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How the Internet Can Work for You
Your Goals Should Be Twofold
1. To develop a website that carries your marketing message to attract new clients and send new messages to current ones.
2. To develop a website that reflects your organization's competency, reputation, and knowledge, and provides information on your services and how to accessthem.
Marketing and promoting your organization online allows for a cost-effective advertising and public relations cam-paign. It reaches thousands of poten-tial and current clients and referral sources. And unlike print advertis-ing, it doesn't cost more to send your messages to a larger audience. Furthermore, if something changes, your information can be instantly updated.
Developing an interactive website allows the visitor to seek specific information relevant to their needs, and not just read pre-printed or generic information. It can demon-strate the state-of-the-art capabilities of your organization, instilling confidence that since you are on the "technological cutting edge," you will also be clinically ahead of the competition. The visitor can rely on your website for a wide range of information to address their health care questions, especially if it includes powerful links to other reputable sources of information.
Promotion and Education Online promotion and education are valuable skills for your organiza-tion. They can expand the value of your strategic alliances, networking, marketing, sales, media and print cam-paigns and capabilities. Learning the "ins and outs" of the Internet is equiva-lent to learning a new language: alliances using reciprocal links; market-ing with keywords, meta tags, and search engine placements; advertising using banner ads versus sponsorships. But the effort is worth it - the potential is endless.
To learn more about how to use the Internet as a powerful marketing tool, we suggest visiting the following web-sites. (Please note that the Scheur Management Group does not endorse these sites and has no alliance with or ownership of them.)
Web Novice:
a tutorial for beginners on the Internet at http://www.webnovice.com |
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Dummies Daily:
a source of all Internet and computer software "how to's"at http://www.dummiesdaily.com
Need more help?
Contact us via email at mailto:Insider@scheur.com or visit our online forum, Ask SMG, at http://www.scheur.com
The Internet has opened a powerful avenue to reach out to the public and for the public to reach you. Many health care organizations are utilizing this new gateway. How effective is your organization in taking advantage of these new communication opportunities? Some of the topics health care organizations have on their websites are:
History of the organization and services providedMaps and directions to facilitiesHours of operation and locationsAccessing 24-hour information hot linesProvider directoryTelephone directoryNews about the organization and its key professionalsHow to find a physician in the organization or in the communityInsurance benefits and how to access themClaims information - filing claims and receiving payment informationObtaining approval and referral for services from insurer by patientsForms to request or submit informationAccessing medical management systems by providers - receiving referrals, prior authorizationsObtaining information from other physicians and health care facilities, including medical records, test reports, consultation adviceUpcoming events, especially health promotional eventsHealth tips and community servicesProduct and sales informationPurchasing books, devices, pharmaceuticals and other productsEmployment opportunities Breakthroughs in research with implications for patients and providersSources of in-depth scientific and consumer-oriented information about diseases, symptoms, conditions, alternative treatments, resources for support, counseling and additional educational informationLinks to other websites |
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