Over 145 million adult Americans go online for health information. From the perspective of the modern healthcare consumer, a dynamic, interactive Web presence is a leading indicator of an organization’s perceived legitimacy, and prospective patients actively use a provider’s Website to help them make important decisions about where to seek care.

Today’s healthcare marketers need to adopt a consumer-centric approach to the Web that ensures their site visitors get the information they need and have a positive first experience with the institution that may save their lives.