The problem
I’ve seen the same pattern across a large OB-GYN network, a national physical therapy company built through 20+ acquisitions, a multi-billion-dollar nonprofit system four years past a merger, and a nonprofit integrated payer-provider system growing into new markets through acquisition. Legacy platforms beside newer ones. Acquired brands with no visible link to the parent. The same data telling different versions of the same story. By every operational measure, these organizations should dominate their markets. Online, they look like five unrelated companies.
It breaks in the same place every time
If the middle two links are broken, scale stops mattering. The larger, more capable organization loses the customer to the smaller one that simply looks more trustworthy online.
Does this look familiar?
A few signs your digital front door isn’t keeping pace with your operations:
Four ways to close the gap
Digital Front Door Assessment
A structured diagnostic of where your chain breaks — and the entry point to the deeper discovery that fixes it.
↗Data Strategy & Governance
One system of record for locations, providers, services, and EHR/partner data.
↗Governance, Accessibility & Compliance
Operationalizing HIPAA, ADA/WCAG, Section 1557, and GDPR requirements in partnership with your Legal, Privacy, and Security teams, built into delivery rather than bolted on.
↗The assessment is what I can see from the outside. The transformation happens inside.
The Digital Front Door Assessment maps everything visible without access to your network — your public experience, performance, accessibility, security, and compliance exposure. It’s real, it’s where the work begins, and it’s the part a capable web agency can also do.
What it can’t do is tell you why your front door is fragmented. That answer lives inside your operation, with the people who run it. Under an NDA, that’s where I go next: interviews with the executives, staff, and patients who actually use your systems; the root-cause discovery no outside scan reaches; and remediation designed around what I find — new process, new governance, sometimes new technology.
Any agency can audit your front door. Tracing the break back to operations — and helping you fix it there — is a decade of enterprise experience no scan, and no AI, can stand in for.
Audit. Architect. Accelerate.
Every engagement moves through the same three phases — the ReDefine Digital methodology.
Audit — understand the current ecosystem
Platforms, data, patient journeys, governance, analytics, compliance, and organizational ownership — mapped as they actually are today.
Architect — design the future state
Digital ecosystem, data architecture, operating model, governance, roadmap, and investment priorities — sequenced by what’s costing you most.
Accelerate — execute alongside your team
Vendor selection, platform implementation, M&A integration, cross-functional leadership, program governance, and measurement.
Recommended by the people who’ve worked with her
Christina is passionate about how our external digital platforms impact internal operations, and her deep understanding of this connection allows her to spot potential risks early on. Whether it’s identifying inefficiencies in system integrations or anticipating performance bottlenecks, Christina works closely with teams and stakeholders to address these issues proactively.
Christina was instrumental in building and expanding the accessibility program with various business units. She was highly organized and very strategic in how she managed her team to drive results. Christina is a competent leader and such a great person to work with.
Challenges your buyers are facing
Health systems have paid more than $100 million across roughly 19 settlements for running tools like Meta Pixel and Google Analytics on authenticated patient portal sessions. Accessibility carries the same weight — if you bill Medicare Part B, Section 504 already requires WCAG 2.1 AA on your public site and apps, and OCR can suspend federal funding for organizations that don’t comply. HHS pushed the deadline to May 2027 for larger organizations and May 2028 for smaller ones, but the lawsuits haven’t waited: Frazier v. HCA Holdings alone named more than 159 hospitals and facilities. Meanwhile, more than 80% of patients research a provider online before booking, so a fragmented digital front door loses them before your operational excellence gets a chance to change their mind.
