Your website should have interesting information, reflecting your specialized services and credentials, Dr. Taylor said. For example, he specializes in balloon sinuplasty, which he says is not common in his region. His website contains detailed information about the procedure, including an animated demonstration.
Explore This IssueSeptember 2010
Dr. Taylor’s website also includes testimonials about his services, which are based on feedback he collects from internal surveys of his patients.
Glazer said it’s worthwhile to engineer a secure messaging web portal for your practice, which allows patients to log on, book appointments, upload their demographic and medical histories prior to an office visit, refill prescriptions and view test results. “Pricing for services like this have gotten cheaper. In a down economy, people are willing to sell services for less,” he said.
Another important technological investment is search engine optimization, in which consultants will work with your practice to make sure your website pops up higher on the list when a consumer searches Google or Yahoo for “Otolaryngologist,” “ENT,” or a similar search word (See “Stand Out on the Web”).
“You can have a website that looks like the Sistine Chapel, with Flash animation and dazzling visual displays, but the question is: Where are your potential patients looking online?” said Peter Kent, author of Search Engine Optimization for Dummies, and CEO of LeadNation. “Nationally, there are 50,000 people per month searching for ‘ENT’ online. That’s where your first line of attack needs to be. Your website needs to come up when they search,” he said.