5 Small Changes to Fine-Tune Your Hospital Website

December 21, 2018

// By Lisa D. Ellis //

Whether you’re a small organization with just a few marketing professionals or a large health system with an extensive marketing team — or perhaps you fall somewhere in between these two extremes — it’s worth taking the time to listen to your digital customers. The insights they provide can help you make small changes that can elevate your online presence.

This advice comes from Neal Linkon, director of marketing operations at Children’s Hospital of Wisconsin, the Milwaukee region’s only independent health care system focused solely on children.

The Importance of “Listening” to Your Patients’ Online Behaviors

Neal Linkon, director of marketing operations at Children’s Hospital of Wisconsin

Neal Linkon, director of marketing operations at Children’s Hospital of Wisconsin

Linkon recently co-presented with Rob Klein, founder and CEO of Klein and Partners at the Society for Healthcare Strategy and Market Development (SHSMD) 2018 annual conference. Linkon and Klein talked about the importance of using organic approaches to solicit feedback from website users and then applying the knowledge gained to make strategic changes.

“Over the years, I have found some simple techniques that can have a transformational effect on an organization,” Linkon says. He points out that some of these approaches can be quick and easy to implement and don’t require a large investment — in some cases, they can even be free. Yet when applied correctly, they can improve your digital customers’ experiences while enhancing brand perception.

While the strategies Linkon uses at Children’s Hospital of Wisconsin span a wide range of methods, they all have in common the goal of connecting to digital users and making sure your website meets their expectations for both content and function.


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