Marketing Through the Internet.docx - 1 WEB-MARKETING...

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1 WEB-MARKETING Marketing Through the Internet Taylor Ebert American InterContinental University
2 WEB-MARKETING Abstract The healthcare marketplace has become more advanced in bringing more technology to consumers and more competition for providers. With new innovations like web-based healthcare marketing providers are challenged with finding ways to stand out by offering potential consumers better services, pricing and experience. Marketing through the internet is a great mainstream marketing strategy if executed correctly, and an appealing web presence can show a company’s strengths, promoting advancement to the targeted market. This paper will discuss strengths, weaknesses, advantages, disadvantages, and pricing of two orthopedic practices.
3 WEB-MARKETING Web-Marketing on the Internet The internet has become the main source of connection with a healthcare provider. In fact, 97% of consumers use the internet to search local businesses [God16]. Therefore, when searching for a physician or practice such as orthopedic care, the web content is key in drawing potential consumers to that organization. Appearance, detailed information, physician introduction and history, insurance, and pricing are important topics when appealing to a consumer. The ability to compare websites of different physician groups is helpful in making a healthcare decision and marketing strategies with a strong online presence is a crucial element when attracting the desired consumer. Informative and attractive content reinforces the organization’s brand and what is offered to the targeted market [God16]. The following is an example of a consumer in search of a local orthopedic service and how differently both present themselves. A hiker is seen in the Emergency Room for a hiking injury. The physician informed him to see an orthopedic physician for a right knee meniscus tear. The hiker has a high deductible coverage, so he searched the internet and found two orthopedic groups in his area. One consisted of a 35-physician group with a banner stating, “Your Bones Knit Best With Us”. The website provided the basic information on the physicians including research and education materials, but little more. The second practice, Macomb Orthopedic Group, is a 10-physicians practice with a profile about each doctor and price estimates for various services. The website also gave instructions on how to register as a new patient, complete

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