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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Website Development

Is Your Outdated Website Helping Your Competition?

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In today’s fast-paced world, capturing your target audience quickly is imperative. If you think that your old and outdated website is doing the job, well think again. Your website is your best employee, it is working for you 24/7, 365 days a year. Would you pay an employee to stand around and possibly scare potential customers or clients away? No, so why have a website that does the same thing.

Depositphotos_5126289_l

Here are a couple key points about a website that not a lot of people think about when it comes to a properly working website.

• First you need to ask yourself these questions.
o Is a user able to identify what service or product I provide fast, without having to click to another page?
o Does my site properly explain the benefits of my service or product?
o Is my site pleasing to the eye and easy to navigate?

You can keep going and going with the amount of questions that can directly impact your business just through your website.
Having a website that is designed to capture your audience fast and properly explaining what you do is the first step to a great website. Having images and content to help explain your service or product is how you are going to capture your audience. Then providing an easy way for them to contact you, this may be through a link to a form and phone number or live chat.

Having great content and images on your site is not the only steps. Your site must also look great and function well. If a user lands on your home page and it looks like the very first website ever build, that instantly puts an idea in their head that you are old and out of date. So you want to have a fresh and exiting website to make them feel more comfortable and more likely to contact you or purchase your product. Your site must also flow, meaning that your menu and pages must make sense.

o For example, under your “Contact Us” tab you should not have a random product or service.

The design of your website’s menu and navigation needs to be simple and easy. Getting from one page to another needs to be accomplished within a couple clicks. If a user feels like they are not finding the information that they are looking for fast and with ease they are more likely to click off your site. This is not what we are looking for. We are wanting them to stay on your site for longer periods of time, the longer the time the more likely they are to convert.

• The second factor that you need to take a look at is how does your site appear on all different platforms. Meaning does your site show up too small to read on a mobile devise? Is your site formatting differently on a tablet?

A responsive website is extremely important into days’ world. Thinking that people are only going to access your website from a computer is an old and outdated way of thinking. People are looking at websites more and more on different devices ranging from Smartphones, Tablets, TV’s, Laptops and desktops of all sizes. Making sure that your website is showing up properly regardless of the device is the goal. If a user pulls up your website on a smartphone and the menu and content are not aligned, they are more than likely to click away.

I hope these couple quick but very important factors about websites helps you better understand the importance and capability of your website.

If you suddenly realized that your website needs help but you are not sure where to start, give us a call. Our professional team can help you come up with a plan to getting that amazing new website up and running and working for you. (720) 549-9222

The biggest mistake to avoid while choosing a medical website designer

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The biggest step to avoid when hiring a medical website designer is pretty simple. Let your marketing company help choose your designer. While there are numerous developers and designers who do amazing work, very few take into consideration your return on investment. Sure they are capable of building an amazing looking site, but does it convert? Does it drive in the additional patients your practice needs every month? How many medical practices has this website designer worked with? Do they understand exactly what people seeking top notch medical care are looking for and what pushes their buttons to make an appointment to see you?

There are many companies out there that do very good work for plumbers, bakeries, schools and law firms for example, but do they know how to build a website that will drive traffic to your site and increase website conversion?

Often times, medical practices get caught up in the look of the website.  While this is certainly important, it is not as important as building a plan to drive traffic to the site. By combining both a preliminary marketing strategy and a world-class medical website design, medical practices can enjoy the benefits of a great looking website that converts leads into appointments.

Each and every month, a medical professional will call us after having invested a large amount of money on a complete website design.  Despite the large intial investment, months or years can go by and the website may still not generate and convert any potential patients to your practice.  This triggers the call to us.  When we review the work that was done by a previous medical website designer, we often find that many of the best practice’s for lead conversion are either done incorrectly or missing completely.  We find issues from lacking a mobile-friendly version, lacking a call to action, hidden contact information, or other serious best practice flaws that lead to lost website traffic.

