Is your hospital website turning patients away?
Does your hospital website even generate patients?
These are two very important questions every private hospital needs to ask itself when it comes to healthcare marketing. If you are a Marketing Manager or a Director of a private hospital then you will find the information in this article helpful.
I propose to help you improve your patients experience when they visit your site and help you generate more patients from your website.
1. Customer centric content
When it comes to your content, it needs to be relevant to what your patients need. To understand their needs you have to listen to your patients and understand what information they were looking for when they visited your website.
You need to understand the questions they ask and you need to answer these questions on your website.
You need to avoid health jargon that no one will understand and you need to display the content in an easy to scan format.
Use subheadings, bulleted lists and small concise paragraphs so people can skim your content and read it quickly.
And get to the point don’t create content for content sake.
2. Easy to navigate
Your patients have short attention spans and if they have to look past a couple of pages to find what they want they will just go away in search of a hospital website that will yield them the information they require.
Find out what your most visited pages are and make sure they are super easy to find. Create a navigation that makes sense. Create call to action buttons to pages you know people want to visit.
Again, avoid names that your patients won’t understand and create a navigation that makes sense.
This is a controversial one. Many hospitals don’t want to put their prices on their website for fear their competitors will undercut them. Another reason is that they are too complicated.
Whether you like it or not, your patients want to see prices and if you don’t display them they will leave in search for a hospital that will. Your competitors can undercut you, but they can’t replicate your wonderful service.
By displaying your prices this shows transparency and people will respect you for it.
If you do have complicated pricing then at least show them a range so they can get a good idea of what to expect.
If you really want to impress, create a price comparison of all your competitors. People don’t buy on price they will buy on trust.
What better way to show trust.
4. Clear path to conversion
Your patients need to be shown what to do next. Yes, your website is there for informational purposes but ultimately it is there to help acquire more patients.
So show people what to do next, create call to actions. If all you have is a ‘contact us’ link your are missing out on so many potential customers.
Not everyone is ready to buy when they visit so give them offers that help them make their purchase decisions. A guide to their treatment or perhaps a guide on what it is like to visit your hospital.
What about a free tour? Or consultation?
Add these to your website and you will see a sharp rise in enquiries.
5. They ask you answer
Do you answer your patients most frequently asked questions?
Does your hospital website show up in search results when patients search for these questions?
If the answer is no to these questions, then your patients will struggle to find you online. This is how patients behave these days, they go online and research their treatment and ask questions.
You need to answer these questions and a great way to do this is by creating a blog or learning centre where you can create content that answers their questions.
Your hospital blog should not be about you it should be about your patient’s needs and wants.
This will attract the right kind of people to your website who are most likely to convert.
6. Meet the team, consultants & staff
Us humans are a social animals and we want to know all about the people who will be treating us.
Many hospital websites showcase the Management staff, the CEO, or the Chief Financial Officer.
However it is likely that, a patient will never meet these people and to be honest, they don’t really care.
Showcase the nurses, the consultants & auxiliary nurses. The staff in the canteen. These are the people that a patient will see and will relate to.
These are the people they will form relationships with.
7. Mobile friendly
More and more patients will view your website on a mobile device. According to a Google survey, 61% of people will leave your hospital website if it is not mobile friendly.
So make sure your website can be viewed how you intended it to be, no matter what device it is viewed on.
Create a private hospital that is for your patients and potential patients and make sure they can find the information they need quickly.
Have prices that show your patients what they can expect to pay. Make it easy for them to convert and contact you. Create content that answers their most common questions and address their push backs.
Show the more human side of your hospital and showcase the people that work there.
Make it mobile friendly, so your patients don’t get frustrated with your website, because this also means they are frustrated with you.
Have your say
Did you find this content helpful? I would love to know your thoughts in the comments below. I don’t get many comments so if you leave one I will be very excited.