Websites with a Purpose, Part 1: Designing Digital Experiences That Drive Action

Health systems rethink their websites as tools that help consumers act, guide patients to care, and support strategic goals.

// By Susan Dubuque //

For years, hospital websites have tried to be everything at once, serving as directories, content hubs, campaign destinations, and digital front doors. Along the way, they’ve grown more complex, crowded, and often difficult for patients to use.

But patients arrive with a specific need, often under stress, and expect to find answers quickly. They are not browsing — they are trying to get something done.

Closing the gap between the website and what patients need is a top priority for health systems.

This two-part series, based on “Websites with a Purpose,” a session from The Future of Hospital Websites Virtual Summit, examines how organizations strengthen the role of the website as a strategic tool to guide action.

The panel included (left to right) Cynthia Li, vice president, client partnerships, Huge; Joseph Unger, senior manager, digital products, Atlantic Health; Amy Augenstein, senior specialist, consumer experience platform, Atlantic Health; and TJ Kottenstette, digital strategies, The Kids Mental Health Foundation.

In Part 1, Li, Unger, and Augenstein share insights on what it takes to design digital experiences with clear intent and how that thinking translates into practice, from a full-scale website rebuild to a focused microsite designed to move users directly to care.

In Part 2, Kottenstette will share how The Kids Mental Health Foundation uses its website to connect families to trusted resources and guides users through a purposeful digital experience.

Continue reading to learn how leading organizations build websites with intention and turn digital experiences into measurable drivers of engagement, access, and care.

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