There’s no doubt that our In-House Medical SEO Team can increase the traffic to a previously designed website that doesn’t focus on marketing, but will it ever reach a return on total investment that will overcome the large initial investment of a website design?  Possibly, but it leaves us with two options.  Either we turn away the business because it may never reach the potential we work so hard to achieve, or we tell the client that they have wasted a large amount of money on a website design that can’t be marketed to its full potential.  We would prefer to not have to choose from either of these options.

Building a medical website right the first time will save you money.

 

How Does A/B Testing Help Your Medical Practice Website Design?

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What is A/B & Multivariate Testing?

A/B & Multivariate Testing may seem like a complicated subject, but it’s actually pretty simple. Basically, with A/B Testing, websites can serve up two different forms of content to track which version performs better. Not sure if an orange or a purple button will better entice users to click on it? With A/B Testing, you can remove the guesswork, turning hunches into facts, and know once and for all. Using this method of testing can greatly increase key metrics for your medical website design including leads, registrations, downloads, and, most importantly, revenue. So how does it work?

Let’s take an example. Almost all major news sites today use A/B Testing on headlines to see which version drives more traffic. First, two different headlines are chosen, the A (base) headline and the B (test case) headline. Both are then applied to an A/B Testing Tool which will serve up the two versions equally, at random, to different visitors. Once a statistically significant variation in results is determined for which headline users were likely to click on more, the A/B Test concludes the winner and scraps the alternate, losing version. Multivariate Testing is slightly different in that you can apply more than one test case, serving up a wide variety of different versions. The hard data and science behind the test, regardless of which style of testing, definitively shows which headline is objectively better for generating more visitors to the site.

Using A/B (Split) Testing can help determine which Call to Action is best

Example: Using A/B (Split) Testing can help determine which Call to Action is best.

The applications of A/B Testing in medical website design are extensive. With the primary goal of your website being patient lead generation, there are many important avenues to optimize such as capturing visitor’s information via forms, encouraging direct phone calls or email, and conveying physician expertise. So what kind of A/B tests could you run with this in mind? Here are just a few examples:

1)      Placement and styling of a phone number

2)      Number of fields in a contact form

3)      Before/after picture selection

4)      Type of home page banner image

5)      Call to Action button style

6)      Video introduction versus pictures with text

As you can see, there are a number of different ways to go about optimizing your site for better conversion rates. Do you know what types of changes you can make to get your medical website working better? To get started with A/B Testing and see how Omni Medical Marketing can improve your medical website, contact us today!

Call 800-549-0170.

Medical Website Development Best Practices – Cross-Browser Compatability

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In the early days of the medical website design and development, there was only one popular web browser: Netscape Navigator. Creating websites that worked for everyone was pretty simple, as most everyone (around 90%) viewed websites using the same web browser. Designers didn’t have to ask, “How will this website look on a cell phone?” or, “What happens if my visitors use an old web browser?”.

That all changed when Bill Gates finally decided that the internet wasn’t really a fad. Microsoft unleashed Internet Explorer in 1995, initiating the first “browser war”. Netscape and Microsoft competed for market share, with Internet Explorer peaking at 95% of the market in 2002. The competition between browsers caused a lot of problems for medical website designers, cost businesses a lot of money, and slowed down innovation for almost a decade.

The Feature War

The fight between Microsoft (IE) and Netscape (NN) wasn’t fought on Madison Avenue. Instead, the two companies competed by introducing new browser features. Each feature was intended to either enhance the user experience or to create new opportunities for web designers. One example was <blink>, which allowed a designer to create text that flashed on and off. This was a Netscape feature, and wasn’t available in Internet Explorer. In response, Microsoft introduced <marquee>, which allowed designers to create text that moved across the screen, horizontally or vertically. This feature wasn’t available in Netscape Navigator.

As you can imagine, this created chaos for medical website designers. As each browser introduced more unique features, designers were forced to make some difficult choices. The most difficult choice of all should have been the easiest.

