The Future of Hospital Websites in a Two-Internet World
What consumer brand trends reveal about the future of hospital websites, AI, and digital trust.
Creative healthcare digital marketing leader with nearly 20 years agency and client-side experience. Previously head of digital at Massachusetts General Hospital and Tufts Medical Center. Learn more at shawngross.com
13 posts
You Upgraded the CMS. Now Let’s Upgrade the ROI.
Discover why the next evolution of hospital websites hinges on capturing intent signals from all visitors—not just those ready to book—unlocking a new layer of ROI engagement, insight, and growth.
Why Hospital Websites Must Build Direct Relationships in a Post-Google World
As search declines and AI reshapes how patients find information, hospital marketers must shift from SEO-first thinking to building lasting, personalized digital relationships.
The Case for Authenticated Hospital Websites
Explore why the future of hospital websites will merge public and patient experiences through authenticated access, AI-driven personalization, and seamless identity integration.
Future-Proofing Your Hospital Website: Adapting to AI-Driven Search Solutions
Learn how hospitals can adapt their digital strategy for AI-driven search solutions with tips on structured data, authoritative content, multichannel distribution, and AI integration.
The Anatomy of the Best Hospital Websites: Key Elements to Include
An effective hospital website combines clear navigation, responsive design, and comprehensive content to enhance patient care and accessibility.
Exploring a New Crowdsourced Approach to Hospital Rankings
Exploring a patient-driven approach to hospital rankings, I propose a new system emphasizing community feedback and comprehensive care metrics.
From Layout to Lifesaver: Design Principles for Health System Websites
Dive into essential design principles for health system websites, ensuring they are user-friendly, accessible, and effectively serve patient needs.
Mastering Written Content: A Primer on Creating Engaging and Informative Wellness Content for Hospital Websites
A foundational guide on crafting clear, engaging, and informative written content tailored to the needs of health system and hospital websites.
Writing Treatment Program and Condition Content for Hospital Website SEO
Explore how to craft two strategic types of content—“Treatment Programs” and “Conditions”—that serve critical roles in a hospital’s content ecosystem.
Writing for Wellness: Crafting Hospital Website Content That Connects with Patients
Utilize a range of content types—including video, interactive content, and audio—to effectively communicate and connect with patients.
Optimizing for Outcomes: SEO Strategies for Healthcare Marketers
Effective SEO strategies tailored for health system marketers to enhance visibility and attract more patients to hospital websites.
Social Proof in Healthcare: How to Leverage Testimonials and Reviews
Learn how hospitals can effectively use patient testimonials and online reviews as social proof to enhance their reputation and attract new patients.