The Omni Advantage

The Omni Advantage is simple – we provide the services our clients want, nothing more and nothing less. Not every market is the same, not every medical practice, bariatric surgeon, plastic surgeon, otolaryngologist, etc. is the same. Why should online marketing companies only offer you one package without understanding your needs and desires?

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Mobile Website Marketing

Medical Practice Responsive Design in Simple, Non-Tech Talk

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Why responsive website design?

Over the last several years smartphone and tablet use has grown by amazing numbers. By the end of 2015, over 200 million people in the United States will be using smart phones. Just over half of all website traffic including medical practice traffic comes from handheld devices. I assume most of you own a smartphone, in fact I know more than half of you are using your phone to read this blog on our responsive website. While smart phones still call people and text they have become the popular convenient way to view website content. In the busy life most of us Americans live we need to multi-task, and smart phones are the No. 1 multi-tasking tool. It’s difficult to have a desktop on front of us when we are in line at the bank, stuck waiting in airports or waiting for a game or practice to begin. What about waiting in the doctor’s office? We know 70 percent of patients are using the internet to find their doctor, how many of them are now in your  waiting room, smartphone in hand, browsing the internet when their name is called?

As you know mobile devices come in all shapes in sizes. As well laptops and desktops have many size screen options, all the way from 8 inches up to 32 inch monitors. This is the exact reason your medical practice needs a responsive website and great search marketing to drive traffic to it.

Responsive websites when developed properly automatically adapt to the screen size the person is using, providing the most easy to use and read format possible.  Sometimes depending on the size of the mobile phone people are using to view a website, columns may need to become rows, the drop down menu needs to be formatted with larger font. Pictures and videos need to load in a smaller size along with videos so people see the whole picture not just a part of it. How does this all work? We simply create different layouts for different devices. Each layout is served when the website recognizes the size of the screen the user is on.

How long have responsive sites been around? Are they here to stay?

We started developing responsive websites for our plastic surgery clients over four years ago. Plastic surgeons work within an extremely competitive field. Being aggressive in nature plastic surgeons demanded the best possible website and SEO/social media solution for their practice. When we started less than a few percent of people were using smartphones and tablets to find a doctor, as mentioned above that number has grown to nearly 50%.  Within the last few years with changes in the way people find their doctor more and more practices have gone or plan to go responsive. Google has made significant algorithm changes, if you do not have a mobile friendly site people, even your own patients will not find you online. Because responsive websites adapt to the screen size of the device and not the actually make or brand of the device they will be here for some time. I would like to say responsive will be used for ten plus years however new technologies combined with people’s habits may change that.

What about a separate mobile website for my practice?

One of competitors pushed separate mobile sites for a very long time, in fact I believe they still do. A separate mobile site means you have one site for desktops and one for hand held devices. Google puts out recommendations on how sites are built to rank high. Google make it very clear, Responsive is what they recommend. We strongly discourage using a separate mobile site. It may seem tempting as it will save you some money upfront however it will cost you far greater in the future

How can I tell if my site is responsive?

We have set up a free responsive website tester, its free and simple to use you can click here, enter your site address and off you go.

Omni Medical Marketing is the pioneer in responsive medical website design and development. For a free no obligation website analysis call (720) 549-9222 or email us at contact@omnimedicalmarketing.com

Medical Practice Mobile Website Doomsday Coming April 21st?

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As many of you know more and more users are using smart phones and tablets to view your medical practice website. In fact our statistics show that roughly 50 percent of all medical website traffic is coming from mobile devices, with roughly the same number coming from desktop/laptop users.

Google has finally made an official announcement regarding their changes when it comes to mobile search. Starting April 21, Google will provide a higher rankings to those websites offering a great mobile experience. Why April 21st? Google is providing time for website owners who do not have a mobile site to get there site in tip top shape.

What does this mean for you?

If you currently have a responsive medical website, great! You will see better search results than those who do not have one.

If you do not, I suggest looking into upgrading quickly! Not only will a responsive site look better to your patients, it will look better to Google as well. Looking better to Google means more people will find you when they are looking for your services and specialty.

Here at Omni Medical Marketing we stay ahead of the coming trends. Thinking like Google helps us provide the absolute best digital marketing solutions to our clients. We started responsive before anyone else in medical practice and plastic surgery website design.  Take a look at what I wrote several months ago, well before Google’s big announcement.

