Designing a hospital’s website presents a myriad of challenges. Balancing the needs of the individuals, the departments, and the organization as a whole can make it very difficult to create an effective and cohesive website.  A Ragan’s Health Care Communication News article, “Read This 10-point Checklist Before Redesigning Your Hospital’s Website,” provides ten aspects to consider when redesigning a hospital’s website.

From this article, Scott Public Relations has summarized the three most important points to keep in mind:

  1. Start by formulating a plan. Before beginning the project it is important to determine what marketing strategies or social media platforms you are going to utilize. Keep your target audience in mind in order to create a strategy that is most conducive to your marketing goals. Furthermore, there are several ways a hospital’s website can be organized and it is important to decide on a strategy before beginning. For example, are you going to organize your hospital’s website by disease or by department?  Before finalizing any logistical plans it can also be helpful to conduct research to ensure the success of the project and effectiveness of the site.
  2. Put the patients first. Ensure that the patients are able to engage with their healthcare provider through the website.  The website should be a way to improve patients’ experiences by making it easier for them to access medical records, pay a bill, or refill their prescriptions.  The site should also provide as much information as possible about different treatments available for a patient’s condition. Testimonials, clinical trials, and links to support programs can all be very helpful for patients as well.
  3. Make sure to highlight what is special about your hospital. A redesigned website is an excellent opportunity to rethink the branding of your organization and convey unique aspects of your brand. Social media links can also be utilized and are an effective means of demonstrating the changing culture of the hospital and prevents the page from becoming stale and lifeless.  The website should never be completely finished because it should always provide relevant and current information about the hospital.

Though redesigning a hospital’s website does present many challenges, it can be very beneficial if you formulate a game plan, put the patients’ needs first, and highlight unique aspects about the hospital you are representing.  If done correctly, the new and improved website can revitalize a hospital and update the brand you are representing.

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

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