Consumers often take several actions on their journeys to becoming patients. They may research specific symptoms they’re experiencing in an attempt to self-diagnose, or they may wish to understand a condition better and prepare for treatment.
Several digital interactions may occur throughout this process, which is why healthcare providers must continuously work to increase web traffic and improve patient acquisition. To better guide consumers, healthcare provider websites must leverage health-related content that supports and educates them in their search for answers.
Relevant content not only generates awareness for a provider but simultaneously creates an opportunity to highlight services, knowledge, and expertise. When done correctly, healthcare websites will benefit from increased website traffic. Additionally, more traffic means increased opportunities for patient acquisition through the use of calls to action.
Essential Resources and Tools
What type of content, tools, and resources should healthcare providers offer on their websites? There is a wide range of options to choose from, so it’s usually best for organizations to choose the resources and tools that add the most value for potential patients.
These content options may include:
- Risk assessments
- Symptom checkers
- Health risk quizzes
- Health encyclopedias
- Detailed guides for common conditions
- Drug information
- Procedure information
Offering some of the above tools and resources generates multiple touchpoints that serve to educate potential patients, improving their overall health and even ensuring better outcomes.
Personalization is Necessary
Health-related content should be a at the center of any website marketing strategy for healthcare providers. To ensure maximum success, however, there’s more to be done after merely choosing appropriate content and tools.
Many of the above resources and tools may require the use of third-party content, which is why customization is important. An example of this is modifying treatment-related information to be more specific to your organization. This level of personalization and customization ensures the services or innovations that make your organization unique are adequately featured or highlighted.
Every healthcare organization specializes in treating and diagnosing certain conditions, so customizing the website with this in mind can ensure potential patients find the information they need and understand why your organization is uniquely suited to lead them through the next steps.
Leverage Subject Matter Experts
Another consideration when implementing tools and resources – especially those from third parties – is making sure to leverage knowledge from your subject matter experts. Your experts can ensure everything added to your website is accurate and can even help determine which resources to focus on.
These experts can help map conditions and sort quiz results to ensure everything lines up to their organization’s services. This step is essential because it helps guide users along the patient acquisition funnel of your website.
Calls to action must be useful and easy to navigate. Finding a doctor, setting up an appointment, and locating facilities should be intuitive to ensure a higher rate of patient acquisition.
Plus, you’ll be able to accurately track the performance of your health-related content and tools to ensure you’re converting at desired levels.