Making Occupational Health Services Easy to Find: A Guide for Hospital Systems and Other Providers

When employers look for occupational health services like DOT exams, workers’ compensation management, or drug testing, their experience can vary greatly depending on the type of provider they’re dealing with. Pure occupational medicine practices typically have straightforward websites focused solely on these services. Urgent care practices offering occ med services may have a bit more complexity but usually still provide clear pathways. Hospital system websites, however, often present unique challenges. With layers of departments, services, and navigation options, finding occ med services can be especially difficult for employers.

To make sure your hospital system’s website effectively attracts and engages employers, focus on these strategies to address the complexity of your site. While hospital systems face unique challenges, many of these strategies can also benefit smaller occ med practices and urgent care providers.

Strategies for Hospital System Websites

1. Make Search Effortless
   Use Targeted Keywords: Incorporate terms like “DOT exam,” “occupational medicine,” “work comp,” and “drug testing” into headings, subheadings, and meta descriptions. On a hospital website, ensure these terms are prominently tied to the department offering these services to reduce confusion.

Refine Internal Search Results: Hospital websites often have sophisticated search functions, but they need to prioritize occ med-related pages. Make sure that searches for “workplace health” or similar terms direct users to the appropriate pages.

2. Create Clear Navigation Paths
   Highlight Occupational Health Services: Within the hospital’s main navigation, create a dedicated section or dropdown for occupational health services. Avoid burying these services under broader categories like “Specialty Services” or “Corporate Health.”

Use Breadcrumb Trails: Given the complexity of hospital websites, breadcrumb navigation is particularly important. It allows users to easily track their journey and backtrack if needed without starting over.

3. Leverage Analytics and Feedback
   Track User Behavior: Use analytics to understand how employers navigate your hospital’s website, where they encounter barriers, and which search terms lead to conversions. This data can be particularly valuable for untangling complex site structures.

Ask for Input: Solicit feedback from current clients about site usability. Employers interacting with a hospital’s broader services may offer insights specific to navigating multi-departmental systems.

Strategies Applicable to All Providers

1. Develop Focused, Employer-Friendly Content
   Service-Specific Landing Pages: Create dedicated pages for key services like DOT exams or workers’ compensation. Each page should include a clear description of the service, its benefits, and a call-to-action (e.g., “Schedule Your Appointment”).

SEO-Friendly Content: Publish blog posts, FAQs, and case studies that address common employer concerns. For hospitals, emphasize how your breadth of services integrates occ med with other departments to provide seamless care.

2. Add Employer-Centered Tools
   Resource Hub: Offer downloadable guides, compliance updates, and FAQs tailored to employers. On a hospital website, consider including resources that explain how your occ med services align with other hospital offerings, such as physical therapy or imaging.

Online Scheduling: Provide an easy-to-use scheduling tool. Employers value efficiency, and the ability to book services online can be a major selling point. For hospital systems, ensure the scheduling tool directs users to the right department.

Employer Portal: Provide a secure portal where employers can manage appointments, access reports, and review service usage. If possible, make sure the portal integrates seamlessly with your broader hospital systems to enhance the user experience.

Employer Forms: Include downloadable or fillable forms for common needs, such as employer authorization forms or new account setup forms. These tools streamline processes and reduce friction for employers engaging with your services. Ensure forms are mobile-friendly so that employers on job sites can complete them quickly and easily using their phones.

3. Optimize for Mobile
   Responsive Design: Ensure your website looks and works great on any device. Employers often research services on-the-go, so mobile accessibility is non-negotiable. For hospitals, this means ensuring that complex menus and search tools remain intuitive on smaller screens.
4. Expand Your Digital Presence
   Invest in Search Engine Marketing (SEM): Paid ads can ensure your occupational health services appear at the top of search results. For hospitals, emphasize your ability to integrate occ med services with your other specialized departments.

Engage on Social Media and Email: Share success stories, highlight new services, and distribute valuable resources to connect with employers where they already spend their time. Hospital systems can also use these channels to showcase their comprehensive approach to workplace health.

By addressing the unique challenges of hospital system websites while incorporating universal best practices, you can ensure employers find your occupational health services quickly and easily. Whether it’s simplifying navigation or creating compelling content, an optimized website strengthens your market position and increases service uptake across all provider types.