Adding a page with reviews from clients and case studies also provides prospective clients with social proof.
(Add a page with case studies and testimonials from past clients. Image source: arrowsmiledental.com)
For a detailed article about using client testimonials and reviews to improve your business results online, go here: How To Improve Your Sales Using Engaging Testimonials
A clean contact page is vitally important.
Your contact page should include the following information about your practice:
- Name Of Your Business
- Your address
- Telephone number
- Contact email address
- Map and directions
- Web URL
- Contact form
- Name of person to contact
- Social media web addresses
- Live chat feature
If your business services multiple locations you should make this clear when displaying the address and contact info.
You should also include a few links point to the most commonly asked questions page, main pages, booking request, support area, newsletter, blog, etc.
A blog is a very powerful business marketing tool. Many blogging platforms typically include a content management system that allows you to easily promote your business by publishing timely content such as news, updates, educational information, informative posts, promotional videos, webinars, etc.
If you already have an existing website, then consider adding a WordPress blog to promote your medical business.
If you don’t have a website yet, or if your existing medical-related website is hard to keep updated with new content or not delivering you the results you want, then WordPress can act both as your business website and your blog.
Something not many people know about, is that an expertly configured WordPress site can turn into an automated traffic-generation system that will help begin to attract targeted visitors to your business, simply by publishing new content on a consistent basis to your website.
(WordPress can drive web traffic automatically to your website)
Go here to learn more:
Legal Information Pages
It’s very important to ensure they have a compliant website. This is not only important for establishing credibility with visitors, but also to ensure that you are not contravening laws and regulations wherever you provide services.
Adding the legal pages below to your site will help you stay out of legal hot water with most regulatory authorities, third-party service providers (e.g. Google), and other potential sources of legal threats and inconveniences:
- Contact Page
- Privacy Statement
- Terms And Conditions Of Use
- Website Disclaimer
- Affiliate Agreement
- Anti-Spam Policy
- Compensation Disclosure
- DMCA Notice
- Earnings Disclaimer
- External Links Policy
- Health Disclaimers
- Refund Policy
- Video/Audio Terms
- and others
If you want to learn more about adding legal pages to your website, see this article: Adding Legal Pages To Your WordPress Site
Tips For Improving Your Content
In today’s globally competitive economy, being generous with content that educates and informs readers has become one of the key differentiators for businesses.
By committing to providing useful content with great tips, advice and information, you will get your visitors to share your web pages with others and come back for more. Using content is a great way to inform and teach your visitors and prospective clients about using your services and products.
For example, if you provide products that help people lose weight, then some of the areas you can write content about include:
- What to do before starting any weight loss program (e.g. consult with doctor, record measurements, set goals, etc.)
- How to identify the bad habits that need to be corrected to ensure lifetime weight loss
- How to recover physically and emotionally after weight loss surgery – useful tips and suggestions
- Smartphone apps for tracking calories and exercise
- And many other content topics
You can also create a series of informative articles that will help your prospective clients understand your medical services, by explaining benefits, procedures, terminology, etc.
Include the keywords and terminology in your articles that your readers would search for.
We recommend subscribing to our Content Marketing Email Training Series. You will receive regular training emails with easy-to-digest information and practical tips that will show you how to drive more traffic to your site, save money creating high-quality content for your visitors and grow your website using content. It’s not only a great course with loads of useful information, it’s also completely FREE!
Ways Of Improving Visitor Engagement And User Experience
Improving website user experience (known as UX) will help keep visitors coming back and using your site. This section will show you ways you can improve your visitor engagement and user experience.
Content Syndication – RSS Feeds
RSS (Really Simple Syndication) feeds can help to improve visitor engagement and user experience in many ways.
If you provide valuable information, other businesses may 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
- Content distribution doesn’t rely on email
- Your feed can be shared
- Feeds allow users to subscribe
- An RSS feed provides links back to your site
- Your feeds can be submitted to RSS directories
- RSS provides several ways for your readers to receive your content (e.g. read your content on their mobile device using a feed reader)
- It’s built into WordPress
There are also benefits when it comes to providing great information on your website from other websites, such as the fact that you don’t have to write, manage or update the content.
