Grow the Power of Your Website
Attract More Patients
By Barbara C. Carey and Mike McCall, RN
TCI knows that in 2022 patients behave like other consumers. They want quick, impactful information that helps them to make a personal decision on a product or service.
Your website will be more powerful and more effective if it has these features:
Uses a headline that grips the consumer’s attention and sets the healthcare organization apart from competitors. Every word counts, messaging is critical. The headline must in 30 seconds encourage a click through to the website.
Some Examples to consider...
Mayo Clinic - When you need answers, You know where to go.
The No. 1 hospital in the nation, for you.
https://www.mayoclinic.org/
Houston Methodist - Leading Medicine.
THE DIFFERENCE IN PRACTICING MEDICINE AND LEADING IT.
https://www.houstonmethodist.org/
OneOncology - Improving the lives of everyone living with cancer.
This headline is backed with a 2 minute video.
https://www.oneoncology.com/
On the landing page, put the organization's mission statement. It should express what makes the organization unique.
CHS - Community Health System
Headline: A Community that Cares.
Mission Statement: Across CHS, we are a hopefully optimistic community of people making a positive difference in all of the communities that we serve...
https://www.chs.net/
Memorial Sloan Kettering Cancer Center
Headline: Leading the fight against cancer. Always focused on you.
Mission Statement: We deliver personalized treatment you won't get anywhere else, led by a team of world-renowned doctors, specialists and scientists.
https://www.mskcc.org/
A strong Photo or Photo Slider Amplifies the Headliner Message.
The photo or photo slider that you use must strengthen the message and draw the consumer to the website to know more. TCI believes it needs to be dramatic to get that effect.
Cleveland Clinic
Headliner: Everyday or life changing care. We're here when you need us.
https://my.clevelandclinic.org/
Video intensifies interest and the message.
Video can be used in messaging with stock or a customized video. They can be background to the headline or a video that carries the message. There are many options in stock videos. Videos that feature your organization and your people are better but both will increase interest and make the most of the 30 second consumer window.
See how ZRenergy’s video draws you into the site as well as Webcom-Solutions. These are some of our non healthcare websites:
Physicians speaking on video have great credibility. We have tested this premise in many focus groups and it always comes through that people believe physicians if they are in a professional setting.
The website www.scphinfo.org was created by TCI for a hospital tax campaign. It demonstrates the power of a physician speaking on video along with a clinician, community and hospital leaders.
A website is not a brochure. It is dynamic and can be changed as the hospital changes messaging, services and focus.
Look at your website with a fresh perspective.
Is it drawing consumers into the site in the first 30 seconds?
Does the headliner and mission statement differentiate your organization from others?
Does the messaging reflect your organization's current direction and mission in a succinct, powerful way?
Are photos and videos dynamic? Impactful? Is there an emotional component that will draw in consumers?
If video is used, is it building the hospital brand in the strongest way possible?
Please note that any size hospital can differentiate themselves, draw consumers and have powerful messaging. Your website is the strongest communication tool that you have. Optimize it NOW to gain an advantage in your market.
Call TCI for more information about our healthcare website program.
We Help Our Clients Understand Their Environment and to Find Solutions.
Call Us 1-888-922-2824 or Email barbara@tciconsults.com
