In the face of declining reimbursements, the ability to effectively compete, and the need to improve quality and lower costs, many smaller physician groups are merging to form larger, integrated multi-specialty group practices.
In doing so, these new consolidated groups are faced with the need to rebrand, restructure and better manage their new online presence. Here are a few things to keep in mind:
Do some homework
Before you make a decision about how to best restructure your website, it’s always a good idea to do some homework. How well indexed are your current web properties with search engines? Will you need to maintain local brands under the umbrella of a consolidated group? What web tools will be needed to better scale your new site for growth? These are all good things to know.
Choosing a new domain name
Based on your stragetic plan, a group may choose to rebrand under a new practice name. When doing so, they may also decide to redesign and develop their website using a new domain name. Keep in mind that Google and other search engines will not know, nor trust, this new domain. It will take time and effort to build your domain authority and improve your page rank. Typically ongoing website optimization, content marketing and social media management will be needed to build trust so that your new website will come up in organic search results.
Adding a physician directory
As a new multi-specialty group, you’ll want to ensure that your website visitors can easily find information about your providers and locations – whether existing or recently joined. Providing an ability to search your expanded listing of providers and practice locations, filtering on specialty, name and/or location from an online directory, will allow users to quickly and easily find desired information.
Redesigning your services section
As new specialties join your group, you may find that your current website structure may need to change. Expanding service lines may require deeper architecture to support all the sub-topic information. Redesigning this area of your site with an enhanced visual layout will help your visitors to better navigate to desired information and convert (take action). Also dynamically displaying associated provider and location data from an online directory for each service will help to minimize your ongoing content management efforts.
Updating inaccurate directory listings
As providers join your group, don’t forget to update previous phone and address data found in online directories. Having inconsistent address and phone data confuses search engines and causes your listing to not show as prominently. When phone numbers and practice addresses are missing or incorrect, you may loose potential patients. Keep in mind that search engines also use a consistent name, address, and phone number (known as “NAP”) as an important ranking factor for searches with local intent.
Need help with your website project? Contact Practis.