Shawn Gross

Shawn Gross
Shawn Gross is the Chief Digital Strategist, Healthcare Practice Lead for White Rhino in Burlington, Massachusetts where he helps world-class health care organizations build content rich, patient-centric websites and inbound marketing programs. Shawn was previously the head of digital marketing at Tufts Medical Center, Floating Hospital for Children and Massachusetts General Hospital and can be reached at
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Recent Posts

What’s next in healthcare digital marketing?

This edition of Rhino Radio is a recap of the 2014 Greystone Healthcare Internet Conference presentation on "What's next in healthcare digital marketing?" 

A recent PwC study quote recently got me thinking: “As ‘patients’ behave more like ‘consumers,’ health care organizations need to deliver a higher level of personalized service, satisfaction and overall experience – or risk losing business to the competition.”


Why Your Hospital Website Needs Treatment Programs

If you’re a hospital digital marketer, you need to be creating online treatment programs. Here are 5 reasons why.

Car websites have cars. Zappos has shoes and product videos. Apple has shiny gadgets beautifully photographed. Amazon has photos of products, the ability to look inside the pages of books and user feedback. Lots and lots of user feedback.


12 Insights You Need to Know Before Building a Hospital Website

Hospital website redesigns aren’t easy.

First of all, there’s the internal politics. They seem to put the needs of individuals and department agendas over the needs of the entire organization. This complication seems to affect hospital website redesigns more than any other industry.