Healthcare

5 Building Blocks of the Practical, Patient-Centered Website

Medical Sales Team Assist

Previously, I discussed the demand for a digital experience in healthcare. This post analyzes the five key points for designing and implementing a practical, patient-centered website. Healthcare

Given the cluttered healthcare content landscape, it’s more important than ever to innovate and consistently deliver a gold standard website experience that provides the content that patients want and need. Check out these five building blocks of the practical, patient-centered website.

1. Design for ease of access

Fifteen seconds. That’s the average time users spend on a website, though it may be longer for healthcare content. Regardless, minimize the clicks, taps, and swipes required for a user to reach their destination. Intuitive site architecture is the product of designing around user feedback, subject matter expert input, and design best practices.

2. Design for look and feel

Healthcare - The Value of Enterprise Search for Payers and Providers
The Value of Enterprise Search for Payers and Providers

What if your website could quickly and easily provide your members and patients with personalized answers and other information they want and need? Would you reduce inbound call inquiries? Solidify your position as a go-to source for information? Enlighten consumers with the knowledge to help them be healthier?

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Digital content, even for more complex healthcare information, should be brief, with options for the consumer to read more detailed content if desired. A picture paints a thousand words, as do custom-designed icons and infographics, so be sure to strike the right balance between text and visuals.

3. Integrate a reliable internal search function

There’s nothing more frustrating to a user than searching a website and getting pages of search results that have nothing to do with the keyword being searched. Worse yet is receiving zero results when it’s a known specialty of the hospital or clinic. Invest in a proven search engine and optimize all content for search.

4. Promote the right features

Patients expect certain mainstay content from a hospital or clinic website, including these features:

  • Find a doctor
  • Request an appointment
  • Patient portal
  • Directions, parking, and wayfinding
  • Patient journey information
  • Pay a bill
  • Messaging – two-way messaging between patients and providers
  • Virtual appointments/ e-visits

5. Design responsively

All features should conform to responsive design standards for all devices (laptops, widescreen desktops, tablets, wearables) and be optimized for smartphones. Everyone knows the frustration of using a mobile device to view content designed only for desktop.

To learn how to break through the clutter with these 5 tips for building a patient-centered website, you can click here, or submit the form below.

About the Author

Juliet has 20 years of executive leadership in management consulting, IT, healthcare strategy, finance, and operations. She provides thought leadership backed by extensive experience in all phases of strategy including initial business visioning, strategy and roadmaps, ROI justification, and program execution. She leverages her cross-industry experience and management consulting and technology experience to support healthcare clients in realizing their vision.

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