If your current site isn’t mobile friendly call us today. We will be glad to listen to your needs and put together a proposal that is best for you and your practice.

Valuable Resources for Medical Practice Marketers – Part 1

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If you have the necessary time, patience and dedication, marketing your own medical practice website can have fantastic results.

While many don’t have the time, those who do typically don’t have the budget to hire a high quality repeatable firm.

We are all about helping those who want to help themselves and have no problem offering some of the tools we pay quite a bit of money to have access too. While some of the paid tools are fantastic and provide great detail, they are also expensive and may not make sense for a DIY type of person to invest in.

On the flip side, there are many amazing resources available. Here are the first half of my top ten:

  1. Moz.org — just Google the term ‘SEO’ and you will see that Moz comes up first. I would estimate that 90% of what you will read that has been published in the last year on Moz.org will provide great results while sticking close by Google’s guidelines.
  2. Matt Cutts blog — Matt Cutts is one of, if not the most outspoken executive at Google who often provides hints as to what Google needs to see in order for you practice website to rank higher.
  3. Google’s Webmaster tools — Who would have thought Google would just tell us how to rank sites? While they do not tell us everything they do provide the foundation.  Since Mobile is now more than 50% of web traffic I suggest you start here on this page. Time and money could be saved by just reading one page on webmaster tools. See what they have to say about having a medical practice mobile (RESPONSIVE) website.
  4. Another great free reference from Google — The Keyword Planner — This tool will help you find what people area searching based on volume for when they are looking for your services. Don’t have time to visit the Keyword Planner? If you are plastic surgeon looking to increase your visibility give us a call. We have the complete list and we can send it to you for free!
  5. Mashable — Great section on social media. While many of are not fans of social media, if our competition is there, we need to be there, too.

While doing your own marketing may be very difficult and it can also be very fulfilling, provide profits and the knowhow to oversee an agency if you do decide to higher one.

Is SEO dead? Should I fire my SEO company?

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Omni Medical Marketing - Responsive Design WebsiteThese are the top two questions anyone actively seeking new patients from their website should be asking.

There is no right or wrong answer, and as you will see from what I am about to tell you is based mostly on the term SEO itself.

SEO for most stands for ‘search engine optimization.’ SEO itself is not dead, however “SEO’S,” the people who do SEO certainly are a dying breed. Here’s why:

For years the way SEO’s or SEO companies went about ranking websites was very spammy and even a bit seedy. To produce the highest profit margins these companies would use tactics to trick Google into thinking a site was more popular than it actually was. There are many tactics that could be used to do this, the most popular is to buy links from third-party companies. These companies could provide 1000’s of links to a website for a very low cost. Each one of these links would be counted as a popularity vote for the site. Google would see these links, believe it was popular then rank the site higher based on each one of these votes.

Why did Google put a stop to link building?

Google is the number one search engine, and wants to stay that way. Part of the reason why they are number one is due to the fact they provide high quality search results to the people who use it. Better quality search results will keep people using Google, while poor quality results will result in more traffic for Bing and Yahoo.

Think about it this way. If we optimized a swimsuit e-commerce site for the term ‘tummy tuck,’ built a large number of spammy likes using the keyword ‘tummy tuck’ and Google ranked it high for the term, people would end up on the site even though they just wanted the hottest new two-piece. If this type of scenario happened all the time people would start using other search engines.

So is SEO dead or not? SEO is very much alive and doing better than ever. Why? Because Google has always defined what SEO is, and their process is more and more meaningful every day. Google has provided outlets of information to inform us exactly how to best optimize your medical practice website for higher rankings. They have also warned for years not to try to cheat or manipulate their suggestions (DEAD SEO).

So what should I be focused on now?  There are many details, too many to list and actually expect someone to finish reading so I will just give you the bullet points.

  1. Content marketing (what SEO has always meant to Google) – Provide fresh relevant content users of the site will invest time into and enjoy.
  2. Social media – Google sees your activity on social media. Make a plan and stick to it.
  3. Provide value (content marketing) – Answer questions no one else is answering.  Realself.com traffic and popularity is all due to the simple fact that they add value to the user. You can do the same on your site!
  4. Mobile – Make sure to have a responsive site, NOT a M.dot website. Take a look at what your site looks like to users and to Google using our free preview tool.
  5. Onsite SEO – Each page of your site needs to be dialed in and highly crawlable by Google. This often takes time. We spend countless hours increase the page value of each page on a site by making changes to stay ahead of the latest suggested best practices. Since spammy SEO is dead each page of your site needs to be nearly perfect.

