There You Are Web Design
About 6 million Americans go online for medical advice each day. This means that more people in the U.S. seek medical assistance online than by actually visiting healthcare professionals, according to figures provided by the National Ambulatory Medical Care Survey: 2000 Summary of the Centers for Disease Control and Prevention (Advance Data, June 5, 2002, Number 328).
In response, many medical groups are promoting their practices via the Internet. Having a Web site provides a practice with a cost-effective, innovative, useful marketing tool for current and future patients.
A patient’s conception of the radiologist is often that of a physician who reads x-ray films. How would the patient know that a radiologist might also perform surgery, potentially even sparing the patient from a long hospital stay? They might have no idea that some radiologists can perform a simple outpatient procedure on varicose veins as an alternative to vein-stripping surgery, or even "cook" a cancerous tumor with radiofrequency ablation.
Thus, a Web site is a valuable tool that not only serves to help a radiology group showcase its practice, but also answer questions for patients. A well-crafted site can also teach patients that radiologists are more than just hospital-based physicians.
Patients are not the only target market for this media. Web sites can promote a practice to referring physicians as well. Newsletters that announce regular updates to a facility’s Web site are an excellent promotional tool that keeps current visitors returning for new information while bringing information to the attention of new viewers.
Getting started
Some organizations choose to develop and maintain a Web site using in-house resources; however, most healthcare organizations find that they can minimize costs by making use of outsourcing services such as a Web development company or a freelance designer. Usually, only one or two face-to-face meetings are required with a Web design firm. After that, communication via e-mail, fax, and phone will ensure that your Web development service receives the information you want on your Web site.
A Web development company for a medical practice should have experience with medical Web sites. Although most of the content should be provided by the practice, medical terminology will be included throughout the Web site; thus, the developer should be familiar with medical terms to ensure site integrity.
Look at examples of the design firm’s other Web sites. If the Web company doesn't even have its own Web site, look for another developer. Be sure the Web developer has the experience to do the job. Always check references with the developer’s other medical Web site customers.
You might also want to find a company that offers full-service Web design along with hosting, domain-name registration, Web-site promotion, and search-engine submission. This takes the headaches and responsibilities away from the radiology practice, and lets the group concentrate on content and accuracy. The Web company should include maintenance and updates, usually at an hourly fee, in its contract.
Get a written quote on the work required to create the initial Web site. There will always be changes, however, so it's a good idea to have your initial quote in writing to know what to expect. Typically, 25% to 50% of the total cost is paid only after the Web site has been accepted. Never do business with a firm that asks for 100% payment before delivery.
Work closely with the Web developer to develop a strategy for the site. Who is the target audience? What content is involved? Is video or animation needed? What is the project timeline? How often will it be updated and how quickly will this need to be accomplished?
Content
A radiology group’s Web site can provide a valuable service for its patients. Insurance forms that are available for download on the Web site help the patient provide accurate information and also save the office time.
Online research surveys are valuable for data collecting. Data from these surveys can warrant future clinical studies or perhaps just office reorganization. People are more likely to fill out a survey at their convenience online than in the doctor's office. Procedure instructions and assessments are useful to patients and their families. Postoperative instructions, procedure information, and support-group links provide patients with useful information they can review at their leisure -- as well as reduce the amount of time front-office staff spend dealing with these inquiries.
Promoting professional community education is a valuable asset to a radiology practice. Think of all the "canned" lectures that have been given by your group. Use them to your advantage by offering them on your Web site for CME credit to other physicians. Keep your site updated with new material as it becomes available. Slide-show presentations, videos, or just abstracts from your last meeting presentation are a great way to drive people to your site and keep them coming back.
Secure section
A Web site not only provides valuable information to patients, but can be created to help office staff and employees as well. Setting up a secured section on a Web site to post schedules, CPT codes, meeting minutes, and contact information is an asset to employees and physicians.
This section can be password-protected, accessible only to staff and physicians within the group. This is an ideal solution for groups with satellite offices or personnel who travel frequently. The Web site can be accessed from any Internet connection as long as the user has permission to use the secured section. Your Web development service can set permissions to this section for each employee and physician.
Updates
Boosting your online image is important; however, your Web site’s content needs to be updated regularly. A good idea would be to have a quarterly Web site committee meeting within the group to ensure that the site remains accurate and timely.
Helping your patients, assisting your staff, and showcasing your practice can be easily accomplished at a minimal cost. Getting people to visit your Web site is the biggest battle, but if your content is updated regularly and presented in a professional manner, your visitors will appreciate and recommend your site to others.
By Tammy FinchAuntMinnie.com contributing writer
February 6, 2003
There You Are Web Design is a Web site development company that focuses on healthcare marketing through the Internet. It specializes in developing Web sites for radiology-related programs and medical group practices, including Web site marketing and promotion. The firm is located at www.thereyouare.net, or can be reached via phone at 309-699-2849.
Related Reading
Making your practice known on the Web, December 23, 2002
Patient-oriented MRI Web sites don't tell the whole story, December 11, 2002
PACS users still waiting for Internet revolution, December 20, 2001
Web holds a bright future in healthcare, September 4, 2001
Site development is key to marketing radiology on the Web, August 9, 2001
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