Healthcare websites render information with an interactive and transactional interface for users. They provide trustworthy medical information to visitors, but a few recommend healthcare practitioners and treatment centres. This post shares information on technologies used to construct the top 9 global healthcare websites in 2023 and their performance.
Global ranking: 207
The National Institute of Health (NIH) with its headquarters in the United States is among the largest medical research centres across the globe with 6000 facilities. It’s a department of the U.S. Department of Health and Human Services organization.
Global ranking: 584
Mayo Clinic is a non-profit academic medical research centre based in the United States. It provides information on research, education, and integrated clinical practice to healthcare professionals.
Global ranking: 5602
Weight Watchers is based in the United States, this healthcare website is aimed at women seeking to reduce weight and effectively maintain it.
Global ranking: 139
Launched by Dr James Norman, an endocrinologist, it was originally known as YourDoctor.com. It was renamed in 2006 as Healthline Networks.
Global ranking: 1370
Athena Health is a portal that offers a network of doctors in the United States that patients can refer to from across the globe.
Baby Center owned by Johnson & Johnson, was launched in the United States in October 1997 and since has established its presence in 11 countries.
Global ranking: 1500
Global ranking: 323
Founded by Jeff Arnold in 1996, WebMD merged with Direct Medical Knowledge (DMK) and Sapient Health Network (SHN) in 1999.
Global ranking: 799
Founded in 2003 with its headquarters in Brighton, East Sussex, UK, Medical News Today portal hosts news and updates from the field of medicine.
Global ranking: 904
Launched in 2016, this portal belongs to Walgreens retail pharmacy store chain.
A user visiting a healthcare website either makes a purchase, books a doctor’s appointment or gathers information. To meet these objectives, the website should support extensive content management capabilities that include a comprehensive library of videos and text on health-related topics.
Thus, to be a leader in your niche, your website should host superior quality and reliable content on patient-centred clinical care and medical education. You should focus on curating supportive and informative messaging that the audience finds valuable. Add balance to your website by avoiding marketing fluff and instead showing how your services will help users and their families solve problems.
Often, healthcare website visitors are stressed and hurried as they seek quick solutions to their health problems. A website with difficult navigation and numerous texts and graphics can easily frustrate the audience and push them away, leading to a loss of quality traffic to the website and bad press.
To serve your audience better, your website user interface should be simple and light, as it will allow your audience to find content quickly and easily in a few clicks. Moreover, a lighter website (fewer videos and text) allows quick upload time, which makes browsing speedier.
Consequently, the use of “Progressive disclosure” is a useful method to achieve this goal. It’s a tactic that defers rarely used features to a secondary screen, which makes the website and applications easier to access and low on errors. Thus, you display highly relevant options on the main page that provide specialized options on the user’s request to reduce the website’s complexity.
Hide text-heavy content in sections that can be expanded by clicking, upon user request or need.
Include “quick links” on the homepage to render speedy, one-step access to highly relevant pages of your website.
Conduct a testing session with 3-5 end users on your site to ensure the website layout is intuitive and accessible.
“13.4% of the U.S. population (44 million people) are disabled” (Disability Statistics Annual Report, 2021)
Disabled people find it difficult to schedule an appointment, interact with the website or fill out a form. A website is not accessible if a hearing or visually impaired person cannot operate it easily. Thus, any healthcare website should be developed keeping in mind the interest of physically challenged people. It can be achieved by incorporating videos and texts designed especially for them.
Since visitors seek information on health issues, doctors and clinics, hence the website should contain quick information and location finders. To assist visitors with quick and easy information gathering, the website should contain a neatly organized layout on a directory of health topics, FAQs, doctors and clinics customer reviews, and a location finder. Further, it would save endless hours of the medical staff from attending phone calls on commonly asked questions and locations.
Build trust among your audience by introducing doctors and clinics with their headshots, bios, and customer reviews on your website. This will allow your users to know the practitioner better and make the first appointment less stressful.
To protect patient’s privacy and ensure confidentiality, establish integrity, and protect health information (PHI), the Health Insurance Portability and Accountability Act (HIPAA) Privacy and Security Rules came into force.
The Health Information Technology for Economic and Clinical Health Act (HITECH Act of 2009) further supported the HIPPA’s ability to impose stringent compliance from healthcare facilities and their business partners.
If your website collects, displays, stores, processes, or transmits PHI, it should be HIPPA compliant. However, if it only offers information on the medical industry, diseases, and practitioners, and promotes marketing then not needed.
To ensure your website is HIPAA compliant maintain a high level of security. Some of the following activities must be undertaken regularly.
Positioning your brand/website as a leader in medical education and patient-centred clinical care requires deep expertise. Creating informative and easy-to-understand content in text, videos, and graphics regularly will keep you connected to your community and patients and remain relevant in the marketplace.
Your library of SEO-friendly blog sections should contain posts on the following topics:
Healthcare sites with loads of information are often bulky. A bulky website with unorganized webpages and tons of graphics, text, and images increases timely response, which makes visitors lose interest in the website and move to your competitor’s website. Prevent losing quality web traffic by regularly testing your website for layout and navigation.
For simple and quick navigation, your website pages should be well-organized by displaying critical information and page links on the first fold of the webpage. Use drop-down menus and categories to allow easy navigation and browsing on your website.
Regardless of the platform, you are using, with these tips and tricks you can steer your healthcare website in the right direction.
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