Keep in mind most SEO’s will not do the hard labor listed above as there is little profit margins compared to buying tons of cheap, spammy links.

What should I watch out for with my current company of one I am thinking about hiring?

  1. Link spam – links should never be purchased for your website – especially in bulk. Google will find out and will penalize you.
  2. Link Networks – Don’t just trade links with other people. A link from my website to your website with a link from your website to mine will at best cancel each other out. If the link coming to your website is not relevant i.e. from a hardware company, a trucking company or a gambling site this link will look spammy to Google.
  3. Link wheels – Having a large number of links from your site to a large number of other sites that are relevant. At some point Google will catch this and you could face a penalty.
  4. Press release spam – Yes this can be spam too. A press release from time to time can be a good thing, however sending out a press release every two weeks will look odd to Google and the original links will be devalued.

DO NOT buy into a separate M.dot website (see our blogs on M.dot sites). These duplicate content and do not provide all of your content for Google and users to see on mobile devices. Duplicate content does negatively impact SEO and it should be avoided at all times.

If you have any questions, feel free to contact us directly at (800) 549-0170.

Mobile Medical Practice Websites – What Google Has to Say

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Here are Omni Medical Marketing, we pride ourselves on staying in line with Google’s best practices when comes to building websites for our medical practice clients. In addition, we find it even more important to listen and follow closely with what Google has to say in regards to optimizing your website to appear high on their search rankings.

Because we mimic rather than try to manipulate Google, we encourage all potential clients to double check our advice directly with Google.

Last year we moved strictly to responsive design websites. Responsive design allows our clients’ sites to morph or scale for a great user-friendly mobile experience. Some of our competition still sells (at a great cost and profit, mind you) M.dot websites as a mobile solution. While these M.dot websites do offer a nice looking home screen for mobile users, much of your content will be unavailable for mobile or tablet users, yielding a frustrating experience for both you and your potential clients.

Notice in the article on Google’s developers page, item number one is “Stop frustrating your costumers” . The bottom line is visitors or customers will be attracted to the website that is the easiest to use and the most informative. Don’t let your competitors steal your business because your website doesn’t provide what they are looking for. If your competition’s website is less frustrating, which office do you think they will end up visiting?

Take a few minutes to read the article, have questions? Give us a call, we will be glad to help!

https://developers.google.com/webmasters/smartphone-sites/website-improvement-checklist

Google Announces Mobile Ranking Factors That You Should Know

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The Head of Google’s Webspam Team, Matt Cutts publishes videos for webmasters to learn more about search, and what steps are being taken to improve Google’s algorithm.  In recent videos, Matt Cutts has spent a good deal of time discussing mobile search, mobile websites, and mobile marketing.  In these videos, Matt directly address questions that are submitted to him to try to gain an understanding as to how mobile search can be optimized.  Offering some of Google’s best practices, he makes a few things clear, and if you know Google at all, you should really be listening.

The first main declaration that he made was concerning separate mobile sites, and the proper way to route traffic.  While an m-dot site (m.yourdomain.com) is possible if done correctly, Matt makes it clear that responsive website design is really the way to go to create the best user experience.  As reported by WebProNews, “Some websites use separate URLs to serve desktop and smartphone users,” explain Google’s Yoshikiyo Kato and Pierre Far. “A faulty redirect is when a desktop page redirects smartphone users to an irrelevant page on the smartphone-optimized website. A typical example is when all pages on the desktop site redirect smartphone users to the homepage of the smartphone-optimized site.”  The long and short of it is, regardless of how you build your mobile site, make sure you always keep user experience in mind.  While responsive website design is the best way to create mobile versions of your site that will deliver quality user experience, it is not impossible to properly structure an m-dot site to eliminate any confusion for the user.

