We continue the series of publications dedicated to “Research on medical topics”. In today's article we will focus on analyzing basic information about medical institutions and content that helps build trust among potential patients. In previous materials, we spoke in detail about the purposes of the study and methods for selecting medical institutions for analysis. Today, get down to the basics.
Section No. 1 “Basic information about the clinic”
At the first stage of the study, we assessed how fully the following data was presented on clinic websites: The graph shows what percentage of clinic websites use a particular element. Although some of these factors are not required for healthcare facilities, their presence may affect a site's E-E-A-T score. Now let's look at these factors in more detail. What surprised us was the lack of information about opening hours on some sites. Although this is not a mandatory requirement, indicating the clinic’s opening hours plays an important role in building patient trust and is included in the list of mandatory information recommended for posting on the website in accordance with the law. In addition, posting information about regulatory organizations and their contact information is also not mandatory, but it can be a good element that confirms the responsibility of the clinic. Regarding the use of teasers on websites, the question of whether a medical clinic website is an advertisement is still controversial. According to the law, the clinic’s website is not considered advertising, however, posting such information can help avoid legal risks, especially given the frequent updates of legislation. An interesting fact is that many clinics do not inform patients about the possibility of obtaining a tax deduction for medical services. Research shows that more than half of clinics post information about personal income tax refunds, which certainly increases patient loyalty. When analyzing the data, we also noted that some clinics do not publish information required by law. It is important to remember that this information can have an impact on your site's search engine rankings. The highest scores in this section are those sites that actively use all of the above factors, and especially those that pay attention to providing detailed information about hours of operation, regulatory organizations and tax deductions. Section No. 2 “Content that builds trust”
In addition to basic information, we also examined content that can help build trust with visitors. We analyzed criteria such as: The chart shows how often these elements are found on medical clinic websites. One of the most surprising things is that many clinics do not publish licenses for medical activities on their websites. This is an important element not only from a trust point of view, but also taking into account legal requirements. Posting photos is another important aspect, although it is not mandatory. However, it can significantly improve the perception of the clinic by site visitors, as it demonstrates the real appearance of the institution. Many clinics have been operating on the market for several years, but do not always consider it necessary to share this information with potential patients. Knowing that a clinic is experienced and stable can play a key role in deciding which facility to choose. In terms of achievements, about half of clinics do not share information about their successes, which is a missed opportunity to build patient trust. As a result of the study, it can be noted that many clinics already understand the importance of quality content for building trust and are actively implementing it on their websites. The greatest attention should be paid to factors such as licenses, photographs, information about achievements and the history of the clinic. To optimize the site and increase patient trust, it is recommended to focus on the experience of industry leaders and implement successful practices. Based on the analysis, we have prepared statistics on the use of these factors on the websites of clinics that occupy leading positions in search engines. This will help you plan how to improve your site's content. This concludes the current analysis, but in the next publication we will continue the study, focusing on the quality and completeness of information about services. For more information or advice on SEO optimization, please contact the SEO studio "SEO COMPUTER" by email info@seo.computer. id 3077
