Healthcare Websites with a Purpose 

Presented March 10, 2026 at 1 p.m. Eastern

This webinar is free for members of eHealthcare Strategy & Trends

Panelists:
Cynthia Li, Vice President, Client Partnership, Huge
TJ Kottenstette, Digital Strategist, The Kids Mental Health Foundation, Nationwide Children’s Hospital

Moderator:
Susan Dubuque, Contributing Editor, eHealthcare Strategy & Trends and Co-Chair, 2025 eHealthcare Leadership Awards

In today’s healthcare landscape, the website is no longer just a marketing channel; it’s a point of entry for specialized services, an educational hub, and, increasingly, a source of emotional reassurance. For patients and families navigating care decisions, it can be a lifeline — delivering guidance, resources, and support at moments when help is needed most.

As AI reshapes how people search and discover information, some have questioned whether the traditional website is losing relevance. Yet specialized, purpose-built sites continue to play an essential role in the patient journey. They provide something AI summaries cannot: context, credibility, clarity, and a controlled environment where organizations shape the experience.

Regardless of purpose, the strongest sites share common characteristics: clear intent, disciplined strategy, strong governance, seamless collaboration between marketing and IT, and an unwavering focus on user needs.

Panelists will share their award-winning strategies and offer an inside look at how they design and manage high-performing, purpose-driven websites that deliver measurable results. Take advantage of this opportunity to ask questions and join the conversation. You’ll gain practical insights you can adapt and apply within your own organization.

In this session, you’ll learn:

• How leading organizations define the primary job of a website — and design around that purpose rather than defaulting to a redesign.
• When a specialized or campaign-based site makes strategic sense — and when it doesn’t.
• The differences (and surprising similarities) between designing for access to care and designing for education, reassurance, and community support.
• How to move beyond “reskinning” and instead make meaningful improvements to structure, content, and experience.
• Where personalization and AI-driven tools create measurable value — and where they introduce unnecessary complexity.
• Which metrics truly influence leadership confidence and digital investment.
• How marketing, IT, and agency partners can work together to build purposeful experiences without slowing innovation.

Panelists