Prep for the Future of Websites: How Three Health Systems Create a Better Web Experience for Patients

A panel of digital marketing leaders shares best practices for future-proofing health system websites.

// By Althea Fung //

Advancements in digital technology are rapidly changing how consumers make decisions — especially about their healthcare. By integrating digital solutions into hospital websites, consumers have more access to the information they need. This digital transformation has shifted consumer behavior toward more online interactions for health information and services, reinforcing the need for hospitals to maintain modern and user-friendly websites.

But keeping up with these changes and effectively executing them can take time and effort. A McKinsey and University of Oxford report found that 45 percent of large IT projects run overtime and exceed budget by 7 percent. Yet these projects deliver 56 percent less value than predicted.

“Digital moves fast. Keeping up is hard — and even harder if you don’t have the right foundation to build upon,” says Michael Kinkaid, chief technology officer at Reason One. Kinkaid was a panelist on a recent eHealthcare Strategy & Trends webinar, “How to Future-Proof Your Healthcare Website.”

Other panelists included Kevin Smith, assistant vice president of digital engagement at Baptist Health in Kentucky; Matt Schwabel, executive director of marketing technology and operations at UNC Health; and Stephen Barry, product owner at Lee Health in Southwest Florida. They discussed how healthcare organizations ensure their websites meet consumers’ digital needs while adhering to changing regulatory requirements from the government.

Left to right: Kevin Smith, Baptist Health; Matt Schwabel, UNC Health; Michael Kinkaid, Reason One; Stephen Barry, Lee Health

Read on to hear how these healthcare organizations ensure their websites meet consumers’ digital needs while adhering to changing regulatory requirements from the government.

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