1. Top 5 Principles of Healthcare Web Marketing
Kurt Mueller, Chief Digital & Science Officer
Developing successful websites for the healthcare industry requires research, strategic thinking,
creativity and a deep understanding of the wants and needs of your target audiences. Launching a killer
website – guaranteed to get results – can seem like a daunting undertaking. But…it doesn’t have
to be.
When building your next healthcare website keep these 5 principles in mind.
1. Define clear objectives – Ask yourself one simple question, “What is the objective of the
website?” It might be to increase disease awareness and education. It might be data capture
and lead generation, or to extend the reach of the sales force through a virtual rep. Establish
measurable objectives, focusing on no more than 4, and then make 100% sure your
development strategies and content map back directly to at least one or more of these
objectives.
2. Know your audience – Make sure you thoroughly understand your intended audience(s). Conduct
research, engage the reps. Analyze
your competition and clearly map out your audience segments, their attitudes, behaviors, needs
and potential influential relationships to one another. Know who you are talking to and what’s
important to them.
3. Content is king – In today’s ‘always-on’ digital age, healthcare professionals and patients alike
are most attracted to websites that consistently deliver information and tools that fulfill their
unmet needs. And, your content needs to be religiously updated and fresh. Allow your site
content to stagnate and you’ll see your traffic drop faster than the stock market in a recession.
4. Customize the experience – Make sure your offers and content are directly relevant to the
needs of your targets. Enable healthcare professionals and patients to customize their
experience and interact with content they choose, on their terms, using channel preferences
they prefer (i.e. podcasts, enewsletters/reminders, mobile, eRep, etc.). Make the experience
personal – demonstrate your commitment to empower them to take control of their online
experience – and you’ll forge an emotional bond between your brand and your audience.
5. Develop a promotional plan – A killer, targeted website is of little value if your audience doesn’t
know it exists. Invest as much time developing your promotional plan as you did formulating
your web development plan. Optimize and maximize your organic and paid search programs –
ensuring you’ve got both type of health seekers covered. Establish link exchanges and consider
outreach programs that engage thought-leading bloggers, inject dialogue into online
communities and facilitate word of mouth (WOM) viral marketing. Encourage rep-to-physician
dialogue and interaction through vis aids and tablet PC details focused squarely on the website.
Give your promotional plan the attention it deserves, commit the resources, and you’re
2. guaranteed to meet the objectives you established as part of the number 1 principle above.
