Using a Responsive Website for Your Healthcare Organization Will Allow You To:

INCREASE VISIBILITY

With only one URL to follow, Google can crawl, index and organize content more quickly and efficiently than sites designed to fit individual devices with different URLs. Users are also more likely to share, engage and link to content from one site which increases visibility, as opposed to sharing from separate sites.

INCREASE REACH

Developing one website that adjusts to the screen size of all devices will provide a greater opportunity to reach more of your target audience. It’s impossible to know which device a visitor will use to access your site. As such, a responsive design reduces the need to worry about this, since the content will automatically fit various screen sizes.

ENHANCE USER EXPERIENCE

Predicting every device and screen size your visitors will use to access your website is unrealistic. Creating a site that functions well despite these variables will deliver a positive and more reliable user experience across many devices and screen sizes.

INCREASE SALES

Research shows that 93% of people who use their mobile device to research a product will eventually make a purchase.⁶ That said, healthcare organizations that offer an efficient, easy-to-use website with relevant content ensures visitors will have a positive experience – resulting in increased traffic, referrals and conversion rates.

SAVE TIME & MONEY

Building a single website that supports a variety of devices and screen sizes is easier to maintain and promote, decreases website development expenditures and saves time. Site updates, content management and optimization for one website is less time-consuming than focusing on multiple device-focused websites.

CONSOLIDATE ANALYTICS AND REPORTING

Managing one website with one URL to track data for makes analytics and reporting that much easier. Since Google Analytics can show you exactly which devices people are accessing your site from and the experience they’re getting, you’re able to identify areas that need to be modified to improve the performance and rank positioning of your responsive site in search results.

Search Engine Optimization

With an ever-rising number of consumers using the web to find medical and health-related information, it is crucial that your organization develops a search engine optimization (SEO) strategy that allows you to be found when a potential customer conducts an online search. In such a large industry, there is high competition for search traffic. For example, if a nearby hospital has a more effective SEO strategy than yours, it will appear higher in organic search results than yours.

Through a highly targeted SEO strategy, you can increase your search engine ranking and overall web presence.

Research keywords to find the ones that patients, physicians and healthcare professionals might be using to search for your organization or services like yours. There are quite a few keyword tools out there that can help you determine the competition surrounding key healthcare industry buzzwords. For example, should you optimize for “Phoenix cardiologist” or “Phoenix heart physician”?

Choose a relevant keyword for each of your website’s pages, as well as landing pages, social posts, blog posts and any other content your organization creates and publishes. These keywords should not be set in stone – analysis of keyword performance and adaptation are key, especially due to Google’s constant updates.

The end goal of SEO is to increase your online visibility and reach. The first step to increasing your online visibility is going digital!

6 TIPS FOR CONTENT MARKETING IN THE HEALTHCARE INDUSTRY:

1. Follow industry news

   Has new state-of-the-art medical equipment been introduced lately? Has HIPAA been updated? Inform your audience.

2. Monitor social conversations

   Are your patients happy with your hospital waiting rooms? Is there a certain doctor in your practice who is being called out for going above and beyond? Engage with your followers.

3. Build a team of content creators

   Make sure you have a team dedicated to writing content that knows the ins and outs of the healthcare industry.

4. Set up style and content banks

   These can be used for quick reference when trying to produce new content quickly.

5. Repurpose content

   Did you recently write a blog post about compliance issues in the healthcare industry? Use it as a foundation to write an eBook.

6. Conduct original research

   Conduct surveys among healthcare professionals to find out what they’re interested in and gather opinions on different aspects of the healthcare industry.