Gone are the days when a patient is to go to a hospital merely on the recommendation of a friend or family member. Today’s patients are techno-savvy and they make their choice of selection after browsing through the internet. The quest for healthcare truly begins online. Potential patients and their family members read through reviews of physicians, read about facilities and services, reaffirm reputation and image and then finally make a decision. In such a scenario, if your web presence is weak, your potential patient is likely to give your hospital or healthcare institute a miss and not book an appointment. If you wish to have a strong web presence and enhance your hospital’s corporate image, you should read on.

5 Must-haves for your hospital website

1. User-friendly

The potential patients are not all tech specialist or web engineers. Hence, you should ensure that your website is user-friendly and easily navigable, irrespective of age, ability or tech-agility. Do not put off your clients by making your website overly complex. Ensure that your navigation menu is organized in a systematic manner so that your clients know where to click to find the subject they want to know about. Keep only 5-7 main items on navigation menu to avoid clutter and confusion. Create an easy-to-find alphabetical list of your services on the loading page itself. Make sure your site-map is lucid and clear and up-to-date and that it mirrors any content changes that you may have made. Sometimes, navigation links get broken or disconnected. Ensure that you check for these lapses and correct them as soon as possible. Also ascertain that your website is accessible on any device, be it a cell phone, tablet, laptop or desk computer so that it is accessible to all.

2. Focus on content

Health is a very sensitive matter. Any misleading or incorrect information in your website can compromise with the health of your patients and also lead to legal hassles. Be sure to cross-check on every bit and byte of data that you publish as a small mistake can cascade into a very big catastrophe. Make sure your content is easy to understand and your headlines are short and simple. Make sure that your website calendar is up-to-date and reflects all your upcoming events like camps and campaigns. Your content should be responsible, relevant and should reflect that your healthcare organization truly cares about your patients.

3. Mirror your core brand story

Make sure that your website reinforces your brand story or messaging. Your hospital’s unique messaging should be reflected in the colour palette, font, typography, logo, imagery, designing, tone and character of your website. If you highlight your corporate branding elements in your website, your users will associate it with your institution as a whole.

Make sure that contact details are mentioned prominently. Anything missing, however small, can put potential clients off and make them switch to your competitor. Highlight “contact us” which will contain your address and phone numbers prominently.

4. Include reviews and testimonials

In the healthcare segment, trust is the most important decisive factor in the choice of a hospital. Be sure to advertise and highlight the qualifications and the achievements of your physician panel on your website. E.g. If a surgeon has been the first to conduct a certain surgery, talk about it to attract your potential clients’ attention.

5. Use good imagery

If your website is designed in an aesthetic manner, the user will spend more time on it. Use optimistic images that augment positivity. Do not display saddening or negative images of illness or suffering…instead depict hope, recovery and wellness. Change your narrative from illness to wellness and underline confidence and assurance.

To summarize, your hospital’s website is the biggest connector between your hospital and your potential customer, hence you should design it with utmost care and caution. If you need any help in this regard, be sure to contact Hospertz, a leading health consultancy firm of India.

Blog has been written by Dr. Vishal Jadhav, a veteran in the field of hospital consultancy with a rich experience of more than 20 years and founder of the Healthcare Consultancy. Firm, Hospertz.

Dr. Vishal Jadhav, Director

hospertz@gmail.com
+91 9867712705/ 9820833149