Here’s some bad news for healthcare entrepreneurs or businessmen who are averse to technology: 2.14 billion people in the world now shop online, and digital health is now at the cornerstone of health systems across the globe, especially in developed nations like the United Nations.
Whether we like it or not, the pandemic has irrevocably connected health and technology. It was a trend that was already taking place long before the virus was discovered, but the global health crisis accelerated it even further. We now live in a time when the healthcare industry cannot ignore all the ways that technology influences the behavior of patients and which facilities they will trust.
If you run a healthcare-related business, then a website is integral to the success of your goals. Here are some characteristics of a high-quality and sales-converting healthcare website:
Partner with a marketing firm that specializes in your industry
If no one on your staff knows the ins and outs of digital marketing, it’s okay to admit that. You might need to be honest about this blind spot so that all of you can focus on what you do best: Growing the business, and for your healthcare professionals to facilitate the healing and recovery of your patients.
Consider partnering with marketing professionals that specializes in your specific industry. For example, a home care marketing agency will be most ideal if you run a care facility because they know the best practices for drawing potential patients to your website. They have mastered the art and science of tools like search engine optimization (SEO) and pay-per-click services, and they will also help you build the most optimal and attention-grabbing website for your healthcare business. If you don’t know where to begin in terms of marketing your business online and how to create a website that will have all the pertinent information about your business, consulting with a reputable digital marketing firm is a good place to start.
Prioritize data visualization
Data visualization is all about creating an easy-to-understand visual representation of data and information that would otherwise be boring. This means maximizing visual elements like maps, charts, and graphs to accurately communicate the information you want to share. For example, if there is information about health that you want to share with your audience, consider opting for an infographic instead of a typical blog. Nothing might turn your visitor off more than a block of text that reminds them of an academic paper they read in college.
Moreover, data visualization will help your audience or potential patients get a clear visualization of their health, instead of a typical, boring old chart. You can incorporate features that explain to them their health statistics, and you can use impressive graphics and charts to allow them to track their progress.
Provide insights that will encourage them to take action
I think many of us have experienced going to see a doctor and getting the feeling like both sides were speaking a completely different language. If we’re being honest, a small minority of medical professionals don’t always have the wherewithal to explain in simpler terms the state of our health and what we can do to improve it.
Your healthcare facility’s website can combat this problem by ensuring that your content is patient-centric and that it is in a language that your patients will understand. Industry jargon might turn them off, so being inclusive through simpler language is the way to go. Moreover, if the content is actionable and gives the audience the option to do something, then they are more likely to look further into your facility and choose you over your competitors.
One example is adding a sentence like, “How can we help you?” on your contact numbers page. It adds a personal touch to the actionable insight, and the patients will be more likely to call. If they have questions about the results of their bloodwork, for example, they won’t necessarily get human answers from automated responses or a WebMD article.
If you want your patients to be more proactive in caring for their health, then your website needs to have a compassionate tone of voice that sends the message that you care about them beyond how you can profit from the transaction.
If you want your healthcare facility to reach its goals this year, do not skimp on your website. Make it as patient-centric as possible, invest in a reputable marketing firm, and use a compassionate tone of voice when creating the copy. Your website can make or break your potential patients’ trust in your facility.