OSE_1303_part1_Layout 1 3/8/13 10:06 AM Page 32
BUSINESS ADVISOR
advanced, some downloadable forms for patients to print, fill out and
bring with them. But today's consumers rely on the Internet —
accessed from phones and tablets — and expect more.
According to data from Geonetric cited by HIT Consultant, 80% of
Internet users look for health information online; health-related
searches on Google were up 47% between 2011 and 2012; and 20% of
users conduct searches for health-related content on mobile devices.
These figures will only increase in the coming years.
An outdated website sends a message to patients and prospective
physicians and staff about the quality of the care you provide and
your willingness to invest in current technology in other areas. Just
not the message you want. If you aren't encouraging positive reviews
of your facility and its physicians, any negative reviews stand out.
Make your website work for you
Your website should be 2 things: a marketing tool, and a way to interact with patients and consumers. As such, it should be easily navigable, have a mobile version (for people using phones and tablets) and
include most, if not all, of the following:
• detailed information about your facility, physicians (including qualifications) and procedures;
• short videos — providing tours, testimonials, physicians describing
procedures, post-op instructions and more — to complement the
written information;
3 2
O U T PAT I E N T S U R G E R Y M A G A Z I N E O N L I N E | M A R C H 2013
