For health systems
Your next website redesign is too important to get wrong.
A website redesign or digital transformation is one of the biggest and most visible investments a health system makes. It usually lands on a team already at capacity. I join your team as a fractional strategist and product owner, so the program has a senior leader from discovery through launch.
Why redesigns go sideways
Agencies build what they’re asked to build. Someone inside has to decide what that should be.
Multi-phase programs drift. Scope creeps, priorities shift and the roadmap stops matching the budget.
Stakeholders pull in different directions. Service lines, IT, marketing and the C-suite each want something different from the site.
What I do
Set the digital strategy
Grounded in research with your patients, caregivers, referring physicians and leaders.
Run primary research
Stakeholder interviews, patient research and competitive analysis, combined with Forrester and Gartner industry research.
Own the roadmap and backlog
I prioritize the work, write the requirements and keep each phase tied to the business case.
Align stakeholders
From the C-suite to the service lines, with one clear plan and one cadence.
Keep partners accountable
I manage your agency, CMS and technology vendors against scope, schedule and quality.
Prepare for AI search and agents
Every roadmap I build plans for how AI assistants will find, read and act on your site.
What you get
- A digital strategy playbook
- A phased roadmap and prioritized backlog
- Research findings and personas
- RFP support and agency selection
- Sprint and release leadership through launch
When to bring me in
- Before the RFP, to define what you’re actually buying
- During discovery, to lead or check the research
- Mid-program, when a redesign has stalled or drifted
Why me
I’ve been the health system digital leader. I founded the digital marketing department at Mass General, and led the Tufts Medical Center redesign that grew digital appointment requests 5×. Then I led healthcare strategy practices at White Rhino and Primacy.
Trusted by
Planning a redesign or rescuing one?
Tell me where you are. I’ll reply within one business day.