Also, you may have noticed that Google has attempted to improve mobile search by using a “Nearby” function that allows geo-targeting to improve results.  This means that you can search for businesses and medical practices that are close to you, relative to your geographical location.  Have you noticed Yelp listings appearing in the top 10 search results on Google recently?  This is part of the strategy.  While many businesses, especially medical practices, have been hesitant to allow Yelp’s business practices to continue, Google has actually given Yelp more power in local search.  It’s even more important now than ever to ensure that you are listed in local directories with an emphasis on Yelp.

With an average of 30% of website traffic for medical practices coming from smart phones and tablets, can you really afford to ignore these potential patients?  If you are looking to target these potential patients with a responsive website design and local marketing, Contact Omni Medical Marketing today.

5 Basic Things You Should Monitor in Google Analytics

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It’s easy to brag that you get thousands of visits to your medical website each month, but is it quality traffic?  Are you using analytics to find a high-quality audience, or are you settling for a high number in the total visitors column and assuming your website will convert sooner or later?  This is an important question to ask yourself when spearheading your own Medical Marketing strategy.  For many, Google Analytics is the preferred tool for gathering information about your website.  While there are a number of other tools that will gather this information, Google Analytics has been the go-to-source for this information and has proven the most reliable.  That being said, it’s important to know what is available in analytics that you may or may not be using to gauge the success of your marketing.

By actually analyzing the large amount of data that Google Analytics provides, you can get a better idea as to marketing strategies that have worked, and strategies that have not.  For example, do you know how users are finding you?  Are they finding you in search?  If so, what search terms are delivering visits?  This is a just a small portion of the amount of information that you can find in analytics.  Below, you will find the top 5 basic things that you will find on Google Analytics, besides the total number of visits, that you should be monitoring.

  1. Average Time On Site – This is a great way to measure how engaged the average user may be.  Are you ranking for a term that doesn’t really have to do with the services you offer?  It’s more common than you might think.  For example, someone could be searching for the best tooth-whitening toothpaste and land on a dentist’s professional teeth whitening page.  While this is a generally positive outcome, the likelihood that they will immediately leave the site is much higher.  Using this information, you can change your keyword targeting to “Professional Teeth Whitening” to ensure that you are capturing the right audience.
  2. Landing Page – You might not think this is important, but knowing where people are entering the site is important.  Not all visitors to a medical website will begin their experience on the home page like you may want them to.  They may land on a procedure page, or a blog.  By knowing where users begin their experience, you can customize the navigation of the site to drive visitors to different areas of the site and improve engagement.  Are you relying heavily on blog tags and categories to drive traffic to your site?  If so, what is the user experience like once they’ve landed on a tag or category page?  The more important question to ask yourself is, if you took your focus off of tags and categories, and spent more time optimizing specific landing pages, are you willing to accept fewer visitors to your site that are much more likely to convert?
  3. Referral Sites – Not all traffic to a medical website will come directly from search.  If external marketing efforts are driving traffic to your site, it’s important to measure the return on investment.  If you are running an advertising campaign with Groupon, looking at referral sites can help you to determine if this particular idea was effective.  Also, if you’re paying for a directory listing, or you have purchased banner ads on other websites, the referral sites data in analytics will tell you if these investments are worth the money.
  4. Mobile Overview- As the number of visitors from tablets and smart phones increase, it is important to understand how much traffic is coming from a mobile device.  This information is going up across the board, but you might be surprised to learn that 25% of all healthcare related website traffic is coming from mobile devices.  If you are seeing a significant amount of traffic coming from mobile devices, this will drive home the importance of having a mobile site built with responsive design.
  5. Geographical Location – If you know that you want to geographically target certain areas with SEO, do you know which cities, and do you know how to track your success?  Google Analytics also tracks where website visitors are physically located and reports that information.  For a dentist, they may want to create a tighter geographical area to target, while a plastic surgeon may want to create a much larger reach just based upon the nature of their medical practices.  While people may be willing to travel further for plastic surgery, the same may not be true for dentistry.  If you are a dentist that finds a significant amount of your website traffic is coming from surrounding cities, and you’re not seeing an increase in patients, it may be time to reassess your marketing strategy.

While Google Analytics offers much more data to comb through, these five basic examples of additional data can give you a great perspective on your current medical marketing strategy, and the additional data could lead you to even manipulate your current strategy.  Paying close attention to these additional factors will help you to attract potential patients that are much more likely to convert once they reach your medical practice website.

