Marketing is complicated. There are a lot of moving parts. Sometimes, we wish we could just be blunt with the doctors and healthcare company owners we are trying to help and tell them the cold, hard truth without sounding like rude, demeaning, know-it-alls. So, in an effort to enlighten and not frighten, we give you our new blog series “Digital Diagnosis”. We hope it will help healthcare business owners understand marketing a little better and make better decisions with their marketing dollars. Today’s topic is creating website content and our expert is Kelsey Huber.
If I could vent about (ahem…educate) healthcare providers about content on their website, I would tell them this:
Your website is not about what you want, it’s about what your patients want.
“So many times when we ask our customers what they want their website to say, they immediately start with a list of products or services. If you started with the premise of “Here’s what we offer” you’re already starting off wrong. You have to ask yourself, “What do our patients want, and why are they here?” It’s all about what you can do for them. Know who your prospective patients are and what they WANT from you.
For instance, if you’re an urgent care facility, there’s a high probability that many of your prospective patients will be searching for an emergency fix to an immediate problem (they injured themselves or have symptoms that need attention). Knowing this, making your hours and the problems you treat prominent on your home page can answer their questions immediately and keep them from jumping to a competitor’s site. That’s just one small example for one type of healthcare provider, but it comes from knowing your industry and your patients’ needs.
Think of your patients’ journeys (there is almost always more than one type of patient) and try to answer their questions before they ask them. Don’t just list your services, go a little deeper into the psychology of your visitors. Don’t just be informational, be helpful. Solve their problems for them whenever possible. Change the narrative from “Here’s what we have,” to “Let us help you solve x, y, or z.” It’s a subtle, but critical change in thinking.”
Kelsey Huber – Director of Content Strategy
And there you have it. Knowing your patients and putting them first is essential to your success, so put yourself in their shoes when developing your website content.