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Creating a positive experience for patients at a hospital is an extremely complex thing. From top to bottom, there are multiple people that all can act as the face of the hospital. You may think it's only the doctor, nurse, or surgeon that someone will remember, but what about the cafeteria worker, the janitor, or the receptionist? Even if each one does their job well, they may not be courteous and professional when they interact with patients or visitors. If that's the case, the hospital runs the risk of looking bad-even if the medical staff is top notch.
So when you create a hospital that truly does put the patient first, that is respectful from the executive level down to temporary staff, you definitely want to make sure everyone else knows about it. Sure, word-of-mouth is important. If someone has a positive experience when they have a heart bypass, chances are they'll let others know about it.
But what if word-of-mouth isn't enough? Is advertising the answer? Maybe, but traditional advertising is costly and may require a long, sustained investment to be effective. Instead of spending all that money, why not look for a more cost-effective solution? Search engine optimization (SEO) may be just what you're looking for.
For a hospital, SEO means more exposure on the internet. With more and more people going online to learn about medical issues and their own health, it only makes sense that they'll go to a search engine to learn about their health care options. So when someone goes online looking for information about Da vinci robotic surgery, you want them to come to the page on your site that talks about your hospital's expertise with da Vinci robotic surgery.
One useful technique that an SEO strategy may employ is targeted press release writing. For example, you may have found that people search for information about da Vinci surgery using the search phrase "robotic heart surgery". SEO experts can help write and properly format a press release about robotic heart surgery with a link back to the page on your site. Creating this press release, and getting other sites on the web to post it, can increase your rankings for that search term. Repeat the process with other important search terms, and you've taken a big step to increasing your online visibility.
Another common technique is to help increase online presence is a pay-per-click (PPC) program. A good PPC program will take a site's relevant keywords and create a short, attention-grabbing sentence. For instance, a PPC ad for robotic surgery may mention "heart surgery without the ugly incision," as one of the benefits of robotic surgery is a much smaller incision size than traditional open-heart surgery.
SEO is a cost-effective way to drive traffic to a site, and for a hospital, that can be gold. Building something wonderful is great. Getting the word out so more people can benefit from it is even better.
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