Understanding Consumer Internet Portals & Physician Directories
In today's rapid-paced, high-tech world, consumers rely on the Internet for everything from phone numbers to information about sensitive medical procedures. Research shows that the vast majority begin their searches with generic or "core" search terms such as breast implants and tummy tuck surgery. The top results for these highly competitive search terms are almost always limited to government agencies and large educational sites. A single practice — even a successful, well-known practice — stands little chance of ranking for these highly coveted positions. A listing in a directory that is part of one of these powerful sites will ensure that your practice is found by consumers searching for educational information and tips on choosing a surgeon.
Why Be in a Directory?
Unlike individual practice websites, good directories are able to compete with other large sites (e.g., FDA) for first-page search engine rankings for core search terms. Since 80% of all health care searches are performed using core terms, a medical practice that chooses not to be listed in a directory is forfeiting a large number of potential patients. Directories that feature credible consumer content build credibility for the practices listed in their directory. They also provide practice branding and visibility. A practice that is found multiple times during a potential patient's search experience is far more likely to be contacted than a practice that appears just once, or not at all.
What Makes a Good Directory?
A plastic surgeon directory is effective only if it has certain attributes. A good directory makes it easy for prospective patients to contact your practice by providing highly visible contact information and links that connect directly to your practice website. Good directories also appear prominently in organic listings for heavily searched refractive surgery-related search terms such as "breast implants," "rhinoplasty", "facial rejuvenation" and "tummy tuck," and secondary terms such as "breast implant cost". If you're not sure whether a specific directory will be effective for your practice, do a search. Pretend you are a prospective patient and search using core terms. If you can't find the directory, prospective patients won't be able to find it either.
The Objective: Targeted, Qualified Leads
A successful directory website provides potential patients with comprehensive, reliable, up-to-date information about the plastic surgery procedures that interest them. A prospective patient who arrives at your practice from this type of directory is more likely to move forward with the procedure.