Device company websites must communicate awareness of ACO mandate

August 5, 2010 by Anonymous

By John Smith

A prospective customer’s first interaction with a medical device company brand may typically take place online. It is, therefore, increasingly important to ensure that potential customers find a compelling, easy-to-navigate website that takes advantage of the latest design techniques and addresses important issues vital to client success. An accurate and powerful website can harness the power of online marketing strategies to address the new "accountable care organization" mandate, capture additional market share and reinforce the benefits of products and services.

A medical device company’s website may facilitate hundreds of interactions every day, and it is important that the site design captures the same personality and evokes the same emotion the company is building with its sales force and other attributes "on the ground." There are three key elements that are critical to today’s website designs: an appearance that is commensurate with the brand the company wants to portray to the marketplace, a design that utilizes the most contemporary styles and approaches, and a vehicle that shows fresh thinking and growing momentum to the market.

Much of the strategy in creating an effective website is rooted in the information architecture. Simply put, it is organizing the information and presenting it in a way that enables the reader to navigate directly to what they want to find in the fastest, easiest way possible. Make sure that key issues, such as ACO, are worked in and included in the information architecture at the outset of the project – before pages are designed or copy is written – including text navigation, graphical navigation, internal/external linking strategies and page naming conventions. A large part of the linking strategies is to ensure that a robust inbound linking approach is in place to pull traffic back to a company’s website. This inbound link facility will increase search engine optimization, multiply the number of backlinks pointed toward a company’s website and augment a company’s ranking in link popularity.

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