The Who, What, When, Where and How of Physician Bios and Listings


One of the most important goals of your hospital’s website is getting patients to make appointments, and great provider profiles can do just that. For example, if you’re tracking how many patients make appointments through your online listings — BOOM! That’s ROI.

But to prove ROI, you’ve got to make sure the content of the bios or listings spurs patients to make that appointment. We use the “who, what, when, where and how” approach to creating listings that are engaging and effective. Here’s a look at how we do it:

Who is this provider? Patients want to know about more than just your doctor’s professional achievements. Special interests, passion, warmth and character are all important for engaging patients and getting them to make that appointment.

What is his or her expertise? A list of credentials and education is important, but patients also want to know about special training, experience and areas of interest — without the jargon.

When can I make an appointment? Users want up-to-date office information that includes when they can reach the office staff, along with hours and days the doctor is available for appointments.

Where is the doctor located? Patients need accurate location and direction info for the doctor’s office and their hospital location, if appropriate. Include special instructions if the office is hard to find.

How do I become a patient? Make the process as easy as possible by listing accepted insurance, indicating if referrals are needed and linking to forms that the patient needs to bring to the first appointment.

PS: Looking for some examples of powerful physician bios and listings? Check out: Spectrum Health, NorthBay Healthcare and Wheaton Franciscan Healthcare.

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