People are searching for health information online. The Audit prepares you to turn those people into patients. An Audit is more than a diagnosis of your website. By analyzing the value of your website’s content and functions, exploring the competition’s strategy and strengths, and identifying the needs of patients, an audit illuminates the market opportunity.
Why We Start with an Audit
The point of starting with an audit is to ensure efforts moving forward are in alignment with your business goals. A vast majority of businesses – Healthcare included – dive in to SEO, PPC, or social media without strategic direction or an understanding of how the pieces of the plan work together.
Focusing on SEO, PPC, user experience, and content, an audit uncovers the ineffective components of your current online patient acquisition efforts. Ultimately, the audit sets your brand up for success online by presenting the market opportunity.
What is the value?
Awareness: With the information from an audit, your healthcare brand can move forward with clarity.
Prioritization: You’ll be able to prioritize website improvements so you can have the greatest impact on the ranking efforts, targeted audience, and service lines.
Search intent: Because they search online, patients have made it easier than ever for hospitals to understand their needs. An audit will help you capitalize on that information.
Job lens: Along with understanding what patients want, it’s critical to know what tasks they expect to complete online. Whether bill pay or prescription refills, hospitals are expected to facilitate the completion of these jobs.
What is the outcome?
The audit comes packaged in three parts, each serving a specific purpose in how you can move forward with digital strategy.
On-site Analysis: The On-site analysis looks at your website, taking into account its ability to rank in search engines, its usability, the quality of content, website errors, and more.
Keyword Research: The final component, Keyword Research, provides you with a broad list of keywords that represent searches by your targeted audience. These terms play a significant role in how your brand will acquire patients.
What are your brands’ strengths online? What about weaknesses? For most healthcare organizations, it’s difficult to know. Healthcare marketers are tempted to make “improvements,” such as plugging in keywords or starting a Paid Search campaign. Unfortunately, those efforts usually fail to deliver a return on investment because there is no understanding of why the website is suffering in the first place, or what efforts actually need to be done. With an audit, healthcare marketers can finally validate their actions.