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If you’re looking to upgrade your healthcare organization’s website in 2019, here are a few suggestions to help create an innovative, patient-centered online experience. Your website represents a great opportunity to give prospective patients and other important audiences a strong first impression.  When done well, your website builds trust through an innovative, modern, and frictionless experience, before folks even walk through your doors.10. Mobile Optimized – Driving directions, click-to-call and voice search are examples of mobile features that go beyond the expected responsive, mobile-friendly layout. Helping your audience engage quickly with the most relevant content, especially if they are on the move, provides an immediate service and has long-lasting impact.9. Accessibility – With recent requirements and lawsuits based on WCAG standards, healthcare organizations need to create websites that are fully accessible to a wide range of audiences, including those that may be hearing and/or sight impaired, color blind, or autistic. Your digital agency should have experience building websites that comply with WCAG standards to help you meet those requirements.8. User Centered Design – A vast majority of healthcare websites serve a multitude of audiences: patients, caregivers, referring physicians, researchers, donors, prospective employees, and more. Make it easier for each to find what they need with a user experience that helps site visitors locate what they need, intuitively.7. Ratings & Reviews – This requires some careful planning and may benefit from ongoing monitoring, but knowing that patients are going to find ratings and reviews, it’s smart to have them on your own site to see what’s happening and directly address any criticism.6. Online Appointments and Bill Pay – Having a smooth experience to perform basic tasks may not seem like a delighter for your site visitors, however, not having those tools risks annoyance and frustration in a sometimes stressful and confusing treatment process. Consumers expect seamless, frictionless interactions (thanks a lot, Amazon).5. Robust Physician Finder – If your organization has a multitude of specialists, services and treatments, be sure your website’s doctor finder tool can do the heavy lifting for patients or caregivers who are searching with limited knowledge on their condition or treatment needs.4. Analytics and Robust Reporting – hopefully you have a Google Analytics account that’s capturing your key KPI’s and you’re using them to measure the success of your website. Make use of your data to gather insights and update the content, design or UX based on what’s working, and what’s not.3. Voice Search –recently gaining popularity thanks to Alexa, Google Home, Siri and other voice activated assistants, the momentum of voice search shouldn’t be ignored. Voice-based searches are increasing with no sign of slowing. Mobile and voice optimization now go hand-in-hand. And given the majority of voice searches occur on a mobile device it’s ever important to consider the context of location.2. A Chat Bot (that works) - Chat bots can be great for site visitors who need a simple answer and don’t want to make a phone call, but no one wants to use one that consistently returns a message without the information you need. If it’s fully tested and functional a bot can be a great asset that shows your organization’s tech savvy culture and reduces calls to your call center.1. GDPR – GDPR compliance is a new and complex standard that places the compliance responsibility on those who handle and/or control the data and is often not a design, navigation or layout consideration. This can require potentially extensive custom development and/or audited manual processes and should be addressed with your compliance/legal team and digital agency to be sure you’re covered.