search.noResults

search.searching

dataCollection.invalidEmail
note.createNoteMessage

search.noResults

search.searching

orderForm.title

orderForm.productCode
orderForm.description
orderForm.quantity
orderForm.itemPrice
orderForm.price
orderForm.totalPrice
orderForm.deliveryDetails.billingAddress
orderForm.deliveryDetails.deliveryAddress
orderForm.noItems
DOING BUSINESS


Create Valuable Content Your website is basically a repository of content, so your first task should be to develop user-friendly content. Content provides multiple benefits for your ASC, including the oppor- tunity to help prospective patients get educated and the opportunity to pitch your point of view. The biggest advantage of content is in the SEO value it provides. Content can take many forms and the best websites will have some combina- tion of these valuable content elements: ■■


videos;


■■ ■■


patient testimonials;


procedural descriptions (preop, peri- operative information, postop, etc.); ■■ virtual tour(s) of your facility; ■■ surveys and/or polls; blogs;


■■ ■■ ■■ ■■


glossaries; images/infographics; and


brochures—either one general bro- chure about the ASC or various bro- chures about each practice area.


With good content on your website, you also create opportunities to drive patient inquiries right to your ASC. Include a data capture form to contact patients directly or to track who down- loaded a brochure. Then you have the opportunity to email these new contacts with new information as it becomes available. Your website is a great con- versation-starting tool.


Search Marketing As mentioned earlier, most healthcare patients begin their online journey at a search engine like Google. They type in either the disease name or the symp- toms they might be experiencing, or if they are in the later stages of investi- gation, what a specific surgery entails. Given that so many patient journeys


begin with the search engine, ASCs should leverage search—both paid and organic—as much and as often as pos- sible. Let’s look at the two primary forms of searching.


SEO (Organic)


Search engine optimization or SEO relates to a technical undertaking of optimizing your website content around specific keywords related to your facil- ity or your primary care area, such as “lumbar spine surgery” or “gall bladder removal.” SEO is typically done by a website developer or an SEO expert who has access to the content on your website. Important factors impacting SEO:


Keywords in: ■■


■■ ■■


content—blogs, articles, web pages, etc.;


header tags (H1, H2, H3, etc.); and alt tags (image descriptions).


Other SEO elements: ■■


site traffic;


■■ ■■


internal linking;


inbound/outbound linking; ■■ mobile responsiveness; and ■■


technical SEO (site speed, structured data, security).


Although you will pay for some- one to “optimize” your website for you, SEO is technically free. It creates long-term value for your site for any- one searching any of your relevant key- words. SEO is set up once and should be optimized periodically—the con- tent on your website should change/ update at least once per month—but essentially lasts forever and yields more benefits and greater return on investment (ROI) the longer it exists.


SEM (Paid)


SEM stands for search engine mar- keting and is primarily a form of paid advertising. In this powerful form of marketing, your ads can show at the top of search engine results pages (SERP) when people conduct searches that are related to your ASC or primary practice area. The amount you pay will depend on a number of factors, includ-


ARE YOU READY FOR A BETTER HEALTHCARE SURVEY EXPERIENCE?


HFAP is: • A trusted, recognized accreditor since 1945. • A solutions-oriented partner. • A responsive, accessible resource. • A cost-effective one-stop option.


LEARN MORE: WWW.HFAP.ORG CONTACT US: 312.920.7383 | INFO@HFAP.ORG


ASC FOCUS OCTOBER 2019 | ascfocus.org


35


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56