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The
3 Laws of the Internet -
For
HEALTHCARE PRACTITIONERS
This
article takes a look at how Healthcare Practices can harness
the power of the internet.
There
are tips and hints and then there are laws. There are many books
and articles that offer tips about the web, e-commerce or email,
but there are also laws that govern, regulate and dictate success
and failure on the internet and for all who inhabit it.
The internet
is chaotic and viral by nature, but it remains subject to certain
laws that can be defined and understood.
The short
history of the internet is marked by incredible successes and
desperate failures. The successes can be traced to an appreciation
of these laws. The failures can be traced to ignoring one or
more of them.
Each
of these laws holds a key to success for the netrepeneur. You
must employ all of them to create a successful venture.
LAW
1. The Internet is GLOBAL
Accessing
the Internet from a computer in Albania, you can be chatting
to someone from Zimbabwe within minutes. An activist in Europe
can find comprehensive data on Neo-Maoism on AltaVista or have
his website built and ready for global publicity to his members
within hours.
This
power was unthinkable ten years ago and it has large governments
and corporations very scared. This power is now available to
you.
Individuals
and organisations who ignore this law will be sidelined as a
true global market falls into the hands of those who are ready
to seize it. It once required millions of dollars and hundreds
of staff to build an international market - now it is being done
by teenagers in their bedrooms.
The international
reach of the internet enables simultaneous communication between
multiple points of presence. This is true for international organisations
but equally valuable for any network of people whether trans-national
or in a single town.
STRATEGY
POINTS: Leverage the power of global presence by collaborating
with other practitioners in other countries with parallel interests.
Exploit email for patient follow up, reminders and feedback.
Use group email to send newsletters and updates to your database.
Use online discussion facilities to foster peer communication.
Form Interstate Alliances. Think globally. Distance is no longer
a tyranny.
LAW
2. The Internet is FREE
This
law was ignored by Netscape when they expected to maintain market
dominance with their shareware 'Navigator' browser while Microsoft
was giving theirs away as freeware. Netscape will probably never
regain that opportunity.
This
law was ignored by The New York Times and Slate Magazine who
both aborted attempts to charge users to read their Magazines
online.
The key
to the long term popularity of web surfing is that once you're
online you can go anywhere and do almost anything for free. While
there are massive amounts of money to be made online, the great
promise of the internet for consumers is "getting something
for nothing". Whether it's free newswire access, email,
chat, or web pages, or searching for consumer information or
health tips, the websites that succeed online are those which
are perceived as delivering the greatest value for free.
Use this
law to your own advantage by utilising free or advertiser supported
services to enhance your own internet strategy. But it cuts both
ways - find something you can offer for free. This law is crucial
for creating a viable online strategy. Every website visitor
must receive something of value for free or he will not return.
This may come in the form of exclusive information, a special
offer or a free service. Those who ignore this law will see their
strategy fail.
Website
visitors provide value for free in the form of advertising revenue,
loyalty, personal information, a vote, a barter swap.
The practice
that can extract the most value from each visitor whilst maintaining
the illusion of offering some service for free will profit the
most.
Learn
by the blunders of others - obey this Law.
STRATEGY
POINTS: Offer something free on your site: downloads, advice,
newsletter, etc. Stay informed - subscribe to free e-zines, exploit
free services available, use the power of barter. Exploit free
promotion avenues. Remember, the customer is looking for something
for nothing. Use group email to broadcast information your patients.
LAW
3. The Internet is NOW
Within
a few clicks you can see live video of some of the world's wonders,
you can make purchases at the click of a virtual button, and
you can email a friend in Japan several times a day.
The immediacy
and speed of information transfer over the internet is the one
of the wonders of modern technology.
It consistently
amazes new users how information can get to them so fast from
the other side of the world. Newcomers to email have difficulty
understanding how it works because of the speed and simplicity
of each transmission. The critical challenge for web designers
and internet businesses is to maintain that sense of wonder with
fast loading sites, and exploit the power and potential of instantaneous
transglobal communication.
The pace
of the internet means things change fast. An internet "year"
lasts just a few months. The cyberscape is changing and evolving
- slow companies and organisations are becoming extinct. Standards
are changing, tools are changing.
As the
pace increases, your patients expect immediate gratification.
When websites fail to indulge this need they lose visitors.
Somewhere
right now there is someone doing a search for a medical practice
in your area will they find you?
KEY
STRATEGIES: Keep your company evolving. Stay informed. Be ready
to change. Make your website fast and easy to navigate. Answer
your email twice per day. Give answers to every common question
on your website and provide an avenue for further enquiries.
Keep your web address on your stationery and advertisements -
today's parent is shopping for a dentist after hours.
CONCLUSION
We are
privileged to be part of the greatest revolution in commerce
and communications in modern times. The great companies of the
next century will trace their origins to this decade.
All the
rules have changed. The cost of staying informed has just dropped
dramatically. The cost of providing an interactive communication
facility is now available for the cost of a yellow pages ad.
The professionals shingle is now
The smaller
practices stand the best chance to build their practices by using
internet technology
Article
by Martin Howard
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