If you don’t know if your current medical marketing strategy is working to the best of its ability, or if you are looking for someone to manage the massive amount of data that is generated by analytics tools, give Omni Medical Marketing a call.  Our team of trained marketing professionals can help you to analyze the data to determine what things you may be doing right, and what things you may not be doing as well.

Call 800-549-0170.

Medical Website Best Practices: Lose Weight

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Today’s super high-speed bandwidth connections have created a false sense of security for modern designers.

Before the days of “fat pipe”, website designers spent a lot of time worrying about download speeds. After all, everyone on the internet used a dial-up connection. They obsessed over the size of their images, cut unnecessary code, and measured the amount of time it took to load their web pages.

That all changed in a hurry. With the advent of broadband internet, designers suddenly (over just a few years) had the freedom and flexibility to create almost anything online, with little reason to even think about speed. Those were the glory days of big Flash animations and splashy, image-rich websites. Today, desktop computing in the first world has progressed even farther. It’s an immersive, media-rich experience. Instead of downloading web pages and videos at around 6MB per hour, surfers can now stream HD movies at close to 1,700MB per hour.

Everything old is new again

It’s almost 2013. The internet has been around for more than 40 years. The World Wide Web is two decades old. Once again, website designers need to obsess over speed. While traditional internet connections are faster than they’ve ever been, “code monkeys” must go back in time and think small. Why, you ask? Mobile.

Smartphones are changing the web. Most web jockeys don’t realize it yet, but their work needs to change as well. The old days of slow connections and confusing technology are back, and a lot of professionals aren’t keeping up. A lot of web designers (and their clients) are going to get left behind. At this time, over half of U.S. cell phones are smartphones, and almost 30% of Americans own a web-enabled tablet. This number is expected to rise dramatically in 2013. I’ve seen the evidence first-hand, at my local AT&T store. My 13 year-old son is getting a cell phone for Christmas. How many “dumb phones” does AT&T have for him to choose from? THREE. Every other phone offered is a smartphone. You can’t even buy a smartphone and use it like a dumb phone…as soon as the smartphone connects to a cell tower, you’re automatically enrolled in an expensive data plan. When regular old cell phones leave the market completely, mobile computing will truly skyrocket.

Because of the explosive growth of smart devices like smartphones, iPads, Kindles, and the rest, the web is being consumed differently today than ever before. Desktop computers are blazing fast, but cellphones are not. That cool Flash animation you had built for your website doesn’t even work on a lot of devices. Where it does work, it takes forever to download. It’s time for a change, and smart web designers are looking to the past for guidance.

Web design must be thoughtful

More than at any time in the history of the web, designers must think carefully about their work. They really need to consider every aspect of web surfing before writing any code. Should you use HTML 4, or XHTML 1.0, or HTML 5? Should you use any CSS 3 at all? Will that cool javascript thing you used last year work on the new iPad Mini? These kinds of question are increasingly important, especially during a difficult economic period. Nobody wants to spend top dollar for a great website and find that it looks nasty on the hottest new phones.

Did you know that approximately 25% of traffic to medical practice websites comes from a mobile device? If your website doesn’t look great for them, you’re losing money. Omni Medical Marketing specializes in the thoughtful application of best-practice web tech including Responsive Medical Website Design. We can transform your website from a web loser into a web winner in no time at all.

How to Decrease Page Load Time for Your Medical Website Design | Go Back in Time

Here are some practical tips for creating websites that rock on mobile devices. They’re a combination of old-school techniques and universal principles that every designer needs to keep in mind:

  • Write clean code. Simply put, less is more. At Omni Medical Marketing, we recommend moving to HTML 5 to future-proof your website.
  • Use fewer images. Designers can now use CSS3 and web fonts to reduce the number of images on a web page. Box shadows, text shadows, borders, gradients, and fancy fonts are just the beginning…and each element that uses CSS3 is one less image that mobile visitors have to wait for.
  • Use smaller images. That high-quality image on your home page doesn’t work for cell phones. At Omni Medical Marketing, we can show big images for desktops and smaller, mobile-specific images for cell phones and tablets.
  • Put content first…again. High-speed connections allow designers to substitute flashy graphics for quality content. Mobile surfers are looking at your website for information, not entertainment. Let Omni Medical Marketing help you measure the effectiveness of your current website and plan for the present and the future by getting back to basics.
  • Responsive, not “m-dot”. Some web companies may try to sell you a separate, mobile-specific website. Don’t fall for it. They’ll make a lot of money on those websites, but you won’t. The best practice is to make your website work well for everyone without creating multiple sites for different devices. Who wants to update two websites instead of one?

