Evaluate Your Site from the Patient's Perspective

Although most aesthetic surgery practices have launched a Web site, few sites we've reviewed have been developed with the patient's perspective in mind. Use this checklist to determine whether your site makes the grade in terms of meeting patient and potential patient needs:

• Does the homepage have a picture of you and staff, or the office building? Or worse, a splash page with an animated graphic? Patients and potential patients (especially women) relate to people, not buildings or vague images! The first image someone sees should be YOU.

• Is the site heavy with photos and graphics that take more than 7 seconds to load on any given page? Surveys show that 7 seconds is the average amount of time a patient will wait before clicking off your site. In some cities-such as New York and LA-this amount of time is shorter. If your site is slow to load, you're losing people. Remember, more than half of Americans still connect using a dial-up modem.

• Does biographical information focus on technical skills, or your ability to relate to patients? Patients want a RELATIONSHIP with their surgeon! Sites that focus only on credentials and training miss the bigger point. Demonstrate your listening skills and ability to understand patient needs.

• Do you feature staff? We are amazed at how many plastic surgery sites have no photos of the people a patient will meet at the first visit. Begin building relationships early by providing photos of staff, especially the Patient Coordinator and nurses. Some practices even include each staff person's email, making it easy for patients to contact them.

• Can the patient DO anything at your site? Posting descriptions of procedures and services does not differentiate you. Every plastic surgeon has these on their site. Can patients register for their consultation? An upcoming seminar? View a video of your recent interview on the local news? Ask a question of the nurse? Brainstorm with the staff about how you can offer patients and potential patients an interactive experience.

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