Without an integrated communications plan overseeing your Web site, you arenât making the most of your site. Hereâs how to extend continuous improvement efforts from the real world into cyberspace. Of all the questions any manager must ask when it comes to Web sites, perhaps none is more important than one simple word—why. Why bother having a Web site in the first place? What purpose will it serve? Just as simple is the answer—in modern healthcare, Web sites are seen as a differentiating factor in the overall quality of an organization.