Web Site Development for the Web Site Development for the Physician PracticePhysician Practice

Gary Stelluti, Principal Gary Stelluti, Principal

Health Care Marketing Strategies, LLCHealth Care Marketing Strategies, LLC

Before You StartBefore You Start

•Web site is an extension of your practiceWeb site is an extension of your practice

•Must exist as part of other marketing effortsMust exist as part of other marketing efforts

Key FeaturesKey Features

•Clean designClean design•Easy navigationEasy navigation•Consistent look between pagesConsistent look between pages

Key FeaturesKey Features

•Easy nameEasy name•Loads quicklyLoads quickly•Built to interface with common browsersBuilt to interface with common browsers•Information in logical flowInformation in logical flow

Key FeaturesKey Features

•Patient health informationPatient health information•Patient formsPatient forms

InteractionInteraction

•Easy contact informationEasy contact information•Avoid multiple clicksAvoid multiple clicks•Easy registration pageEasy registration page•Standard email reply, if necessaryStandard email reply, if necessary

Search EnginesSearch Engines

•Crawl through internet (spiders)Crawl through internet (spiders)•Create index from millions of pages (constantly Create index from millions of pages (constantly updating)updating)

Search EnginesSearch Engines

•SE software analyzes indexed pages to match SE software analyzes indexed pages to match search resultssearch results•Ranks by relevanceRanks by relevance

Relevance FactorsRelevance Factors

•KeywordsKeywords•Keyword densityKeyword density•LinksLinks

How To List Web SiteHow To List Web Site

•Most web developers add to servicesMost web developers add to services•Go directly to search enginesGo directly to search engines•Utilize local and specialized directoriesUtilize local and specialized directories

Meta TagsMeta Tags

•Contributes to SEOContributes to SEO•Information at top or headerInformation at top or header•Unseen to userUnseen to user

Meta TagsMeta Tags

Types:Types:•TitleTitle•DescriptionDescription•KeywordsKeywords

Meta TagsMeta Tags

Why?Why?•Spiders that support the tag will be influencedSpiders that support the tag will be influenced•Meta tag description must match contentMeta tag description must match content

Effective SEOEffective SEO

•Original contentOriginal content•Effective keywords (meta tags) Effective keywords (meta tags) •Check listings oftenCheck listings often•Good linksGood links

Pay Per Click AdvertisingPay Per Click Advertising

Why?Why?•Sponsored linksSponsored links•Preferred placementPreferred placement•MessageMessage•ManageableManageable•Search patterns (other marketing)Search patterns (other marketing)

How to Use Web VisitsHow to Use Web Visits

•Unique visitorsUnique visitors•Popular pagesPopular pages•KeywordsKeywords•Referral sourcesReferral sources•Pages viewedPages viewed

eNewseNews

•TimelyTimely•InexpensiveInexpensive•TargetedTargeted

eNewseNews

•As part of siteAs part of site•Third party providerThird party provider•Have patients sign up at registration (send link)Have patients sign up at registration (send link)

eNewseNews

•AnnouncementsAnnouncements•CouponsCoupons•Cross sellingCross selling

eNewseNews

•Manage listsManage lists•Establish and publish privacy policyEstablish and publish privacy policy•Respect privacyRespect privacy

What Not To DoWhat Not To Do

•Poor designPoor design•Too large and slowToo large and slow•Doesn’t fit on screenDoesn’t fit on screen•Too much going onToo much going on•Not truthful Not truthful

How Web Fits With How Web Fits With Overall MixOverall Mix

•Must be part of overall planMust be part of overall plan•Consistent with print and other materialsConsistent with print and other materials•Web driversWeb drivers•Consumer behaviorConsumer behavior

DiscussionDiscussion

Contact InformationContact Information

Gary StellutiGary Stelluti

614-775-9659614-775-9659

gary@hcmarketing.comgary@hcmarketing.com