COVER STORY
Within six months of the launch of the new web sites, mobile traffic increased 150 percent. . . . For one of our managed facility’s web sites, 80 percent of all site visitors are new and many are visiting for the first time from their mobile devices.”
—Trista Sandoval, Pinnacle III
Palmer says. “Promote it on business cards, outdoor signage, marketing materials and patient forms.”
Explore Social Media Opportunities Social media can play a significant role in growing a web presence, Palmer says. “It can generate awareness, drive traffic to your web site and open up a two-way conversation between your ASC and your community.” Edwards says Stony Point Surgery Center uses social media to ground the
ASC in its community. “We talk about initiatives we are involved in, such as the Special Olympics and charity runs. That helps connect us with our patient population.” Palmer adds, “Surgery centers that
have the strongest brand recognition and online presence are usually those with an effective social media strategy.”
Be Active
Maintaining a strong web presence requires ongoing attention, says San-
doval. “A stagnant web site can com- municate that you are out of touch. It is important to be progressive with your web site and actively identify engagement opportunities.” Palmer advises ASCs to post new
web site content regularly. “Keep your content relevant by adding information on new doctors and, medical trends, updating pictures, etc. Do not go weeks without engag- ing with your visitors.” Sandoval encourages facilities to
use a web analytics platform to assess patient utilization. “Analytics help determine potential site improve- ments and ways to increase patient engagement. Identify best web site practices from a variety of industries and tailor applicable strategies to cap- tivate your audience.”
14 ASC FOCUS NOVEMBER/DECEMBER 2015
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