Why every IVF clinic needs their own website


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IVF clinic websites empower patients with information

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  • Why every IVF clinic needs their own website

    1. 1. Infertile patients are looking for you – do they know how to find you ?
    2. 3. Does Web Marketing and Advertising Work in IVF ? Dr Aniruddha Malpani www.drmalpani.com
    3. 4. Marketing ! <ul><li>For most doctors, marketing is still a dirty word, and they’d rather not have to do it. However, the fact is that we market ourselves all the time. </li></ul><ul><li>There’s no point in being a good doctor if you have no patients to see – and you will not have patients unless they are aware of your services ! </li></ul>
    4. 5. Marketing ! <ul><li>Traditionally, the only form of marketing doctors were allowed to do was “word-of-mouth” marketing. </li></ul><ul><li>Today , many doctors market themselves by offering cuts and kickbacks – a very unhealthy practice, which ends costing them a lot of money. </li></ul>
    5. 6. Is it ethical ? <ul><li>Patients need doctors – and doctors need patients. This is a simple fact of life, which means a “market” exists </li></ul><ul><li>How do patients find the best doctor ? </li></ul><ul><li>Unethical options are the norm today </li></ul><ul><li>This is sad. We need to look for better, healthier options </li></ul><ul><li>Cut out the middleman ! </li></ul>
    6. 7. Does it work ? <ul><li>Yes, if you do it properly ! </li></ul><ul><li>This presentation is based on our experience </li></ul><ul><li>Our website at www.drmalpani.com has become our primary source of referrals </li></ul>
    7. 8. IVF is a competitive market <ul><li>Simple fact of life - There are more IVF clinics than there are patients ! </li></ul><ul><li>Why should patients come to you ? </li></ul><ul><li>Word of mouth takes a long time ! </li></ul><ul><li>Go to where the patients are – the internet ! </li></ul>
    8. 10. Marketing ! <ul><li>Infertile patients are highly motivated, and will move heaven and earth in order to get pregnant. Many spend hours on the net looking for solutions to their problems. This is why it is so important for IVF clinics to have a web presence. </li></ul><ul><li>Marketing on the web is much more cost effective – and far more ethical. </li></ul>
    9. 12. Benefits of a website (for patients) <ul><li>Transparent – you cannot lie or cheat </li></ul><ul><li>Have to document your prices , your success rates and your services ! </li></ul><ul><li>They can shop around from the comfort of their home – and compare IVF clinics ! </li></ul>
    10. 13. How does a website help you ? <ul><li>Provide value-added services for your existing patients. </li></ul><ul><li>Provide clinic details ( how to get to the clinic, clinic timings) </li></ul><ul><li>You can provide reliable medical information about “hot” topics – such as ICSI or blastocyst transfer </li></ul><ul><li>You don’t have to carry visiting cards ! </li></ul>
    11. 14. How does a website help ? <ul><li>For example, you can put up a FAQ ( frequently asked questions) section, which answers the commonest queries patients usually ask you. You can “refer” patients to your website at the end of the consultation, so they can educate themselves ! Patients appreciate this – and word of mouth will help you get more patients ! </li></ul>
    12. 15. How does a website help ? <ul><li>Your website can help you to attract new patients ! Bombay is a medical center, and Indian medical care is very cost-effective. </li></ul><ul><li>Reproductive tourism has become routine </li></ul><ul><li>Patients are “shopping” for IVF treatments; donor eggs; and donor sperm - can you help them ? </li></ul>
    13. 16. Help prospective patients to find you ! <ul><li>Soon, it will become as routine for patients in India to do “ research “ about doctors, as it is in USA. Your website can help patients to find you ! </li></ul>
    14. 17. Website benefits <ul><li>Your website lets your patients know that you are upto date and familiar with modern technology ! </li></ul><ul><li>At our website at http://www.DrMalpani.com - we answer over 20 queries a day </li></ul><ul><li>Get direct patient referrals from all over the </li></ul><ul><li>world ! </li></ul>
    15. 18. Email versus Telephone <ul><li>Email has now become our preferred mode of communication </li></ul><ul><li>Everything is documented, so there’s no confusion ! </li></ul><ul><li>Easier to explain to patients </li></ul><ul><li>Can get enough medical details about their problem, so can provide intelligent guidance and accurate information </li></ul>
    16. 19. Email versus Telephone <ul><li>Answering queries by email is different – just like talking to patients by phone is different from a face-to-face consultation </li></ul><ul><li>It’s a skill you can easily learn ! </li></ul><ul><li>In fact, email is much easier – “boilerplate” answers to FAQs </li></ul><ul><li>Don’t have to worry about time zone differences ! </li></ul>
    17. 20. Website benefits <ul><li>Lets you interact with other doctors and specialists from the country – and all over the world, so that you can showcase your skills and publish interesting data online </li></ul>
    18. 21. Website benefits <ul><li>Remember that Indian patients want information about facilities available in India – they don’t want to waste their time reading about US clinics </li></ul><ul><li>By providing this information, you establish yourself as a credible expert – and provide unique web content, which will always be valuable ! </li></ul>
