The Medical Web Marketing Bill of Rights

As a medical professional, your days are booked solid with patient appointments and practice administration. You simply don't have the time to hound a lagging Web vendor who won't update your Web site or perform basic maintenance tasks. And you probably don't have the time or resources to track leads yourself, making it difficult to know the value of your Internet advertising without your vendor's help.

It doesn't have to be this way. Before signing on for another year of lackluster service and disappointing results from your Web vendor, read over our Bill of Rights and make sure your vendor is helping you achieve your Internet marketing goals.

1. You Deserve a Dedicated Team. No matter who you've chosen to help grow your practice, make sure your Web team specializes in online marketing and search engine optimization (SEO) and is devoted to you and your needs.

2. Your Vendor Must Be Interested in Your Business. You have the right to work with a true partner, someone who takes the time to get to know your practice, your goals, and your vision.

3. Your Vendor Must Have a Passion for Your Industry. Medical marketing is a highly specialized field, requiring a savvy Web vendor to comply with legal and ethical obligations from your state's medical licensing board, the societies you belong to, and the federal government.

4. You Have the Right to Measurable Results. With online marketing, all kinds of statistics and metrics are possible, so a Web vendor who knows their stuff can provide easy-to-understand updates and assistance with return on investment (ROI) analysis.

5. A Proven Track Record is a Must. Your Web vendor must be able to show you what results they have produced for others in your field and then, within 9 months, deliver similar results for your practice.

6. You Deserve Honest Business Practices. Some vendors will use "tricks" to get you great results, then disappear when those tricks get your site banned from Google, Yahoo! and the other search engines. Make sure your vendor is willing to show you that they play by the rules when it comes to SEO.

7. You Have the Right to Your Own Assets. You've invested in building a trusted and distinguished Web site. You absolutely have the right to own the work you pay for. Make sure ownership and control issues are decided up front and in writing.

8. Your Vendor Must Be Dedicated to a Timely Turnaround. Dramatic changes can happen overnight on the Web, and if your vendor can't implement requested changes to your site in 3 days or less, you could be left in the dust.

9. Expect Stability and Low Turnover. You invest a lot of time working with your vendor, and you deserve a team of people who invest in you and know your practice. Constant turnover wastes time and can destroy the effective relationships you need.

10. Demand an Exclusivity Agreement. You have the right to expect your vendor to be committed to your growth without being distracted from that mission because they also serve one of your competitors.

These Rights may seem simple enough, but most Web vendors won't measure up. Even if your current vendor can't provide everything on the Bill of Rights, it may seem easier to stay put than to make a change. The reality is that changing vendors can be extremely simple, and more importantly, you're wasting opportunity to grow your practice while you're wasting money on your current vendor.

At Etna Interactive, the Bill of Rights principles form the groundwork of our client relationships. Why not find out if we can make a difference in your practice? Give us a call at 866.374.3762 and we'll be glad to spend some time evaluating your current Web site and making recommendations to help you get the most from your Web marketing investment.