Turning Your Website from a Cost Center into a Profit Center

Posted by Kameron Jenkins

Start Generating More Revenue with a Great Website and Effective Local Marketing!

When it comes to hospitals, internet marketing tends to take the backseat. If that’s not the case for you, you’re in the minority. Like many healthcare organizations, you may have identified the need to improve your web presence, but you’re unsure of the practical steps it takes to turn your digital marketing cost center into a profit center.

It’s time to address the proverbial elephant in the room. What will it take for your hospital’s website to start generating the revenue you need to thrive?

Stop losing money and start making money by developing and maintaining a website that accomplishes the following:

  1. Answers people’s questions
    Good websites answer people’s questions. If people visit your website looking for answers and your website doesn’t deliver, they’ll move on to the next option – and they’ll do it quickly. Industry data suggests you have a matter of seconds to capture a visitor’s attention before they bounce off your website. Get their attention quickly with intriguing headlines that speak to what they’re looking for.
  2. Builds trust
    With approximately 85% of people searching online for goods and services, including healthcare services, it’s likely your potential patients’ first impression of your organization will be your website. Make it count! Develop a website that is clean, easy to navigate, and provides your potential patients with the information they need to get to know you.
  3. Highlights what you care about
    A website can be pretty, but if it’s not aligned with your organization’s goals, it will not be effective. Which service lines do you want more patients for? Target those on your website. Are you involved in supporting your local community? Share that on your website. Streamline communication so your hospital’s website reflects your greatest needs.
  4. Targets the types of patients you want
    The best internet marketing campaigns are tightly targeted. Avoid casting too broad a net – you may be getting new patients and inquiries, but if they aren’t the kind of patients you want, it’s not a true success. Do you want more admissions to your spine and joint center? An effective local marketing campaign can target exactly that.
  5. Converts visitors into new patients
    Finally, an effective website and local marketing campaign will convert website visitors into new patients. If you look at it systematically, the first step is to build a beautiful, easy-to-use website. Step two is to get people to visit it. Step three is converting those visitors once they get there.

If you’re ready to start taking your hospital’s website and online marketing campaign from a cost center to a profit center, get in touch with the experts at Scorpion today!