Editor’s note: Website design is one of the key points in a successful customer transition for medical facilities trying to attract their online audience. Learn about best practices in healthcare design illustrated with examples and have ScienceSoft implement them ecommerce website designers.
The COVID-19 pandemic has affected the healthcare sector worldwide. In addition to creating a lot of work for medical professionals, it has accelerated the digital transformation of the industry. A few years ago, many organizations were slow to fully appreciate the opportunities offered by online presence. Now, they face the need for patients to access as many services as possible online. As expected, the purpose of healthcare websites is no longer questioned and a website becomes a necessity for healthcare providers to be competitive.
Why is health website design important?
The question is clearly rhetorical if you are no stranger to e-commerce and have ever bought goods or services online. As a consumer, you feel almost immediately if the website inspires trust and commits you to interact and buy. It’s no different than healthcare – the way you design a website determines whether visitors want to negotiate and spend money on your business.
But while the importance of healthcare website design is beyond doubt, the question remains as to what design rules and tricks allow you to achieve a web conversion experience.
Illustration of good healthcare website design practices
Healthcare has many facets and it is difficult to cover best practices for designing healthcare websites as a whole. Have considerable experience in Design and development of medical websites, my ScienceSoft colleagues share a common view that best practices vary for different companies (we have a detailed overview of 4 main types of healthcare e-commerce to clarify the domain). Therefore, I choose examples and highlight important design elements of health websites that sell different types of products and services.
Orlando Health: The most important information is above the fold
By visiting this non-profit healthcare organization online, patients can instantly access the most important information through featured CTAs: ER timeouts, an online appointment request form, and a telehealth option. The website is quite full of content: it offers patients the opportunity to do almost anything online, from getting their medical records to scheduling live or virtual appointments. Therefore, navigation is key to helping visitors find a needed doctor or request an appointment with a doctor quickly. Here, web designers do a good job of organizing a top menu and a sidebar so they don’t pile up information.
Source: Orlando Health
Walgreens: Well-planned homepage navigation
The e-pharmacy sells prescription drugs and a range of health-related products, such as personal care and wellness products, over-the-counter pharmaceuticals, vitamins and more. The menu bar at the top guides visitors to the main sections and there are quick links to the home page. The company performs many promotions at once, and all are also conveniently organized on the home page, which helps minimize the bounce rate. In addition, designers implement an analog e-commerce purchase for guests and offer customers the ability to refill their recipes without registering an account, just by sending an Rx number.
Knoxville Pediatric Associates: A Stress Relief Technique
Parents know how their children’s visits to the doctor can cause unwanted stress for all parties. Knoxville Pediatric Associates have decided to address parental concerns and build trust by presenting their professionals. An educational summary, a photo and warm, playful details like your favorite color and a favorite cartoon character allow clients to get to know pediatricians better and make the first date less stressful.
Source: Knoxville Pediatric Associates
NewYork-Presbyterian: Focus on useful educational content
The organization is positioned as one of the country’s leaders in medical education and patient-centered clinical care. Thus, your online space is designed keeping in mind the great content management capabilities. There is a full library of text and video materials covering health-related topics.
Source: New York-Presbyterian
MedixSource: clean design with easy navigation
Medical supply stores are closest to conventional e-commerce websites, so all commonly used e-commerce design practices apply. MedixSource has a website with a clean but attractive design and content that allows customers to make informed purchasing decisions and enjoy smooth digital travel. The user interface of the website is not overwhelmed with visual elements, it has a simple navigation menu and product information pages.
Expand your online medical presence
A good health website design should adopt all the general rules of web design, such as fine visuals, navigable design optimized for smartphones, visible and well-placed calls to action, personalized content, etc. However, an electronic medical website has certain specificities that vary depending on the healthcare niche of the company. If you do not know how to adjust the design of your website to your goals and your target audience, we will use the experience of our team to help you, do not hesitate to do so. contact with us!
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