In earlier columns in this publication, I have discussed media relations, crisis communications and social media for the medical profession.

They are each important, and in the case of crisis communications preparation, potentially practice saving. But, for the most part, you can go about your business with little investment and still be okay. Opportunities will be missed, but life will go on.

I would venture that there is one marketing tool that any practice cannot do without.  That is a website. Every one of your patients expects to be able to do business with you online. As you build a usable and valued website, what do you need to include to be up to standards for today’s consumer?

Basics

Begin with the basic information about your business. Who are your doctors, what is their experience and background, what are the fields in which you practice? Include information about where you are located, including a map, or even better an active link to a mapping service so potential patients can find you. Patients will want to know your regular appointment hours as well as any emergency hours and how to contact you.   Photos of your location, your doctors and even your staff will be helpful. The web can also be an excellent place to post forms so they can be filled out in advance, and a place for patients to pay bills online.

Beyond the basics

The website can be a tool for scheduling appointments and even for contacting you with a specific question regarding the need for an appointment, the renewal of a prescription or other basic medical inquiries. Many practices take this kind of information and divide it into New Patient tools and Existing Patient support. In both cases, a patent query section can save your office time and save your patients a trip to the office.

A website is also a great way to show leadership and depth of experience. Do any of your doctors publish articles? If yes, posting them on the website will build confidence that this is a progressive and up-to-date practice. Any news releases or recent articles on the doctors or the practice should be posted on the website for the same reason.

Your website can be a portal to more medical information so your patients do not have to search. This is particularly true for a specialty practice. If you are an oncology practice, for example, you might dedicate a section of your site to the latest information on cancer treatment through direct links to the American Cancer Society. There is no way for a single practice to be up to date on everything, but there is no reason why you shouldn’t be the first stop for your patients.

For some practices, clinical trials offered may also be an important section of the website. This section would include the clinical trials you are currently participating in as well as basic information about what clinical trials are, how they work and other relevant information.

Finally, you want patients to be able to find your site from home or on the run. The more you can do to make it user friendly and searchable, the better. That means judicious use of Flash and other video that takes time to load and that can block search engines. And, if possible, a simple mobile version of the site can be helpful for patients looking on mobile devices.

We are in a web world.  Your practice should embrace it as a way to communicate and build a relationship with patients.

To learn more about Ralph Berry or Sullivan Branding, visit, www.sullivanbranding.com

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