A Website… It’s More Than Just a “Visit”

You’ve tried your best to optimize your medical practice’s website. You probably have a good Google search ranking, your content is accurate and up-to-date, and your ‘hash tag’ is the new trend on Twitter. But for some reason, your patient visits haven’t increased.

So now you are sitting at your desk saying, “I’m done with marketing!”

We say, “Not quite yet.”

It’s important to remember that businesses create websites to promote their products and services, and to offer a virtual information center for potential clients. Therefore, your website should be set up to provide:

  • Painless navigation
  • Easy search capabilities
  • An area to ask questions
  • Up-to-date information

Here are 5 introductory suggestions to get more than “just a visit” to your website:

  1. Effective Headline: Your goal is to inform visitors of what your site is about.  For example, if a restaurant creates a headline for their site that states, “Pop’s Good Ole’ Cheeseburgers,” this draws attention to one of its flagship products and ideally, leads to more sales.
  2. Targeted Content: Providing more information than what your visitors need or want may confuse or bore your visitors. Keep your website content clean, simple, and targeted so your audience remains engaged.
  3. Audience Segmentation: Your practice will typically have 2 types of visitors: current patients and prospective patients. Current patients may be searching for hours of operation, contact information, and e-billing options. Prospective patients may be more interested in why your practice is the best choice for them, what type of services you offer and more. Layer and section your information to accommodate your web visitors and their unique interests.
  4. Public Relations: New patients tend to rely heavily on patient referrals. Current patient quotes and testimonials can help your visitor decide whether you provide a good service or not, and will also increase your practice’s credibility.
  5. Call To Action (CTA): Always have a specific CTA on each page that directs your visitors to where you want them to be. For practices, we recommend, “Contact Us” or “Learn More”–the viewers will get what they need, and you’ll get specific information from the contact form they complete.

We hope by putting these 5 recommendations into practice, you see your website visitor numbers increase, along with your bottom line! Remember, the key to effective website marketing is to make it clear to read, easy to understand, and quick to navigate.

 

Marketing Team

SRS

EHR Decisions, Decisions…

We all face daily decisions—from what to wear to the complexities of selecting a mutual fund for our 401k. It’s all about making the best informed choice at the right time.

It is so important when practices assess EHRs—a decision so fundamental to their success—that they use the utmost due-diligence and reasoned consideration. Yet time and time again, I see groups make EHR purchases based on narrowcast reasoning and flashy demonstrations. This often results in catastrophic productivity loss, despairing physicians, frantic staff, and unhappy patients.

It is surprising that many groups base their purchase decisions on the same flawed processes despite the ever-increasing failure rate of traditional point-and-click EHRs in high-volume practices. Whether a practice is making their first EHR purchase or looking to replace a system that is not working in their practice, they must expand their research and look beyond the bells and whistles.

Below are some recommendations for making a successful EHR purchase decision.

  • Look Past The Flash – Any good salesperson with a decent demonstration environment can give a good presentation, especially when it’s for the rushed 30 minutes we sometimes get with doctors before clinic hours. Make sure to see the totality of the workflow of a system, including how it supports every aspect of your clinical flow and not just documentation. Some additional questions to consider:
    • How does the system allow for flexibility in non-standard scenarios?
    • Does it allow for different levels and timing of adoption by providers?
    • Does it by design enable doctors to have multiple options for interaction with the EHR and documentation?
  • Expand Your Horizons – Don’t limit your focus to only 2-3 functions of the software, or to your specific area of use. Doing so may cause you to lose sight of the abilities, workflow, and quality of the system as a whole. There are too many practices struggling with their EHR who made purchases based on the frills and later found out the system could not support the operations and workflow of the entire practice.
  • Call Those References – Make sure that the product works as advertised, that it is adaptable and adoptable in real life, and that it offers the flexibility you need to make a diverse group of physicians happy. The only way to do that is to call and/or visit reference accounts. Make sure to ask for several options–any strong vendor should be able to provide at least 1-2 groups. The real truth lies with how satisfied and productive their user-base is as a whole.
  • Don’t Rely on RFPs Alone – RFP evaluations do one thing well–they check boxes. They present what the vendor feels they can do but you typically have no idea how they do it. Is it an unwieldy Rube Goldberg-like process to prescribe a refill? If they check the box and you don’t see it, you’ll never know. RFPs define capability, not ’usability’. The most important aspect of your evaluation should be determining the satisfaction of a company’s clients actually using the software, day-to-day. References should trump RFPs every day of the week and twice on Sunday.

