Beyond the Website: How Healthcare Organizations Navigate AI Discovery, Composable Tech, and Changing Patient Behavior

Healthcare digital leaders from Children’s Nebraska, Rochester Regional Health, UCI Health, and industry experts from Reason One and Schema App share practical strategies for navigating AI search, composable architecture, and the evolving patient journey.

// By Therese Lockemy, MBA  //

The traditional hospital website is undergoing a fundamental transformation. As patients increasingly discover healthcare information through ChatGPT, social media, and AI-powered search, healthcare organizations face a critical question: How do we build digital experiences that meet patients where they are while preparing for a future where transactions may happen entirely off our sites?

In a recent eHealthcare Strategy & Trends webinar, “The Future of Hospital Websites: Navigating AI Search, UX, and the Shift to Composable Architecture,” five digital health leaders shared candid insights about this evolution.

(left to right) Michael Kinkaid, chief product and technology officer, Reason One; Laura Housholder, digital marketing manager, Children’s Nebraska; Martha van Berkel, CEO, Schema App; Tyler Pierce, director of digital engagement, Rochester Regional Health; and Tara Nooteboom, director of consumer digital strategy, UCI Health

“For those of us around in the 2010s, when APIs and mobile apps came out, this is not so different, although it is moving way faster,” says Martha van Berkel, CEO of Schema App. “I’ve worked in tech for 25 years, and I’ve never seen things evolve as quickly.” This accelerating pace of change is compelling healthcare organizations to fundamentally reimagine how they connect with patients.”

Read on to discover how leading healthcare organizations are building flexible, future-ready digital experiences that meet patients wherever they are.

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