How to Create Value on Your Medical Website

Creating Value for Your Medical Website

Every website must provide value.  A medical website easily creates value by providing answers their patients health related questions.  We do it every day.

To effectively market your medical practice on the Internet, your website should provide trusted, optimized medical information so it can rank high on search engine result pages (SERPS).

It all starts with providing value… and at no cost. You can’t generate traffic to your website if your website does not provide value to your visitors.

Click through ads (e.g. Adwords), social media platforms, and email blasts draw attention; however, it’s pointless to employ these tactics if your website can’t keep the attention of your visitors.

Why not try creating real value by providing credible information instead of buying them? I have found my time is much better spent creating value through content, rather than devising the next best click through ad.

Value is the key to driving traffic to your website. With time, value creates trust. For a medical practice, this is key to converting website visitors into paying patients. By building trust you are also increasing the value of your medical practice.

How do You Create Value

Our patients are desperate for information. They have lots of questions and want answers. The digital age has broadened their ability to access information, but what information is credible and relevant?

As health experts, we have the ability to create value by providing credible, relevant answers to the questions patients are asking. Rather than relying on advice from less credible sources on the Internet it is imperative that we provide information so patients can make informed decisions.

There is an easy way to do this. Everyday we use the same rehearsed speeches over and over again to educate our patients. A great way to create content is to write these canned speeches/answers down.

Taken one step further, you can also incorporate a Q & A section within your article. To do this, simply include the questions your patients typically ask and provide the answers.

For me, this content method has proved to be a great source of “value” not only for my practice, but also for my patients, prospective patients and their families. Writing down “answers” to my most frequently asked questions (e.g. How do you put the eye back in after surgery?) has been a huge resource for my “content” and provides tremendous value to my site.

If you regularly post to your website, your traffic will increase because search engines will increase your relative position on their search engine results page.

That is, you are providing timely, relevant, credible content that is aligned with the corresponding searches. This the crux of search engine optimization (SEO) and content marketing.

3 Tips to Create Great Content:

•write about what you know;
•don’t give advice; and
•don’t make a diagnosis


If you do this everybody wins.

Give Away Your Knowledge, Not Your Expertise

Critics are concerned that we are discounting our profession and ourselves by “giving away” what we know. We aren’t.

Our ability to combine our knowledge and experience to make a diagnosis and to recommend a treatment plan is the value we provide to our patients.

There is an inherent difference between educating and treating. By no means would I advocate treating or diagnosing on the Internet. By providing content we increase our value not only to our patients, but also to society.

Creating valuable content raises awareness of your medical practice, increases your profile, and provides valuable information to those are searching. Start writing today and see the difference it can make for your practice and, more importantly, your patients.

How do you generate content for your medical website? Please share your ideas in the comment section below.

BTW – We never remove the eye because we don’t know how to put it back!


To Your Growth And Success!


Randall V. Wong, M.D.
Medical Website Optimization


Easy Steps to Following a Website

To Follow as website is easy with RSS and Email.  Also, Social Media can be useful.Allowing your readers to follow news and events of your medical practice is easy and automatic.  Using RSS feeds and even social media is easily done and the process is completely automatic.

“Following” allows your readers to keep up to date without manually visiting your website.  “Following” is automatic.

On the other hand, allowing your readers to follow your website is easy to do with RSS/Email and social media….if you are ready.

 RSS and Email

These are the most common ways to follow a website.

RSS (really simple syndication) is a very easy, and anonymous, way to receive information about a new post on a website.  Your readers subscribe by clicking on the RSS Icon .  This is usually now located in the upper right portion of a webpage.

Every time new content is published, the new article is sent, via the RSS feed to your “reader”, also known as an “accumulator.”  Your “reader” (for example, Google Reader) then collects all the RSS feeds from various sites and keeps them in one place!

Most websites (and your medical site should, too) also allow subscription or “opt in” via email.  By rendering their email address, patients can receive updates via email.  Simple.

Social Media Icons

Choose a social media platform easy for you to use and convenient for you.

By convenient, I mean easy for you to use and is something you’ll use often.  If using a social media platform, such as FaceBook, Twitter or LinkedIn is a drudgery, then don’t choose this as an option to follow a site.

Stick with RSS and/or email instead.

Remember social media platforms are great ways to follow a website and should not be expected to replicate all the information found on that website.   Social media simply draws attention to a website.

Social media platforms each appeal to its own demographic (for instance, YouTube and Pinterest may appeal to visual learners).  Twitter users (microbloggers) enjoy short and direct messages.

What Can You Do?

As a reader, don’t stress over the plethora of social media available.  Choose one or two offered by that website.  Very few webmasters are able to keep more than a few platforms up to date anyway.

As a webmaster/owner/practice administrator, don’t stress that you even have to use social media. Make sure that you provide an “opt-in” and RSS.  Only add social media when you are ready.

RSS feeds are generated automatically from your WordPress CMS (content management system).  You may link the feed to either (free) or to email your subscriber list.

