Pediatric Practice Marketing and Communications

​​​​The process of creating a website does not have to be an expensive venture, even if an agency or vendor is hired to build one. There are many “do-it-yourself” website builders available to help make the process simple while making sure the content is robust.  

Four essential elements for creating a successful pediatric practice website include: 

1. Understanding the Patients  – Know the demographics and health needs of the community. This will help inform the selection of educational materials for the website that are most relevant to the patient population.
2. Consistency  – The content being marketed should be delivered in a consistent format and tone, as well as support the overall mission and vision of the practice.  
3. Providing Accurate Knowledge  – By delivering helpful and accurate content, the practice becomes an authority, and the ‘go-to’ source for information related to healthcare. Ensure that the website links to reputable sources of health information. 
4. Providing Quality Content  – Maintain a high standard for all content that is listed on the practice’s website. Frequently asked questions from patients and families can make for an excellent resource and demonstrates that patient/family concerns are being heard.  

The following items should be incorporated into the website.

• Practice News and Updates  – Include practice information such as regular and holiday office hours of operations, address (with link for directions – if feasible), phone and fax numbers. It is also important to include the practice’s history including the mission and vision, as well as information about the providers
• Practice Services – Pertinent patient information such as accepted insurances, co-payment expectations, acceptable forms of payment, as well as in-house lab services should be outlined and listed. 
• Patient Forms  – Create tabs for patients, such as registration forms and “welcome to the practice” packet for new patients. Depending on the type of system, forms should be downloadable or programmed to allow patients/families to complete them online.
• Patient Resources  – Provide quality educational information and resources on clinical topics that are most relevant to the patient population. Link to credible sources of information such as the American Academy of Pediatrics (AAP) and Centers for Disease Control and Prevention (CDC). This can also include trustworthy blog posts, articles, white papers and eBooks.

Many practices also include a section for career opportunities on the website to share information about open positions and how to apply. 

Website content should be reviewed and updated on a regular basis.  

Social media can create unique opportunities that empower both pediatricians and patients/families. 

In this current digital world, social media can be a powerful resource for pediatricians. From connecting with current and future patients and families, to hiring for an open position, social media outlets can provide value to both the practice and patients/families.  

All social media networks are not created equal, which can make the process of selecting the right platforms seem overwhelming. With the variety of outlets such as Facebook, Twitter, Instagram and LinkedIn, it is best to fully understand the needs of patients/families, as well as the practice’s objectives. Steps for strategically selecting the best social media platform for the practice include: 

Step 1: Determine Goals and Objectives

Begin with the patients/families in mind and define the following questions:

• What is the worth of having social media for the practice? 
• Is the goal to acquire new patients/families, or give existing patients/families more access to the practice? 
• Does the objective align with the practice’s mission and vision? 

Step 2: Consider Return on Investment (ROI)

Once the goals and objectives have been determined, consider the return on investment (ROI) that social media marketing can bring to the practice. Items to consider include: 

• Time and/or cost needed to implement and maintain.
• Cost to have platform professionally designed.  

Step 3: Track Goals 

Tracking the goals can be as simple as monitoring the number of site visits, followers and downloads that are generally calculated on social media platform metrics.  

Another easy method of tracking would be to ask each patient/family who calls or is present in the office how they heard about the practice.  

Resource: Ethical Considerations in Pediatricians’ Use of Social Media, (Pediatrics, March 2021)

Adopting on-hold messaging as part of the practice’s communication strategy can have a number of benefits. For example, on-hold messaging can proactively address frequently asked questions or provide patients with information about the types of services and treatments offered in the practice.   

Recommendations for items to include in on-hold messaging are as follows: 

• Practice information (eg office hours, location, contact numbers)
• General reminders
• Early detection announcements 
• Seasonally relevant updates
• Website awareness
• Preventative health messages (eg importance of regular checkups, promoting nutrition and exercise, vigilance in testing and monitoring) 
• New practice policies 

View information on Patient Portals here.