Wired for web; the online doctor will see you now

In the last two years, the medical wing of the web has started to get busy. Check any search engine and you'll find, like a virtual urban highstreet, medical practices jostling for patients and business. While Middle East practices have been a little slower on the uptake than their Western peers, according to Dubai-based web designers CyberGear, regional physicians are fast realising that a little internet interaction can help make the difference between a packed or slack appointment schedule. "Every self-respecting practice needs its own website," says company CEO Sharad Agarwal.

So what is driving this newfound fondness for the net? A Wall Street Journal/Harris Interactive Poll suggests that patients are pushing for more virtual services from their physicians. Three-quarters of the adults surveyed said they would like to schedule their doctor appointments via the internet, that they'd appreciate email reminders when they are due for some type of medical care, and they would like to receive the results of diagnostic tests via email. More strikingly, 54% said the availability of online services would influence their choice of doctors a great deal, or to some extent. In a wired world, patients are beginning to expect the same level of internet services from their physician that they routinely receive from their bank. In a nutshell, Agarwal shrugs, practices that want to stay on course should get online. He says build it, and they will come.

But it's a mistake to think of your website as just a tool to please your patients. Get it right and the web, with its global reach, can put a small practice on an equal footing with the largest hospital, opening up new markets for little money. "Having a website is like creating a new sales channel for your business," Agarwal explains. "It's 24/7. Even when you're sleeping, there are prospective patients looking at your website." And that's to say nothing of the time, man-hours and money that a well-designed site can free up.

Practice perks

It's astounding, says Rachael Sizeland, founder of the UK-based RAS Marketing, how few practices use their websites to their full competitive advantage. "Aside from basic practice information, websites can be used to highlight your services and to display case studies and newsletters," she explains. "They are one of the most cost-effective ways of getting your name out there."

Despite the options, some practices continue to sell themselves short, creating webpages that stop at offering the practice's location and basic contact information. Called first edition sites, these are static electronic brochures, typically created from a scanned pdf and, Argawal says, barely worth the code they are written on. Under the CyberGear umbrella, Argawal has created award-winning websites for regional names such as the American Hospital, Dubai, the Emirates Arthritis Foundation, and Welcare World Health Systems. By including features such as appointment scheduling and reminders, practice events and ‘Frequently Asked Questions on these sites, he explains, you can cut the amount of time your staff spend on the phone, help patients access the information they want quickly, and help streamline your working practices. "Administratively, websites more than pay for themselves if the content is relevant and adequate," he stresses.

If you're considering setting up a site for your practice, some simple guidelines can help ensure your site ticks all the virtual boxes.

Picking your partner

Your website, says Jon Catanese, webmaster for the Cleveland Clinic, should essentially be viewed as an extension of your business. "One of the first places prospective patients will go to now to get an impression of your organisation is your website," he states. "We call it our front door. For that, even if for no other reason, it's important for you to have your act together online." And Catanese should know. The Cleveland Clinic site - which offers everything from podcasts that provide breaking news, to MyChart, a personalised online medical record for patients - consistently ranks as one of the best interactive healthcare sites on the net.

As an online representation of your brand, your first step when going online is to layout exactly what you want from the site. "A website is a business tool to help you meet an objective," Catanese explains. "You need to have a stated goal associated with your website, as it relates to the business. What do you hope your website will achieve? Who are you looking to serve with this website?

"That goal should drive your decisions."

The second step, for most physicians, is to pick a web developer to partner with. For those of you who feel you have creative flair, it's worth noting that all the experts we spoke to, when asked whether homegrown sites were acceptable, answered with a resounding "No". Unless you have a background in web design, DIY sites are a recipe for disaster and can be spotted at 30 paces by any net-savvy consumer.

"I've seen a lot of homemade websites and they are not ideal," Sizeland says. "In the healthcare sector especially, your site has to be professional, to raise any credibility within your market space."

Argawal goes one step further. "If you can't do it well, you are better placed not having a site at all," he says, flatly. "You need to look better than you are on the web. If your site does not look professional, patients won't believe that you, as a doctor, are professional."

So how should you select a vendor for your site? Argawal recommends starting with a background check of the firm. "The UAE particularly has seen a lot of fly-by-night operators," he explains. "Check how long the company has been in business."

It's also important to look for a company with experience within the healthcare field, he adds. "If this is the first website they've done in your field, your experience may be a little shaky. It helps if they know what to bring to the table."

Argawal also advises asking whether the site design will actually take place in the region, or whether it will be outsourced to an overseas branch. "If you are a novice when it comes to websites, then you need someone with relevant regional experience to guide you," he explains. "Companies that outsource might not be on the same wavelength as the sector in the Middle East."

Back to basics

Just as a practice reception would look strange without a front desk, online offices boast their own key elements that each site should incorporate. A common mistake made by net novices is thinking that a good-looking site is a good site. When it comes to the web, beauty is only screen-deep, and if you can't match style with substance, your site won't succeed.

"Content is king," Argawal stresses. "The more information you provide, the more time people will spend on your website, and the more chance they will do business with you."

If you're unsure what information you want to include, don't panic. Most web vendors have a good grasp of the content you should be posting online. "We start by asking the client what they have in mind, to put on the site," Argawal explains. "That probably makes up about 50% of the content that goes on the site. We'll add the other 50%, through interactive features and other functions."

It can help to think of your site as having three stages of development. The first stage should include a basic introduction to your practice, such as your practice mission, the services you offer, a ‘Frequently Asked Questions' page, and contact information.

FAQs are some of the most heavily visited pages, Catanese reports, so putting these answers online can help free up your front-desk staff. Argawal uses the American Hospital, Dubai (AHD) as a case in point.

"Look at the number of calls that are received by your average hospital or practice - how many of those could be dealt with online?" he asks. "If you have FAQs, location and contact details available online, it stops your receptionist having to field these questions."

Not sure what to questions to post in your FAQ section? Poll your staff. They can update you on the most common requests they hear.

The second stage of your site adds in administrative functions, such as online appointment booking, pre-registering and access to downloadable forms.

"Since AHD introduced online appointment booking, the number of calls they receive have reduced and online traffic has increased," Argawal explains. "They also send an SMS or email after online booking, and patients respond to confirm the appointment. It cuts down on no-shows and helps the staff to better schedule physician time."

The third stage involves clinical interactions with patients, such as prescription refill requests, or online payment, and requires access to secure e-mail communication between physicians and patients. At this stage, you'll be handling sensitive patient information, so seek professional advice to ensure your site is secure.

"Security on the web is a concern in this part of the world, but more through ignorance than anything else," Argawal admits. "We work with Emirates and Masreq bank, both local banks, to support online payment gateways, and we can support this function on any site. Patients can be sure their personal medical information is safe - the technology takes care of it."