An AI-powered agency for health brands
Digital strategy for health systems. Content for the brands that serve them. Built at Mass General and Tufts.
I’m Shawn Gross. I spent 20+ years leading digital at Massachusetts General Hospital, Tufts Medical Center and top healthcare agencies. Now I help health systems plan and lead their websites. I also help the companies that sell to them create content hospital leaders actually read.
Trusted by
Formerly led digital at Mass General and Tufts Medical Center · Speaker at HMPS, HCIC and SHSMD
Two ways I help health brands
For health systems
Your next website redesign is too important to get wrong.
I join your team as a fractional digital strategist and product owner. I set the strategy, run the research, own the roadmap and keep your agency and technology partners accountable, from discovery through launch.
For brands that sell to health systems
I used to be your buyer. Now I help you reach them.
White papers, e-books, LinkedIn and email campaigns, landing pages and websites for CMS, martech, analytics, data and AI companies. Written by someone who’s sat in the buyer’s chair, as your content partner all year long.
Also: Discovery & research for healthcare agencies → · Orchard, the agent-native hospital CMS →
Senior strategy at AI speed
HospitalWebsites.com is an AI-powered agency. You work with me directly, on every hour of the project, and AI handles the volume work behind me: research synthesis, audits, first drafts and prototypes. When a project needs design or development hands, I bring in specialists I’ve worked with for years.
No junior team. The person in the kickoff is the person doing the work.
Faster delivery. Research, drafts and campaigns in days, not months.
Leaner budgets. You pay for judgment, not overhead.
For healthcare B2B brands
A content partner for the whole year, not one campaign
The B2B brands that win health system buyers show up consistently, all year. I plan the year with you, set quarterly themes around your sales goals and the conference calendar, and deliver every month: white papers, e-books, LinkedIn and email campaigns, landing pages and websites.
Free tool · AgentVitals
Is your hospital website ready for AI agents?
Patients are starting to ask ChatGPT, Claude and Perplexity to find a doctor and book the visit. AgentVitals checks how well those agents can understand, navigate and act on your site, and gives you a graded scorecard in about 15 seconds.
Two ways to work with me
Fractional strategy
Best for: Health systems running a redesign or transformation.
How it works: Embedded with your team, part-time, for 6 to 18 months.
What you get: Strategy, research, roadmap and product leadership.
Annual content partnership
Best for: B2B brands that need expert content all year.
How it works: A 12-month plan, with quarterly themes and monthly delivery.
What you get: White papers, e-books, campaigns, landing pages and websites.
HospitalWebsites.com Reviews
The best hospital websites, reviewed
I review standout health system websites and explain the strategy behind what works.
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Planning a redesign, or trying to reach the people who run one?
Tell me what you’re working on. I’ll reply within one business day.