Over the last five years, there’s been a high demand for dermatologists. In fact, according to the Skin Cancer Foundation, more than 3 million people seek skin cancer treatment each year. This is especially the case as melanoma and nonmelanoma are becoming increasingly more common.
However, it’s still imperative that dermatologists take the necessary steps to advertise their services. If you’re a dermatologist, you’ll find that many of your patients come to you due to online searches. Let’s talk about seven elements that every dermatologist should incorporate into their website. But first, here are a few challenges that you can expect to face in this industry.
5 Challenges the Dermatology Industry Faces
While the need for dermatological treatment seems to be growing, there are still a few challenges that this industry is working to overcome. Below are the top five. Take a look:
1. Demonstrating your value
People usually associate dermatology with luxury because it’s so closely tied to cosmetics. And for this reason, it can often be difficult to demonstrate your value. Many people fail to realize that dermatology is more than just about achieving healthy and glowing skin. They overlook that seeing a dermatologist can also be a preventative measure–specifically when it comes to serious skin conditions such as skin cancer. Ultimately, dermatologists struggle to convey these ideas to the general public.
2. Preserving a broad specialty
In terms of sub-specialization and subject matter, dermatology is extremely broad. Dermatologists may focus on adult dermatology, pediatric dermatology, pathology, cancers, and allergies. Dermatologists are trained to perform surgeries, cosmetic procedures and diagnose cancer. This area of medicine is filled with variety. The problem is that it’s easy to get bogged down in a narrow specialty such as cosmetic surgery or acne.
3. Healthcare reform
Another problem that this industry tends to face is the changes that come along with healthcare reform. Depending on the practice and patient base’s size, newly passed legislation mandates changes can lead to practice restrictions, practice burdens, and an increasing difficulty to obtain common medications. Dermatology is considered to be one of the smaller groups in comparison to other areas of medicine. And this can sometimes mean they have less influence when it comes to reforms.
4. Perceptions of dermatology
Not only are dermatologists tasked with ensuring that they preserve the broadness of their specialty, but they also have the challenge of making sure that customers don’t perceive dermatology as a narrow field. This means that they must fight against the perception that dermatologists only perform cosmetic procedures. Dermatologists must educate the public about the depth and breadth of your work.
5. Engaging and maintaining your residents
Residency training programs help to prepare physicians to become board-eligible, unsupervised practitioners. However, one of the biggest challenges in dermatology is engaging and maintaining residents. Even with all of the clinical activities, didactic sessions, and educational conferences, it’s sometimes not enough to keep residents interested and passionate about this field.
7 Things a Dermatologist Website Should Include
Now that you have a better understanding of the challenges this industry faces, you must know how to market your business. Specifically, you need to know which elements are the most important when you’re designing a website. Here are seven elements your website should include.
Your website must have an About page. This is the section in which you’ll introduce your practice to your readers. Let your future patients know what you consider to be the most important element of skincare. Give them an idea of what type of technology you use in your treatments. Is this technology considered to be cutting-edge? How does your practice stand out from all of the rest? In what ways do you make your patients’ lives more convenient?
Make sure that you include a Services section on your website. This is the page that lists off all of the treatments that you offer. Do you offer injectibles? Does your practice administer medical spa services? Do you perform aesthetic work that helps your patients get rid of all of the fine lines and dark spots? Should people visit your office if they’d like to address chronic skin issues? Include a small but detailed description of each of these services.
If you would like to attract visitors through the search engine, you should consider including a blog on your website. The benefit of adding blog posts to your site is that it can help address issues that your target audience is having, and they’ll be more likely to visit your office once you’ve demonstrated your expertise. Discuss things such as how people can protect their skin from the sun and how you can keep your skin moisturized during the winter.
4. Meet the Staff
If you want to make your patients feel more at ease about their appointment, you should introduce them to your staff members in a Meet the Staff section. This will give them a chance to see the friendly faces that will greet them once they have arrived at your office. If you offer a family environment, let your patients know. If your staff has a reputation for making people feel at home, then let them know.
5. Meet the Doctor
Not only will your patients be curious about your staff, but they’ll also want to know more about the doctor. So include a section that introduces the dermatologists to your audience. How much experience do these individuals have? Do they have any specialties? What type of certifications do they have? What approach do they take to dermatology? How are they different than most dermatologists? What is their personal philosophy?
There’s hardly anything more persuasive than photos. So make sure that you include before and after photos of your patients on your website. This can be even more effective than a review or recommendation.
7. Make an Appointment
One of the most important sections that you should include on your website is the Make an Appointment page. In fact, this call to action button should be highly visible–ideally positioned at the top of the page. This button should take them to a page that contains a form that allows them to fill in their basic information.
Dermatology can be a rewarding area of medicine. However, if you want to ensure that you reach as many people as possible, you need to ensure that your marketing strategy is on point. By including these seven elements on your website, you can attract quality leads.