By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
Health Works CollectiveHealth Works CollectiveHealth Works Collective
  • Health
    • Mental Health
    Health
    Healthcare organizations are operating on slimmer profit margins than ever. One report in August showed that they are even lower than the beginning of the…
    Show More
    Top News
    benefits of using protein powder to build muscles
    Protein Powder for Muscle Mass: Everything You Need to Know
    December 12, 2021
    changes brought on by blockchain in healthcare
    Technology In The Healthcare Industry
    March 28, 2022
    What Does Core Body Temperature Say About Health?
    August 17, 2022
    Latest News
    5 Steps to a Promising Career as a Healthcare Administrator
    August 3, 2025
    Why Custom Telemedicine Apps Outperform Off‑the‑Shelf Solutions
    July 20, 2025
    How Probate Planning Shapes the Future of Your Estate and Family Care
    July 17, 2025
    Beyond Nutrition: Everyday Foods That Support Whole-Body Health
    June 15, 2025
  • Policy and Law
    • Global Healthcare
    • Medical Ethics
    Policy and Law
    Get the latest updates about Insurance policies and Laws in the Healthcare industry for different geographical locations.
    Show More
    Top News
    Obesity Explained
    December 2, 2011
    Why Pilot Programs are a Waste of Time and Money
    August 26, 2017
    Does Disclosure Work?
    January 4, 2012
    Latest News
    How IT and Marketing Teams Can Collaborate to Protect Patient Trust
    July 17, 2025
    How Health Choices and Legal Actions Intersect After an Injury
    July 17, 2025
    How communities and healthcare providers can address slip and fall injuries with legal awareness
    July 17, 2025
    Let Your Lawyer Handle the Work Before You Pay Medical Costs
    July 6, 2025
  • Medical Innovations
  • News
  • Wellness
  • Tech
Search
© 2023 HealthWorks Collective. All Rights Reserved.
Reading: The Website as Part of a Strategic Hospital Marketing Plan
Share
Notification Show More
Font ResizerAa
Health Works CollectiveHealth Works Collective
Font ResizerAa
Search
Follow US
  • About
  • Contact
  • Privacy
© 2023 HealthWorks Collective. All Rights Reserved.
Health Works Collective > Business > Hospital Administration > The Website as Part of a Strategic Hospital Marketing Plan
BusinesseHealthHospital Administration

The Website as Part of a Strategic Hospital Marketing Plan

Jonathan Catley
Jonathan Catley
Share
4 Min Read
Web Design, Hospital Marketing, Online Marketing
SHARE

Designing an effective hospital website is getting a lot more complicated than it used to be. According to Health Leaders Media, hospitals’ quality metrics are under tight review by payers. The honesty and relevance of their websites’ claims and content are getting scrutinized more closely than ever.

Designing an effective hospital website is getting a lot more complicated than it used to be. According to Health Leaders Media, hospitals’ quality metrics are under tight review by payers. The honesty and relevance of their websites’ claims and content are getting scrutinized more closely than ever. They are being asked to pick up a greater portion of the hospital’s marketing strategy by providing patient education and increasing connectivity – all this while still being optimized for the highest possible search engine results. It’s enough to give a hospital marketer a headache!Web Design, Hospital Marketing, Online Marketing

Fortunately there is help available. The article focused on hospitals that were deemed to provide sufficient website transparency, as opposed to mere stock photographs and lofty platitudes. A good hospital website serves to meet regulations, but also needs to be a workhorse in the marketing strategy. With patients exercising more choice over where to have medical tests and procedures, the website must convey a strong marketing message and back that up with facts.

Criteria for enhancing website effectiveness can be based on the National Quality Forum and Agency for Healthcare Research and Quality’s guidelines for “consumer-focused Internet-based public reporting of health performance data.” Components of a website that does more than just boast about the latest technology or the hospital’s commitment to health include:

More Read

The FDA Patient Network Website: Pretty Darn Patient-Centered
The Willing Provider Problem
Is Your Health Organization Prepared for Accountable Care?
Vermont Moves Closer to Single Payer Delivery
Marketing to Physicians? Think Education and Email
  • Transparency: Displays relevant safety and quality data, and provides an ability to compare information with other hospitals; has explanations of services and statistics in understandable language.
  • Design: Includes easy navigation, multiple language translations, clearly identifiable advertising, and pertinent staff information.
  • Credibility: Contains current updates, statistics, and contact information.
  • Literacy: Makes sure the site is easily understandable for the average patient. Minimizes use of jargon and provides definitions of medical terms.
  • Connectivity: Provides easy ways for prospective patients and the community to stay in touch with the hospital.

Once the content has been identified and vetted, the hospital website designer must insure that the site is easily functional across all digital devices – PCs, laptops, tablets and smartphones. Each visitor much have the same rich viewing experience, no matter what platform is used to visit the site.

Finally, the website needs to be capable of fulfilling its place in the overall marketing strategy by helping to attract new patients. The hospital website design and content must include search engine optimization and use of keywords in order to propel the site to the top of search results. A constant stream of information in the form of blogs, Facebook posts, and Tweets, with links back to the website, can help drive traffic while also serving to keep the site fresh and relevant for search engine purposes.

A hospital’s website is a dynamic and evolving concept, not something that is simply designed and posted on the Internet. Hospital marketing teams will need to evaluate and balance the sometimes competing needs for quality metrics, consumer transparency, and marketing tool to develop the most creative design and effective copy.

Share This Article
Facebook Copy Link Print
Share

Stay Connected

1.5kFollowersLike
4.5kFollowersFollow
2.8kFollowersPin
136kSubscribersSubscribe

Latest News

technology in medical research
The Tools Helping Medical Researchers See the Full Picture
News Technology
August 3, 2025
5 Steps to a Promising Career as a Healthcare Administrator
5 Steps to a Promising Career as a Healthcare Administrator
Health
July 31, 2025
holistic dental
Holistic Dentist Services Are Natural and Safe
Dental health Specialties
July 28, 2025
botox certification
Help Improve People’s Skin Health Via Botox Certification
Skin Specialties
July 22, 2025

You Might also Like

nordstrom lessons
Business

Valuable Marketing Lessons Doctors Can Learn from Nordstrom

September 26, 2014

Still Missing: Price Transparency in Healthcare

March 6, 2014

Georgia’s Proposed Telemedicine Rule

December 13, 2012

Sealants, Glues, Hemostats, Anti-Adhesion: An Evolved Market

July 9, 2014
Subscribe
Subscribe to our newsletter to get our newest articles instantly!
Follow US
© 2008-2025 HealthWorks Collective. All Rights Reserved.
  • About
  • Contact
  • Privacy
Welcome Back!

Sign in to your account

Username or Email Address
Password

Lost your password?