Dear Doctor – pay attention to your website!

I haven't written much about physician practice websites and that is probably a mistake. Why? Because I honestly feel that a properly constructed website is one of the most powerful marketing tools for any physician practice. This is why I cringe every time I see a crappy looking medical practice website.

So take a hard look at your website and ask the following questions: Does your website fit your needs? Can your patients find the information they need on it? Is it attracting new patients? If you haven't done so, I would ask you to consider hiring a really good Web designer to help make your site look neat, fresh, and professional, so your website can begin truly working for you.

Remember your medical practice website should serve as a resource and information depository for both current and new patients. It should contain basic information, such as:

Contact Information;
Insurance Participation;
Directions;
Hours of operation;
Fax Number;
Downloadable forms;
Physician picture(s) and bio; and
The About Page.

Choose a theme (background, colors, graphics, etc.) that compliments your office. In your descriptions, let the personality of your office show through on your Web page. You will be surprised how this helps patients bond. You also may want to let new patients download paperwork from your site. In your “about” page, you might write in the first person and include some personal comments, not just your curriculum vitae. It can be more of a personal statement, rather than just a rendition of your resume.

Your Web site also can include information about the type of services you provide and the ailments you diagnose and treat. This type of Web page contains health information and articles. These articles should be about 300-500 words in length and should cover the areas of interest of your practice. This type of “content marketing” will be rewarded by high rankings when a potential patient is looking for a physician. Your Web site becomes visible to patients either searching for a new physician or when patients are given a referral to see another physician.