Differentiating Your Site in a Service Model With Unlimited Competitors

September 21, 2020

Once upon a time, consumers choose their health care providers based on proximity and services they provided. So long as providers could fulfill potential patients’ needs on those two factors alone, there was little reason for them to differentiate themselves from the competition. Today, however, that is no longer the case.

Web design strategies to set your practice apart from the competition

Today, if health care providers wish to attract new patients and keep existing ones, they must set themselves apart from the competition. While a big portion of the patient experience takes place in office, it really begins online. These digital marketing strategies can help your site stand out from the rest:

Play with format

Some types of content prove more effective than others in terms of engagement and rankings, but at Doctor Genius, we know from experience that no single type of content will appeal to every visitor. It makes sense to vary your content from time to time, even if doing so goes against the status quo for your industry. As a health care provider, you likely use long-form articles, short blog posts, original research, and case studies as the foundation of your strategy. However, you can expand your reach and grow your audience by incorporating one or more of the following formats as well:

  • Infographics
  • Quizzes and polls
  • Podcasts
  • Webinars
  • Email newsletters
  • Video
  • Health checklists

Fill the gaps in competitors’ messaging

To differentiate yourself from the competition, Forbes suggests stalking your competitors online. Visit their websites, follow their blogs, like their Facebook pages, sign up for their email newsletters, and listen to their podcasts. Make note of the topics they routinely discuss and identify gaps. By either expanding on tired topics or broaching new ones, you can position yourself as an industry thought leader, an invaluable position to hold in the health or dental field.

Offer virtual tours

The health care industry has the unique challenge of helping potential patients overcome their phobias before they even schedule an appointment. One effective way to do this is through virtual tours. These allow potential patients to get to know every facet of your practice and to familiarize themselves with the environment before they set foot in your office. They also let you showcase special amenities you may have, such as X-ray machines, special kids’ activity areas, and recovery rooms. Live tours, especially those that contain voiceover narration, can give website visitors much-needed reassurance that you prioritize their comfort.

Use real photos

Visual elements are such an important part of any website, but not all imagery is created equal. According to findings from a Marketing Experiments study, prospective customers are 35% more likely to convert when presented with real imagery as opposed to stock photos. While there are several reasons behind this, the takeaway is simple: Always use real photos when possible.

Learn about the PX, Patient Experience Package

At Doctor Genius, we pride ourselves on our ability to help clients build a custom branding and patient experience through digital marketing efforts. We have created a patient experience package designed to help you navigate the ever-changing digital landscape and connect with patients on meaningful levels at various touchpoints. To learn more, call us today to schedule a consultation with one of our team members.

Doctor Genius, located at 2 S Pointe Dr #200, Lake Forest, CA 92630, provides a range of services for practice success. We seek to meet our clients’ needs by providing a variety of marketing, SEO, practice optimization tools, and coaching to transform the healthcare experience. Though we work to provide the most accurate information, the content found on this website is solely intended for entertainment purposes. Therefore, we cannot guarantee that the information provided is entirely correct. You may not use the information on this site to cure, prevent, or diagnose a perceived medical issue. If you have healthcare-related needs, please speak directly to a healthcare professional. Never self-perform medical treatments discussed on this website. All images displayed are also for entertainment purposes only, and personal experiences may differ. Please note that the business tactics mentioned on this site might not be applicable to your industry or practice.