Did you know that over 80 percent of people that access the internet have looked for medical information online? This study, administered by the Pew Charitable Trusts, shows that consumers are not only using the web for purchases and leisure activities, but information presented online also shapes their views and decisions on healthcare. Those who do not have a web presence, even physicians and dentists, are going unnoticed and overlooked.
Is it unprofessional?
Many doctors worry that by advertising online that they are somehow violating traditions of medicine and dentistry. They feel that if their picture is on a website that they are cheapening the reputation of professionals as a whole. While it may put a sour taste in the mouths of doctors who hear laser eye surgeons advertising discounts on the radio or see a cosmetic surgeon’s flashy reality television show, having a tasteful, professional website is actually a respectable form of advertisement. When done properly, it is no more distasteful than a listing in a telephone book or appearing in a facebook for health care providers covered by a particular insurance. In fact, having a web presence is becoming an essential part of the health care practice. The more immediate worry than ‘will a website seem unprofessional?” should be “If I do not have a professional website, will anyone take my practice seriously?” Most of your prospective patients will look for information about you online. If you do not have a significant and favorable web presence, most people are apt to choose a provider that does.
A professional website must be professional
While the fear that a website is unbecoming of a doctor or dentist may be unfounded, a very reasonable worry is that your website may appear unprofessional. Your professional website is your virtual face and reputation. It is the first thing that many patients will come to learn about you and judgments will be made about you based on your website. Have you ever visited a website that was very professional looking, easy to use, and highly informative? What did you think about the company or website owner? Have you ever visited a website that was clunky, covered with garish fonts and illustrations, and had limited functionality? What did you think about that website owner?
You spent years training to be a doctor or dentist, you did not spend years training to be a web developer or designer (though some do both, I suppose). Unless you are very skilled at website creation and have the time to devote to it, you should outsource the job to someone that knows how to do it right. This service does not need to be expensive to be of high quality, but the quality, as with many things in life, improves as the fees increase. Ask to see examples of web designers past work, ask for references, and find someone that has experience in professional website design. The web features that go into a home page for an auction house or a beer distributer are not likely the same elements that will be incorporated in your site.
What should I include on a professional website?
A basic professional website is one of the easiest websites to create. It should provide anyone that visits it with information necessary to make an appointment to see you. The professional website should also have all of the information that a patient would need in order to decide if you should be their doctor. List your training, your certifications and licenses, list the services that you offer and highlight any practice specializations. You can provide directions to your office(s) or link to Google Maps, Mapquest or Yahoo Maps with your address provided. As always, this should be done tastefully.
Websites for health care providers should have crisp lines, modest colors, and limited links. If illustrations and photographs are to be used (and they should), they should all be professional looking. Search for other physicians and dentists that you respect—how are their websites constructed? There are plenty of websites providing dubious medical information. Your website could be a repository of useful information and links to reputable medical websites.
How will patients find my website?
This is the key question. When a person types Chicago orthodontist into Google, how do you make sure that you appear among the search results (and hopefully near the top)? This is not easily answered because there are various strategies for achieving this goal. Some are straightforward; simply provide enough relevant content on your site that the various search engine bots realize that Chicago orthodontist should point to you. Others require a bit more work. If you are looking to expand your practice, there are companies that help you improve your search page rankings. However, if you are simply looking to have a web presence in which patients can learn about you when they “google” your name, search engine optimization need not be a primary concern.
Advanced content and functionality
Depending on your comfort with technology, you may want to include some more advanced features on your site. For example, some practices have moved to an electronic medical record (you know it’s coming) and online scheduling. There are services that streamline all of these features into a single secure program. Here is an example of how it works:
A 40 year old woman wants to see a primary care physician near her because she has just entered the workforce and now has health insurance after a hiatus. She comes across your website, determines you are near her and that she is pleased with your credentials (and web presence). Your website has a secure page into which she can place her medical information, including her insurance information. Your program verifies that you take her insurance, so she proceeds to the secure scheduling page. On this page she searches for the next “initial visit” spot on your schedule and is instantly placed in that time slot. The computer automatically calls her to confirm her appointment immediately and on the day before her visit. When you see her at the appointed time, her medical information is already in the computer in the proper location and you are able to do a focused history and full physical exam because of the time that was saved initially.
For medical and dental professionals, having the right web presence is not something that they can afford to live without. Moreover, establishing a professional web presence is easier and more affordable than you might think.
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