When you are ready, consider adding social media.  Choose one at a time.  Remember;

  1. You do not have to participate in every SM platform (it’s impossible).
  2. Participating in too many can be a mistake (you fail to keep them current)
  3. Placing too many icons on your website may look impressive, but probably says you don’t know what you are doing!

To Your Growth And Success!


Randall V. Wong, M.D.
Medical Website Optimization








The Value of a Comment

The WordPress comment is as important as your great content.  After each of your articles, you should engage your patients to leave a comment.  A comment is more than a suggestion box.

The most valuable part of a website is the “comment.”  The “comment” is the key to a blog’s success to engage a potential patient.  Your goal is to create content that may generate comments.

Content is Still King

If you read enough about social media and content marketing, there is a lot of emphasis on the importance of great content.  In fact, content marketing (and therefore SEO) are indeed the only way to achieve and maintain high search rankings.

The rankings get you marketing exposure.  The comments (and your responses) engage the patient.

In other words, your articles get your readers’ attention.  It’s the comments that allow them to interact.

Value of the Comment

In addition to feedback, the value of a comment is to allow your readers to find each other.  Readers can find others with the same problem.  This ability to identify with others is crucial to developing a relationship between you and your next potential patient because this gives your reader an idea of how YOU will respond to THEM face to face.

Your articles certainly must contain relevant and fresh material, but in addition, should be compelling enough to move the reader to leave a comment (or ask a question).

Value of Responding

Your response is crucial.  Your response does more than answer an isolated question.  Your response creates a dialogue to be witnessed by subsequent readers.

The dialogue provides a way for the reader to learn about you, the physician.  This is where you display your “bedside manner” showing bits and pieces of who you are as a person, your practice philosophy, etc.

What Can You Do?

  1. Continue to write great articles.  Remember the rules to great SEO.  Keeping your content fresh and relevant is your biggest priority.  This will get you high rankings on the search listings pages (SERP).
  2. Write to generate “the comment.”  If you are writing about a particular health topic, stick to one aspect and avoid trying to write an exhaustive review.  Hit the high points…the reader may ask about a more subtle issue!
  3. Ask the reader to leave a comment at the end of the article.
  4. If you are giving your opinion, avoid trying to please everyone.  Take one side of an argument…and let your readers take the other side when they comment.
  5. And no matter what….answer each and every comment your articles generate.
  6. Be transparent.

By allowing comments to be posted on your site, you are demonstrating a willingness to engage your patients and are creating visual evidence of who you are as a person.

Social media, blogs, Internet 2.0 are all about relationships.  It’s no different between patient and doctor.

Care to make a comment?

To Your Growth And Success!


Randall V. Wong, M.D.
Medical Website Optimization


The 3 Rs of Great SEO

SEO Tips for Medical Office.  Medical Marketing Enterprises. LLCFollow these 3 basic rules to SEO (search engine optimization) to get your webpages to rank highly.

My “3 R’s” to great SEO:

  1. Relevant:  Your content must be relevant
  2. Refreshed:  Your site should be continuously refreshed with new “fresh” articles
  3. Regular:  You should publish at a regular rate

SEO (search engine optimization) is the process by which your great content, the articles written on your website, become indexed and then ranked by the search engines.

Relevant Content

Your content must be relevant to the reader.  Your future patients are surfing looking for an answer to a specific problem.  Your articles should be providing the answers, hence, your articles must be relevant.  Write articles on topics interesting to your readers.

Choosing a subject neither too broad nor too narrow can be tricky.  I started out writing articles on the most commonly asked questions I’d get in the office.

You’ve rehearsed this subject thousands of times (because you’ve told the same story patient after patient) and know it by heart.  Simply writing it down will be easy.

NOTE:  These types of articles are naturally interesting and informative.  I now refer patients to my website for “further explanation.”

Good SEO:  Use keywords in your article that will match the keywords used in the Google search.

Refreshed Website

Ever visit a stale website?  Will you ever go back?

Google ranks pages with fresh content higher than pages with stale content.  Google wants to provide the reader with the most relevant content and from a site with fresh, new content….just as you’d like.

NOTE:  I have a few tips on writing great blog posts.   For instance, write 1 topic per article.  Don’t feel compelled to write exhaustive reviews every time .  In this way, you’ll be less likely to suffer writer’s block and your articles will be more targeted.

Good SEO:   The search engine bots visit refreshed sites more often than those sites with older content.  If the bots find and index new content every visit…they’ll return that much sooner!

Regular Publications

It is better to publish your articles at a regular rate than all at once.

NOTE:  I personally try and publish the same day of the week, for the sake of my readership.  It’s easier for your readers to know your pattern…if you have one.

Good SEO:  Let’s say you have 10 articles.  From an SEO standpoint, it’s smarter to publish the articles once a week for 10 weeks, than all at once.

To Your Growth And Success!


Randall V. Wong, M.D.
Medical Website Optimization