Nowadays, the first impression patients get of your healthcare Brand is your website. Thus, in order to increase patient adoption and retention, it’s important for your healthcare website to leave a good impression. Keeping your practice’s website design up-to-date is key, but there are many other important features your healthcare Brand needs to include on your website as well.
Integrating these three elements into your website can enhance your healthcare practice’s inbound marketing strategy while helping your Brand increase patient adoption and retention.
1. Patient Experience
Your healthcare website is a key segment of your inbound marketing strategy, and it can be utilized throughout each stage of the patient journey. To ensure that patients are finding the information they want, keep both your current and prospective patients at the forefront of your Brand’s marketing strategy. By designing your healthcare website with your patients in mind, you will be able to improve their overall experience.
What information are patients looking for? Are they able to access that information quickly and painlessly on your website? Keep an eye on your website’s analytics to find the reasons patients may be leaving your site. Some common reasons that cause patients to leave, or bounce, from your healthcare website include:
- It’s not mobile-friendly
- Videos auto-play
- It takes too long to load
- Navigation is confusing or unclear
- Offers aren’t relevant
Once you know what’s causing patients to navigate away from your website, you can adjust and revise accordingly. Doing this will help your healthcare Brand convert potential patients as well as strengthen the loyalty of current patients.
2. Search Engine Optimization
Hand-in-hand with the way patients find and use your website is your healthcare Brand’s search engine optimization (SEO) strategy. Coming in behind-the-scenes, SEO helps your Brand build relationships with patients. To increase patient adoption and retention with SEO, your healthcare practice can use user intent research to discover and track what patients are looking for and the keywords and phrases they are using in their searches.
With that information, your healthcare Brand can begin to create and update your website content to reflect those keywords. When patients are easily able to search and find what they’re looking for, it increases your likelihood of converting them into loyal patients.
3. Healthcare Content
Healthcare content comes in many forms, and depending on where patients are in the marketing funnel, they require different types of content. For example, a prospective patient seeing your healthcare website for the first time likely won’t want to schedule an appointment immediately, but they may want to look at your healthcare blog or sign up for your newsletter.
Content is the main difference between traditional website marketing and using inbound marketing methodologies. By creating healthcare content that utilizes keywords, you help increase the likelihood that your website is found by the right patients. Furthermore, that engaging content will help your healthcare Brand successfully nurture leads into loyal patients.
Overall, by optimizing your website to give patients the best experience while nurturing them with engaging, relevant content, your healthcare practice will be able to increase patient retention and adoption. Additionally, doing this will lead to increasing your marketing ROI.
Learn more about optimizing your healthcare website with inbound marketing techniques to increase ROI in our eBook, Inbound Marketing Necessities for a Revenue-Generating Website.
Integrate your website optimization with inbound marketing methodologies and ROI-based strategies to attract more patients to your practice. Let's chat and put the Hult Team’s experience to work for you. You can reach me at 309-673-8191 or firstname.lastname@example.org, and together, we can enhance your healthcare Brand.