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5.Know Why & When Patients Search

In general, there are 4 topics that we see again and again with our medical

clients that can help get you started:

1. Information about specific conditions or symptoms

2. Information about specific treatments or procedures

3. Information about health professionals

4. Information about practices.

Top five reasons patients turn to search engines for medical information.

1. When they have an issue, but no information.
Some of the most common medical searches, for example, “leg pain” or “rash on

face and neck” are symptom-based searches. Your website should be able to
provide the information they need as a medical professional capable of properly
diagnosing and actually treating the conditions.

2. When they have a diagnosis but are making treatment decisions.

A diagnosis opens the out gates on questions and concerns. Addressing these

questions and concerns is the key to a solid content plan for your site. Provide
medically-sound posts and resources for potential patients who are trying to understand

their condition and make a treatment decision.

4. When Patients are seeking a healthcare professional near them.

In general, people will travel further for conditions requiring specialist treatment

if they believe they are seeing the best. But with more common medical situations

(e.g., dental cleanings, eye exams, physicals, etc.) convenience plays a huge role

and location is to be a differentiator. Your location and contact information

should be easily available throughout your site.

5. When they are trying to make an appointment.
The eventual goal for every interaction you have with potential patients is

making an appointment. You need to make sure your contact information is

correct, consistent and widely available. And again, you simply must have a

prominent “contact us” or “request a consultation” link on each page of your

website.