The Use of Websites in Medical Markets

Abstract

Despite the incredible growth of the Internet, many companies in the medical and healthcare sector have yet to appreciate the speed and the extent to which this new medium will change the way that they do business. Many websites are merely a reproduction of the company's brochures and annual report with little consideration given to how the website should be integrated into the corporate marketing and communications strategy. Many of the benefits of the Internet will come not through the use of the Web as a promotional medium, but as a tool to improve two-way communication, enhance business processes and reduce the costs of running the business. This paper examines how use of the Internet is evolving in the medical sector, and provides recommendations and a structure for developing a more effective presence on the Web.