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For Healthcare & Life Sciences Professionals
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June 19, 2006 Hospital Web Marketing Takes OffConsumers Stick To The Basicsby Lynne "Sam" Bishop with Bradford J. Holmes, Will McEnroe |
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Executive Summary
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.
This is an excerpt
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