(Condensed from an article in "The Connected Physician")
Ian Morrison, PhD, a futurist, once said that "...by the year 2000, 95% of businesses will have websites, but only 3% will know why."
When most practices unveiled their websites over the past 8 years, the site was little more than an electronic brochure" an advertisement. Those sites of yesteryear are becoming dinosaurs in today's world.
Granted medicine is not like the Internet world of the banking and retail industries, but practice websites are improving patient care and streamlining operations for groups of all sizes. From online registration (no more patient information forms and clipboards) to online symptom assessments, the electronic world is merging with medicine.
Whether you are creating a totally new website or upgrading an existing one, here are some guidelines to consider:
1. Include such core content as:
· "About Us" (history and mission of your practice)
· "Physician Profiles" (CV, photo and a little personal information)
· "Our Services" (highlight specialties and common treatments)
· "Insurance & Fees" (List participating insurance plans and methods of payment)
· "Hours & Location" (consider a mapquest link for directions)
· "Patient Education" (provide articles and information as well as links to
· other online resources to help patients do their research)
· "FAQ's" (Ask your staff for the most common questions asked of them and use them as a template for your own FAQs Page)
· "Contact Us" (e-mail, phone, mail...cover all the bases)
· "Online Services" (A secure messaging section for patients to request
· prescription refills, referrals, appointments, advise symptoms, ask questions and pay bills)
· "Online Forms" (post all forms for patients to fill out in advance to either submit electronically or print out to bring with them)
2. Go Beyond Links & Articles
Aside from general articles, articles written by practice physicians and links to other research sites, think in terms of your patients. Provide explanations of what the "links" are and what the patients could expect to find there. And since trusted outside sources are convenient and up-to-date, make sure that your website is designed so that they links come up within your website page " as opposed to redirecting them to another website. Note: some sites will charge licensing fees to display their information.
3. Consider Instant Messaging and Data Sharing
First, in patient dialogue, you need secure messaging " as opposed to standard e-mail. This can be handled by any competent web designer. Data Sharing can include such items as lab reports, patient health records, patient supplied information and clinical data. Third party vendors are also coming into play, such as Sure-Scripts, which electronically connects pharmacies to physician practices and is currently beginning to transmit medication histories to individual PHRs.
4. Selecting a Website Designer
First, resist the do-it-yourself urge to build your own website! To accomplish the advanced features that a practice's website should contain requires significant engineering of the site and implementation of secure safeguards. The best plan is to hire a pro who is experienced with healthcare websites.
Four of the leading website specialists, all offering secure messaging, are:
Medem . Websites are $195 per doctor per year for members of the AMA and other societies. Non-members pay $295, Includes hosting and maintenance.
RelayHealth . A pioneer in secure messaging, this organization charges $75 per doctor per month. Includes hosting and maintenance.
Medfusion . Customized sites for solo practices begin at roughly $2,000, plus $1,250 for each additional doctor. Additional monthly charges for hosting and website editing program. There are some discounts available to AARP and MGMA members.
Omedix . Custom site prices range from $2,300 for entry level sites to $7,500 for highly customized sites with such advanced features as animated patient education. Hosting and maintenance charges are extra.
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