A successful healthcare website for any organization requires establishing the perfect balance between these three critical objectives:
- Adding value to your current and potential patients by providing the information they seek at each phase of the patient journey.
- Representing your organization as the leading subject matter expert in your field.
- Attracting potential new patients and converting interested visitors into appointments.
No matter the marketing channel, success is measured by answering the simple question, “Did we achieve our goal?” Your team’s reach-for-the-stars goal is only as good as the objectives that are put in place to achieve it.
Prioritization of objectives affects the look and feel of your website
These three common website objectives can be reordered to coincide with your overarching business goals. Weighting one more heavily than the others, however, will change the look and feel of your site for your users.
For instance, if generating 15% more new leads and patients than last year is your number one goal, then you would likely weight goal number three more heavily than the other two. Your site would then feature CTAs more prominently than other value-added content. Landing pages, strong offers and live chat windows are among other features a site with this business-centric model would use.
There’s no argument that such a site would most likely strictly convert at a higher rate than a patient-centric site that is architected around the visitor’s needs and wants. But, with a consistent and well-thought-out optimization strategy, a patient-centric site can still generate leads and boost your practice’s reputation.
Balance organizational and visitor objectives
Ultimately, it’s the responsibility of digital marketers to balance the organization’s objectives with the visitor’s objectives. They’re different. A visitor’s objective is to become educated and “feel out” the hospital, medical institute or practice before seeking care. On the flip side, businesses seek to provide that information and eventually convert that user into a visit and subsequently, a patient.
The real magic happens when a healthy dose of your marketing efforts are distributed across all three concentrations. Ranking the first objective of educating your patients slightly higher than the others can have a significant positive impact on your business. One of the largest pitfalls for healthcare organizations is when they solely focus on the needs and goals of their own organization instead of keeping the customer (patient) at the center of their strategies.
This is exhibited in long, dry and drawn out “about us” sections and homepages that boast greatness instead of showing greatness. Patient-centric websites focus on providing the ‘proverbial hug’ to the patient in addition to educating them.
When a larger emphasis is on adding value to your customer, objectives two and three will fall into place. Once value-added content is published and incorporated on every page of your site, potential patients and caregivers will begin to see your organization as a reputable solution to their problem. Plus, appropriately placed CTAs and relevant landing pages will convert website visitors into new patients.
When building your healthcare website strategy and establishing benchmarks for success, incorporate the three critical objectives while keeping your patients, new and existing, at the heart of it all.