Setting priorities:
- People will visit your Web site before they will visit or talk to you!
- There are expectations from both the consumer and you, the service provider
- Where these expectations meet helps determine what the TOP PRIORITIES should be on the Web
With regard to healthcare- the numbers tell the story:
- 80% of all health consumers go online prior to the point of care
- 66% will use a search engine to start
- 29% will look for a hospital/physician
- 51% will look for treatment/procedure
How priorites are categorized:
- Generating direct and indirect revenue for the organization -
through things such as increased referrals, new appointments, program registrations, online donations, online sales, and other alternative sources of revenue. - Reducing costs for the organization by streamlining operations and access -
through things such as online pre-registration, online job applications and recruitment, online bill paying, etc. - Providing intangible benefits -
such as improved customer service, educational information, enhanced image, improved employee morale, etc.
This approach usually translates to a comprehensive Internet strategy where top projects typically will include:
- Competitive online analysis
- Site re-architecture and design that is customer-centric
- Search engine marketing
