Healthcare organizations continue to evolve their digital presence as patients increasingly rely on websites for information, navigation, and access to care. In support of this shift, Pipeline Health recently renewed and expanded its ongoing collaboration with Sequent Creative, a healthcare-focused digital experience and website management agency based in San Diego. The multi-year agreement formalizes a collaborative relationship that began in 2021 and reflects the growing strategic importance of digital communications within hospital systems.
Under the renewed engagement, Sequent will continue to manage Pipeline Health’s primary corporate website along with the websites for four affiliated community hospitals in the Los Angeles region. These hospitals play a critical role in providing care for diverse populations, many of whom rely on local facilities for urgent, specialty, and acute care needs.
Supporting Digital Access in Community Healthcare
Hospital websites serve as an essential point of connection between healthcare institutions and the patients and families they serve. Beyond general awareness, these platforms support key healthcare functions such as:
- Information on services and specialties
- Emergency department access and wait times
- Physician directories and provider search tools
- Billing and insurance resources
- Patient rights and visitor guidelines
- News and community outreach
- Recruitment and staffing communications
For community hospital systems, reliable digital communications are a crucial extension of onsite operations. Pipeline Health’s hospitals serve neighborhoods across Los Angeles where multilingual populations, varying levels of digital literacy, and socioeconomic diversity create additional complexity and importance around accessibility and clarity.
Sequent’s continued website management role is designed to support this mission by ensuring that essential information remains accurate, accessible, and aligned with evolving community and organizational needs.
A Collaboration Built on Continuity and Operational Support
Unlike many healthcare digital engagements that conclude following a website redesign, Pipeline Health’s collaboration with Sequent emphasizes ongoing operational support. This includes governance, content updates, accessibility compliance, uptime, performance monitoring, and digital experience improvements over time.
“Pipeline Health plays a meaningful role in the communities it serves,” said Dean Huntley, CTO of Sequent Creative. “We are honored to continue our important work and look forward to supporting Pipeline Health’s digital communications and patient experience efforts in the years ahead.”
The agreement underscores a growing trend across healthcare, as hospitals have increasingly recognized that website operations require sustained attention after launch. Shifts in patient expectations, regulatory needs, staffing updates, and service changes make constant maintenance and iteration essential.
The Digital Front Door for Patients and Families
For many individuals, a hospital website is their first interaction with a healthcare provider. It is where questions are answered, care is located, and trust begins to form. Recognizing this role, Pipeline Health places significant emphasis on the clarity, accuracy, and accessibility of its digital presence.
“Our websites are often the first point of contact for patients, families and community members,” said Jane Brust, Vice President for Marketing and Communications for Pipeline Health. “Working with Sequent allows us to keep that experience accurate, accessible and aligned with our mission of serving our communities with compassion and quality care. We value the continued collaboration and the expertise Sequent brings to our digital presence.”
The emphasis on patient experience parallels broader healthcare industry trends. In the years following the COVID-19 pandemic, digital healthcare adoption accelerated. Patients became more accustomed to navigating healthcare information online, while providers increasingly relied on digital channels to communicate evolving policies, protocols, and resources.
Healthcare’s Shift Toward Website Management as a Core Function
Historically, hospitals and health systems often viewed websites as periodic projects, with large redesigns occurring every few years and limited follow-up beyond ad-hoc content changes. However, several factors have reshaped that approach:
1. Increased digital patient reliance
Patients now expect hospital websites to provide real-time and accurate information on care availability, services, and logistics. Delays or inaccuracies can directly impact patient experience.
2. Accessibility and compliance requirements
With evolving ADA standards, healthcare websites must maintain accessible navigation, readable content, and screen-reader support to meet regulatory and ethical expectations.
3. Operational communication needs
Healthcare systems frequently update service lines, provider rosters, insurance coverage, visitor policies, and event information, updates that require coordinated digital support.
4. Staffing and recruitment demands
Hospitals rely on their web presence to attract clinical and administrative talent, making digital representation a factor in workforce engagement.
5. Branding and trust formation
A consistent and accurate digital presence reinforces public trust, especially within community hospitals serving vulnerable populations.
6. Multi-entity complexity
Pipeline Health’s system includes multiple hospitals, each with unique service offerings, identities, and community audiences, which adds layers of coordination to digital operations.
These factors have led many healthcare organizations to adopt ongoing management models similar to Pipeline’s, often involving external collaborators with domain expertise in healthcare digital operations.
Sequent Creative’s Role in the Healthcare Digital Ecosystem
Sequent’s specialization spans two primary dimensions relevant to modern healthcare institutions:
Digital Patient Experience — Ensuring hospital websites remain usable, clear, mobile-friendly, and supportive of patient decision-making, appointment readiness, and care navigation.
Website Operations & Management — Overseeing accuracy, uptime, compliance, content changes, platform security, performance, and digital governance for hospital systems.
This dual focus reflects a shift in how healthcare organizations evaluate digital communications. Beyond aesthetics, websites are increasingly measured by their ability to support operational outcomes.
Even at the local level, community hospitals face heightened expectations around digital clarity and responsiveness. Patients expect the same level of navigational ease they encounter in consumer industries, and providers must ensure information is both clinically sound and publicly accessible.
A Model for Sustained Collaboration
Pipeline Health’s continued collaboration with Sequent illustrates how multi-year digital support agreements can address these needs while providing organizational continuity. Rather than treating web operations as an episodic activity, the model embeds digital management into the day-to-day communications fabric of the health system.
This structure benefits healthcare organizations by:
- Reducing operational overhead for internal communications teams
- Ensuring rapid updates when clinical information changes
- Maintaining alignment across multiple facilities
- Ensuring compliance with accessibility and industry standards
- Preserving institutional knowledge over time
- Supporting ongoing improvements without full redesign cycles
- Increasing responsiveness to community needs
For patients and families, the result is a digital experience that remains stable, reliable, and relevant.
Looking Ahead
As digital transformation continues across healthcare, the demand for structured website management and patient-focused digital communications is expected to grow. Hospitals are investing not only in new platforms and technologies, but in the sustained support models required to operate them effectively.
Pipeline Health’s renewed agreement recognizes this reality and reinforces a shared commitment to serving communities through clear and dependable digital communication.
About Pipeline Health
Pipeline Health is a Los Angeles-based community hospital system providing care across a network of local facilities that serve diverse populations throughout the region. The organization emphasizes personalized, community-oriented care and a mission of improving health outcomes through accessible and compassionate service.
To learn more about Pipeline Health, visit pipelinehealth.us
