Question

Topic: E-Marketing

Woman Healthcare Clinic Www Brief

Posted by Anonymous on 5/29/2008 at 8:57 AM ET 125 Points
I'm about to write a brief for new internet site for Woman HealthCare Clinic (fertility, IVF and more)

1: Looking for Ideas what to include on our "WWW" to make it "perfect" - useful, helpful in sell-wise way,

2: The thing I'm really into is:
collecting data of possible future clients through our "www" - and do it in very spectacular way if it's possible

and
3: How to write successful Brief for "WWW company"?

The site should work in "sell-wise" way but it should keep an educational character as this is a part of our Brand Strategy.

kind regards
Alex
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RESPONSES

  • Posted by Jay Hamilton-Roth on 5/29/2008 at 9:54 AM Member
    Provide lots of useful information, but not in a sales way. You want to become a trusted authority. If unsure what material this would be, consider the top 10 questions your practitioners are asked...and answer them.

    Collecting data for a medical site is tricky. At best, I'd suggest simply having an email + their top medical question. With this information, you should be able to segment your list for targeted mailings.

    A successful brief is one that's read and remembered. People don't want to read in-depth about the clinic until it's clear that the clinic's services are targeted to their issues. Make that primary, then provide information about who you serve, what you specialize in, and how your services differ from others.
  • Posted on 5/29/2008 at 2:12 PM Member
    Hmmm..... Women's health clinic.... creating a database... hmmm....

    How about a blog from one of your personable female physicians? Users required to register to see in depth info. Or, try a newsletter. Frankly, I think the blog will capture more interest and greater loyalty with less hassle. Of course, the newsletter opens up lots of additional promotional opportunities.

    Successful brief? Make it tremendously insightful. Make it pithy and clear. Above all, make it ring true.
  • Posted by prhyatt on 6/2/2008 at 3:59 PM Accepted
    Hi, Alex-

    I love the ideas suggested above re having FAQ and a blog by an expert. Don't be in too much of a rush to collect data-- remember that one of the keys to a successful interactive site is gaining the visitor's trust. When the visitor has to give up too much information in order to interact, she will hesitate-- and often bolt, especially if the site deals with personal issues, as this one does. A huge marketing edge for this audience would be a site where visitors can get information without feeling as if their personal issues are being tracked.

    You might consider a vo;untary registration with a weekly giveaway like a book (this would be awesome if one of your physicians has published one. If not, go for something that addresses women's health and is in keeping with the philosophy of your group. Alternatively, you could do a survey on questions they'd like to see addressed and then collect some data for classification purposes.
  • Posted on 6/3/2008 at 3:56 AM Author
    Hello,

    I'm closing this post,

    Thank you all,

    kind regards
    Alex
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