Take a tip from a web guy who’s been around the block: don’t let just anyone work on your website. There’s too much at stake. You need thoughtful, industry-leading professionals to help you navigate the constantly-changing internet. We promise to make the process as painless as possible.

If you would like to see how to put these tactics to work in your Medical Website Design as part of a Medical Marketing plan, contact Omni Medical Marketing today. Let us start improving your conversions now.

Call 800-549-0170.

 

How to Best Optimize Medical Website Navigation for Mobile Users

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When optimizing a Mobile Website Design for users with smaller screen devices, one of the primary concerns is navigation. How will the user be able to quickly and easily get around the site when real estate is at a premium? Designers seem to still be grappling with this issue, so there is a wide array of trends currently seen in the mobile space.

We will examine a few to see the strengths and weaknesses of these different approaches:

The “Shrink-And-Leave” (or Complete Removal)

An example of as-is mobile navigation

Example: as-is mobile navigation

One of the most common and laziest methods is to simply shrink down the navigation and leave it as is. While the development time in this implementation is practically zero, users can get frustrated trying to snipe tiny links with their finger. Likewise, full navigations on desktop rarely look good when forced into a much smaller space without consideration for layout. An even more egregious “solution” is to entirely hide/remove the navigation, dumbing down the site entirely for mobile users.

The Link List

An example of the link list in mobile navigation

Example: the link list in mobile navigation.

Another of the more pervasive methods is to simply lay out a list of the more common site links just below the banner/header of the site. While this method is certainly better for touch users, it can eat up a lot of the valuable screen real estate forcing users to scroll more than they probably should have to before actually getting to the content of the page.

The Fly-out

An example of the fly out menu in mobile navigation

Example: the fly out menu in mobile navigation

To solve the space problem of the link list, clever designers have resorted to fly-out menus which only expand outward once tapped. Usually, these fly-outs are accompanied by an icon that resembles three vertical bars popularized in many native iPhone apps. While this icon could be potentially confusing to users who are unaccustomed to its meaning, the trend appears to be picking up steam quickly as it is currently found on a large number of sites.

Footer Only Navigation

An example of footer anchor mobile navigation

Example: footer only mobile navigation.

A variation on the fly-out menu’s solution to the valuable screen space problem, some sites will resort to hiding the navigation at the top of the site and placing it at the bottom. Often times, this navigation type will have a link at the top (occasionally accompanied with the three vertical bars mentioned previously) that jumps the page down to this footer navigation. While another good way to optimize visual space, this method can disrupt a visitor’s experience by taking them to an area of the page they didn’t anticipate, possibly causing them to get lost.

Select Dropdown

An example of form select dropdown mobile navigation

Example: select dropdown mobile navigation.

One of the more peculiar solutions, which has been gaining momentum, is to make an alternate navigation that relies on a simple dropdown. While perhaps initially perplexing, this allows the operating system (OS) of the user’s device to style and handle the navigation resulting in a more familiar, seamless experience once enacted. This also bypasses the problems associated with styling fly-out menus which can look bad on devices which handle animation poorly or can’t be relied upon for javascript functionality.

Which Mobile Navigation Method is Preferred?

Like the early days of the web when designers were trying to figure out basic functionality in websites, the method for deploying mobile-friendly navigation has yet to be codified. As more and more users turn to mobile devices for the majority of their browsing experiences, we will see which solution emerges as the best and most popular. As web traffic continues to rapidly skyrocket on non-desktop computers, contact Omni Medical Marketing to see how we can best optimize your site for visitors on all devices with Responsive Website Design.

Medical Mobile Website Marketing for Tablets and Smart Phones

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Now that you have seen the Benefits of Responsive Design for mobile sites, let’s discuss the differences between mobile website marketing and traditional website marketing when it comes to user intent.  While Responsive Design is a fantastic option for mobile websites, understanding user intent is equally important to effectively marketing your site for mobile users.  As targeting search traffic can often include understanding intent, Medical Mobile Website Marketing has to understand why visitors are using mobile devices to visit your site in the first place.  With an estimated 25% of healthcare related searches coming from mobile devices, understanding user intent can help to attract the 25% of potential patients that your practice may be missing out on.  Also, with the explosion of tablet sales in recent years, understanding the use of a tablet in a home can also have a large impact on your site’s design, functionality, and content.

