6 Features of Effective Orthopedic Group Websites

Practice Management

Here are six features the most effective orthopedic group websites include. 1. Organize 5-7 tabs. In addition to the home page, practice websites should have between five and eight tabs on the navigation bar to allow patients easy access to any information they need. The tabs should at least include the home page, patient education material, physician biographies, physician research, services provided and contact information. "Our philosophy is to have a simple user interface design," says Ted Epstein, Director of Sales at Medical Web Experts. "You want all the information to be right in front of the patient."

It is especially important for practices to have the contact information readily available for patients who found the practice through Internet searches. When people move to new communities or are seeking orthopedic treatment without seeing a primary care physician, easy access to this information is essential. Patients also like to see each physician's Curriculum Vitae when deciding whether they should enlist the physician's services.

2. Include video biographies of physicians. It's important to tout your physicians on the website and patients often like to see the physicians credentials. An impressive biography or CV can go a long way with many patients, but a personal touch could seal the deal. Practice leaders should create a short video for the website introducing themselves and the other physicians at the practice in front of a blue screen. Patients want to meet their physicians before they go into the office, says Mr. Epstein, and having the online video makes patients feel more familiar with the physicians than words on a page. The video should also include physicians talking about why they chose to practice orthopedics and why they enjoy their job.

3. Upload patient education material and practice forms.
Uploading patient educational materials to the website is a convenient way for patients to access treatment and rehabilitation information for each injury or condition. Some patients, especially young patients, will look for the educational material before having surgery so they are prepared for the entire experience.

Additionally, have a copy of the patient forms available to download from the site and encourage patients to complete them before their visit to the surgery center to decrease the amount of time the patient spends filling out paperwork at the facility, says Bill Rabourn, founder and managing principal of Medical Consulting Group. If the patients have already completed their paperwork, their time at the practice will likely go more smoothly and quicker.

4. Make a space for continuously updated news. Create a practice website that includes information about the physicians, patient outcomes and patient satisfaction. Use search engine optimization to make sure the practice website is the first site that comes up when patients search for orthopedic surgeons in your area, says Peter Althausen, MD, an orthopedic surgeon at Reno Orthopaedic Clinic and chairman of the board of directors of The Orthopaedic Implant Company. Practices can also install computer terminals in the waiting rooms so patients can access the practice website and data while they wait.

You can also market directly to patients through e-mail. "You can send an e-newsletter out to patients every month that gives updates on new procedures, features a new physician and provides them with information about upcoming seminars," he says. "The newsletters can be created pretty easily and they don't cost any money to send."

5. Incorporate patient testimonials. Have patient testimonials on your website describing their favorite aspects of the visit and encouraging other people to visit your practice as well. If your practice is geared toward a certain population, such as a sports medicine practice, patients can talk about how your physicians and specialists helped them return to play after an injury. If your practice is largely baby boomers, patients from that population can relate their stories about regaining quality of life after treatment. When people see patients who are like them getting better, they are more likely to seek treatment for themselves.

"Practices need to have a presence on the web and make sure they specifically cater to [their patient population, such as] active boomers," says Guillem Gonzalez-Lomas, MD, an orthopedic surgeon at New Jersey Medical School in New Brunswick. "Testimonials from patients are always illustrative. Question and answer sections about common questions baby boomers might have (such as: Will I be able to run after my total knee replacement?) may reassure them that your practice understands their needs."

6. Don't forget the basics. Your website should include basic information, such as the practice location and directions. The website can also have contact information by phone or e-mail address so patients can easily contact your front desk with questions about the practice. If there are a few commonly asked questions about seeking care at the practice, create an FAQ section that can answer these standard inquiries for patients without having to bother the practice staff.

Related Articles on Orthopedic Practices:

5 Points on Developing a Concierge Sports Medicine Practice

5 Strategies for Patient-Centric Orthopedic Practices

5 Ideas for Increasing Orthopedic Practice Revenue




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