This is the first in a scries of articles discussing how the internet can significantly benefit your chiropractic practice. In this article we'll look at some of the very latest internet statistics, as well as discuss the benefits of getting a professional website. In future articles, we'll look at the options available for acquiring a professional website, essential components of a chiropractic website, and how to most effectively promote your website. If you've failed to market your chiropractic services on the internet, you are probably a bit uncertain of the mystery behind the technology, or you simply have been putting off the inevitable, or you are just not convinced of the true value a website has to offer your practice. If mysterious-ness or procrastination is the problem, there are now quick, hands-of'f solutions available to make the process relatively effortless. If you are not convinced as to the real benefits a website will provide, some of the most recent statistics discussed below may provide you with a new perspective. According to recent Harris Interactive polls. 6-out-of-l() adults now access the internet on a regular basis. Moreover, health care information is one of the most popular and fastest growing areas of interest for internet users. An astounding 84'/< of online consumers actively look for information on health and medicine. This makes up approximately 97 million adults currently accessing various types of health information online. The same Harris poll found the most frequent internet users, those online eight or more hours in the previous week, reported searching for health information as often as six times a month. What does this mean to vou and your practice? It means a significant number of people are online and ready to peruse any health information you have to share with them in order to make informed decisions about their health. A Jupiter Consumer Survey determined that large commercial health sites are. generally, not trusted by consumers to advise them on their health management activities. Rather, smaller professional physician websites provide an effective venue for delivering trusted content. In other words, consumers looking for health and chiropractic information are more likely to trust your website for reliable information, compared to a large commercial health/chiropractic site. If you are thinking of joining one of these commercial website companies, be careful. Often times, the website you receive acts as a Trojan horse, sporting that company's logo with the hidden motive of serving that company's interests rather than the true interests of you and your patients. This can not only lessen the effectiveness of your website, but may also reduce your credibility. A common mistake doctors make when deciding to get a website is that a simple web page or two containing basic contact information, office hours and directions constitutes a website. While this information is necessary to include, it can't be the only thing on the site. Cozint Interactive, a partner of Jupiter, reported that while 4()r/r of physicians have a web presence, these sites lack the functional depth to serve consumer needs today. Consumers are looking for physician websites that provide a degree of interaction and communicative capabilities. Also, since the Internet is primarily about accessing useful, informative and interesting information, a chiropractic website lacking in-depth chiropractic and health-related information will provide little value to existing and prospective patients. As such, recurring relationship-based traffic to the website will be minimal, and the benefits of having a website for the practice will not be realized. Having the right website can establish credibility for your practice. Jupiter found that 63% of consumers would switch to a doctor with a website that offered credible content. Content that clearly and concisely represents the chiropractic message will help build a practice. One of the most important elements of a successful practice is patient education. Most people are unaware of what chiropractic is and how it works. When potential patients begin to understand the value of chiropractic and its benefits, they become less skeptical and more inclined to schedule an appointment. As previously mentioned, it's important your website include substantial information about chiropractic and that it be presented in an easy-to-under-stand format. It should thoroughly answer as many questions a prospective patient is likely to ask. A practice website loaded with content serves as a way people can comlbrtably browse your information at their leisure and do so without consuming your time. Exposing new patients to chiropractic is very effective in this non-confrontational manner. Communication with patients is also important, and using your website can help continue this interaction. A study conducted by Cyber Dialogue, Inc.. found that 48% of online users said they were interested in being able to communicate via e-mail with their physician. A website where patients and potential patients can e-mail you with questions, can help open the door to further discussion with your patients. This greater communication builds a more solid relationship with your patients, plus it is less time-consuming and can be tackled on your own schedule. Your website should NOT collect and store a person's health information. A Jupiter study found that 41% of consumers surveyed are so concerned with their privacy that they would not submit personal information at a commercial site. In fact, according to Jupiter, websites that attempt to collect consumer health information are "likely to be viewed as little more than an electronic library housing suspect information." Moreover, there are rapidly-changing privacy laws and other legal issues that have potential to be devastating to those who collect private health information. If an individual or company suggests that you collect and store a person's health information online, contact a competent attorney to determine the potential hazards—they're numerous and severe. If you're not online with your own clinic website, you're not fully prepared for today's consumer. The chiropractic message you currently are delivering to the world is restricted to the "already converted" patients within your practice and their close circle of friends, family and colleagues. With the right website, you can now encourage a wider circle of prospective patients to visit and learn about your unique services, and then perhaps become dedicated chiropractic followers who tell others. Existing patients are usually eager to visit your site, where they become better-educated about chiropractic. This not only makes them more likely to adhere to your recommendations and treatment plan, and more willing to continue with regular, periodic and maintenance care, but also converts them into great releners of new patients. Join us next issue, when we'll cover the pros and cons | of the different ways in which you can get your own professional chiropractic website up and running on the internet. Neil MacKay, D.C., C.C.S.P.. a Palmer West graduate, is the author of more than 50 health, chiropractic and internet articles. Known as "The Website Guy. " Dr. Neil has been involved with chiropractic website research and development for more than 3 years. He is also the founder and president of CliiroPlanet.com, a company that provides content-based websites for hundreds of chiropractors throughout the US, Canada, and Europe. Dr. Neil can be contacted by telephone at: 1-888-364-5774 or via e-mail at: [email protected]. ■
