June 19, 2006

Hospital Web Marketing Takes Off

Consumers Stick To The Basics

This is the first document in the "Hospital Web Marketing" series.

by Lynne "Sam" Bishop

with Bradford J. Holmes, Will McEnroe

Executive Summary (This is a document excerpt)

As hospital marketers incorporate the Internet into their consumer marketing and brand-building strategies, hospital Web sites are becoming increasingly feature-rich — with extensive health content, interactive tools, and transactional capabilities. But only 18% of online consumers have visited a hospital Web site, and the majority of site users stick to basic facility facts like visiting hours or directions. To promote their brand online and encourage greater Web site usage among current and prospective patients, hospital marketers must broaden their online outreach with effective search engine optimization and satisfy site visitors with user-focused Web design.

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