Effective Use of Your Web site June 29, 2006

Agenda  Introduction  Statistics  Observations  Your Web Goals  Increasing Traffic  Optimizing the Visit  Conclusions

Introduction  Judy Goodwin-Overview Information  Jeff Bright & Colleen Devlin-Joslin Learnings and Affiliate Specific Observations

Statistics  100 million U.S adults look for health information online every month  Internet used mostly to gather information not manage health (According to Harris Interactive)

Observations  Most cost effective way to promote practice  Attracts patients outside your primary service area  Can improve your practice’s efficiency  Strengthens relationships with patients and referral sources

Goals - What do you want your site to be?  Brochure…or more?  Improve practice efficiency?  Support referring physicians?  Time-sensitive content, or evergreen?

Promoting Your Site for Free  Create a web address that can be remembered  Print Web address on all materials  Mention Web site during “on hold” messages  Promote on signage in exam rooms  Feature on waiting room computer  Create giveaway items using your Web address: bookmarks, stress balls, etc.  Always include your Web address in press releases, etc.

Tips and Tricks to Drive Visits  Monitor and improve your search engine ranking using keywords (search terms)  If your site includes a “links” section ask those sites to link back to you  Make your printed information (handouts, etc.) available online (also saves printing costs)  Use Joslin.org content to enrich your own – link to timely features, tips, news, etc.  Consider sending optional blasts and start capturing visitors addresses in a database

Optimizing the Visit  Integral part of Marketing Strategy  Front line sales tool  First impression of practice  Attention grabbing or visitors will click off  Compelling stories and images help humanize your site and bring your mission to life

The Website of Choice-4 Properties  Good Content  Usability  Quick Download  Fresh, Timely Content (at least on your homepage)

Keys to a Successful Website  Intuitive navigation and effective search function  Informative, relevant content  Visually attractive design  Fast load time  Special offers  Call to action  Easy info or contact process  Customer relationship tools

Final Thoughts  Tracking your Web traffic is important for learning what works  Always prominently include phone and mail contact information for non- Web-savvy users  Subscribe to e-newsletters to get ideas from others in the field

QUESTIONS ????

THANKS FOR YOUR TIME AND ATTENTION