He pointed out that while websites coupled with search engines were first to replace the Yellow Pages, smart phones are quickly becoming the tool prospects use to find services they're looking for. That means a .mobi site is critical for an improved user experience.

But many hospitals struggle with which way to go in terms of a mobile app. Some hospitals, such as Jewish Hospital & St. Mary's Healthcare, are creating custom apps that allow users to find a physician within their network, register for events, access health information and more. But that type of private-labeled app will see limited downloads because only those with a strong affinity for your hospital system are likely to want it.

Just like an app that provides all kinds of dining options nearby are more popular than apps from any one restaurant, the healthcare apps more likely to be downloaded are the ones that include your providers' information alongside your competitors' - but this is the way to reach new patients.

So whether you decide to create your own app or not, you may find yourself lagging behind if you're conspicuously absent from a widely used healthcare app - and it may happen sooner than you think.