How to make the Internet work for your practice
By Megan S. Sutton, MS, CF-SLP
Speech-language pathologists are turning to computers more and more in their work. New software allows for easy analysis of speech sounds for both diagnostic and biofeedback purposes; provides a wealth of interactive therapy stimuli; facilitates clinical documentation entry, storage and retrieval; and, more traditionally, enables more independent augmentative and alternative communication (AAC) options for clients who require such services.
The Internet also has become a mainstay in many practitioners' offices, making access to the latest research, health information, and new products and methods more efficient. Professionals from around the world are authoring Web sites that facilitate access to information relevant to speech-language pathologists. Two comprehensive lists of links to these resources can be found at http://www.library.hcs.ucl.ac.uk/Links/SLT.htm and http://www.members.tripod.com/Caroline_Bowen/slp-eureka.htm.
Some speech-language pathologists are sharing their therapy materials and ideas online in interactive forums. Surprisingly, few are taking full advantage of the Internet to market their private practice and provide a virtual office on the Web.
The American Speech-Language-Hearing Association (ASHA) reports that 17.8 percent of its constituents are employed full- or part-time in private practice.1 That number is expected to rise "due to the increasing use of contract services by hospitals, schools and nursing care facilities."2
With the rapid growth of speech and language services being contracted out or provided outside the traditional settings, private practitioners need to find ways to market their services to hospitals and schools, as well as to parents, patients and communities. Traditional marketing strategies include the establishment of a referral network with other professionals, community education and outreach, and printed brochures and hand-outs.
Only the very latest marketing guides have information on using the Internet as part of a comprehensive plan. However, more and more people are turning to the Web to find information and local services. More than half (58.7 percent) of the U.S. population over age 3 used the Internet at home, school, work or a public access site in 2003, the U.S. Department of Commerce has reported. More impressively, 41.6 percent of Internet users over age 15 search for information on health services or practices online.3
These facts indicate the importance of an online presence in today's world. The main purpose of a Web site may be to alert consumers to the existence of a practice, but a site can perform various other functions to better serve both current and future clients.
Practitioners can make a well-designed Web site work to improve both the image and functionality of their practice. The site can describe the services provided, along with a bio and credentials. It can link to valuable resources on the Web and offer hand-outs and forms available for download. Contact information, directions, maps, and even a photo of the location can save time on the phone. Posting testimonials online can turn a Web page into a powerful referral tool.
A Web site is not only a way to market a business, it's a means of increasing customer satisfaction. Easy access to clear information is key in keeping clients happy. A professional-looking site also assures potential and current customers that a practice is established and successful. A site can be coordinated with brochures and business cards and take the practice image in a new direction.
The site should load quickly, be up to date, and be easy to read and navigate. A good design communicates the "feel" of a practice and provides clear information. Content should be much like that of a brochure: easily scannable with bulleted lists and short paragraphs and targeted to an intended audience.
Practitioners can try their hand at designing a site themselves, using inexpensive software or free design tools offered online, or hire a Web professional to do the programming at a cost ranging from a few hundred dollars to a few thousand. A Web host and domain name (www.yourpractice.com), the equivalent of a place to live and an address, are needed. The site address should be added to all business cards, brochures, advertisements and directory listings.
The Internet has changed the way the world works, learns, and communicates. The Web is a powerful tool for communication and should not be overlooked by the very professionals who specialize in improving communication. Putting a private practice online is a way to find new clients, satisfy current customers, and expand the quantity and quality of therapeutic resources on the Web.
Paula Cochran, PhD, an author on clinical computing competencies for speech-language pathologists, recommends knowing how to use a computer as an instructor, a context for conversation, a clinical materials generator and data assistant, a feedback device, and a diagnostic and productivity tool.4
The Internet is here to stay and can no longer be overlooked as a part of a successful marketing strategy. Make it work for your private practice.
References
1. American Speech-Language-Hearing Association. (2004). Highlights and trends: ASHA counts for 2004. Rockville, MD.
2. American Speech-Language-Hearing Association. ASHA market trends, future outlook: Speech-language pathology. Rockville, MD.
3. U.S. Department of Commerce. (2004). A nation online: Entering the broadband age. Washington, DC.
4. Cochran, P.S. (2004). 10 recommended clinical computing competencies for SLPs. The ASHA Leader, May 25, pp. 6-7, 13.
Megan Sutton, of Vancouver, BC, works part-time with clients who have brain injury and is founder of Speech Therapy Online (www.speechtherapyonline.com). She can be contacted at megan@speechtherapyonline.com. http://speech-language-pathology-audiology.advanceweb.com/common/EditorialSearch/printerfriendly.aspx?AN=SP_05sep12_spp11.html&AD=09-12-2005 Search Archives