Video introductions from each otolaryngologist in your practice will help start a connection. “Having the physician briefly explain why he [or she] is in practice or why he [or she] made the decision to enter the medical field is a great way for the reader to relate to the physician on a more personal level,” Brouillette said.
Explore This IssueMay 2016
In addition to his family’s photo, Dr. Torres’ home page highlights some key things patients should know about the practice, including the availability of same-day appointments, forms patients can download before an appointment to expedite their visit, and the fact that Dr. Torres can help patients to breathe, sleep, and hear better. Menu tabs at the top of the home page allow users to navigate the website with ease. There’s also a snippet about the practice’s history and mission.
About the Practice Page
Each otolaryngologist in your practice should have a biography that includes educational and other academic information, credentials, experience, and special interests. Use this section to humanize physicians, and don’t hesitate to add a biographical detail or two that may help a potential patient connect with a doctor, Gainer said. Patients want to be comfortable with their physicians and the expertise they represent.
Similarly, if there is a story behind the founding of the practice—one that underscores a sense of dedication or mission—include that as part of the practice’s narrative.
In addition to providing details about his education and practice history, Dr. Torres’ “About” page describes his volunteer work for several organizations.
Services and Treatments Page
Give particular attention to services that you want to grow a patient base around, but also keep in mind the services that your patients clearly want and will pay for most readily, Gainer said. In other words, understand the reasons that patients naturally come to you—and keep that engine going while cultivating the new patient base.
Simply providing a list of services or treatments is not enough, however. Including descriptions and explanations is key. Use photos and educational videos to explain procedures. Offer a library of conditions to help build your identity as a thought leader in your specialty. If your practice has a narrow focus, be sure to convey that information.
In the News Page
This page shares physicians’ accomplishments, their commitment to community outreach, and, again, their role as thought leaders in their specialty. Be sure to list any speaking engagements in both the medical arena and the general community, and include videos of interviews, printed news articles, and any other media highlights. Organize these accolades into categories.
Make the news section as useful to the visitor as possible. “Too many practices fill up their news section with self-serving fluff, such as press releases about every single event or development within the practice,” Gainer said. Use this section to highlight important developments that have real ramifications for your patients. Consider having a section in which you post articles related to your practice’s specialty areas so that you can apprise visitors of new and fascinating developments in your field.