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Medical Website Goals & Objectives

Medical Website Goals & Objectives

Many providers invest in their medical websites to acquire new patients, and they also want excellent SEO rankings. However, beyond this the following 4 goals are desired by the physicians and practice managers. 

1. Attract More Patients By Building The Brand Of Your Medical Practice

2. Serving Existing Patients – Providing Useful Information to Existing Patients

3. Referrals Capture

4. Community Service

Your medical website is one of your best tools to market your healthcare business and grow your medical practice. A website is just more than a picture of your facility and a phone number for people to call. It is a marketing tool that, in many cases, can make or break your success. There are several goals your medical website should try to achieve to have a successful medical practice. The experts at are here to help you achieve your goals and grow your patient count. 

Goals Your Medical Website Should Try To Achieve

Attract More Patients By Building The Brand Of Your Medical Practice

Brand building and brand awareness can go a long way to reaching the target audience in your community. Many people can identify a major national brand by just the outline of its logo or its slogan. While nationwide knowledge of your medical practice is unlikely your goal, being a well-known local brand should be. Your website needs to represent your brand standards. It needs to be in sync with these brand choices you have made:

• Color
• Voice
• Style
• Font
• Logo
• Slogan

Your website’s brand choices will match your other marketing efforts, such as search ads, Facebook ads, email marketing, or direct mail marketing. If your site is vastly different than other areas of your marketing plan, you will not be able to effectively promote your brand. A weak brand only makes it harder to promote your business.

Serve Existing Patients

Your website needs to be useful to your regular patients. It should not be a static advertising billboard of your services, but rather a rich, engaging site. This is also known as Online Patient Engagement. Your website should always be updating with new content providing patients new information about the services you offer and the conditions or injuries they might be suffering from. Many medical practices remain relevant and useful to their patients by posting a weekly blog about a service they offer or local health concerns. Many medical websites incorporate HIPAA compliant online appointments and messaging systems, allowing patients to contact their doctors with questions and make their appointments whenever they want during the day.

Make It Easy To Accept Referrals From Physicians

Referrals from other physicians are a great source of patients and income. You should already have a well-developed referral system with other physicians in the community that can provide services you cannot and can offer services to their patients they are unable to provide. Referrals need to be treated with special care. A poor or sloppy experience at your clinic will likely cause them not to return and sour the referral relationship you have with the other physician. One of the most significant issues doctors encounter with referrals is the transfer of medical data and files.

Instead of a manual transfer, which includes copies being mailed over or patients bring a copy of their file to you, set up your website to accept electronic referrals. This process must be HIPAA compliant and 100% secure to prevent any hacking. With this in place on your website, another physician can easily make a referral anytime without having to call your front desk. From a patient perspective, the less work they have to do and forms they have to fill out, the better. It already may be a bit of a hassle to go to yet another doctor to receive treatment, so the easier you can make it for them, the better!

A Community Resource For Health Information

Driving traffic to your website is going to make it look more relevant in search engines’ eyes. Your regular patients are going to become quickly familiar with the services you offer. They will not need to visit your website to refresh their memory. However, if your website is a hub for health information, people will visit regularly. The regular visitation of your website for people to consume new health information will improve your organic rankings and your domain authority. 

The most popular way to achieve this is through a blog on a medical practice’s website. How often you post on your blog is up to you, but you should update it at least once a month. The more often you update, the more often you will get visits by the community and your target audience. It can be hard to keep up with a weekly or even a monthly blog. A successful, fresh blog can not be tackled alone. Ask your staff and providers to contribute content to your blogging efforts. If everyone contributes something once a month or every two months, you should have enough material for your blog. A new blog post makes an excellent social media post or the start of a new email campaign!

Make It Easy For Staff To Communicate Online

Patient engagement with a medical facility is a great way to serve their needs and help them get the medical treatments they need. However, communicating with a medical practice through a website is not helpful if it isn’t easy for staff to manage it. Your website needs to be not only easy for your patients to engage with, but also your team. The dashboard for your website where messages come in to be read must be user friendly, load quickly, and be easy for your staff to understand. To maintain HIPAA compliance, each user should have their own login and be limited to parts of the dashboard they need to do their job. As the owner, you would have access to everything. The digital marketing manager may only have access to the email marketing tools on a dashboard. A fully functional, efficient website should be easy to use, regardless oi the person using it is a patient or a staff member. 

Your medical website is a significant pillar in your overall medical marketing efforts. It should be kept up to date and incorporate the latest trends and best practices, so it can continue to serve you well. In many cases, it will be the first thing many patients will see when researching their healthcare needs. If your website can achieve the goals mentioned above, you will be in an excellent position to convert website visitors to regular patients. The experts at can help you make these goals and grow your patient count. Call today and let us show you what we can do for your business!

3 Key strategies that can differentiate your medical website from other providers and medical clinics in a competitive area:

1. Promote your providers, physicians bio on the website. Read more.

2. Promote your services in a way that patients understand recovery time, length of treatments. Read more.

3. Promote your brand, location, parking, open hours, telemedicine, and technology. Read more.

The GOLD service from PatientGain is used by telemedicine physicians, dentists, surgeons, pediatrics, medical spas, pain management, functional medicine, primary & urgent care, cardiologists, podiatrists, addiction medicine, regenerative, wellness, therapy, OBGYN, integrative medicine, dentists, dermatologists, IVF & reproductive, pharma, bio-tech & many other medical practices.