Does your web site draw new patients?
BACKGROUND
The absence of scientific data forces orthodontists to guess at how best to design Internet sites that persuade prospective patients to call for appointments. This study was conducted to identify the Web-site factors that lead prospective patients to make appointments or, conversely, to reject a practice.


METHODS
Ten participants actively looking online for an orthodontist were recruited to participate. They reviewed 64 orthodontic Web sites in their geographic areas and rated their likelihood of calling each practice for an appointment. The sessions were videotaped.


RESULTS
Analysis of participant comments, navigation patterns, and ratings suggested 25 distinguishing factors.


CONCLUSIONS
Statistical analysis showed 10 Web-site characteristics that predict the success of an orthodontic Web site in attracting new patients.
Wallin
Wendy S
WS
Sesame Communications, Seattle, WA, USA. wwallin@sesamecommunications.com
D002755:Choice Behavior; D006801:Humans; D020407:Internet; D008389:Marketing of Health Services / Q000379:methods*; D009970:Orthodontics; D010342:Patient Acceptance of Health Care; D011215:Practice Management, Dental