How do you convert patients from the Internet? There is an actual process by which a "follower" becomes a patient.
In this episode Russ and I define the 3 components that will allow you to understand how your website and your content can engage your next patient.
We talk about the need to establish yourself as an authority, provide value and developing trust.
We are healthcare authorities. We are healthcare experts.
The content you provide on your website must be credible and clinically accurate. Fortunately, as healthcare experts, this should be natural.
In addition, our readers understand us to be authorities on healthcare. In any other industry, the website owner (us) has to earn or prove authority, but we are deemed natural authorities based upon our professional degrees. This can take extra time.
Every successful website must provide value. If not, no one would visit. Think of every website you visit and figure out the value you receive. Travel directions, movie listings, recipes, etc., the websites which answer your questions provide value.
For your website to rank well, you must provide content (articles, publications, presentations). Your content will educate and inform, thus providing value.
With time, by repeatedly providing value, you develop trust with your readers. Once trust is established, you are likely to convert your reader to your next patient.
My favorite example is a navigation site used for directions. The value provided is correctly arriving at your site without getting lost. With time you rely, or trust, this website to get you to your destination each and every time.
If the navigation site failed you 25% of the time, you would never trust that site...ever.
Understanding that there is an actual process should help you with your Internet marketing strategy.
Authority, value and trust.
Thanks for listening. See you next week!
All the best!