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Financial Tools, Responsive Features Lift Hospitals' Digital Experience

Analysis  |  By  
   March 09, 2016

Three hospital website redesigns are each upping the ante for other healthcare websites.

Improving digital marketing and online user experience is a key priority for hospitals and health systems in the coming year. More people than ever are using the Internet as a primary resource, positioning healthcare organizations to engage current patients and reach out to potential patients through their site.

In recent months, three hospital website redesigns caught my eye for different reasons—from responsive features, to financial tools, to a patient experience gateway. They are each upping the ante for other healthcare websites.

Responsive Redesign
Wentworth-Douglass Hospital in Dover, NH, redesigned its website to create a responsive resource for patients, staff, and the community. The revamped site, created with the help of Saltwater Creative Agency, launched in February.

The relaunched site "allows for visitors to have a very informative experience, while providing insight into what Wentworth-Douglass Hospital is about. The new website inspires confidence, trust, and comfort—what patients want in healthcare—and what they can expect at Wentworth-Douglass." Gregory Walker, president and CEO of Wentworth-Douglass Health System, told local media.

The site's responsive features provide a consistent user experience across devices; from PCs, to tablets, to mobile phones. It also features interactive tools, such as an online sign-in system for its Express Care and Prompt Care centers, and a new blog, dubbed Living Well Seacoast, that is regularly updated with fresh content on timely topics, such as "Ten Snow Shoveling Tips to Keep your Spine Healthy" and "Reach Your New Year's Goals."

"We are excited about the new website launch and the platform that has been created to constantly keep information fresh and relevant," said Dawn Fernald, director of marketing and public relations. "The addition of the Living Well Seacoast blog, with posts by physicians, clinicians, and other subject-matter experts provides great information—whether it be health promotion, prevention, or treatment options."

Wentworth-Douglass' responsive features will go a long way in improving user experience, and the prominence and timeliness of the blog is both a useful resource and content marketing tool.

Financial Compare Tool
St. Clair Hospital in Pittsburgh, PA, has added a cost transparency tool to its website. The feature is the latest addition to the sites financial tools, which include a list of participating insurance plans, a bill payment portal, and financial assistance.

Marianne Aiello is a contributing writer at HealthLeaders Media.

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