Resource Centers:(News, information, and tools to support your practice)
May 2008
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Expand the reach of your Web site
Do Web sites really bring new patients to your clinic? Are people really looking for chiropractors on the Internet? Do you really need a Web site? The answer to these important questions is yes.
But a Web site, in itself, does not guarantee an increase in patients, even if it has all of the latest “bells and whistles;” posts pictures of you, your staff, and your office; and presents your credentials for the public to consider.
The reason: Your Web site is a stand-alone entity. Unless potential patients are looking specifically for you, your site may not emerge in a general Web search.
Your Web site is similar to other single dimensional search tools, such as an insurance-provider book or the Yellow Pages.
• Insurance-provider book. A provider book lists the name, address, and telephone number of all participating physicians. It does not provide any descriptive information about you or your practice. When policyholders look for a chiropractor, they look geographically and find a name.
If a potential patient wants more information, he or she has to call or do additional research.
• Yellow Pages advertising. An ad in the print version of the Yellow Pages advertising directory generally has no more than 100 words to explain you, your service(s), and where your practice is located.
The print ad describes in a limited way your practice, but again, if a potential patient wants additional information, he or she has to do additional calling or research.
THE DOWNSIDE OF
ONE-DIMENSIONAL TOOLS
The public no longer searches for healthcare providers as it did in the past. Chiropractic care is not covered by insurers as it once was. And, fewer individuals are covered by employer policies.
Additionally, more chiropractors are choosing to not participate in networks because of low reimbursement rates.
The result of these phenomena is that provider directories do not contain many choices and are of less value to the public.
Likewise, prior to the
A MULTIDIMENSIONAL OPTION
The Internet is multidimensional. With a few clicks, users can obtain vast amounts of information related to chiropractic, and specific chiropractors and their individual practices.
As people change their methods of searching for healthcare, it is important to position yourself on the Internet. Your goal is not just to have a beautiful Web site, but to have traffic leading to it.
A Web site without visitors serves little purpose. And, it is difficult for a single Web site to attract visitors on its own. That is because single Web sites are not optimized to attract such search engines as Google or Yahoo.
IMPROVING YOUR OPTIMIZATION
One way to increase your search-engine optimization is to be listed on other Web-site directories. These links help Google find you. By utilizing chiropractic directories, you let the directory invest its time, finances, and knowledge of optimization for your benefit. The best news: These sites are often free and act as a funnel or portal to your Web site.
The Internet is becoming more powerful each day, with people relying on it for all types of information. Even as you drive people to your Web site through other marketing efforts, a key driver is the Web itself. The path of traffic to your clinic’s home page is the path to successful marketing in the Internet age.
David Foster, DC, is a successful practitioner as well as a practice-management consultant. As the publisher of the New Jersey Chiropractic Directory (www.NJChiros.com), he has used technology to make chiropractic easily available to the public. He can be reached at 973-331-8249, by e-mail at Chirodave@aol.com, or through the Web site, www.DavidFosterDC.com.
Want to know more about search-engine optimization? Go to www.ChiroEco.com/webspiders.
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