Your organization’s healthcare provider directory is an invaluable tool that showcases your provider team’s expertise, informs prospective patients, and supports community members throughout their care journeys.
So, when was the last time you updated it?
A healthcare provider directory that’s difficult to navigate and cannot answer users’ questions will likely leave patients frustrated, or worse, leading them to seek care from your competitors. But a well-designed, patient-focused directory can help increase conversions and appointment requests, and bring the quality of care your organization provides front and center.
If it’s been a while since you’ve taken a closer look at the architecture, navigation, and design of your provider directory, here are a few signs that it’s time.
1. You’ve gotten negative feedback from patients
This sign is number one for a reason. Patients are the primary audience for your healthcare provider directory, and if they complain that it’s challenging to find the information or the providers they’re looking for, it’s absolutely time to refresh your directory.
You may not receive complaints about the directory directly, so take the time to read online reviews or conduct a user survey to gauge your community members’ thoughts and pain points when they visit your site searching for a provider.
2. Your directory isn’t mobile-friendly
If your provider directory loads slowly or doesn’t appear correctly on mobile devices, you’re missing out on a critical piece of your audience.
More than 63% of all website traffic last year came from a mobile device, and 53% of mobile users reported abandoning a site if it takes more than three seconds to load.
Nearly 80% of users, however, said they’ll revisit a site if it works well on their mobile device.
3. It’s hard to narrow in on a provider
Filters and search are a vital part of any effective healthcare provider directory. But it’s possible that these functions are doing too much — or too little — in helping patients find what they’re looking for.
Too many filters can be unhelpful and overwhelm users with options. Too few, and users will have to take the time to scroll through more provider profiles than they want to (or give up their search entirely).
When it comes to the search bar in your directory, if it doesn’t provide consistent, relevant results, it’s not likely that users will stick around to track down the information they’re looking for.
4. You can’t add supporting content
Content like biographies, ratings, and videos goes a long way in establishing patient trust and helping your providers put their best virtual foot forward.
But if your current provider directory software doesn’t allow you to add this content, you likely won’t see the engagement and conversion results your organization needs.
5. It’s difficult to update
Your website’s provider directory is likely the section that needs the most frequent updating as providers join and leave your organization.
But if your directory platform is a pain to use, those crucial updates won’t get made as quickly as they need to. If you’re finding that’s the case for your organization, it’s time to upgrade.
A better platform for providers
VitalSite’s provider directory function gives healthcare marketers the tools they need to create and maintain a thorough, easy-to-navigate provider directory.
With features to display reviews, star ratings, logos, videos, and more, your team will be able to build well-rounded and easily searchable provider profiles that help patients connect with the care they need.
If you’re searching for the right healthcare provider directory software for your organization, check out our whitepaper on the features you’ll want to look for from a directory software provider. You can learn how a refreshed provider directory helped boost appointment requests and increase organic traffic by nearly 40% for one health system.
Ready to take the next steps to upgrading your organization’s healthcare provider directory? Get in touch with our team today!
