Must-Have Website Features for Your Practice

Whatever your specialty in the healthcare field, if you’re truly serious about growing your business, you need to have a website. It’s no longer an option, but a necessity. Social media and other marketing tactics are important as well, but without a website as the central hub, you’ll be missing out on opportunities to grow your business.

If that news comes as a surprise to you, maybe consider taking a step back and starting with this article about why you need a website instead. Fortunately, most practices do indeed have a website. The unfortunate part, however, is that those websites aren’t always created equally. To keep up with the competition and position your practice for growth, here are a few features you need to have in place on your website.

Access through a patient portal

My colleagues and I talk a lot about improving the patient experience. Often, practices and organizations limit their focus on patient experience to the real world, but it’s also critical to pay attention to the digital world.

A high-quality patient portal allows providers to communicate easily with patients in between visits. Patients can also access records, make payments, schedule appointments, and conduct other activities that would be far more time consuming and require in-person or over-the-phone interaction without access to a portal. The patient portal login should be highly visible on your site, so patients can easily access it.

Your patients want to know who will be treating them. And they don’t just want a name and blurry photo. They want to see enough detail to enable them to make an educated decision about whether they trust your team to take care of them.

Info about your docs

This may seem like a no brainer, but I’ve seen this done very poorly. Your patients want to know who will be treating them. And they don’t just want a name and blurry photo. They want to see enough detail to enable them to make an educated decision about whether they trust your team to take care of them.

Create bios for each of your providers that contain lots of relevant info like schooling, specialties, numbers of procedures performed (if relevant), and anything else you feel patients might be seeking. Pay attention to the quality of the photo as well. Remember the phrase “a picture is worth a thousand words”? The value in word count probably doubles when it comes to selecting a doctor. Make sure your photos are high-quality, your docs are smiling, and there’s some level of consistency across the board.

Contact info and hours

Make it easy for your patients, and future patients, to get in touch. There aren’t many things more frustrating than needing to talk to a doctor and having to spend 30 minutes just scrambling to find a phone number or email address.

Highlight relevant contact info in the top navigation menu, in the headers and footer of all pages, and any other place that makes sense. If you have numerous departments, create a page that provides phone numbers and emails for specific departments so patients don’t get the run around trying to find the right person.

Testimonials

You can tell the world how great you are until you’re blue in the face, but the fact is that people are much more likely to believe their peers. Testimonials are a powerful marketing tool. So, when you have a happy patient, ask for a quote for your site.

You can pull quotes from your social media pages, review sites (like Google), and other places, or you can go directly to the source, your patients, and ask them to create original testimonials for you. If you can manage to get testimonials in video form, great! Written testimonials, however, will work in lieu of video.

Analytics capabilities

Patient data helps practices make informed business decisions that impact the patient experience, practice growth, reimbursement negotiations, the ability to eliminate risk, and much more. The data available to practices through their website offers tons of valuable info as well.

Google Analytics is free to website owners. It provides insights into things like the number of visitors to a site, how much time visitors spend on the site, location of site visitors, which pages are more popular than others, and lots of additional great data. Keeping tabs on this data allows practices to update their site to optimize the experience for visitors (typically patients or potential patients).

Categories : Blog

About Author

Anthony Gaenzle

Anthony is the Anthony is VP Sales and Marketing at SE Healthcare. He also serves as Director of Marketing and Communications for Saxton & Stump, LLC and is the founder of the AG Integrated Marketing Blog. He previously served as Director of Marketing for a global content marketing agency and founded AG Integrated Marketing Strategists, serving in a marketing consulting role. Additionally, Anthony is an Adjunct Professor at West Virginia University where he teaches digital marketing courses to students in the Reed College of Media.