Either/Or

If a designer’s client wanted some blinking text, the designer created a website that worked best in Netscape. If the client wanted scrolling text, the designer worked to make sure the website looked great in Internet Explorer. No big deal, right? WRONG. Clients didn’t want to cater to only a portion of web surfers…they wanted their websites to look and act the same way, no matter what browser they viewed it with. Designers, of course, couldn’t comply. They couldn’t make Internet Explorer use <blink> or make Netscape use <marquee>.

The solution? Designers began creating separate websites for each group of visitors. Surfers using IE would see a website that worked for them, and surfers using NN would get their own website as well. Problem solved!

Not really. Designers like to get paid, and they don’t like making two websites when one will do. They began to put pressure on browser manufacturers to work together.

It’s 2013 Already

Fast-forward to today. This problem has been solved, hasn’t it? Don’t all browsers work the same way?

Not really. There are somewhere close to 40 popular web browsers, sometimes with a half-dozens different versions being used. The best medical website designers know how their websites will look in each, which requires both some homework and some testing. Your website looks fine in Firefox 10, but is that on a PC, on a Mac, or on Linux? They’re not the same, and an effective web designer knows this. How many of your website’s visitors use Flock, or Konqueror, or Safari? The same website might look drastically different with each, and might even be broken.

But wait…there’s more! How does your website look on a new Windows 8 smartphone? The iPhone 5? The Samsung Galaxy Tab 10.0? The Google Nexus 7? Does your website break on the newest version of Amazon’s Kindle, or is it okay? Can you afford to lose revenue with those visitors?

What Now?

Nobody in their right mind would consider making different websites for 40 different browsers (or even just 5), yet we must make sure your website works for everybody. This is where “cross-browser compatability” comes in. There are lots of different ways to create a website, and every designer has a slightly different approach. Set aside a designer’s style and personal preferences, and what you have left is their ‘best practices’ for making websites. The same code must work for all of your visitors, provide them with an effective call to action, and allow them to contact you easily. To accomplish this, your website must be written with all of those different web browsers in mind.

This doesn’t happen automatically. Here at Omni Medical Marketing, our medical website design team is constantly learning. We keep up on trends and best practices, and we’re on the lookout for new and innovative ways to future-proof your website. For example, see responsive medical website design. If your current medical marketing company doesn’t do the same, your website may be out of date in less than one year. The internet landscape changes that quickly, and you don’t want to be left behind. Give us a call. We can help.

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.

 

5 Key Elements of Medical Practice Website Design and Development

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In any good Medical Marketing plan, website design and development should not be overlooked.  Medical Website Design and Development can play a key role in SEO and the overall marketing for your website.  Take a minute to read through the 5 key elements of Medical Practice Website Design and Development below to ensure that you are seeing the results that you deserve from your hard work.

 

