Jan 30, 2025, 16:08 by Sara Foster

In today's digital age, a healthcare organization's website is often the first point of contact for patients and consumers. But how can healthcare systems understand the effectiveness of their online presence? Enter gSight^SM, a tool that changes how healthcare marketers evaluate and improve their websites. 

gSight: A decade of digital healthcare insights

gSight, a collaboration between Greystone.net and Klein & Partners, has provided valuable insights into healthcare website performance for nearly a decade. This partnership combines Klein & Partners' expertise in healthcare market research with Greystone's proficiency in web strategy.

Too often, hospitals and health systems rely solely on internal feedback or adapt existing tools without considering the end-user experience. gSight changes this model by directly engaging website visitors and gathering their feedback.

At its core, gSight is about understanding the user journey. The tool asks visitors:

• Why they came to the website
• Whether they accomplished their goal
• How the experience made them feel about the healthcare brand
• What they would fix or change
  

This approach provides a holistic view of the website's performance, going beyond aesthetics to evaluate its functional effectiveness and emotional impact.

One of gSight's strengths is its ability to provide ongoing, real-time feedback. Healthcare marketers can access a dashboard with their specific data, allowing them to track performance over time, identify trends and quickly address emerging issues.

Plus, healthcare systems can compare their performance against national averages, but also against peer groups (e.g., academic medical centers, children’s hospitals, small to large health systems), providing context for their results and highlighting areas for improvement.

Here’s what a digital marketing manager at a mid-sized healthcare system in the Southeast said about gSight:

“gSight is essential in helping us identify and take action on changes for our website based on survey results. It also helps us understand and quantify if, and by how much, these changes are having the desired effect.”

What gSight uncovered

With more than 360,000 completed surveys across more than 40 clients (including more than 50,000 surveys in 2023) gSight has amassed a trove of data. This extensive database allows for meaningful segmentation and benchmarking, offering healthcare marketers insights into their digital performance.

Take a look:

• Top reason for visits: The primary reason people visit healthcare websites is to find medical condition information (13% of visits). Balancing comprehensive health information with clear pathways to relevant services could improve user satisfaction and potentially increase conversions.
• Appointment scheduling: With a low star rating (3.82 out of 5) and high difficulty rate (44%), this is a clear pain point for many users. Healthcare marketers should prioritize streamlining their online appointment booking processes.
• Website Net Promoter Score (NPS): gSight has adapted the traditional NPS concept to website experiences. The national average Website NPS is 21 but drops dramatically to -46 for users who encounter difficulties. Making your website easy-to-use and minimizing the road bumps that visitors see as “difficult” is the key to driving a positive and promotable experience.
  

“The key is not just in collecting this data, but actively using it to drive improvements,” says Melinda McDonald, Senior Account Executive at Greystone.net. “Whether it’s streamlining appointment scheduling processes, enhancing service line content or improving the overall user interface, gSight can help healthcare marketers create websites that give visitors what they’re looking for.” 

Want to learn more?

Getting gSight set up and running on your hospital’s website is very easy. To learn more, visit our website or email us.