Once you understand your desired objectives, and you have an understanding of your patient demographic and behavior, now it is time to facilitate the patient journey in order for them to book an appointment with a provider.

The patient journey consists of 3 key components (see diagram below):

FIND:  How the patient finds your website and PMC online (for instance: Organic Search, Digital ads, Social Media, email campaign, etc.)

ENGAGE:  How the patient engages with your website and with the PMC portion of your website: they are searching for the right provider based on the information that each provider displays and will look for the proper match based on their needs

CONVERT:  When the patient books an appointment with a provider they chose

Of course, in reality the patient’s journey is not always linear: for instance, they may find information about a new provider on Facebook, but not click on the link to learn more. A day later, the patient visits your website directly and is looking for that particular provider.