  1. Looks Matter
    • Too much or too little; if your website looks like it is part of the Vegas Strip or Times Square, it can quickly turn people off. The first 3 seconds matters. Three seconds will buy you 30 seconds, and those 30 seconds will buy you three minutes. Yes, your site needs to be pleasing to the eye, however, most people do not want to feel like they are being sold or advertised to. Remember what attracted people to your website to begin with. It was the content, not over the top graphics and a sales pitch. Yes, the internet has turned into the number one source of marketing, but it’s not necessarily what people are actually looking for.
    • Having a dated website, that looks like it was built ten years ago by the kid who lives next door, will give the impression that you are out of touch.  Some of the most cutting edge websites out there are simple, clean and yet elegant. A Chrysler 300 may appear to have the elegance of a Bentley.  That is until a Bentley pulls up next to one.  Both cars have very similar lines; however, a 300 will never match the class of a Bentley aesthetically. You can keep it simple and have all the class in the world.
  2. Navigation
    • Keep the overall navigation simple throughout all pages. Using top navigation on one page, left on other and right on the next will turn people off.
    • Make sure there are easy to find buttons/links to your photo galleries.
    • Phone number/address: Many sites we review make it very difficult to find the phone number of the medical practice on their website. Make sure it is clear and visible on every page. This alone will increase conversion.
  3. Content, content, content
    • Give people what they want and need right away.  Navigation should quickly allow your audience to find out who you are, what field you are in, what services you offer, what hours you keep, and how to contact you. When navigation is done correctly, people will never question what services you or your medical practice provide.
    • Consider offering downloadable content, like brochures that people can share at the dinner table. Not only will this provide the user with the information they want right away, it will give them something to look at time and time again. Allow people to email these brochures to their friends and family. Get creative with the message that you want people to receive.
  4. Make sure people can find you.
    • We made our name providing medical practices and plastic surgeons with top notch SEO. We certainly recommend you working with a reputable SEO, that specializes in medical practice websites. However, there are a few simple tricks you can to do help.
    • Name all of your photos relative to what they are. If you are a plastic surgeon in New Jersey each one of your photos should be named something like FaceliftNewJersey-01.jpg . This will let Google know what the photo is and provide you with a better chance of being ranked for that term.
    • Find more ideas on the SEO section of our blog: Medical Marketing | SEO
  5. Use Social media for your medical practice.
    • Being active on social media gives people the opportunity to provide you with more referrals. Each time your post is shared, your reach multiplies greatly. Because these shared posts are coming from friends, the value of the post is very high.
    • Consider using software to limit the time you need to invest, while actually increasing the amount of social posts being pushed out. We offer our Social Media Software with a free trial period.  This allows you to see the results with no risks.
    • Post messages that matter. Blogs, useful health tips, and interesting news stories will demand more attention. If people find value in your message, they will keep coming back and will be more likely to share this information.
    • Post on the weekends. People log into Facebook daily, but actually spend the most amount of time there during weekends. Posting during that time is highly recommended. This is also a time where your competition is most likely not posting. It’s Win-Win.

Medical Website Development Best Practices: Don’t Blend Your Code

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Today’s Medical Website Development best practice may seem complicated, but the important thing to remember is that it could save you money and time down the road.  As website development continues to evolve, the development of websites has made maintenance and updates much simpler.  If a website is properly developed from day one, even a complete overhaul of the Medical Website Design and appearance of a site can be drastically changed, while still maintaining the original framework and content.   By changing the style sheet, your website can have a completely different layout and feel, without actually changing any of the internal pages and structure.  A website that does a great job illustrating this fact is www.csszengarden.com.  By simply clicking on other designs, you can see dramatic changes to the site without actually changing any of the actual content.

While the details can be slightly complex, the premise is simple.  Making stylistic changes to your site can be done in one place and yet affect every page of the site.  This hasn’t always been true.  Using the most advanced website development methodologies can make changes to your site much simpler and less time-consuming, and this translates to lower costs.

As is always the case, limiting the amount of code necessary and following best practices also translates to better Medical Website SEO.  Google, Bing, and Yahoo don’t want to sort through line after line of HTML code any more than the average person.  Having all of your content, design, and behavior code neatly organized and separate will also limit the amount of code that the search engines have to dig through to get to your content.

Modern medical websites are made of three basic components:

  • Content
  • Design
  • Behavior

Modern medical websites are created using three basic kinds of code:

  • HTML
  • CSS
  • Javascript

Each kind of code should be used in a limited fashion, and as strictly as possible:

  • Content is controlled (“marked up”) with HTML.
  • Design is controlled with CSS.
  • Behavior is controlled with Javascript.

Best Practices demand that we keep these three types of code separate. Mixing your code together makes future updates much more difficult. When I say “difficult”, I mean time-consuming and expensive. You’ll see what I mean in a just a moment…but first, take a look at these two paragraphs:

<p style=”color: green”>This is a paragraph with green text.</p>
<p class=”cta”>This is also a paragraph with green text.</p>

The first paragraph (<p>) is a mixture of HTML and CSS – a blend of content and style. The instructions for making the text green is right there in the HTML. It’s a simple and easy way to get things done, so a lot of designers do this.

The second paragraph (<p>) doesn’t contain instructions for making the text green. Instead, the paragraph has been given the class “cta” (stands for Call To Action). The instructions for making the Call To Action green are in a separate file: the stylesheet. This requires putting code into separate files, so a lot of designers don’t do this.

