A few weeks ago, I sent a patient education link to a colleague via WhatsApp. It was long, so long that it broke into two lines on her screen, making it difficult to click, especially on mobile. “What is this?” she messaged back, hesitant to open something that looked confusing and, frankly, suspicious. Her response made me reflect on how something as mundane as a URL—the link itself—can either support or undermine trust in a healthcare setting.
Why Short Links Matter in Healthcare
In clinical practice, public health campaigns, and health education, we often think about what we say, but not always about how we share it. Clarity, confidence, and usability matter, especially when you’re dealing with sensitive health topics or time-pressed readers. A shortened URL isn’t just tidier. It’s more accessible, more user-friendly, and often more trustworthy—if used wisely.
Let’s say you’re linking to a new vaccination clinic schedule or a sign-up page for a mental health webinar. Here are your two options:
https://healthsystem.gov/community/events/primary-care/mental-health-week-2025/register-now-form.html
or
https://yourclinic.org/mhweek2025
Which one feels easier to trust and click?
Beyond the Aesthetics: What Shortened URLs Actually Do
A URL shortener takes a long, complex link and generates a much shorter one that redirects to the same destination. But the best tools offer more than just a cosmetic makeover—they provide tracking, branding, and behavioural insight.
Many shorteners (like Bitly, Rebrandly, and TinyURL Pro) allow you to:
- Track click-through rates (how many people actually click your link)
- See geographic data and referral sources (helpful for outreach campaigns)
- Customise the back-half of the link for clarity and brand alignment
In other words, shortened links don’t just look better—they help you communicate better.
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