People tap the web for the three broad content categories:

Banking News Travel and Entertainment

What else? Health and wellness -- because people want to live healthier and more productive lives.

What’s the benefit of WebMD for instance? Pretty innovative idea and the company offers a lot of great information, however what does someone do if they want to find a doctor? Or an educational event? Or the closest ER? Or a Lamaze class? Or a physician that has perfected the Bariatric procedure? Or… [YOU CAN NOW FILL IN THE BLANK]

When you start to connect content with actionable activities you inherently start to create real and measurable value.

Now, think about it from a consumer choice and competitive market perspective. "Two hospitals are 20 minutes away from my home: decisions, decisions…"

Hospital A has a nice web site, however I am unclear if they have what is important to me and its starting to take too much time for me to find out. Your Hospital has a dynamic DRIVE TO ACTION web site that has ALL of the information that’s important to me AND I can find a doctor that will be familiar with what’s important to me AND the hospital offers classes that can help educate me best AND I can get a news letter sent to me at work that I can read when I have time.