Reimagining Hospital Websites: Many Doors, One Seamless Experience
Leaders from Hackensack Meridian Health, CHRISTUS Health, and Intermountain Health share their vision for using AI, authentication, and tighter portal integration to reduce friction and make it easier for patients to get care.
// By Jane Weber Brubaker //
In retrospect, the title of our recent virtual summit, The Future of Hospital Websites, may not fully capture the massive changes in digital consumer behavior brought about by AI.
Now, instead of a hospital’s website being the ultimate destination for site visitors to research conditions, find doctors, make appointments, or pay bills, it is becoming more like an information hub, with many spokes extending out to all the places consumers go to ask questions and find answers. The important thing is to show up in those places.
In the summit’s opening keynote, The Next Generation of Hospital Websites, three panelists from major health systems weighed in on how their organizations navigate the conceptual shift from one digital front door to many doors, and how they ensure their brands are visible, recognized, and relevant no matter which door consumers use.
Left to right: Adrienne Woods, vice president of digital engagement, Hackensack Meridian Health; Jeff Stewart, vice president of strategic marketing, CHRISTUS Health; Mona Baset, vice president of digital engagement, Intermountain Health
Adrienne Woods, vice president of digital engagement at Hackensack Meridian Health, commented, “I cannot remember the last time someone from the C-suite said, ‘This information needs to be on the website,’ or ‘This information is not on the website.’ They say, ‘I’m not finding this information on Google or in Google listings or on the maps where our locations are. They’re looking at it as an ecosystem of digital information.”
Woods and co-panelists Jeff Stewart, vice president of strategic marketing at CHRISTUS Health, and Mona Baset, vice president of digital engagement at Intermountain Health, make a strong case for widening the aperture beyond counting visitors to their websites as a key metric to focusing on how best to meet the needs of consumers wherever they are.
Read on for highlights of their session and a forward-looking vision you can use to reimagine your organization’s digital ecosystem.
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