Do you know about - Brand Your custom On The Web
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Jessica has recently been considering plastic surgery. At age 26, she realizes that she has small rolls on her waist, and that "little bit" of extra girth on her thighs is just not going to go away despite how much she diets and works out at her gym. Her breasts are beginning to sag just a bit, and they were never as full as she would have liked.
She recognizes that plastic surgical operation has become increasingly accepted, and she no longer considers it vain but rather an alternative to forever wishing that she looked a sure way.
And so she excitedly begins to explore plastic surgical operation procedures on the Internet. Many aspects of her personal life are on the Internet--music downloads for her iPod, ringtones for her cell phone, and so forth. She's sure that if she Googles "liposuction" or "breast augmentation" she will find the information requisite to make an educated decision about the course she's curious in.
The search motor returns all kinds of results, along with some ads for private physicians, but she's not ready to talk to them just yet--at this moment, she just wants information. She swiftly visits a few links and settles into the American society of Plastic surgical operation (Asps) Web site (www.plasticsurgery.org). There, she finds copious amounts of great information about liposuction and breast augmentation.
She observes that she can find a plastic surgeon on this site--probably association members, she figures--but she still wants to visit some other "reference-type" sites first. She also wants to view before-and-after photos.
She visits Yahoo! and searches for "liposuction" and "breast augmentation." Yahoo! returns a list similar to the one she found in Google under "liposuction," but under "breast augmentation" there's also a listing for the American society of Aesthetic Plastic surgical operation (Asaps) at http://www.surgery.org. Other great reference! Again, there's a lot to read, but it's prominent to Jessica that she know what each of these procedures is as a matter of fact like. She's aware that the "extreme-makeover" television shows might make it all seem a little too easy.
After a little time, Jessica believes that she's well-educated based on the information she's found on her "reference sites," and now she's ready to look for a surgeon. The "find a surgeon" lookups on the two association sites didn't as a matter of fact give her much information about any single physician, although there were links to surgeons' personal Web sites on the Asaps site. Still, the results were based on Zip-code searches, and she thinks that the Web might yield more practitioner information if she searches directly for them on Google or Yahoo!.
She returns to the search engines and enters a few distinct terms, such as "plastic surgeons Long Island," "liposuction New York," and "breast implant specialists New Jersey." Jessica is willing to tour to the New York City tristate area, and she figures that the search engines will recapitulate more information about surgeons than the association Web sites would give her. And whereas these searches also furnish a variety of doctor directories, she is as a matter of fact after the surgeons' Web sites, because she wants to get an idea of what their practices are like and what it might be like to be one of their patients.
The doctor Web sites also tend to show some sick person before-and-after photos for each procedure. Jessica likes that she is able to confidentially view each physician's results from her apartment--she'd much rather do that than have appointments at some practices--and she narrows her choices to two physicians whose Web sites seemed to give her some understanding into their personalities. Because she believes that the procedures she is curious in are intimate and personal, she prefers a doctor with whom she can feel comfortable.
Everyone's Doing It
Jessica is not alone. More than 100 million consumers search the Internet for health care information. Jessica is accustomed to using the Internet at her office, and she now uses the Web for all sorts of personal searches. She's used computers since grade school, and the Internet was a necessity throughout college. She knows exactly how to find what she's finding for.
Whereas she might find directories of all types (including doctor directories) helpful from time to time, what she's as a matter of fact after is the end point for her purchases: an online store or a manufacturer's or service provider's Web site. That's where she makes her decisions. She's become a pro at it now, and she won't stay at a Web site for more than a second or two if she doesn't find something interesting.
How and Why habitancy Search
When prospective patients land on a physician's Web site, they reached it for one of two reasons: They were given a physician's name or a practice name from Other healing victualer or from a patient, or they searched for a victualer who performs a single treatment or procedure. Prospective patients go to the Internet to explore the provider; they are attempting to verify the credibility of the referral.
Because the Web provides the quality to swiftly and as a matter of fact escort this research, prospective patients perceive that the referral name in itself is no longer enough information. At the minimum, patients go to the Internet to confirm the information they have about the referral. At the maximum, they are finding for inherent problems with the practitioner that might serve to reduction the referral.
If a sick person is seeking to find a doctor on the Web, they tend to start their search on Google, Yahoo!, or Msn. Because an phenomenal majority (85%) of all Internet sessions start on a search engine, this is no surprise. When selecting a healing provider, patients will typically visit some practice Web sites, sometimes comparing the sites side-by-side on their screens. In this contentious environment, the information found on a physician's Web site is critical.
Equally prominent to patients is the way that information is presented. Either it is right or wrong, people--patients--will make judgments by what they see and feel. And when it comes to Web sites, decisions are based on what appears on a 17-inch computer screen. Often, the decision to remain at the Web site is made in less than 1 second.
Extension of Your Waiting Room
So how do you brand your Web site to reflect your practice and differentiate it from others on the Web? Your home page, in particular, serves as an invitation for patients to visit and scrutinize your practice in depth, with the objective of beginning a physician-patient association that starts right there.
But, first, it's prominent to settle what is prominent about your practice. Acknowledge these questions:
o When was your practice founded, and by whom?
o Why was it founded?
o What is unique about your practice?
o Whom are you intending to serve, that is, who is your targeted patient?
o What are the demographics of your targeted patient--age range, revenue range, and ethnicity?
