Optimizing Hospital Websites: A Comprehensive Evaluation

Abstract

Evaluation of Hospital Websites Introduction Websites serve as potential platforms that turn their visitors into prospects by properly analyzing the users that visit them, addressing their needs, and giving them clear remedies to the noted needs. Such a simple definition defines the need for an informative website that communicates about a brand to its target audience. A well-designed informative website helps establish a business by adding credibility to the business and strengthening its brand, which serves as a potential competitive advantage. Such insights define why hospitals should have a professional website whose ability to market their brand is not questioned. Since the relevance of a website in marketing extends to every aspect of an organization's marketing strategy, a successful hospital must determine the most appealing information to include in their website. To succeed in the modern competitive markets, hospitals must design websites that speak aloud on their behalf to the larger internet population whose urge to use technology remains well defined. If a website is not informative, its role in marketing the hospital brand remains hampered, which calls for proper considerations. To this effect, this report aims at analyzing various hospital websites to assess their credibility levels in marketing such hospital brands. John Hopkins Hospital John Hopkins Hospital serves as a non-profit academic medical center in [City, State]. It is a medical facility that has set clear healthcare standards in patient care, research, and education as outlined on its website. John Hopkins Hospital's website proves appealing with a single glance on it from any interested user. A clear picture of five medical practitioners is well displayed on this hospital's website with an appealing title across them stating "COMMUNITY CARE. WORLD-WIDE HEALING." Even without further details on such a website, one can argue that it is appealing, enhancing its users' urge to learn more about the content within it till the end. Covid-19 vaccine update tells the user that this hospital offers this pandemic vaccination to all its eligible patients. The website offers clear details on patients' safety, visitors’ guidelines, and patient care options, including proper ways of wearing masks. Testing various diseases Covid-19 being among the major with defined testing location and working hours are clearly stated. Interestingly, the website also offers a brief but comprehensive history of this hospital. There is access to online payment modes based on the service a patient has received or is willing to receive, making one's financial evaluation easier. The website also offers directions on services offered ranging from the emergency department, international patients, patient's rights/education, among others, through quick-access links for more details. The location of the hospital is well defined on the location map within the website summing up the informative characteristic of this hospital's website. St. Luke’s Baptist Hospital South Texas The second hospital under consideration is St. Luke's Baptist Hospital, South Texas. The hospital serves as an accredited chest pain center and also serves the brain and stroke network. Upon first glance on its website, the user views this hospital's structure which speaks loud on the availability of service space within this facility. The website proves informative as it offers the user a chance to have an in-depth overview of its services and vital information within the five titles highlighted on the top of its web page. Patients and visitor title offer information on this hospital medical records, vaccination, and immunization, map, and directions, among other information that enhances satisfaction on patients and visitors. Specialties column offers information on special services offered within this facility like cardiovascular, minimally invasive surgery, pediatric, orthopedic, and directions on bookings and precise location for each. Medical institutions, research, and columns offer more information on this hospital's potential to deliver to the satisfaction of its target audience. An overview of the hospital's background and its mission is also offered comprehensively, adding its website's credibility in marketing this brand. At the bottom of the website, informative images analyzing some vital services within the five titles on the top of the web page best express the reality of service delivery within this hospital. Parklands Memorial Hospital Parklands Memorial Hospital is a medical facility in [City, State], United States. Upon first glance on this hospital's website, the user gets a clear image of the hospital building with the services offered by this hospital. Find a doctor column offers the user a chance to get access to this hospital doctor based on the specifications and interests of the patient. The condition and treatment column enables the user to specify their interest and instantly respond to the directives on which department precisely offers such services. Location and academic columns offer basic information on how the users can get to the hospital and other academic services offered within the hospital. What makes this website interesting is the insights on new patients’ appointments, allowing patients...