This article was written for Greystone.Net by Jessica Levco, a freelance healthcare writer and event strategist.

Let’s be real: Most healthcare websites are built on assumptions, rather than evidence and real consumer feedback. 

Marketing teams guess what patients and prospective patients want. IT departments focus on tech. Executives push for features that look impressive in boardrooms, but these features often confuse patients.

If you want to build a consumer-friendly website, it might be time to listen to what people are telling you. But first, you have to ask them.

Enter gSight^SM, a digital analytics platform, which provides instant feedback on how website visitors find, interact and feel about a website through a standardized survey. The online dashboard features instant visitor experience reactions, areas for improvement, specific KPI performance and verbatim comments. The platform was developed in collaboration between Greystone.net and Klein & Partners.

“This platform gives leaders a summarized report of key findings and suggestions for improvements from digital and market research healthcare industry experts,” says Melinda McDonald, Senior Account Executive at Greystone.net.

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

Recently, gSight’s community of users came together to share best practices and learn more about new enhancements, including:

• Reports now contain AI summarized verbatim comments which quickly identify improvement priorities.
• A shorter cloud-based standardized survey is currently being developed to enhance the survey experience and increase the number of completed surveys.

When feedback goes beyond website issues

One of the biggest challenges healthcare organizations face is receiving feedback about issues that aren’t directly related to their websites. The solutions on how to deal with this vary by organization, but most have developed systematic approaches to handle off-topic feedback.

“If it’s patient-facing or patient-related, we will escalate it through patient experience,” says Jessica Banich, digital marketing director at Moffitt Cancer Center. “If it’s about bills or the patient portal, we’ll send it over to those teams.”

A gSight client from an East Coast healthcare system said she has a strategic approach to handling feedback that extends beyond website control.

“We’ve escalated comments to our VP and other leaders to make sure we have the right people in the room to hear this feedback directly,” she says. “It’s important to view off-topic feedback as brand feedback — not just website criticism.”

Look at your gSight data before redesigning pages

The East Coast client also discussed how the data shaped their homepage redesign. She describes the original homepage as “busy.” Emergency banners! Too many navigation choices! Videos! Images! Patient stories!

Overall, it’s just too much to look at. She knew that but needed the data to back it up. And it did.

“We heard through gSight that people were looking to find a doctor or pay a bill,” she says. “This helped us with our re-design. Now, the new design features  six prominent buttons for the most common tasks, eliminating the hero images that leadership had initially insisted upon. Especially if you’re on mobile, people want to get the task done. They’re not here to browse.”

The benchmarking value

Several organizations highlighted how survey data is important to benchmarking information.

For example, James Morgan, digital marketing manager from Cape Fear Valley Health discussed how the survey data helps their team measure success.

“We re-did our website at the end of 2024, so the report we had this month from gSight is going to help keep us stay on track with what our patients and website visitors want to see,” Morgan says. 

What’s next for gSight?

McDonald is excited to share what’s next for gSight in 2026. Here’s a quick look:

• Fee-based add-ons for industry best practices
• Competitive intelligence around user-testing with individual case base fees

“The key is not just in collecting this data, but in actively using it to drive improvements,”

McDonald says. “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.”

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.