It is no secret that unless you are immersed in a career field of technology, that you are not likely going to understand why your business has a website. This is especially true in the case of the healthcare industry, where there has been little need for advertising until recently. A lot has changed when it comes to both advertising and medicine. Sometimes, it is a sign of progress. Other times, it can be beuraucratic confusion and frustration. However, most of us can agree that the information age and technology has changed everything. Inlcuding the way we look at medical marketing. With that in mind, we are going to look at just why you need a website for your medical practice.
The Internet is the Place for Answers
Long gone are the days where medical books and doctor’s offices are the only way to get answers for questions that have to do with health. Up until a few decades ago, if a doctor or some sort of medical practitioner did not tend to a sick patient, then families would have made do with books or advice from neighbors. However, the presence of the internet has outright changed the whole dynamic.
Not only are patients using it to look up their symptoms on Web MD for confirmation, they are asking Google for basic answers to healthcare questions. Did you know 1 in 20 Google Searches are related to health and healthcare? What’s more, 70% of people who use the internet search their symptoms online?
Information is freely at the fingertips for anyone that has a connection. Whether it is on a desktop, tablet, or laptop computer. And it takes a lot less time to look up that information. All it takes for a user to register an impression of a website is 50 milliseconds. So, why should they have motivation to call for an appointment every time someone coughs or sniffles? Or, if they feel that they aren’t in an emergency situation, what is stopping them from researching how others feel about your practice?
Technology is Becoming More Integrated in Our Daily Lives
Technology, and all the things associated with it, have become more integral to our daily lives. While in the 1990’s were certainly a time in which we could compartmentalize the time we spend online vs the outside world, the line has become increasingly blurred. In the last two decades we stopped relying on the internet just for writing book reports,or sending work e-mails. It has evolved into a mass communication hub thanks to the integration of various forms of technology. Instead of using your phone, computer, GPS, and camera seperately, its all in one place. And it is widely available to a lot of people in the world. So not only do you have an audience of patients that have faster access to information, they are becoming more tech saavy.
The increased awareness of technology, as well as its multipurpose integration, means that a website cannot just sit there anymore. It has to be just as multifacited as their phones. So unless a webiste manages to:
- Be easy to navigate
- Have contact information on the front page
- Look good
- Have chat bots or access to reviews of your practice
- Contain information from an expert about a relevant topic
- Be mobile friendly and
- Have a hospital price list in less than three clicks
then you are not even using your website to its full potential. And if they don’t find the relevant information on your website, they are going to find their answers and expert elsewhere.
They Generate Better Results over Traditional Medical Marketing
77 percent of US adults own a smartphone. That is the majority of the population of your potential clientele. Not to mention other avenues of medical marketing are slowly dying out in favor of the digital approach. As of 2017, the cable industry has seen a sharp decline of viewership from successive generation. Usually in favor of streaming services to avoid ads. And other avenues such as newspapers and mass mailings are much more expensive than targeted advertising and organic search engine content. So, why would you want your healthcare marketing team to rely on strategies that could not only be outdated, but cost the hospital more in advertising?
Not only that, but mobile advertising influence has grown leaps and bounds over the past 3 years in both influence and ad revenue. Also, a website, for as long as it stays active, is more likely to work for you 24 hours a day, 7 days a week, 365 days a year. If maintained, you have a place for your patients to go to for information. They might even book an appointment while you are asleep for the night.
Do you still wonder why you have a website?