The bottom line? Selecting the right EHR partner for your practice should not be a decision made lightly. Look at the full scope of the company–product, people, and processes. Implementing some of the ideas listed above will expand your due diligence and help you make a more informed—and successful—decision!

 

Ben Reynolds

National Sales Director

SRS

 

The Social Media Guru Says: Don’t Just Advertise—Engage Your Audience

Social media is an interactive marketing channel—think of it like a telephone. You would never ignore calls when people contact your practice. So why ignore their posts, comments or tweets? To effectively use social media, it’s important to stay engaged and interact with other users.

According to the New York Times article, Can Social Media Sell Soap?, marketers are using social media more than ever. A sales pitch is more likely to be heard via social media than traditional marketing channels. Social media provides instant access to useful data like the total number of likes, re-tweets, favorites, and followers which allow businesses to draw immediate conclusions about their audience.

When it comes to social media, you do not have to be Don Draper, full of revolutionary ideas. Here are three essential tips to remember:

  • Engagement: Social media is not about selling a product/service; it’s about building a relationship that has potential to become a business opportunity. The one-on-one interactions help develop new relationships and strengthen existing ones. Allow users to learn about your practice and services at their own pace.
  • Value: Social media provides free direct access to your prospects and customers. Moreover, it helps you learn about your audience’s values, likes and dislikes… for FREE. Make the most of this valuable information and use it to your practice’s advantage.
  • Strategic Content: It’s important not to overload your audience with marketing messages. In fact, only 5% of your social media content should be marketing-related. Users do not want to be constantly bothered with ads or promotions. Instead, treat social media as a place to learn about the needs and interests of your audience and tailor your content, accordingly.

Stay tuned for our next digital marketing segment on website marketing. In the meantime, please contact SRS for additional insights on social media and how it could benefit your practice. We promise we won’t ignore your call!

 

Which App Goes With Your Smartphone?

According to Statista.com, the U.S. forecast for smartphone usage is bright and sunny. Based on statistics from 2010 to 2012, the number of active smartphone users will be reach 157.70 million by 2014—climbing to nearly 192.40 million by 2016. In addition, appAdvice.com states that, on average, nearly 30 million mobile apps are downloaded daily to Apple devices, worldwide!

It’s no surprise that mobile phones are becoming the primary channel for interaction and communication among the public. Smartphones and apps are increasingly popular for 3 basic reasons:

  1. Functionality
  2. Entertainment
  3. Advertisement

We interviewed a group of iPhone & Android smartphone users to see which app they couldn’t live without and why. Here are some interesting answers:

  • Amazon: “Love shopping on-the-go.”
  • My Fitness Pal: “Helps me stay fit and on track with eating healthy.”
  • Words with Friends: “I’m addicted to playing.”
  • Pandora: “Able to stream music while riding my motorcycle.”
  • SalesForce: “It’s mobile and fits in my pocket.”
  • MapApp: “It’s fun and I’m able to see all the places I’ve visited.”
  • Key Ring: “Crazy for this app because I have all my membership cards in one place.”
  • NY Times: “Has great functionality and I love to read.”
  • Pocket Ranger: “As an avid fisherman, it helps me access extensive information on places to fish in NJ, with powerful GPS capabilities.”
  • Starbucks: “Easy to use and great functionality- simple, fast and convenient. I’d pay for it, even if it wasn’t free.”
  • StumbleUpon: “Saves me time exploring the web and it’s customizable to my own preferences.”
  • iFunny: “They post funny pictures and the laughs get me through the day.”
  • Snap Chat: “It’s fun and fast!”

Much like these other apps, the SRS Tx app proves that simple functionality goes a long way. The SRS Tx app saves time and frees physicians from Dictaphones, computer screens, and dial-ins by pulling physicians’ patient list—along with their dictation templates—loaded with smart text.

An Inside Look at Digital Marketing

As part of our digital marketing series, we’ll be sharing simple tips and tricks to better market your medical practice through:

  • Web marketing
  • Social media
  • E-mail marketing

Here’s a sneak peak at one of our digital marketing posts:

As we all know, new patients are the life blood of any medical practice (no pun intended). It’s crucial for any thriving practice to continue bringing in new patients. What will help you accomplish this? Digital marketing.

There’s no denying it—our culture is quickly shifting to a digital world. You see it in where we get our news & literature, how we communicate, and how we research. Digital marketing, or in-bound marketing, is quickly becomimg the premiere way to market your practice because it’s cheaper than traditional efforts like radio ads, billboards, and newspaper articles.

Intrigued? More compelling content is on the way! We’ll be back soon with the first installment of our digital marketing series.