To find RSS feeds with loads of useful content for your website, search online for relevant government departments and respected industry bodies.
Here are a few RSS feeds you could consider adding to a medical or health site:
- US Department Of Health And Human Services – e.g. Latest news feed: http://www.hhs.gov/rss/news/hhsnews.xml, etc. You can also choose specific RSS feeds, like feeds on women’s health issues (e.g. Body image, Health care for women, Illnesses and disabilities, Minority women’s health, Smoking and how to quit, etc.) here: http://womenshealth.gov/news/rss/rss-feeds.html
- US National Libraries Of Medicine – For a list of feeds from well-known medical journals, publications and websites (e.g. Dermatology Times, PsychiatryOnline Journals, CDC USA, The AAPS Journal (American Association of Pharmaceutical Scientists), The New England Journal of Medicine, etc.) go here: http://www.healthplusplus.com/wiki/List_of_RSS_feeds_on_health
- National Institutes Of Health - Find various feeds on health-related news here: http://www.nih.gov/Subscriptions.htm
- US Food And Drug Administration (FDA) – Get FDA-related news feeds (e.g. FDA drug safety, health fraud, recalls, drugs, etc.) and podcasts here: http://www.fda.gov/AboutFDA/ContactFDA/StayInformed/RSSFeeds
- UK Department Of Health (www.gov.uk) – 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 - Find many feeds on health-related topics and podcasts here: http://www2c.cdc.gov/podcasts/rss.asp
- Medical News Feeds: You can search medical news RSS feeds in places like the NYTimes feeds section (e.g. Fitness and nutrition: http://www.nytimes.com/services/xml/rss/nyt/Nutrition.xml)
- MedicineNet.com – Weekly Health and Medical News Digest: http://www.medicinenet.com/rss/weeklyhealth.xml. You can also select individual feeds here (http://www.medicinenet.com/rss/article.htm) (e.g. Allergies, Men’s health, Neurology, Pregnancy, Eyesight, Women’s Health, etc.)
- MedicalNewsToday.com – MNT Featured Headlines: http://rss.medicalnewstoday.com/featurednews.xml
- MedicalNewsToday.com – You can also choose specific RSS feeds here: http://www.medicalnewstoday.com/newsfeeds-rss (e.g. Schizophrenia, Complementary Medicine/Alternative Medicine, Muscular Dystrophy/ALS, Aid/Disasters, Alcohol/Addiction/Illegal Drugs, Prostate/Prostate Cancer, Ear, Nose and Throat, etc.)
You can also just search online for general RSS feeds, e.g. “medical rss feeds” or search for feeds on specific areas, e.g. “palliative care rss feeds”, “addiction rss feeds”, “cancer rss feeds”, etc.
(Add RSS (Really Simple Syndication) feeds to improve your medical or health site’s user experience.)
Add Checklists & Forms
Adding checklists and educational charts to your site is a great way to increase visitor engagement and add value to your audience. They can provide users with step-by-step instructions and resources to perform a task. Checklists and charts are great educational tools.
You can provide a range of checklists, charts and forms covering areas such as:
- Booking appointments
- Checklists for pre or post treatment
- Health checklists for specific medical conditions
- Dental checklists – e.g. first visit, caries prevention program, general dentistry, etc.
- Fitness and exercise program checklists
- General charts & infographics (e.g. sugar content in different foods, sleep requirements at different stages of development, etc.)
Adding Online Tools
Providing unique online tools, gadgets and applications on your site is a great way to increase visitor engagement and add value to your visitors. Health-related calculators, for example, are some of the most popular tools for your website. Other applications can include things like diagnostic tools, or even recipes.
In part two, we discuss a several online tools you can add to your site using WordPress plugins that can improve your seo, increase user engagement and generate more traffic to your business.
This is the end of section 1.
To view Part 2, click this link:
"This is an awesome training series. I have a pretty good understanding of WordPress already, but this is helping me to move somewhere from intermediate to advanced user!" - Kim Lednum