Converting a visitor to a patient from the Internet or your website is a result of a process. Understanding how authority, value and trust are fundamental to patient conversion is essential to your Internet marketing strategy.
This is the first step. Your content must be credible, reliable and accurate. Your content must be authoritative. You must be an authority…an expert.
For healthcare, this is easy. We are natural authorities when it comes to medical or healthcare questions and problems.
As healthcare professionals, we do not have to prove our authority. We have medical degrees which automatically confer “authority” to our content. Simply produce content which educates, informs and is accurate to maintain your authority.
How does your website provide value?
Value is provided to your readers by your articles. Your articles should answer a medical question or solve a healthcare related problems. Answering questions and solving problems provide the value your readers are seeking.
It’s important that your articles remain clinically accurate for you to maintain your value. Again, we are assumed to be the immediate authorities and it is assumed that our content is clinically accurate and credible.
If you are able to successfully provide value, your next patient develops trust in you and your website.
Trust must be achieved before your next patient schedules an appointment with you and completes the process of becoming your next patient.
This is a necessary 3 step process. Missing any component will halt the progression of conversion. By the way, this is essential to your social media Tweets and posts as well.
If you have any questions or concerns, please leave a comment below.
All the best!
In August 2016, Russell Faust, M.D. and I launch a new podcast on Healthcare and Medical Internet Marketing. I invite to download on iTunes and subscribe to our blog, RussandRandy.com!
Healthcare and Medical Internet Marketing
Healthcare’s Rx for Web and Social