Embed Size (px)
Citation preview
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
[email protected]@hcmarketing.com
