In the past year, we’ve been working with several health systems eager to reinvent their web platforms. Web investment tends to come in waves, and this one is right on time—if not past due.
Why? Because the landscape has changed. The technology is better. And customers expect more.
To stay competitive, your digital experience has to deliver those improvements. Doing that requires a degree of web transformation, both in terms of the platform you’re using and your mindset about what a healthcare website should be in 2025.
As a digital consultancy currently partnering with health systems in every region of the country, we have some insights to share about web transformation and replatforming—and where we think things might be headed next.
Re-platforming: Essential Upgrades vs. Enhanced Capabilities
Many health systems face a critical decision: should they simply upgrade their existing web platform, or pursue a more comprehensive transformation? This often depends on the current state of their technology.
Some organizations are hampered by outdated or proprietary systems that limit content management and risk data loss.
In these situations, replatforming to a modern Content Management System (CMS) like Drupal, Sitecore, or WordPress is essential. These are the three CMSs we most commonly encounter in our work with US-based healthcare systems, offering greater flexibility and control over digital content.
Other organizations, however, may have a functional CMS but seek more advanced capabilities. They want to not just maintain their current position, but to excel. This is where the discussion shifts to a more robust solution, like a Digital Experience Platform (DXP).
Moving to a DXP requires careful consideration. Three key elements must align:
- Urgency: Is there a pressing need for a more advanced platform?
- Vision: Is the organization ready and willing to embrace digital transformation?
- Support: Does the project have the necessary resources, including budget and leadership buy-in?
The organization’s approach to replatforming is as important as the technology itself. Technical solutions provide systems, but they don’t address organizational culture. A forward-thinking mindset is crucial for a successful transformation.
Toward Digital Experience Platforms (DXPs)
While a modern CMS offers significant improvements over older systems, it still has limitations. Managing various digital functions, such as marketing automation, physician data, AI chatbots, and digital asset management, often requires integrating multiple, separate tools.
What’s a DXP?
A DXP provides a unified solution. It’s a suite of integrated software components that work seamlessly together. Instead of assembling disparate tools, a DXP offers a pre-integrated technology stack.
A DXP typically includes:
- Content Management Systems (CMS)
- Digital Asset Management (DAM)
- Customer Data Platforms (CDP)
- Customer Relationship Management (CRM)
- Marketing Automation
Large enterprises have been adopting DXPs for several years. Many healthcare systems are beginning to follow suit, particularly those seeking greater efficiency and resource optimization.
While DXPs involve a larger initial investment, they can save time and resources in the long run due to their integrated nature.
Types of DXPs
Open DXPs allow integration with third-party tools, enabling organizations to retain existing technologies. Closed DXPs, on the other hand, are designed as self-contained ecosystems with limited third-party integration.
Leading DXP providers are often familiar names in the technology industry. Gartner’s Magic Quadrant provides regular evaluations of DXP platforms. The ones ranked highest are:
- Optimizely
- Adobe
- Acquia
- Sitecore
We are certified partners for both Acquia and Sitecore.
Where Are Healthcare Websites Going Next?
DXPs allow for the creation of rich digital experiences, often centered around a website. While functional and user-friendly websites are essential, the focus is still on directing users to a central destination.
However, consumer behavior is evolving. How can healthcare organizations deliver experiences that come to the user, rather than requiring the user to seek them out?
The next phase of web transformation for health systems involves extending technology beyond the website and delivering personalized experiences directly to individuals.
What will this look like? We’ll explore some possibilities in one of our upcoming posts.