What is the foreseen, study level of your targeted patient?
o What is the perceived level of sophistication of your targeted patient?
o Where is your practice situated? Is it settled in a major metropolitan city, in a suburb, or in a more rural area?
o Is the practice settled in a single neighborhood? Does it conform to the feel of the local community, or does it stand out as different? (This is not necessarily a bad thing; sometimes it is an advantage.)
o What is the décor of your facility? Is it contemporary or classical? Does it have a single regional motif, such as southwestern or colonial?
o Do you have a surgical operation town on-site? Is it accredited?
o Do you have a logo or a single typeface (font) for your practice name?
o Do you have any printed literature? Does it match your other materials, such as a welcome kit?
o What are your strong points as a health care provider? Is it where you received your education, or where you performed your residency or your fellowship?
o Do you have any pro honors?
o What are your pro memberships? Do you serve on any committees, or lead any sections?
o What are your publications? Although patients prefer to read less clinical articles that might appear in Vogue or W, pro articles can be great "food" for search engines in indexing your practice with procedures you perform.
o Are you featured in any publications? Do you have copies of any articles that you are mentioned or quoted in? Have you been featured on any television or radio programs?
o Who are your best case studies? Will they consent to the use of their before-and-after photos on the Web? You don't need many pictures, just two or three examples of each procedure, but they should be your most dramatic examples if possible.
o Do you have clinical data on your before-and-after examples?
o Do you have any current patients who might be willing to furnish you with a testimonial? Might they agree to be photographed--not necessarily in a revealing clinical sense, but in something more of a "glamour" or "model" setting?
Web Site Visitor Principles
It is prominent to keep in mind that visitors to your Web site are often attempting to imagine themselves as one of your patients. As they scrutinize your site, they are conceptualizing what your office looks like and what it reveals about you. Obviously, your office should be clean and impressive, but is it consistent with patients' tastes?
Knowing your target audience is key. For example, if the prospective sick person is in her mid-50s, wealthy, and socially prominent, does your Web site clash with this "country-club" type of individual, or does it welcome her? If your target sick person is younger and more urban or hip, will your Web site make her feel like she's just crossed the tracks to a distinct part of town, or will it make her feel like she's going to soon look like a pop-culture celebrity after her surgery?
It is prominent to furnish your Webmaster with directions for the look and feel of your Web site. The goal is to attract and preserve your targeted sick person "audience."
The home-page appearance is prominent from two perspectives: that of the prospective sick person who will be attracted to an arresting home page and decide--within 1 to 2 seconds--to visit the rest of the Web site, and that of search engines such as Google or Yahoo! that will explore the home page--most importantly--and then other pages of your Web site to settle the validity of the site, to compare it with other similar sites, and to rank all of the sites based on specific search terms.
It goes without saying that the site must be easy to use. Every Web site looks different, but navigating a site should be both sure and intuitive to the visitor.
Before-and-after photo presentations must be easy to access. The before-and-after section is often the first section that patients head to when they arrive at a surgeon's Web site. The path to it must be immediately obvious.
Control the search Engine
Your site must induce search engines to link to the right information: article is very prominent to search engines like Google because their goal is to furnish visitors with reference information about the search term they have entered.
In fact, article is one of the reasons that association Web sites rank so very on search terms for plastic surgical operation procedures. And although prospective patients visit association Web sites and read about procedures there, finding more information about procedures they are considering in a practice Web site makes them feel much more comfortable about the practice.
Your Webmaster should include Html links on your home page so that search engines can supervene them to other pages of your Web site, where there is more detailed article describing your procedures. In addition to Html links, the Webmaster will use some strategies to increase your visibility or Web-site ranking under discrete specific search terms:
o Page titles should have keywords that you are attempting to index, and each page may have distinct titles, which gives the search motor many page indices. Page titles may be identified in the "blue bar" at the top of a screen window.
o "H" reference tags are ways to attract a search motor toward specific areas of your Web site in a priority order so that the motor can recognize what is most prominent on the site.
o Meta tags are a factor in determining page rank.
o Because search engines can't as a matter of fact "see" photos and illustrations, alt-image tags can be used to reference pictures and graphics that the search engines would otherwise miss.
o Classify by geography. It is prominent that your Webmaster focuses on the geographic area of your practice. Unless your specialty is so unique, or you are already nationally known, it is not going to help you much if your practice is in south Florida and your Web-site visitors are in Seattle or Chicago. Web-savvy habitancy know that the simplest way to filter search results is to use searchers' city, region, or Zip code in aggregate with the search terms. So make sure that your Web site's page titles and tags include the area where you're located.
Think about how visitors might search specifically for you: Will they include the name of a city, or will they search an whole state, such as New Jersey, because it lacks a single large city? Will a sick person likely tour to an area as large as Southern California or South Florida, or will the term "Los Angeles" or "Miami" be enough? The right aggregate of course and location will get you the visitors you're after.
o think sponsored (pay-per-click) ads. Ads with search terms that include your city, region, or state are not as sufficient as "organic" search results, but the positions of sponsor ads can be controlled, and they can ensure visibility on specific search terms. Such ads appear at the top right in boxes on a search-engine page.
Be Easy to Find and Hard to Leave
You don't have to put in a huge number of time, but some forethought and attempt will help Web visitors find your site and become "intimate" with your practice--even before they call you for the first time. The idea is to make it easy for a sick person like Jessica to find you, and then captivate her with your practice's style and appearance once she's there. Make it hard for her to leave your Web site.
It might sound like a simple concept, but it's the divergence between an sufficient Web site and a billboard in your basement. Don't delay: The next "Jessica" is quite likely finding for a plastic surgeon on the Web right now.
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