Stop and think to yourself, when do you use your mobile device for search, and what is your intent when you begin your search.  While this answer will be different for Smart Phones and Tablets, there is no doubt that the intent will be different than when a search is conducted at a desktop or laptop computer.  With the sale of tablets reaching 40 million units sold in 3 years (It took Smart Phones 9 years to reach that mark), there is no doubt that every medical practice website design should consider a mobile website marketing plan to capture this audience.  Some reports even show up to 25% of all internet users worldwide depend upon mobile devices to access the internet, as they either rarely or never use a desktop computer.

Mobile Device Adoption Rate Post Introduction

Mobile Device Adoption Rate Post Introduction

Mobile Website Marketing: “Facebook-itis”

The fairly recent story concerning Facebook’s IPO plummeting focused around one main topic.  Mobile Website Marketing became a huge problem for Facebook, as more users accessed their social media site through a mobile device.  Since their mobile platform did not support advertising, the plan for revenue growth was greatly flawed.  In this circumstance, one of the largest internet companies in the world ignored the increasing trend of mobile users.  Do not make that same mistake.  Part of any good Medical Marketing plan should be to focus on the future.  What is happening, and what will most likely happen?  By looking ahead in your Medical Marketing plan, you’ll be able to attract potential patients that your competition may be missing out on.  It’s never too soon to start thinking about the future, and with the exponential growth in Smart Phone and Tablet ownership, the writing is one the wall.  If you want to capture each and every person who may be searching for a qualified surgeon, general practitioner, plastic surgeon, or dentist, having a focus on mobile marketing will be a key to your success moving forward.

What is Mobile User Intent?

Mobile user intent evaluates why a user is using a mobile device for search.  In other words, what are the circumstances that lead a potential patient to search for a medical practice on a mobile device?  While there is a percentage of people who rely on mobile devices exclusively for internet access, evaluating why users are using a smart phone versus a tablet might also cause you to reconsider the design of your mobile site.

For tablets, more families are becoming two screen homes.  That is to say that more families keep a tablet nearby when watching television.  Often, it’s a television commercial that drives them to pick up the tablet to learn more about a specific practice or procedure.  A tablet user doesn’t typically have their tablet all day, and it often acts as a “laptop substitute” for quick informational searches.  While a tablet is a mobile device, most tablet owners will not take their tablet everywhere with them, and it’s not always the best choice for people who are on-the-go.

Smart Phones are a different animal entirely.  While a Smart Phone can also double as a “second screen” for individuals watching television, a Smart Phone user is much more likely to always have their phone on them.  Mobile Website Marketing should account for this added benefit by catering to people who are in-transit, or on-the-go.  While mobile Smart Phone devices will be used less seldom for information gathering, it is common for searches to take place for basic information.  That is why a mobile medical website should feature contact information, location, and phone number clearly displayed on the home page, or be easily found in navigation.  Doing so will ensure that the information someone may be looking for is readily available and requires minimal navigation.  Since Smart Phones don’t typically have the same navigation ability that the larger tablet does, having pertinent information on the home page of a medical website will cater to this group of Smart Phone users.

How Does This Impact Your Mobile Website Marketing Plan?

In short, you should always consider the intent of users when designing a mobile medical website.  If a potential patient is using a Smart Phone, chances are, they are looking for basic information about your practice.  On the other hand, a tablet user is much more likely to be looking for more content and information that can help in the decision process.  Responsive Website Design has the ability to cater to both types of mobile user, and even preserves your main site content for the Smart Phone user who may be looking for more information than just the medical practice’s phone number.

By considering the intent of mobile users, you can capture the additional 25% of users that are looking for your medical practice.  Medical Website Design, navigation functionality, and page content can all have an impact on your ability to succeed in the increasingly competitive mobile device market.  Taking the extra time to think about user intent could take your medical practice from being just one of the many options, to the clear choice winner in mobile search.

To learn more about Medical Mobile Website Marketing and Responsive Medical Website Design, contact Omni Medical Marketing to arrange a meeting with one of our mobile website marketing specialists.

Call 800-549-0170.