Your Website's Privacy Policy

The most successful websites on the Internet often contain some level of interactivity. In many cases, this interactivity requires visitors to enter data such as a name, gender, email address, mailing address, phone number, even a social security number or other personal information. When it comes to marketing medical practices, even plastic surgery, this information can get even more personal, in fact it might be information that is so personal they normally wouldn't even disclose it to their closest friends.

Email addresses are one of the most sought after pieces of information that websites want from their visitors. This allows those visitors to be contacted again and again, increasing the odds that they will become clients or, in the case of marketing medical practices, patients. Of course, many Internet users are already so inundated with email spam that they're hesitant to disclose their email address.

Any time that information is required of visitors, a privacy policy must be included. This is even more important when marketing medical practices if you are to ask for health- and medical-related information. For instance, you may conduct online consultations which would require very personal information.

Including a privacy policy is not just a common courtesy, it's also the most ethical step you can take. By telling visitors how their information will be used and protected, they can make an informed decision about what they do and do not want to tell you. A good, effective privacy policy should include the following information:

• Email Requests. When asking for email addresses from your visitors, let them know why you want their address and what you plan on doing with it. For instance, is it to add to your mailing list or email newsletter? Is it to ask for feedback? Be sure to clearly state what your intentions are.
• Cookies. Internet users today tend to have a negative opinion of cookies. If cookies are used on your site, be sure to explain why you are using them, what they are used for, and how long they remain on a visitor's computer.
• Ads. If your website includes advertisements or banners, make sure that you explain any related privacy issues, such as if cookies or web bugs are associated with the ads.
• Tools. If your website includes tools hosted by another site, such as a built-in search tool or a hit counter, be sure to include related privacy information and a link to that company's site. Many tools, particularly free ones, collect some form of statistics that are often sold to advertisers.
• Server Logs. Most servers collect information about visitors to your site in a server log. Though many people are well aware of this, it's still a good idea to include a sentence explaining this.

It's also a good idea to include your contact information on the same page as your privacy policy. This way, if visitors to your site have any questions or concerns about the information they're providing you with, they can easily contact you for help. If there is anything else that you are asking your visitors for, be sure to explain why that information is needed, whether or not it will be shared with others, and how it will be protected.