One-on-One With an Industry Expert

Having a Web presence is a must for today’s chiropractic practice. To help chiropractors get started or update their current sites, Chiropractic Products asked Glenn V. Lombardi, president and COO of Officite, Oak Brook Ill, who has 17 years experience in the field, for advice on using the Internet as a practice-building tool.

What are the most important issues DCs should know about Web sites?
There are more than 100,000 searches for chiropractors every month on the Internet via search engines like Google, Yahoo, AOL, and MSN. DCs need to have a Web site specially designed and optimized for the search engines.

What are some common mistakes that DCs make in their Web site designs?
The top five mistakes are: 1) designing a site that does not get listed high in the search engines; 2) incorporating too much animation and not enough chiropractic-specific content; 3) not providing online patient forms, directions, maps, and appointment request features; 4) not establishing a unique practice identity by buying a site that looks similar to other chiropractic sites in the area; and 5) trying to design, program, manage, and maintain the site themselves or through an acquaintance.

What should DCs include on their home page?
The home page is the first impression that potential new patients will have of the practice. It is important that the home page is simple in design, able to load quickly, logically organized, and friendly and inviting. The graphics should convey the image of the practice and showcase the doctor. There should be navigation buttons to get to other pages containing details about the staff, the office, areas of specialty, directions to the office, email contact information, and how to request an appointment online.

What is the history of Officite?
Officite has built customized health care Web sites since 1996. Officite is a fully staffed organization with Web designers, technologists, account managers, and office support. Officite prides itself on stellar customer service and producing results for our clients. In 2004, Officite introduced new customized marketing solutions in the form of practice brochures and yellow page and print ads.

Tell us about Officite’s commitment to the chiropractic profession?
Officite has committed tens of thousands of dollars to support national, regional, and local professional meetings. We have also incorporated an editorial board composed of DCs to develop chiropractic-specific content for all of our products. Officite also offers chiropractors the opportunity to test drive their own customized Web site for 60 days at no cost or obligation (www.testdrive.officite.com, code 6638).

What do you see for the future of chiropractic?
Officite is very excited about the current and future role of chiropractic. As more people become aware of the role the spinal column plays in overall health, we envision a strong emphasis placed on having annual spine health checkups, similar to dental and eye health checkups and physical exams. With the increasing emphasis on wellness and the move to search for health information via the Internet, it will be important for chiropractors to have a strong Web presence. CP