Physician directories are a vital part of your practice. These directories are among the most viewed pages on hospital websites. Depending on their quality, they make either a good or bad first impression on medical professionals and patients.
Think of your physician directories as vehicles for converting patients who will visit your practice. Knowing the most common mistakes made in physician directory listings will help you drive more traffic to your web pages and ultimately acquire more patients.
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Here are five common mistakes to consider, along with some information about how to avoid them.
- Incorrect directory names: When naming a directory, make sure the title accurately reflects its purpose. For example, if you include a page for finding a doctor, the link that points to it should be aptly named. The information on the page should intuitively guide users through the process. Also, include the directory in the site navigation.
- Requiring users to search before displaying doctor results: Many online directories require users to narrow their search criteria before displaying any results. Providing a list of available doctors after an initial search helps the user know how to narrow the results. This is especially relevant if the directory provides recommended search terms. Users can then see all the doctors that meet certain criteria and have control over narrowing the search. This makes for a more effective and friendly experience.
- Not including a bio page for each doctor: Some online physician directories display results as a list of doctors’ names. You can showcase more information about your physicians by creating a unique URL for each one, instead. This makes it easier for users to share information about a doctor with others via social media, internally, between caregivers or with potential patients.
- Not including individual bio information on each physician’s page: Many physician directories have individual pages for each doctor, but not all include relevant information that helps users make informed decisions. For example, including a profile picture, publication listings, relevant videos and testimonials from patients gives users valuable insights about the doctor’s experience and areas of expertise.
- Using search filters that are either too broad or too specific: Don’t use medical jargon in the filters of your physician directories. Potential patients who don’t work in healthcare won’t be familiar with industry terms. Instead, use everyday language most people will understand such as “cancer” rather than “oncology” or “eye doctor” instead of “ophthalmologist.”
When putting together a healthcare marketing plan, think of the wide range of user needs. Include various demographics when deciding what features to incorporate.
Be aware of the information each demographic group needs. For instance, a 2018 poll by Kaiser revealed 45% of 18-29-year-olds didn’t have a primary care physician. Knowing such details will help you create more targeted physician directories that will stand out, be easy to use and provide the best healthcare possible.
Pro Tip: Target your healthcare marketing efforts around how users interact with one another. According to a recent report, in 2019, almost 72% of adults used social media to engage with content, connect with others and share information.
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