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'Just try it' approach works for Milwaukee system

There isn't much a visitor can't do on AuroraHealthCare.org. The patient portal allows users to exchange messages with their doctors, renew prescriptions, set up appointments, send an e-card, and even pay bills. Just about the only thing they can't do is have a face-to-face conversation with their doctor. Neal Linkon, manager of Web communications for the 13-hospital Aurora Health Care system in Milwaukee, discussed the award-winning Web site at "Engaging Patients Online: The payoff of just trying it," a session at the Society for Healthcare Strategy and Market Development's (SHSMD) annual conference and exhibit in October.