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What Should My Web Site Include
By Jay Levine, VP of Marketing PBHS
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As seen in the March 2000 edition of the AAOMS Newsletter: Practice Management Notes
Now that we understand how a web site can be utilized effectively, it would be prudent to learn what constitutes a well-designed web site. When you graphically communicate your identity, you are utilizing a strategic marketing tool that helps you sell your practice and your services. A well-designed Web site will increase the effectiveness of your graphic identity in terms your market finds desirable. The end result individualizes your expertise, cultivates the uniqueness of your practice and creates an image of success.
Your business card, logo or brochure will have minimal exposure outside of your community. But a Web site is your virtual address on the largest network in the entire world. It is important that it is developed professionally and properly represents your practice the way you want it to. Your web site should contain the following:
Interactive Practice Brochure. On-line practice information and doctor biography should be graphically described in an exciting multimedia Internet presentation. Animated graphic tutorials should facilitate the explanation of OMS procedures. Practice Case Studies can be presented for review by patients and referring doctors. Referred patients access practice information directly from their homes prior to appointment.
Question and Answer Forums. Questions related to treatment planning, scheduling, cost, insurance and emergency care should be answered on each web site.
Scheduling. An online calendar enables patients or referring doctors to request an appointment through the web site. Study club seminars, meeting dates and other important events can also be reviewed online by staff or referring doctors.
Streaming Video. Many web sites now include on-line streaming video that enables patients with low bandwidth modems to watch a video tutorial on a particular procedure.
Online Patient Registration & Health History. As stated earlier, Web sites should be workflow enabled. Patient data should be secured to travel safely on the Internet and integrated with your practice management software.
Access to Real Time Map/Directions. Your Web site should be linked to any number of Internet mapping engines enabling the patient to receive immediate driving directions to your office.
An On-line Internet Referral System. Referring doctors should be able to send secured referrals utilizing an on-line referral form built into your web site. Referring doctors utilizing digital radiographs or scanners can attach a patient’s periapical or panorex to the on-line referral form. Referrals and the corresponding digital images should transfer directly your email account.
E-mail Accounts. Make sure your web designer provides you with e-mail accounts for direct, personalized and interactive links with patients.
Personalized Web Address. Your practice should have its own web site address such as www.KentuckyOMS.com. Site addresses such as www.mindspring.com/drsmith are addresses listed under your ISP and are not professional.
Secured Socket Layer (SSL) / Verisign Digital Certification Protection. These encryption technologies allow you to conduct secure communications and transactions over the Internet.
An Educational Medium for Study Clubs and Referring Doctors. As I stated earlier, your Web page will contain descriptive educational material for your study club and referring doctors. < back | next >
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Jay Levine is Vice President of Marketing for PBHS Inc.
1,2 Juniper Communications, eMarketer
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