    19. 22. Website benefits <ul><li>Excellent form of CME – continuing medical education – for yourself. Because you need to update your website all the time, you need to keep upto date ! </li></ul><ul><li>Need to source the latest medical information </li></ul><ul><li>Also keep upto date with web technology ! </li></ul><ul><li>Get an international perspective </li></ul>
    20. 23. Website benefits <ul><li>Additional source of revenue </li></ul><ul><li>Many infertility products are not easily available in India </li></ul><ul><li>We sell OPKs and self insemination kits online </li></ul><ul><li>Useful service which patients appreciate </li></ul>
    21. 25. Website benefits <ul><li>Excellent way to educate patients </li></ul><ul><li>We have many videos online, which walk patients through IVF procedures – and the clinic </li></ul><ul><li>This helps to reassure them and reduce their anxiety </li></ul>
    22. 27. How to put up your own website <ul><li>This is the electronic face of your clinic – don’t skimp on it ! </li></ul><ul><li>Important for your brand image and your reputation </li></ul><ul><li>Very cost effective </li></ul>
    23. 28. How to do a good job ! <ul><li>Your website is the public face of your clinic – spend time, money and energy making sure it’s perfect ! </li></ul><ul><li>It’s very cost-effective to hire a professional to do it – if you get even one more patient as a result of your website, you have recovered your investment ! </li></ul>
    24. 29. How to do a good job ! <ul><li>Ask those of your patients who are IT professionals to help. Computer skills are easily available in India – for a song ! </li></ul><ul><li>Don’t scrimp on your website - the fist impression is the most important </li></ul><ul><li>For a small investment, you can compete with the best in the world ! </li></ul><ul><li>A website is a dynamic organism, which will grow with time ! </li></ul>
    25. 30. Good website design <ul><li>Ensure that pages download fast. Users typically don't want to wait to get information. Large graphics can slow down this process. Try timing your home page. It should totally download within 30 seconds. </li></ul><ul><li>Add pictures of your staff to the Web site to give it a human touch.  </li></ul><ul><li>Ensure that your Web site is easy to navigate. A confusing site design can turn off users and keep them from finding important information. </li></ul>
    26. 31. Good website design <ul><li>Make your pages search engine friendly so they are easy to promote </li></ul><ul><li>Check out what other websites look like and learn from them ! </li></ul><ul><li>Make your site interactive – you want your patients to contact you ! We provide a free second opinion online ! </li></ul>
    27. 32. What to put on your website <ul><li>Tell patients what they need to know ! Make your site useful, so they will want to come back to it </li></ul><ul><li>Provide information about the clinic and the staff </li></ul><ul><li>Services offered </li></ul><ul><li>How to get to the clinic </li></ul><ul><li>Email contacts </li></ul>
    28. 33. What to put on your website <ul><li>Advanced information </li></ul><ul><li>Educational articles </li></ul><ul><li>Newsletter </li></ul><ul><li>Graphics of procedures </li></ul><ul><li>We now have over 20 videos on our website, which are very popular ! </li></ul>
    29. 34. What to do <ul><li>Get your own domain name – for example, www.drmalpani.com </li></ul><ul><li>Don’t use free services – they are tacky and leave a poor impression with patients </li></ul><ul><li>Put up as much content as possible – space on the web is practically free </li></ul><ul><li>Refresh your content frequently – keep it new ! </li></ul>
    30. 35. What to do <ul><li>See what other clinics are doing and use their websites as models – but don’t plagiarise ! </li></ul><ul><li>Make it easy for patients to contact you through your website using email </li></ul><ul><li>Send out ezines to keep in touch with your patients </li></ul>
    31. 36. What to do <ul><li>Answer your email promptly – or get your assistant to do so </li></ul><ul><li>Have standard “boilerplate” answers for standard queries so you don’t waste much time </li></ul><ul><li>Collect email addresses of your patients ! </li></ul><ul><li>Include your signature on all your emails </li></ul>
    32. 37. What to do <ul><li>Promote your website actively - offline too ( visiting cards, stationery) </li></ul><ul><li>If you want more traffic, you will need to submit frequently to search engines. Ask your webmaster to use metatags </li></ul><ul><li>Link to related websites – and ask them to link to you </li></ul>
    33. 38. What not to do <ul><li>Signs of a bad website </li></ul><ul><li>Don’t bother to update the website </li></ul><ul><li>Don’t reply to emails </li></ul><ul><li>Have dead or broken links </li></ul><ul><li>Poor grammar or mis-spelling </li></ul>
    34. 39. Examples of IVF clinic websites <ul><li>www.drmalpani.com </li></ul><ul><li>www.advancedfertility.com </li></ul><ul><li>www.givf.com </li></ul><ul><li>www.rotundaivf.com </li></ul><ul><li>www.ivfindia.com </li></ul>
    35. 40. What to do <ul><li>Just putting up a website is NOT enough </li></ul><ul><li>It’s a competitive world – there are over a million websites out there ! </li></ul><ul><li>You need to promote your website actively </li></ul>