If you're in the healthcare industry, it's hard to miss the fact that "improving the patient experience" is everywhere, with thought leadership pieces cropping up on everything from the importance of kindness to how AI can help create customized care plans.

Since healthcare websites are often the front door to modern healthcare services, they're integral to patient experience, so it is critical that they are done right. Leading healthcare organizations understand that a good digital experience for patients starts before the patient lands on their site: Keywords and ads that raise brand awareness are where the process starts.