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Web strategy: Web sites show potential as marketing tools

Healthcare Strategist Trend Watch, August 19, 2005

One reason that hospitals set up Web sites is to educate consumers about hospital services and assist the public in making decisions about whether the hospital should serve a role in an individual's healthcare. But does a hospital's Web site play a significant role in patient decision-making?

One recent study set out to answer that question and concluded that an organization's Web site can be an important marketing tool and can influence and assist individuals who are looking to choose a physician or a hospital.

For example, the percentage of users searching for a physician prior to (23%) or after (20%) a decision to be hospitalized demonstrates the role sites can play in overall marketing strategy by connecting consumers and physicians.

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