July 12, 2006

Hospital Web Sites Disappoint Visitors

Marketers Must Improve Site Usability To Succeed Online

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

by Lynne "Sam" Bishop

with Eric G. Brown, Will McEnroe, Francesca Bartolomey

Executive Summary (This is a document excerpt)

Hospitals are beefing up their online presence, but so far consumers aren't impressed. A scant 39% of visitors report that they are satisfied with hospital sites overall — well below the satisfaction levels media and retail sites enjoy. To successfully build their brands online and engage consumers, hospital marketers must improve Web site usability by employing a user-centric approach to design.

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