Why your Clinical Site Needs a Website
You may ask yourself, “Why should I invest in building a strong website or updating my current website?” Even if your current website looks outdated compared to the competition, does it really matter?
The answer is yes. A number of studies show that well-built websites generate more traffic and that an improved user interface increases conversions significantly. As more and more consumers make decisions based on their online experience, the appearance, usability, and accessibility of your website is more important than ever, especially if you are in a competitive market.
80% of Internet users are actively seeking healthcare information on the web.
It’s not just young patients!
71% of US adults aged 50-64 and 58% of those over 65 use the internet to research health-related topics.
The biggest mistake we see clinical research sites making is focusing all of their efforts in the wrong place. We have clients call and say they’re happy with their old outdated website and they’d rather spend money on Google Adwords, and social media marketing.
While there’s nothing wrong with wanting to focus on those methods we often see the most important element of the strategy is an afterthought. Your website’s goals may vary but generally the ultimate goal is to attract more patients and keep the ones you already have. It’s an inbound marketing strategy designed to establish your credibility and experience as well as promote your practice. By investing in your facility’s online presence, you tell your patients (as well as sponsors and CROs) that you conduct high-quality, professional research. An outdated or poorly designed website could actually turn away potential patients.
If you’re using old recruitment methods you’re missing out on a new wave of patients and will be unable to compete with other sites who DO transition successfully to the web. The solution to recruitment is going where your patients spend a lot of their time using Digital Marketing on the web. Few research sites are taking full advantage of this opportunity and the reason why is simple – they don’t know how or they are too busy to learn.
Your website can be an instrumental tool for funneling leads from active online ads right to your site. Linking your online ads to uncluttered and simple landing pages is a great way to generate leads quickly and easily by including forms that allow patients to fill our their contact information.
Post by Jamie Wilson -
Jamie leads website and design projects by implementing visually compelling creative solutions using modern web development techniques. “The best part of my job is building something beautiful that also functions as a tool for our clients, I love creating that balance”