In this blog series, we explore experience design for the patient and member journey.
Strategy to Improve Digital Experiences in Healthcare
Patient- and Member-Centered Content and Experience Design
A hallmark of poorly-considered healthcare content is the tendency to create definition-based pages in isolation of one another.
Before you write a word, make sure you understand a) the end goal, b) the various ways one might achieve that goal, and the c) specific audiences you’re working to affect.
RELATED: How to Better Understand Your Patients and Members
Strong content begins with the following considerations:
Motivation – Why are they here and what will prompt them to act?
Intent – What is the most likely next step?
Urgency – If the next step is inevitable, how quickly would this person want/need to act?
Readiness – If the next step is optional, what stage in the behavioral change process should the content reflect?
Emotional State – Which words will make them feel comforted, understood, etc.?