There’s a very significant difference between these two paragraphs. While they both contain green text, only paragraph 2 is future-proof. Consider: three years from now, you may want to change the color of your Calls To Action from green to blue. How is that done? Take a look:

<p style=”color: blue”>This is a paragraph with blue text.</p>
<p class=”cta”>This is also a paragraph with blue text.</p>

At first glance, there doesn’t seem to be any difference…right? Let’s think this through together. The first paragraph required a change – in the HTML – from style=”color: green” to style=”color: blue”. The second paragraph’s HTML stayed the same, but required a change in the stylesheet (CSS) to do the same thing. So why is one technique so much better than the other? Simple: your website has more than one page. Your Calls To Action appear all over the place, right? Changing them all from green to blue can be either incredibly simple or incredibly time-consuming. Instead of dealing with two paragraphs, we’re really dealing with dozens, or hundreds, or even thousands:

<p style=”color: green”>This is a paragraph with green text.</p>
<p style=”color: green”>This is a paragraph with green text.</p>
<p style=”color: green”>This is a paragraph with green text.</p>
<p style=”color: green”>This is a paragraph with green text.</p>
<p style=”color: green”>This is a paragraph with green text.</p>
<p style=”color: green”>This is a paragraph with green text.</p>

Changing these six paragraphs from green to blue requires six separate changes. If you have dozens or hundreds of changes to make, you must change green to blue individually, dozens or hundreds of times. Now see the Best Practice:

<p class=”cta”>This is a paragraph with blue text.</p>
<p class=”cta”>This is a paragraph with blue text.</p>
<p class=”cta”>This is a paragraph with blue text.</p>
<p class=”cta”>This is a paragraph with blue text.</p>
<p class=”cta”>This is a paragraph with blue text.</p>
<p class=”cta”>This is a paragraph with blue text.</p>

Changing these six paragraphs from green to blue requires only one change, in the stylesheet. They’re all Calls To Action, and they’re controlled by a single line of CSS. Changing the color can be done in moments…along with the font, size, style, etc. That’s what I mean by “future-proof”: you can change dozens, thousands, or even millions of paragraphs on your website all at once. Making even a simple change like this reduces what would normally take hours or days into a one-step process.

A well-made website is as future-proof as possible, making changes quick and easy instead of frustrating and expensive. Future-proof your website by keeping your code separate. Don’t mix your HTML with your CSS.

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.

 

Using Technology to Increase Marketing Impact

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In the internet world, technology moves at breakneck speed. It seems that new techniques and Medical Marketing opportunities arise every week. Let’s take a look at a few ways your medical practice can bring technology solutions into your medical marketing plan.

1. Website Contact Forms

Does your medical practice’s website design have the typical “contact us form”? Without a doubt it should! But, even more important, your website needs to include strong call-to-action buttons linking to contact forms using terms such as “Schedule a Consultation” or “Ask the Doctor(s).” These buttons will engage the user, resulting in a much higher lead conversion.

The form should be short enough to encourage submission but have strategic wording and data capture points so that you are better prepared to provide a relevant, timely follow-up.

2. Social Media Inclusion

Your medical practice website should incorporate some aspect of social media marketing. Whether it is recurring blog posts, Twitter streams, RSS feeds or Facebook Page embeds, or a combination of any of these, adding social media to your website increases page view times, entices visitors to seek more information, and builds your presence across the internet.

3. Local Search Elements

Google Map displays and Yelp reviews are just a few ways your medical practice can grow its local presence. Google Maps are an excellent way to bring contact information and geographic data to your existing and potential patients. Yelp reviews are a trusted resource to show your practice’s professionalism and instill trust among patients.

4. Flexible, Accessible Content

Does your website function in a variety of browsing devices? Can the content be displayed and accessed across mobile and desktop browsers? A properly designed and developed website will function at its best in any browsing environment. It will be accessible to search engines, mobile phones, tablet devices and traditional desktop computers.  Learn more about responsive website design.

Contact Omni Medical Marketing today for a free website analysis to ensure your surgical practice is leveraging technology at its fullest.